In a recent guest post, we cracked the marketing strategy for Twitter for 2017. It has detailed instructions on how you can build a brand presence and market your products on Twitter successfully. However, in this post, we will list the must-follow tactics to grow your Twitter followers. And, you’d be surprised at the number of things that you can do right away.
Enhance Your Profile
Ever heard how your profile is the face of your company? It is a reflection of your brand, a platform where your followers interact with your brand. It is also a way in which you can showcase your brand identity.
Add a face to your profile
Your brand will definitely have a logo or an icon that goes along with your brand. It is what acts as a recall trigger. For example, people recognize the enlarged orange letter M on a red background as McDonald’s or the swoosh that stands for Nike. Logos have a deep impression on the human brain because we humans remember visuals better than text. So, use that logo of yours as a profile image.
Add a header image
A header image is a place where you can showcase what’s happening with your brand at the moment. It helps your brand stand out. Remember how a picture speaks a thousand words? Well, it’s true for the Twitter header image as well. Use this space to highlight a promotion or a campaign that you are running, or to showcase the team behind the brand. It can be just about anything as long as that anything is about your brand.
What’s more, you needn’t be a designer to come up with a great Twitter header image. There are tools, such as Canva, that you can use to create that awesome creative. If you don’t know the right size for the Twitter head, it’s 1500×500 pixels. You’re welcome!
Add an engaging bio
Just because you have added colorful images to your Twitter profile, doesn’t help your brand to be found. It’s the content that you add to your bio that does. You are limited by a character length of 160 characters, but isn’t that what Twitter is all about? Most brands take the easy way out by just throwing in their tagline. Somebody needs to tell them that the Twitter bio is more than just the tagline. It’s your one shot at telling people what you do and why people should follow you. A tagline won’t cut it. Hashtag a keyword or two if possible.
There is a constant debate on whether or not SEO is applicable to social channels such as Twitter. If you are a well-known brand, you needn’t worry about it. But most SEO experts have reasons to believe that social profiles need to be search engine optimized. So, remember that why crafting your Twitter bio.
It is completely possible to change the theme of your Twitter profile to match your brand’s color scheme. Yes, you read that right. This will keep your branding consistent. Though it may not seem like much, it definitely has its share of branding.
All you need to do is get the HTML code of the color that your brand is using. Then click Edit Profile. Below your Twitter bio, you will see a Theme Color button. Click it and add the HTML code. Hit Save Changes and your job here is done.
Blog and Website
I know, whoever thought that you could drive traffic from your blog to your Twitter profile, right? Well, here it is anyway. These are simple ways that most people overlook. Most businesses have a blog where they market their brand in the way of content. And, the blog is a place that presents a lot of lesser-known opportunities for you to leverage.
Add a follow button to your blog
It’s that tiny button that does the magic. In a single click, your blog readers can become your Twitter followers. Most blog hosts have in-built and free follow widgets that you can use. Most of them also allow customization of the button and text. And, you wouldn’t need your developer help to do it.
Another interesting thing about these widgets is that, once your reader clicks on the follow button, they automatically become your follower while still staying on your blog. This ensures that you are not losing your readers to our Twitter profile. It’s a win-win for your blog and your Twitter profile.
Do it to your blog posts as well!
Add a follow button to your website
Whatever I just mentioned in the previous point can be repeated for your website as well except you might need your developer’s help to do it for you. Twitter offers a snippet that your web developer needs to embed in your website. It has a complete section on its Developer page to help you with that. While all the codes might be scary for you, it’s child’s play for the tech person.
If you have shared an engaging tweet, you can have it embedded in your blog or your website. Through this means, you can direct people to your Twitter profile quickly. This might require a helping hand from your web developer and works similar to adding a follow button on your website.
On the top right corner of your tweet, you will find a down arrow. Click it to find the Embed Tweet option. Select it and you see a pop up a code. Your developer needs to copy that code and paste it to the website or blog. Twitter has all the instructions listed in its help section.
Publishing on Twitter
Will just a pretty Twitter profile do? No! You need to up your game with your content. Twitter is a social channel and if you want your profile to be found, read, and followed you need to start interacting on Twitter. It is no place for passive lurking!
You also need to share content that is unique. Do not share the same content across all the social channels. Chances are that the people who follow your Facebook page are the same as the ones who follow you on Twitter. Imagine the disappointment when they see content being repeated across multiple channels. You don’t want them to think that you are lazy. Instead, use a social media publishing software that will help you streamline your content publishing.
