Twitter, which has more than 145 million daily active users, should be part of your marketing strategy. The fifth most popular social network, Twitter is a wealth of information about your customers and is full of possibilities when it comes to defining your brand, driving sales and gaining followers.
With 500 million tweets sent every day, you need to be strategic and cunning if you want to gain and maintain your audience’s attention.
This network where everything goes very quickly scares you? We’ve got everything you need to create and implement an effective Twitter marketing strategy that works.
Development of a marketing strategy on Twitter
You should always approach social media with a plan of action, and Twitter is no exception. Understanding how the platform works and how to integrate it into your overall digital strategy is the key to success.
So where do you start to create your Twitter marketing strategy? Below we outline the elements you need to get started.
Review your accounts
Does your business already have one or more existing Twitter accounts? The first step should be to list all the existing accounts as well as the collaborators who are responsible for them.
Once the list is established, carefully review all accounts. Collect information such as:
- The frequency of tweets from the account
- The engagement rate
- The number of subscribers
- You can find this data using Twitter Analytics or Hootsuite Reports.
You should also assess the suitability of existing accounts with your brand. Is your Twitter handle the same as your accounts on other social media? Do your bio and profile picture match the branding? Is your account promoting an ad that is several years old because you forgot to update the banner after your holiday campaign of 2017?
That’s a lot of information to collect, but we’ve provided a social media audit template to make the process easier.
Once you’ve reviewed your existing accounts, you’ll have a benchmark against which to measure your performance on Twitter. This will help you define the next step in your strategy: setting goals.
On a social media platform, success begins with clear, measurable goals. You can’t tell if your strategy is having a positive impact on your business without understanding what you’re trying to achieve.
You need to set SMART goals: specific, measurable, acceptable, realistic, and time-bound. “Making the buzz” doesn’t count. These must be consistent with the priority objectives of your business and be broken down into measurable indicators of success.
For example, you might want to drive more traffic to your website. Translate this into a SMART goal and aim to increase your average click-through rate. You can use the benchmark click-through rate you get from your Twitter audit to set a specific goal to achieve over a reasonable period of time (for example, 1.5-2.5% increase in three months).
Observe the competition
Isn’t doing a good job already a great reward? Yes, of course. But admit that you also want to knock out your enemies.
Remember to review your competition’s Twitter accounts. By analyzing their social media, you can improve yours by identifying weaknesses in their strategy and finding ways to stand out.
We offer you a free and customizable template to conduct a competitive analysis.
You need to ensure that your accounts are monitored and active, and that someone responds to private messages and mentions. On Twitter, conversations go fast. If you don’t check your account regularly, it won’t escape your followers. Failure to respond quickly will hurt your brand.
The most visited accounts may require multiple collaborators, such as the account of Translink, the company that operates Metro Vancouver transit. Each employee acts on their behalf, in order to add a personal touch to customer service.