Now, craft different categories of content–or content pillars–that can showcase your brand from different angles. Don’t be afraid to get creative. With your audience insight and brand voice strategy at hand, you can brainstorm ideas for relevant, engaging content. What you decide to share as content will be the base of your Twitter marketing strategy, so consider what you’ve discovered about your audience and customer base. Ask:
Next, ask yourself what message you want to communicate. “What are the big ideas you want your followers to understand?” asks Balis. “Think about ways to educate your audience around your field of expertise or ways to offer your expert take on current events.”
You can also showcase your brand and the people behind it in compelling ways. Understanding what’s important to your audience as well as your own business goals will help you think of out-of-the-box content ideas that resonate with your followers. Here are a few content categories to consider when brainstorming:
Behind-the-scenes stories: Have an outstanding employee you want to show off? Sharing about your team is a great way to humanize your business and demonstrate how much you care about everyone involved. “It can provide your audience with an interesting view into your daily operation,” says Balis.
Industry news: Whether you’re a business leader or a brick-and-mortar shop owner, you’ve most likely developed a significant amount of knowledge growing your business. Use your experience to inform your audience by offering in-depth takes on relevant events.
Educational content: Provide background information and context related to your business, offering educational content that enhances your audience's understanding. For instance, a restaurant might share details about the regions where their specialty ingredients come from, while a fishing shop could provide weather predictions or tide charts.
Showcase your voice: A strong content strategy is a great way to showcase your brand’s voice and identity as well as set the tone for your brand. If it’s appropriate, you can add memes, pictures, video and other types of media, as long as you stay true to your business mission.
At the end of the day, Twitter's true strength lies in its ability to foster meaningful conversations. “Twitter outshines other social media platforms when it comes to cultivating relationships,“ says Balis. Once you’ve gained an understanding of your audience and determined the types of tweets that best represent your brand, you can begin forging connections with your customers through the brand-building content you share and the conversations it sparks.
In addition to maintaining a regular posting schedule, it's crucial to ensure that your tweets align with your brand and remain relevant. “Keep Tweets helpful, informative and enlightening,” says Balis. “Being a consistent, helpful voice on Twitter will build trust and credibility with your followers.” Providing insightful information will also encourage retweets, amplifying the reach of your voice.
Twitter is pretty noisy, so it's important to listen more than you tweet. When your followers ask questions, respond quickly. Additionally, acknowledging comments or tweets from your audience can be a great way to keep the conversation going and demonstrate that you’re engaged.
“Resolving issues on Twitter and responding to your followers’ tweets is another way to cultivate ongoing conversations,” says Balis. “Twitter [can serve] as one plank of your customer service platform.” By responding to questions that are relevant to a broader audience, you can show that your business cares and is open to conversation.
“Twitter’s advanced search engine is something that sets it apart from other social media platforms,” says Balis. “By mastering this function, you’ll be able to find new people to connect with and bring them into your Twitter ecosystem.” These suggestions can help you master Twitter’s advanced search function:
Utilize punctuation commands: Target your searches by enclosing exact phrases in quotation marks. For example, to search for New York specific tweets, type “New York”. This way, you can explore more focused topics, retrieve specific tweets or monitor specific phrases throughout the platform. If your search is pulling up unwanted information, you can filter it out with the minus sign. For example, if your “New York” search is dominated by New York City–related tweets rather than those relevant to the whole state, search “New York -city,” instead.
Narrow your search results: The date-range filter is invaluable for researching reactions to current events and other topical tweets. You can also use this feature to focus a popular keyword’s results. For example, if you wanted to learn more about a piece of tech, but a recent development is crowding your results, simply exclude the last few months.
Track conversations about your own brand: Set up notifications for mentions, replies and retweets of your brand’s Twitter handle to ensure you receive alerts whenever followers engage with your brand. You can search for past tweets, too, and create saved searches. Note the times when your brand is mentioned positively or negatively to gauge your real-time impact.
While some of your content should include information about your product or services, the most successful Twitter accounts focus on offering value to their audience beyond product sales and through a variety of content. “While there’s no one-size-fits-all rule on this, it’s helpful to go for a 30/70 content split, with 30% of your content being products and services, and 70% being other brand-building content,” advises Balis.
