Do you tweet or do you not tweet? That is the question. You have many options to choose your primary marketing channel, but have you ever tried Twitter?
What is Twitter Marketing Strategy?
A Twitter marketing strategy is a business plan designed to create and distribute content for your target audience and followers across the social media platform.
It may seem like you have a lot of moving parts to consider when building a Twitter marketing strategy for your online store. If you’re feeling a little overwhelmed, don’t worry. Some key factors for a successful Twitter campaign are:
Use your Twitter account as another means to provide customer support
Offer potential shoppers the option to tweet your brand or send a direct message for assistance. Companies that use Twitter as a customer support line see a 19% increase in customer satisfaction, on average.
Post a mix of educational and product posts
Your goal is to post about 25% product tweets and 75% valuable content or lifestyle-related posts. This can help shoppers visualize using your product and teach them how to use it well.
Retweet customer photos and positive tweets
This helps provide social proof that real people are buying, using, and loving your company and its products. Even if a customer posts something on Instagram, you can retweet it on your Twitter account as well. Don’t forget to tag each customer you retweet and include a purchase link.
Spend time browsing relevant hashtags
For example, if someone is looking for recommendations on where to buy new shoes, you can comment on their tweet and recommend your products. You can scan the timeline of trending hashtags like #needshoes or #healthylivingtips to find people looking for help and who might be more likely to consult with you. Finding the right hashtags for your products and business will help you attract your target audience.
Fortunately, there are many ways to boost your campaign’s performance and create an effective Twitter marketing strategy that can help convert profile visitors into paying online customers.
How to Use Twitter for Marketing
1. Take a Twitter training course
Take some time to train on Twitter if you plan to launch a Twitter marketing campaign. Twitter Flight School is a free online educational platform that teaches you everything about advertising on Twitter and more. Whether you’re new to Twitter or a marketing pro, you can find a training course to help you develop your skills.
2. Connect with influential accounts in your field
Many specialized marketers are on Twitter to start networking and connecting with like-minded individuals. If you want to increase brand awareness on the platform, reach out to leaders in your industry. Don’t wait for others to come to you.
3. Set up your profile as a legitimate business
When it comes to social media marketing, having a professional-looking profile is essential for building an audience, whether you’re on Twitter, Facebook, or Instagram. A good question to ask yourself when creating your Twitter profile is “Would I follow my business if I saw this Twitter bio?”
The answer should always be yes. There is a factor that drives the desire to follow brands on Twitter or unfollow them: an unprofessional profile. This includes your cover photo, avatar, bio, and username.
4. Use Twitter polls
If you want to engage with your target audience on Twitter, start using Twitter polls. Twitter polls are a fun and easy way to get valuable insights into people’s opinions on any topic. What is the name of your product, what are the things your audience prefers, what kind of people belong to them.
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Some key ways that e-commerce brands can use Twitter polls:
- Market research. Are you struggling to get information about your audience? Do you want to know what color your next product should be? Polls can provide you with these answers quickly and at no cost.
- Trending topics. Discover what your audience thinks about the latest industry news or trends.
- Quick feedback. Find out what type of content your audience wants to see from you or what made them follow your brand. Use the information to improve your digital marketing strategy.
- Fun. Sometimes it’s okay to ask a funny question just to make your audience laugh. You can launch a quick poll to answer anything related to your customers’ lives.
5. Use hashtags wisely
Don’t be afraid to use hashtags in your Twitter marketing. Relevant hashtags are an effective way to tap into relevant conversations on Twitter and help potential shoppers find you more easily.
Use a tool like Hashtagify to extract the best hashtags for each tweet. If you have a blog, share it on Twitter with the appropriate hashtags. If you talk about influencers in the article, tag them in the tweet – you might get a chance for a retweet.
6. Create tweet threads
Tweet threads are a fun phenomenon that allows store owners and marketers to be more creative in their Twitter marketing strategy. A regular tweet has a maximum of 280 characters, but a tweet thread is an almost unlimited collection of interconnected tweets.
Tweet threads can be about anything you choose. For example, @getquip, a subscription toothbrush company, created a tweet thread matching the colors of their product with Rihanna’s outfits.
