When it comes to forming an effective Twitter marketing strategy, there’s so much information online that it can be overwhelming. You don’t know what will work for your business or your clients, and you’re confused about who to trust.
For me, the best route has always been to learn from people who actually implement a Twitter marketing strategy on a daily basis for their business or clients. They have a more grounded outlook and offer tangible action steps to gaining results because they’re in the trenches getting dirty with the rest of us.
This is what I offer you.
At my social media agency, ARCH Digital Agency, we work with a wide range of clients, but have come to see a few Twitter marketing tips that work consistently across the board to develop real relationships and make followers fall in love with the brand.
Before I proceed in telling you how we do it, I want to warn you – these strategies take time, consistency, and effort – there is no short route to getting real value from Twitter. But if you follow these strategies, I guarantee you’ll see dramatic results in a short period of time.
1. Construct a Detailed Twitter Marketing Strategy
Formulating a Twitter marketing strategy can seem intimidating because it’s recommended to tweet 10-30x per day, and that’s a lot of tweets! Twitter is a constant drip feed of content and it’s important that we are seen by as many people as possible.
But that doesn’t mean throwing whatever content we can find into a schedule. If you want to lay out a successful Twitter strategy then you’ve got to nail down exactly what you’ll be sharing.
First, do you know what your goal is with Twitter? Do you want to increase traffic to your website? Offer online customer service? Grow your brand? Whatever your goal is, it’s important to get specific because it impacts the Twitter strategy you will create.
For this exercise, we’ll focus on increasing traffic to the website. This is a common Twitter marketing strategy. It can result in increased brand awareness, viral blog sharing, relationship development, and increased sales. But how do we get there?
Let’s develop a recipe.
Start with 10-15 tweets that will offer value or generate interest. Make sure these tweets are of interest to your prospects, not just your colleagues in the industry. And I suggest making sure that at least a third of these tweets are accompanied by photos because they generate more shares and clicks.
Plan to RT or share a minimum of 5 tweets from other people you’re following who offer great content. This can create interaction and develop relationships with people that will be valuable to your business.
Develop 5-10 tweets that direct traffic to your website. These tweets can be blogs (don’t forget to share evergreen content), direct promotional tweets offering a free trial or simply to come check out your site, different pages on your website (a features list or About page works well), a contact form, your guarantee, etc. There’s a large number of pieces you can extrapolate from your site and turn into tweets.
Finally, don’t forget to ask people to follow your other social sites and get on your mailing list. If you aren’t actively asking for this, then it won’t happen.
This totals up to a minimum of 20 tweets per day, which is a solid place to start. This will not take into account your replies, questions, or any interaction you’ll have with other people. And while it may seem like a lot – it’s not.
As long as you’re sharing value and constantly switching up your content, you will garner the desired results with a consistent approach. By planning out what you will tweet everyday, it becomes easier to gage what’s working in your Twitter marketing strategy and what isn’t. Plus, it gives you structure so your content compilation comes together faster.
2. Treat People like People when Marketing on Twitter
This may seem like an obvious strategy, but as Twitter matures, it’s becoming a lost art. However, if you actively seek to treat your Twitter relationships as you would with people in real life then you’ll set yourself apart quickly and reap the true rewards of excellent relationships and business development.
But how do you ensure that you’re treating people like people? Different professionals have different perspectives, but the one question I always use to gage my interactions and approach to all social media is, “Would I say or do this for them if we were face to face?” The answer to that question keeps me in line when I can get overwhelmed with the large amount of people I interact with on a daily basis. It helps me to re-focus on who I’m talking to, and go above and beyond.
Find something that resonates with you. Besides that, here’s a few rules:
Chill out on the automation. Use automated services ONLY to help in gathering content, not for engagement or interaction. Personally, I’m a massive fan of BundlePost, but know a lot of people who like Buffer. Refrain from using automation to send welcome messages no matter how genuine you’re trying to be. The people you truly want to connect with online will be weary of folks who sent automated DM’s or automated Replies when they follow you. Instead, take the time to reply personally, send out personal messages calling out something in their bio or comment on a tweet they’ve shared. It takes longer, but the investment is priceless.
Give excellent customer service. Twitter is fast becoming one of the largest ways for people to connect with and communicate with businesses online. They’re already online reading news, looking at their friend’s pictures and goofing around, so it only makes sense that they want to connect with a company when they’re having issues, have a question or need assistance. This is your business’s time to make a serious impact and develop fans for life. Be readily available to give tips, answer questions and laugh with folks. When they realize they’ve got easy access to you it increases the confidence they have in your brand and will be sure to talk about it to others.
Reach out. Spend a little time each day, a few times a day, to read through your Twitter feed and answer questions, make comments on tweets, or share content. This not only lets your followers know that a real person is behind the account, but it develops real relationships through interaction and is one of the best ways to turn a mediocre account into an active and steady stream of conversation. Words of caution are to make sure you’re GIVING, and not asking when doing this. Don’t promote your product or service, simply hang out – be human with your humans.
3. Set Up Lists to Use in Your Twitter Marketing Strategy
Anyone who’s been on Twitter for any amount of time knows how easy it is to get overwhelmed with all the people you’re following or who are following you. Plus, there’s other people you want to or should keep tabs on. This is where Twitter Lists come into play and can be extremely powerful to developing a successful Twitter marketing strategy that is hitting it’s goals.
For our clients, we create a minimum of 3 lists:
A list of influential people we’d like to develop relationships with that are prominently known in the industry. If you know your industry well, then you know who’s who and who could be of use to you in the future. But don’t just limit this to big names who will be difficult to get to know personally, make sure this list is also compiled of folks who would use or be able to promote your product actively to a larger audience. For example, if you’ve got a restaurant, you’ll want to reach out to local food writers who could spread the word about your specials or events, not just big name food bloggers.
A list of the competition. Call me old-fashioned, but I think it’s important to keep your competition close. Not only can you watch what they’re doing, but you can gain a lot of inspiration for what you see is resonating with their audience and create your own form of it. This list should be constantly evolving so that you always have new businesses to focus on. Words of caution are to not compare your business with others. Everyone is on their own path and social media doesn’t paint the whole picture. Simply keep an eye on what they’re doing, take and acclimate what you like to your audience, and make them sources of inspiration. We can gain a LOT from watching others.
A list of clients. Depending on your type of business, this may or may not be possible for you, but can be a dynamic way to develop relationships. This is a list that you’ll want to keep private and interact with on a consistent basis – no selling, simply hanging out and being friendly. This is a strong way to develop interaction by getting involved in conversations and offering value. Keep this a no-promote zone and honor that.