Creating a Twitter marketing strategy for your store is a business plan designed to create and distribute content to your target audience and followers across the social media platform.
What is a Twitter marketing strategy?
Building a Twitter marketing strategy for your online store may seem like you have a lot of moving parts to consider. If you feel a little overwhelmed, don’t worry. Some key factors for a successful Twitter campaign include:
Use your Twitter account as another means to provide customer support. Give potential shoppers the option to tweet your brand or send a direct message (DM) for assistance. Companies that use Twitter as a line for customer support see an average increase of 19% in customer satisfaction.
Post a mix of educational posts and products. Aim to post about 25% product tweets and 75% valuable content or lifestyle 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 ensure there’s a purchase link.
Spend some time browsing relevant hashtags. For example, if someone is looking for recommendations on where to buy new shoes, you can reply to their tweet and recommend your products. You can scan the timeline for trending hashtags like #needshoes or #healthylivingtips to find people who need help and who may be more willing to consult you. Finding the right hashtags for your products and business will help your target audience discover you.
Fortunately, there are many ways to enhance 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 the Twitter Flight School Course
Take some time to enroll in the Twitter Flight School course if you plan to launch a Twitter marketing campaign. Flight School is a free online learning platform that teaches you everything about advertising on Twitter and more. Whether you are new to Twitter or a marketing pro, you can find a course that helps you develop your skills.
Marketing on Twitter has some key differences compared to Instagram or TikTok or Google. Knowing the different types of paid promotions you can use on Twitter will help you achieve more success on the platform.
Flight School allows you to choose the courses you want to take. Each course comes with live training, downloadable resources, success stories, and a personalized roadmap to keep you motivated.
2. Engage with Influential Accounts in Your Field
Many professional marketers are on Twitter to start networking and connecting with like-minded individuals. If you want to increase brand awareness on the platform, start conversing with industry leaders. Don’t wait for others to come to you.
Spend some time engaging with influencers or other prominent individuals in your field who are usually hard to reach. Journalists and writers are a perfect example. A cold email will often be ignored. However, if you follow them and respond to their tweets, you will often see that they ask for questions or sources for their site, etc.
When you increase your visibility among accounts that influence potential customers, it’s worth more to your business than random followers.
3. Set Up Your Profile as a Legitimate Business
When
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 when creating your Twitter profile is: “Would I follow my business if I saw its bio on Twitter?”
The answer should always be yes. There’s one factor that drives the desire to follow or unfollow brands on Twitter: an unprofessional profile. This includes your profile picture, header, bio, and username on Twitter.
Warby Parker, an online eyewear retailer based in New York City, showcases a simple yet striking profile. Their header image prominently displays their main product in use, creating a positive impression when someone visits their Twitter profile. You can get a sense of what they represent in their bio, which gives an engaging and friendly impression.
If you have multiple Twitter accounts, for example, one for your main store and one for support, you can create different links for each account. The link can direct a Twitter user to the right bot flow to help them achieve their goals.
Remember, even if you tweet fantastic and controversial tweets and gain popularity, you won’t earn lifetime followers if you have a weak profile that doesn’t encourage people to click the follow button.
Note: Make your Twitter profile shoppable and sell products directly on Twitter to your followers.
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 gather valuable insights on people’s opinions about any topic. What is your product’s name, what things does your audience prefer, what type of people are they?
There are some key ways e-commerce brands can use Twitter polls:
Market research. Are you struggling to get information about your audience? Do you want to know which color to make your next product? 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 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.
For marketers, it’s an easy way to engage with the Twitter audience and know exactly what people think. For those who are new to the social media platform, it’s an excellent way to make your brand voice heard.
5. Use Hashtags Wisely
Don’t be afraid to play the hashtag game for 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 review the best hashtags for each post. If you have a blog, share it on Twitter with the appropriate hashtags. If you talked about influencers in the article, tag them in the tweet – you might have 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 character limit of 280, but a tweet thread is an almost limitless set of interconnected tweets.
Can
Your Twitter threads can be about anything you choose. Take @getquip, a subscription toothbrush company. The company created a series of tweets matching the colors of their product with Rihanna’s outfits.
Some tweets perform better as collections of separate tweets rather than announcements. With a thread, each piece is published as part of a larger series. Each time you post a new tweet, you draw attention to the entire Twitter campaign.
7. Run Twitter Ads
You might consider investing in Twitter ads to increase brand awareness and demand for your products. Although Twitter users typically do not buy directly through the platform, it has become a popular source for shoppers on their purchasing journey.
Take Sonos, a company specialized in wireless speakers and home sound systems, for example. The company wanted to launch a smart speaker powered by voice in the months leading up to the holidays. To reach a specific tech audience on the platform, Sonos launched a short video highlighting the Sonos One.
The video was viewed 12.7 million times, resulting in:
- 58% increase in view rate
- 10% increase in positive brand perception
- 2.5 times increase in purchase intent
You can also run remarketing ad campaigns on Twitter targeting:
- Previous site visitors
- People who engaged with your tweets
- Cart abandoners
- Newsletter sign-ups
8. Participate in Twitter Chats
Engagement is about interacting with your audience, and that’s exactly what Twitter chats can do. Twitter chats, also known as tweet chats, are conversations on Twitter centered on a pre-determined topic and use specific hashtags to help people follow the series.
Twitter chats are typically hosted once a week. A host person or brand will pose a question (denoted as Q1, Q2, etc.) and participants in the chat will respond using (A1, A2, etc.).
Twitter chats are great for gathering a targeted audience. People are already familiar with the topic being discussed, and they are active on social media in real-time, looking for new people to follow.