The common question, we often hear are ‘What do I tweet?’, ‘How often do I tweet?’, ‘ ‘How often is too often?’ etc. Your tweets need to be engaging and informative and both do not mean the same. A funny gif is engaging but does it provide any information to your followers?
Pro Tip: An easy way to follow is to use the 80/20 rule. 20 % of the tweets that you send out should be promotional content while the rest 80% should be engaging or social customer care tweets.
But how often is ‘often’? There are different factors that contribute to settling on the optimal number of tweets. If you are providing customer support through Twitter, then there is no upper limit to the tweet count. However, if it is regular social media content that you publish on a day-to-day basis, then it is better to send out up to 7 tweets a day.
While it is important to share content that reflects the values and voice of your brand, it is equally necessary that you get your content mix right. What variety can I possibly bring into 280 characters, you ask? Twitter allows you to add images, GIFs, and videos. Visual content always works better than plain text. So, go ahead and throw in those creatives already!
Hashtags are like the keywords for social channels such as Twitter. It is necessary to include relevant hashtags in your tweets if you want them to be found. However, the challenge is to find hashtags that are not just relevant but also optimised. How then would you find the ‘right’ hashtag? There are tools such as RiteTag that will help solve the problem.
Pin the best tweet
When people visit your company’s Twitter profile, the topmost tweet is what they are most likely to see first. Twitter gives you the option to pin a tweet to your profile. As a brand, you can use this option to highlight any specific campaign that you are running, a feature post, a success story, etc. It gives you the opportunity to offer something great to your followers. Don’t forget to complement the pinned tweet with an image or creative.
Twitter is a ‘social’ channel. This involves a lot of conversations in different forms. One of the underrated options is Twitter chat. Think of it as a place where you can hang out with people who share same interests as you, exchange ideas, discuss the industry, etc. with them. There are a few popular platforms that can help you find Twitter chats that you can participate in such as TweetReports and TweetChat.
It is highly difficult to manually tweet content at times when your audience is online. Additionally, it is better to create a social media calendar for at least two weeks in advance. You can use a social media publishing software to help you schedule tweets in advance and for optimal times. This saves you a lot of time and effort.
This is a big ‘no’! Setting up automated DMs will seem like the easy way out, but do not fall into that trap. People can stop a personal message from an automated message. You need to take the time to respond to DMs. This not only adds a human touch to the message but also sets the first best impression on your brand.
The Marketing Strategy
Twitter is one of the top social channels – but you already know that by now. But did you know that only 63.5% of marketers are in favor of Twitter for a good ROI? Throw in a little data and it just might change how things work in Twitter marketing.
- Over 313 million monthly users
- An average of <href=”#curious” >6000 tweets sent per second
- 78% of people who follow SMBs retweet content from that business
- 75% feel better about an SMB after following and reading its Tweets
- 69% of respondents have purchased from an SMB after following them on Twitter
I’m sure you have already begun to see the potential in advertising on Twitter. Let’s get to the details, shall we?
What is marketing success?(According to you)
To start planning a marketing campaign, you need to define what marketing success is to your company or brand. You need to start with the goals – what is it that you want to achieve using the Twitter campaign?
- Increased sales
- Brand awareness
- Build brand loyalty
- Social customer care
So, which one is it going to be?
The next course of action to take is to build a strategy that fits your Twitter audience. Think of it like a structure around which you will create content, publish and schedule tweets, and connect with your audience.
This is perhaps where I would recommend that you start. With insights on your competitors, you can quickly learn about their strategy, what worked, and what didn’t. Using that information, you will be close to creating a fail-proof strategy.
Now imagine having to go through countless tweets on your competition’s Twitter timeline. Scary, huh? That’s where social media monitoring software come in handy. Using such software, you can learn all about your competition in no time.
Focus on the right audience
Not everyone on Twitter needs your product. Similarly, you don’t have to market your product or service to everyone on Twitter. Twitter has options that help you target your niche without any hassle.
Stay connected with teams
It is important for your social media team to stay connected with the rest of the teams in the company. This helps them stay informed of new product releases or service updates. They will have ready answers when customers reach out to them on Twitter. This needs to run parallel alongside your marketing campaigns. You need to show the people out there on Twitter that all your teams are on the same page and you mean business!
While the first two sections can prove to be a piece of cake, you need to put in a lot of effort to not only have a huge following on Twitter but also have a loyal following. These are the people who will cheer for you and buy from you. And if you have any questions or comments, share them here. I will be happy to answer them for you. Good luck!