Marketing on Twitter
Marketing on Twitter can be a bit of a challenge, despite the fact it is at heart a very simple network. There are a few reasons for this. Twitter has a fast turnover (a tweet has a lifespan of 7 minutes on average) with high volume (350,000 tweets sent per minute).
In addition there’s brevity of what you can share, and many brands become over cautious about what they are putting out there amid concerns about negative comments.
Many brands also think that they have to have huge amount of new and fresh own content before they can start using Twitter for Marketing. This isn’t the case. Fresh own content is always the most desirable, but sharing curated industry news is a great way to get known for being a good resource. In addition, many businesses have archived articles and content that can often prove to be evergreen (i.e. have a good shelf life beyond being an immediate news story) and so be shareable over a period.
Best of all, being prepared will help you be successful at marketing on Twitter without getting frustrated with it. It takes time to find your tribe and build an audience. Knowing what you want to achieve and who is likely to be looking for what you are selling will help you focus on the best content to share. This in turn will help you gain more visibility faster, and help provide ROI (return on investment) quicker.
Marketing on Twitter: Before You Start
1. A detailed and planned strategy. Include a content calendar, decent Twitter sales lists, and a plan for linking it back to your website and getting visitors to convert and so populate your sales funnel.
2. Enough niche-focused, relevant, unique content to support your campaign for at least 4-6 months. Have a look back through your archives and see what can be reused and recycle for sharing a fresh. Remember that every article or blog should be able to provide you with at least three or four snippets that can extracted and be tweeted. Get creative with it, and use them on picture cards as well as straight tweets.
3. Have a solid amount of ‘Sweet spot’ keyword research for your niche – Keyword research will give you the actual questions people are asking online. Using them consistently in your content and social media marketing will help you become established on Google as a go to source. However, there is no subject area that isn’t now saturated with pages and pages of information online, so there’ll always be competition for the top spot on the front page. Focusing on the ‘sweet spots’ (i.e where there is less coverage or competition) will help you focus your efforts where it is most likely to give you a good result. By using keyword research as your start point you will also know what hashtags are best to use.
4. The right hashtags – Tweets with hashtags are 33% more likely to be shared than ones without. Plus people will be able to find your tweet if they are searching, even if they aren’t following you. However, you do need to use the right hashtags. These are the ones people actually search on in your niche, not just the company or product name, or something utterly random.
5. Use imagery – Our primary sense is vision. So it is hardly surprising that pictures and videos increase engagement on social media. Using a picture in a tweet increases the likelihood of it being retweeted by 36%. A 2018 HubSpot survey 54% of consumers wanted to see more video content from a brand or business they support. In addition, when people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retain 65% of the information three days later.
6. Know your customers – don’t make assumptions based on past experience/knowledge. Use Twitter lists to segment your audience and be able to check easily for what is being shared and asked. Monitor Twitter for the right people. These are the ones looking for what you are selling. Check what they are saying, where they are, whom is connected to whom. By doing this you can focus your efforts on those who are most likely to share or click through and buy.
7. Get connected – connecting your marketing on Twitter with other social media marketing, inbound marketing and content will help drive engagement. This in turn will help you convert connections to warm leads, and ultimately clients.
Marketing on Twitter: Running the Campaign
1. Become the ‘go to’ expert – share good consistent information and make sure what you share is positioned at the heart of your niche. Do this by using the right language, hashtags and images.
2. Find your influencers and advocates, and work with them to promote your brand and become established as the expert in your niche. Not sure who they are? Look for the people who love what you are doing, the clients you have helped, your peers who believe in you, and the bloggers who align with your brand.
3. Be prepared to commit to marketing on Twitter for the long haul. Social media marketing and social sales are never a quick win.