Twitter is a great social networking site where 328 million monthly active users communicate with the world in just 140 characters. But it is just not the personal views shared on this microblogging site that make it so special. An increasingly large number of businesses across industries and verticals include Twitter marketing strategies in their marketing mix to promote their brand, products or services aggressively in the ever-so-competitive and ever-so-competitive market.
Here’s a 7-fold strategy to help your startup make a place in the crowded market using Twitter. Simply use these easy to follow strategies to ensure maximum advantage of your Twitter marketing strategy for your startup business.
Tip #1: Position Yourself as a Thought Leader
Startups can use Twitter to position themselves as a specialist, thought leader or expert in a particular niche. All you need to do is to simply engage users and followers in discussion about different topics relevant to your business and retweets about subjects that are pertinent to your topics.
- Target industry keywords – So your tweets show up in relevant searches. Thanks to tools like the Google Keyword Planner, it’s easy to find out what your followers are interested in.
- Develop a #hashtag – There was a time when marketers wondered if hashtags were a phase, but they have solidified themselves in mainstream culture enough to be considered a fixture. If you want to garner a large following, it’s important to develop a unique and easily identifiable hashtag that has the ability to become synonymous with your name, brand, or Twitter handle.
- Create a follow list – For some, Twitter is less about gaining followers and more about having access to a streamlined, real-time newsfeed. If you want to narrow your focus and have your feed only display certain content, you can create a follow list. You can then manually control which accounts are displayed.
- Learn to curate – Learning how to curate content is a major skill on Twitter. By being able to put a new spin on old information, you can push out fresh content without spending hours thinking about it.
- Market your handle – Just as your website, email address, and contact information should be shared with people in your network, so should your Twitter handle. Many websites allow you to publish your handle in your profile, and you should take full advantage of this opportunity to drive traffic to your tweets.
Tip #2: Use Retweets to Your Advantage
Your startup business should start with an average number of retweets that you generally receive in response to your best performing tweets. Then, you can add more Retweets after your offers attract more customer engagement.
- Rewrite and Repeat Your Best Tweets – If you worked hard on a blog post that you know deserves some attention don’t be afraid to tweet it out a few times. When you repeat your tweet, mix it up. Don’t tweet the exact same tweet every time. Re-word your tweet and you will appeal to different people each time you tweet it. There are now in excess of 100,000,000 tweets a day. It is harder than ever to get your tweets noticed these days, due to the sheer volume of tweets. As long as you don’t spam, and add value, it’s fair game.
- Tweet Breaking News – If you tweet breaking news there is a good chance others will share this news as well, and your tweet might just spread like wildfire.
- Create Retweeting Reciprocity – Promote the content of others more than you promote your own content. Help others get their message out and they will be much more likely to do the same for you.
- Include @mentions – Include the twitter user name of others in your blog post, and then send a shout out to them on twitter letting them know. There is a good chance other people will retweet your post when they find out they are in the post you are sharing!
- Determine the number of Retweets – Start with the average number of Retweets you normally would get from your best performing Tweets then add a few more since offers will likely attract more engagement.
Tip #3: Drive Twitter Traffic to Your Site or Blog
If you don’t promote your blog, how will anyone know about your great content? Driving traffic to your blog is about as essential to your blogging success as your writing itself. Take the opportunity to cross promote your blog on Twitter. Tweeting about your blog can be an incredible way to reach out and connect with your consumer. With over 500 million users, you can find lots of new readers through tweeting too. If you use Twitter well, it can drive tons of traffic back to your blog. But simply tweeting the title of your blog post with a link back to your site will not work. You need to be pro-active. You need to be creative. You need to use great marketing when you are tweeting about your blog posts.
- Use Short, Provocative Tweets – A tweet is pretty short in and of itself. Generating compelling content in 140 characters or less can present a good little writing challenge. Short tweets, under 100 characters get a 21% higher interaction rate. When you’re tweeting a link to your blog post, get creative. Try making really short tweets that invoke interest in your blog article. They work. When you’re tweeting about your article, keep in mind that you don’t need to stick with the title of your post.
- Include Statistics – People love statistics. (Well, that’s what the data indicates.) If you have any interesting statistical information in your article, tweet about it. And to have even more of an impact, use numbers and characters – not just letters. The numbers and characters will make your tweet stand out in the river of tweets your followers get in their timelines. Here’s an example from Hubspot. They use a short “did you know” question, and include numbers and characters to convey a pretty amazing fact from their article about display ads. They include the shortened link to the blog post after their fact.
- Ask a Question Related to Your Topic – A question in your tweet can generate lots of engagement. If the question generates enough connection and curiosity with your followers, it will get more clicks to your blog. In this example from HootSuite, the tweet could have simply tweeted the title of their blog post. Instead, they posed a very playful question to their followers. It relates to their users by asking about browsers – not offices. It makes the reader feel ok if they tend to be on the messy side. And it can pique their followers’ interest to click through to their blog post. Try this method of update for your next blog post tweet. What question can you ask your followers to make them want to click through to your blog?