7. Run Twitter ads
You might consider investing in Twitter ads to increase brand awareness and demand for your products. While Twitter users typically do not make direct purchases through the platform, it has become a popular source for shoppers in their buying journey.
Take Sonos, a store for wireless speakers and home sound systems, for example. The company wanted to launch a voice-activated smart speaker during the months leading up to the holiday. To reach a specific tech audience on the platform, Sonos launched a short video highlighting the Sonos One.
The video was viewed over 12.7 million times, and also led to:
- 58% increase in view rate
- 10% increase in positive brand sentiment
- 2.5 times increase in purchase intent
You can also run remarketing campaigns on Twitter that target:
- Previous website visitors
- People who interacted with your tweets
- Cart abandoners
- Newsletter subscribers
8. Engage in Twitter chats
Engagement is interacting with your audience, and that’s exactly what Twitter chats can do. Twitter chats, also known as tweet chats, are Twitter conversations centered around a specific topic that has been predetermined and use specific hashtags to help people follow the thread.
Twitter chats are usually hosted once a week. The host (a person or brand) will ask a question (noted as Q1, Q2, etc.), and participants in the chat will respond using (A1, A2, etc.).
Twitter chats are great for gathering a narrow target audience. People already know the topic being discussed, they are active on social media in real time, and are looking for new people to follow.
9. Use Twitter marketing tools
To grow your audience on Twitter, you’ll want to leverage various Twitter marketing tools. These tools can help you easily find new audiences, connect with them, and bring them into your digital marketing system.
Some of the best Twitter marketing tools include:
- Agorapulse,
A social media management tool serves all major social media platforms, including Twitter. You can easily schedule tweets to be published later. Additionally, you can monitor brand-related mentions and discover angry tweets from customers so you can put out small fires before they turn into big problems.
- TweetDeck is a Twitter management and scheduling tool designed only for Twitter. You can access it with your Twitter account by going to tweetdeck.twitter.com. You can schedule tweets and track mentions, messages, and lists.
- ClickToTweet allows you to create shareable links that your audience can use to easily tweet about your content.
- Hashtagify is a Twitter marketing tool that provides you with statistics about hashtags from Twitter and Instagram. From the homepage, type in the hashtag you are interested in, and the tool will give you statistics about it – including hashtag popularity, if it is trending, related hashtags, influencers ranking the hashtags, and more.
Once you’ve set up your tools, don’t forget to take advantage of your Twitter analytics.
10. Create Strategic Twitter Lists
Among millions of users on the social network, lists provide a way to segment and identify groups with shared interests. Using Twitter lists, you can follow updates from a group of Twitter users who share a common interest. You can create public and private lists of up to 500 Twitter users per list.
You can add someone to a Twitter list by clicking on the settings gear icon next to the follow button on their profile. Others can also add you to their Twitter lists.
Here are some examples of ways lists can be used:
- Create a private list of your competitors on Twitter to follow and monitor their updates without everyone knowing.
- Create a private list of top influencers in your field or industry and engage with them to spread the word about your business.
- Create a private list of current customers so you can easily connect and interact with them.
- Create a public list of brands your company carries to keep up with the latest news and new products.
- Create a public list of stores that carry your brand to keep track of the latest locations or new policies.
11. View Your Twitter Analytics
For any Twitter marketing strategy you decide on, you will have a specific group of people you want to attract with your Twitter content. Twitter analytics can help you see which tweets generated the most impressions and received the most interactions, how many people visited your profile, and more.
You can use this information to post more content that may interest your audience. According to Buffer, the most important Twitter analytics metrics that businesses track are:
- Top interests of followers
- Engagement and likes rates
- Tweet reach rate
- Impressions and engagement by time of day
- Best days to engage
- Video view completion rate
Consider your overall marketing strategy goals and the analytics metrics on Twitter that align with them. This information will help you gain better insight into your campaigns and improve performance over time.
Setting Up Your Twitter Account
Optimizing your profile makes it easy for Twitter users to discover and engage with your business. Alongside other optimized social media pages, it can help you establish a professional and consistent image for your brand.
