Twitter should be a part of your marketing strategy with over 145 million active daily users. It is the fifth most famous social media network, and it is a great source of customer insights and chances for building your brand, driving sales, and winning fans.
However, with 500 million tweets sent every day, you must be smart and astute in order to capture (and keep) your audience’s attention.
How to create a Twitter marketing strategy:
You should always reach social media with a strategy, and Twitter is no different. The secret to success is recognizing how the platform works and how it fits into your total social media marketing. The following are some considerations when developing a Twitter marketing strategy for your brand:
(a)Audit your accounts:
Does your company already have a Twitter account, or perhaps more than one? Your first move should be to document all existing accounts and who on your team is responsible for them.
Once you’ve compiled your list, go over each account thoroughly. Gather information such as:
1. How frequently does this Twitter account tweet?
2. What is the rate of engagement?
3. How many people follow it?
These metrics can be obtained from Twitter Analytics or Hootsuite Reports. You should also analyze brand compliance for existing accounts. Is Twitter handle the same as the one you use for your other social media accounts? Is your bio and profile picture consistent with your brand?
You’ll have a starting point for your Twitter performance once you’ve audited your existing accounts.
(b)Set Achievable Goals:
Having transparent, demonstrable goals is the first step towards success on any social media platform.
You want to create specific goals, which are Specific, Measurable, Attainable, Relevant, and Time-bound. As a result, “going viral” does not count. These objectives should be aligned with your high-level business goals and broken down into measurable success indicators.
For example, you might want to increase traffic to your website. Make a SMART goal of increasing your average click-through rate. You can use your Twitter audit’s baseline click-through rate to set a specific, attainable goal over a reasonable amount of time (say, an increase from 1.5 percent to 2.5 percent in three months).
(c)Check out the competition:
Isn’t doing a fantastic job to win a reward? But admit it: you want to leave your competitors in the dust.
So, don’t forget to check out your industry’s competitors’ Twitter accounts. Analyzing their social media can help you analyze your own by revealing flaws or gaps in their strategy, as well as ways to differentiate yourself.
We have a free, editable template for performing a competitive analysis.
You must ensure that your social profile inboxes are being managed and that someone is responding to direct messages and mentions. Twitter conversations move quickly, so your followers will notice if you aren’t checking in on a regular basis, and a failure to be attentive will damage your brand.
Busy accounts may require multiple team members to monitor them. Individual team members sign their names to provide a more personalized level of service to their customers.
Even if only one person is in charge of your Twitter account, you should appoint a backup team member to ensure that there are no gaps in coverage.
Ensure that everyone understands their roles. Too much coverage can create its own issues if multiple team members attempt to respond to the same tweets with inefficient or contradictory responses. A social media management tool, such as Hootsuite, can be useful for clearly defining roles and responsibilities.
To keep your communications simple and effective, you’ll need a social media style guide. Guidelines also assist you in onboarding new team members and preventing social media mishaps and failures.
Your guidelines should be shared to everyone on your social media team and may include components of your overall brand style guide, such as tone and audience information.
However, it should also be customized to how you use Twitter accounts with details such as:
1. What are branded hashtags and how do you use them?
2. Where and how do you use emojis?
3. Link Formatting
4. Designing Twitter covers according to Twitter header sizes
Every kind of communication — good, bad, and strange — happens on Twitter, so you should be prepared for anything. Criticism is unavoidable, especially as your account grows in popularity, so you should prepare for how to deal with trolls and manage a PR crisis. Remember that it is far preferable to have those resources and not require them than the other way around.
(f)Make a content calendar:
Planning your content takes some time up front, but it saves your time and effort later on. You’ll be happy you did it when you’re not rushing at the last minute to come up with a witty, original tweet for #NationalDoughnutDay.
A social media content calendar is beneficial for aligning the content you post across all channels and identify possible gaps and disputes that can be addressed. It is also beneficial to you. Planning ahead allows you to take advantage of opportunities for timely or interesting content, such as sharing your sustainability practices on Earth Day or honoring your female founder on International Women’s Day.
Consider the following when creating your calendar:
1. How frequently do you want to post?
2. When are the best times to post?
2. When are the best times to post?
A calendar can also help you evaluate your content and determine whether you’re sharing a wide selection of tweets.
You must continue to monitor your Twitter account in order to respond to direct messages and mentions and join discussions.
(g)Measure your impact:
Once your marketing planning is done, you must evaluate your efforts on a regular basis and track your progress against the SMART goals you set.
However, the amount of data available to you can be massive, are a ton of metrics at your disposal, including vanity metrics that aren’t always meaningful. So, consider which metrics are truly important. It’s great to get a lot of retweets from a funny meme, but did any of those translate into conversions or sales?
Collecting meaningful data will allow you to demonstrate the value of your marketing efforts while also providing insights that will allow you to fine-tune your strategy over time.