For marketers, it’s a low-effort, high-value way to engage with an already fragmented audience and an opportunity to connect with them. Additionally, it can help improve your overall marketing strategy by learning more about your customers and what motivates them to buy.
9. Use Twitter Marketing Tools
To grow your audience on Twitter, you’ll want to take advantage of various Twitter marketing tools. These tools can help you easily find a new audience, connect with them, and bring them into your digital marketing ecosystem.
Some of the top Twitter marketing tools are:
- Agorapulse, a social media management tool that serves all major social media platforms, including Twitter. You can easily schedule tweets to be posted later. Additionally, you can monitor brand-related mentions and discover angry customer tweets so you can extinguish small fires before they become big issues.
- TweetDeck is a Twitter management and scheduling tool designed solely for Twitter. You can access it using your Twitter account by navigating to tweetdeck.twitter.com. You can schedule tweets, monitor 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 related to it – including the hashtag’s popularity, whether it’s trending, related hashtags, influencers ranking for the hashtag, and more.
Once
completing the setup of your toolkit, don’t forget to dive into your Twitter analytics.
10. Create Strategic Twitter Lists
Among the millions of users on the social network, lists provide a way to segment and identify groups with shared interests. With Twitter Lists, you can follow updates from a group of Twitter users who share a common interest. You can create public and private lists containing up to 500 Twitter users each.
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 how lists can be used:
- Create a private list of your competitors on Twitter to follow and monitor their updates without it being publicly known.
- Create a private list of key influencers in your niche 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 that carry your products to stay updated on the latest news and new products.
- Create a public list of stores that carry your brand to learn about the latest news and policies.
11. View Your Twitter Analytics
For any Twitter marketing strategy you decide upon, you will have a specific group of people you want to attract with your Twitter content. Twitter analytics can help you see which tweets made the biggest impression and received the most engagement, how many people visited your profile, and more.
You can use this information to post more content that will interest your audience. According to Buffer, the top Twitter analytics metrics that businesses track are:
- Top follower interests
- Engagement and like rates
- Tweet reach percentage
- Impressions and engagement by time of day
- Best days to post
- Video view completion rate
Consider your overall marketing strategy goals and the Twitter analytical metrics that align with them. This will help you gain better insight into your campaigns and assist you in improving performance over time.
Setting Up Your Twitter Account
Optimizing your profile makes it easier for Twitter users to discover you and engage with your business. Alongside other optimized social media pages, it can also help you create a professional, cohesive brand image.
Setting up a standard Twitter profile is easy, but optimizing it for business takes some know-how. 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 talk to you on Twitter.
Although there are over 390 million monthly active users, more than a billion people have signed up for Twitter, which 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 chance that your perfect username is already taken.
The ideal scenario would be to have the same username across all your social media accounts for consistency and branding purposes.
For common names that may have already been taken, like Beyonce’s athletic wear line Ivy Park, add a unique identifier (@WeAreIvyPark). You might have other options like @GetIvyPark or @WearIvyPark. Remember, the goal is to have a consistent username across all social media platforms; 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.
- Shorten irrelevant and generic words to a single character. Perhaps Social Media Examiner could use @SocialMediaExaminer, but it chose @SMExaminer instead, 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 name for Lebron James is @KingJames, but it seems that 51 million users do not have difficulty finding him. Because Twitter’s search tool is very good, it is not the end of the world if you don’t get your perfect username. Remember, you can always change your username in your Twitter settings.
Profile Picture
Your profile picture is the square image that appears on your profile and next to your tweets throughout Twitter. It is one of the fastest ways to identify an account, so use your company logo or something closely related to your brand. Recommended dimensions are 400 x 400 pixels.
Optimization 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 your main keyword phrase that enhances your business, along with links to your website or @mentions of other Twitter accounts related to your business. This method will provide additional exposure in areas where your bio is displayed (such as 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 through to your website. Create yours carefully.
Optimization Tip: If you’re unsure what to include in your Twitter bio, take a look at your competitors. Tools like Rival IQ can provide a quick overview of other companies’ bios and alert you when changes occur.
Header Image
The header image is the large image at the top of your Twitter profile. Recommended dimensions are 1500 x 500 pixels.
You can use the header image to promote your latest products or draw attention to new offers and deals. Make sure to check the header image on both desktop and mobile browsers to ensure it fits properly.
Optimization Tip: If you don’t have graphic design skills, you can use free tools like Canva to upload your background image (or use a free image provided by Canva) and overlay it with text.
Design
Your design settings will allow you to modify your Twitter background image, 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 brand’s identity.
Maximizing Marketing on Twitter
Marketing on Twitter is an effective way to build and grow your small business. Like any social media marketing channel, Twitter has specific strategies and tactics you can use to achieve growth. With the Twitter marketing tips above, you’ll be on the right path to a successful campaign, whether you’re just starting out or are a digital marketing professional.
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Frequently Asked Questions About Twitter Marketing
How is Twitter used for marketing?
Promoting your business on Twitter can help you grow your audience, increase traffic to your site, and boost sales. You can advertise your account to gain new followers or promote individual tweets for more visibility.
How much does marketing on Twitter cost?
Marketing on Twitter is free. You only need to pay for ads if you decide to run them.
What are some challenges of marketing on Twitter?
It takes time and effort to maintain a strong presence on Twitter. Tweets usually receive immediate interaction, but engagement drops quickly. People can easily miss your tweets, even if they are online.
What are the best Twitter marketing strategies?
– Use hashtags wisely
– Optimize your profile
– Create tweet threads
– Run Twitter ads
– Participate in Twitter chats
– Use
Source: https://www.shopify.com/blog/twitter-marketing
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