Sometimes, it’s just as important to not chime in. “Know when not to speak up,” Balis says. “Resist the urge to weigh in on every trending topic.” You don’t need to be noisy to make an impact: in fact, sometimes it just dilutes your voice. “Understand what’s important to your audience and stay relevant,” suggests Balis. “Your Twitter business account should only comment on topics that your audience cares about. ”
Growing your Twitter following can take time. “It’s important to be patient and consistent,” says Balis. Effectively and consistently marketing on Twitter can be a challenge, especially if you run a small business and have limited resources at your disposal. But there are many innovative marketing tools available to help you streamline your Twitter marketing strategy and stay on top. Below we’ve compiled a list of the most popular Twitter marketing tools to help get you started.
Hootsuite is one of the most popular Twitter management tools available. From its centralized platform, you have multiple ways to schedule tweets and track mentions and hashtags. It offers comprehensive analytics to help refine your marketing strategy as it grows.
How To Promote On Twitter For FreeBuffer focuses on providing a simplified, user-friendly platform that allows users to schedule tweets, track real-time performance and measure overall engagement. Known for its clean, intuitive interface, it includes options for tracking audience growth as well.
Sprout Social offers comprehensive tools to manage your Twitter account, schedule your tweets, track your progress and measure your account’s performance. It includes a unified Smart Inbox for easily managing your customer relationships through email or audience engagement without having to toggle between different platforms.
Tweet Deck is a free management tool that includes a real-time, customizable interface. Users can track mentions, hashtags and keywords. You can add multiple feeds and accounts to your dashboard to monitor them all simultaneously.
BuzzSumo identifies Twitter content that’s already trending. By utilizing keywords and topics, users can discover popular content, identify influencers and develop new ideas or understand industry trends. Use BuzzSumo to refine a Twitter marketing strategy and create better content.
Unorthodox Roasters is a coffee shop in Scotland with a fun, informative Twitter account. “Their Twitter feed features a mix of behind-the-scenes content, educational posts and product shots of their coffee and handmade mugs,” says Balis. By keeping the aesthetic consistent, the photography captures the feel of being in the Unorthodox Roasters coffee house.
If I would say Twitter is the founder of the Hashtag concept, then it won’t be wrong. Agree? Further imported to Facebook and Instagram, hashtags are truly ruling out the trends for social media marketing since then!
Guess when the hashtags are bossing around the other platforms, how beneficial they would be for their originator! Cutting it crystal clear, if you want your business to be known around the professional community in a proficient way – then Twitter is your way to go!
With more than 397 million active users, Twitter is a socializing platform with a massive audience. By scrolling through Twitter, one can quickly understand how Twitter marketing is helping the brands reshape their promotional strategies and engage with their audience.
Wondering what Twitter marketing is and how it can leverage your business? It’s time to fasten your seat belt. In this detailed guide, I will talk about Twitter and its marketing alongside some winning tips that would be a lethal combination for this article.
Before going inside the box of Twitter marketing, we need to understand how it works. While working on the marketing campaigns of Twitter, understand what Twitter and its marketing framework look like and how your Twitter content could create an impact on the audience.
Basically, Twitter marketing is a kind of an idea or say a plan where a business has to put in money and energy to create a fundamental strategy. This type of strategic planning could help the business in promoting itself via Twitter. However, there are so many businesses that are still hesitant to join the platform of Twitter for marketing purposes.
In this world of excessive digital competition, Twitter seems to be a little less advantageous towards the growth of businesses. But this old-school type of service is one of the safest applications that is used for the exchange of messages and to stay connected.
A lot of marketers are still confused about using Twitter for marketing purposes but let me share a fact with you. You might be surprised but almost 85% of Twitter users have reported that it is essential for businesses to provide customers with support on Twitter.
Keep scrolling and you will find a lot of top-notch brands engaging with the audience through their tweets. This type of interaction via tweets allows the business to interact with its targeted audience. One can follow, unfollow, and retweet certain tweets of his choice and can get the latest updates from Twitter.
At this stage, understanding Twitter’s business strategy for marketing purposes is quite important. Engagement with the Twitter audience is the real struggle however there are some outstanding brands that are performing exceptionally well at Twitter and you must take some notes from them.
Twitter marketing has become one complicated channel for marketers. And can get overwhelming a couple of times. Twitter itself has become quite a powerful marketing platform. Being a Twitter-savvy marketer could be difficult as one would have to interact with the audience in real-time while explaining the brand perfectly. No one would like to talk about the latest trending topic only and would surely run for the engaging content. And at this point, it is highly important to plan out the marketing strategies in an effective way.
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