Setting up a standard Twitter profile is easy, but optimizing it for business requires some expertise. Whether you just joined Twitter or have been active for years, these tips can help you make the most of your profile. Your Username
Your username, sometimes referred to as your handle, is the unique identifier that starts with the @ symbol. This is how other users will mention you and interact with you on Twitter.
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Since there are over 390 million active users monthly, and more than a billion people have signed up for Twitter, this means there are over a billion different usernames out there. This means you will have to be creative when choosing the right username, as there is a high likelihood that the perfect username you want is already taken.
The ideal scenario would be to have the same username across all your social media accounts for consistency and brand marketing.
For common names that may have already been taken, such as Beyoncé’s Ivy Park athletic wear line, you may need to add a unique identifier (@WeAreIvyPark). You may have other options like @GetIvyPark or @WearIvyPark. Remember that the goal is to have a consistent username across all social networks; do your best!
Some tips to consider:
- Make it relevant to your brand. Customers may be actively searching for you, so it should be easy to find you. A private person with the name @Aldo has a private account with no relation to the shoe brand. Aldo, the company, created an account called @Aldo_Shoes instead. Simple, relevant, and easy to find.
- Shorten irrelevant words and common words to one letter. While Social Media Examiner could have an account titled @SocialMediaExaminer, it chose instead @SMExaminer, making it clear and concise.
Note that Twitter has recognized that a unique username is not the only way users can find each other. With hundreds of millions of users, Twitter provides a powerful search tool that combines brand names and keywords.
Twitter’s username for actor LeBron James is @KingJames, but it doesn’t seem that 51 million users have a problem finding him. As Twitter’s search tool is very good, it’s not the end of the world if you don’t get the perfect username. Remember, you can always change your username in your Twitter settings.
Profile Picture
The profile picture is the square image that appears on your profile and next to your tweets throughout Twitter. It’s one of the quickest ways to identify an account, so use your company logo or something closely related to your brand. The recommended dimensions are 400 x 400 pixels.
Improvement Tip: To build a strong and consistent brand, use the same profile picture across all your social media networks.
Bio
The bio is a 160-character description of your business on Twitter. It appears under the profile picture and in search results on Twitter and Google.
Your Twitter bio should include the main key phrase that describes your business, along with links to your website or mentions of other Twitter accounts relevant to your business. This way, it will provide additional exposure in areas where the bio is only displayed (like Twitter search results). You can also add a hashtag to help you appear.
Twitter bios help customers find your profile and encourage them to click on your website. Craft yours carefully.
Improvement Tip: If you’re unsure of what to include in your Twitter bio, let’s take a look at your competitors. Tools like Rival IQ can provide a quick view of other companies’ bios and notify you of updates when they change.
Header Image
The header image is the large image at the top of your Twitter profile. The recommended dimensions are 1500 x 500 pixels.
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Using the header image to promote your latest products or draw attention to new offers and deals. Be sure to check your header image on both desktop and mobile browsers to ensure it fits properly.Optimization Tip: If you lack graphic design skills, you can use free tools like Canva to upload your own background image (or use a free image provided by Canva) and layer it with text.
Design
Your design settings will allow you to adjust the background image for your Twitter profile, background color, and link colors. You can also use these settings to coordinate the background color with your header image and change the link color on your profile to match your branding.
Making the Most of Your Twitter Marketing
Twitter marketing is an effective way to build and grow your small business. Like any social media marketing channel, Twitter has its own strategies and tactics that you can use to achieve growth. With the above Twitter marketing tips, you’ll be on the right path towards a successful campaign, whether you’re just starting out or are a seasoned digital marketing pro.
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Twitter Marketing FAQs
How is Twitter used for marketing?
Promoting your business on Twitter can help you grow your audience, increase traffic to your website, and boost sales. You can advertise your account to gain new followers or boost individual tweets for increased visibility.
How much does Twitter marketing cost?
Twitter marketing is free. You only need to pay for ads if you decide to run them.
What are some challenges in Twitter marketing?
Maintaining a strong presence on Twitter requires a time commitment. Tweets receive initial interaction, then quickly decline. People can easily miss your tweets, even if they are online.
What are the best marketing strategies for Twitter?
– Use hashtags
– Optimize your bio
– Complete your profile
– Share creative behind-the-scenes content
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