- Include a Blog Link in Your Bio – our Twitter bio is what your followers (and others) see when they visit you on Twitter. It doesn’t change unless you make changes to it. This lends itself to being a perfect opportunity to drive more traffic to your blog. Include a link to your blog, or even a particular blog post, in your about and/ or contact sections of your bio. Both sections have clickable link capabilities. You can include CTA’s to entice your followers to click through to your blog too. For example, if you have a great post you’ve written and you’d like drive traffic to it for a few weeks, make a CTA, and include it in your bio. Express the benefits of clicking through, similar to some of the above mentioned tweets. Mari Smith uses this tactic, to drive traffic to a specific landing page on her blog. This particular link cleverly brings you to a post about Twitter Marketing Online Course. It’s a smart way to drive more traffic to her already very popular blog.
- Tweet about Your Blog-Hosted Contest – Running a contest, sweepstakes or group offer on your blog is a brilliant way to drive traffic to your site. It creates engagement with your readers, and gives great incentive for new readers to visit your blog. Read about how easy it is to set up a contest on your website or blog. Get our Free eBook: The Complete Guide to Website Contest and Promotions. Tweeting about your contest can drive even more traffic to your blog.
Tip #4: Boost Engagement
Please your customers with exciting offers, promotions and discounts. Start tweeting about the launch of promotional campaign and be proactive in highlighting relevant details about the campaign. Now, instead of mentioning the promotion launch date once or twice, tweet frequently about it. You can also start a countdown for your promotional campaign to let your customers know how many days are remaining. Do well to boost the excitement and use hashtags and retweets to your advantage.
- Keep Tweets Under 110 Characters – Twitter’s legendary character restriction seems short, but if you’re maxing out your character count, your tweets are too long. Shorter tweets with around 110 characters get 17% higher engagement, and there’s a reason for that. When you leave room in a tweet, it makes it easier for people to retweet you and add their own commentary.
- Tweet During Daytime Hours – The Twittersphere is active during the 11-12 hours of daytime in your audience’s time zone. Between 8am and 7pm, your tweets will have 30% higher interaction. This means that you must keep your target audience in mind and adjust your timing as needed. If your company’s social media person is in Bangalore catering to a West Coast USA audience, she will need to adjust or schedule her tweets accordingly.
- Tweet on Saturday and Sunday -Weekends are not the time to take a break from Twitter. If you want engagement, schedule tweets for Saturday and Sunday. According to the data, engagement is 17% higher on the weekends than it is on weekdays. Salesforce’s research determined that there is an inverse relationship between brands that tweet on the weekend and the engagement rates on the weekend. But doesn’t this data conflict with the point above, regarding tweeting during working hours? Not exactly. As the data crunchers observed, the daytime tweet engagement is high even during weekends. Salesforce reported,
- Send One to Four Tweets a Day – There is a mistaken belief that the more you tweet, the more ROI you’ll get from Twitter. Actually, tweeting too often can result in very poor engagement. This is particularly true for brands, which need to be careful about coming on too strong with their Twitter marketing. To up your engagement, constrain your tweeting. While you should actively respond to DMs and @s, you don’t need to spew forth multiple tweets all day long.
- Use Strong Calls to Action – Zarrella also listed the most retweeted words, which have a high innate sense of engagement and most are calls to action. Words like please retweet, help, follow and how to are focused on the reader of the tweet rather than on the sender of the tweet. Your followers are much more likely to interact if they are the focus on your tweet and you’re clearly asking for an action.
Tip #5: Create a Custom Twitter Background Video/Image
Are you still using the standard Twitter backdrop? If you’re looking leave a lasting impression, you should consider swapping out that plain-Jane image for something more exciting. Your Twitter background helps convey your brand and convey a positive first impression. This is the second of a two-part series of tips to create a strong Twitter profile. In the first part, we covered the first five steps to creating your Twitter profile. Now let’s talk about using custom videos and images as Twitter background.
By changing the default Twitter background on your Twitter profile, you show your audience you’re not a spambot. And it also gives you the opportunity to create a more inviting environment to engage with your audience and even to brand your business. Whether you represent a business and want to create a Twitter background video to highlight the vital elements of your brand and showcase them to the world in a way that is even more awesome.
- Personality – Of course, your Twitter background is a great place to get creative and show some personality. After a little Twitter networking, you’re sure to find a wide range of creative Twitter backgrounds. You don’t need to get carried away with design; simple designs also work well to connect with people.
- Extended bio – You can also use your Twitter background image to share more information about yourself not included in your bio. Consultants and businesses may want to put their phone number, email and other relevant contact details here. If you’re worried about spam when giving out your email address, you could create an email address specifically for your Twitter networking. Again, these won’t be active links and you need to verify that everything fits well when viewed from different screen sizes. But this can help you to connect with your Twitter audience. Keep in mind that you can’t scroll Twitter backgrounds. Rather, they remain fixed on the page and content scrolls on top of them. So don’t extend your design too far down the page or it may not be visible for some users.
- Seasonal customization – You can also create more dynamic branding and incite interaction from your Twitter followers by customizing your Twitter background or Twitter picture for seasonal holidays and special events.
- Increase Brand Recognition – The consistency in graphic design style and color palette assists in creating instant brand recognition. Using the services of a pro designer to maintain consistency helps to sets your business apart from the competitors by making sure your loyal customers always know what to look for when seeking your brand amid the other options in your industry. Brand recognition is crucial for startup businesses and it can easily be achieved by Twitter marketing.
- Look More Professional – According to Business Insider, it’s not good enough to just have a logo anymore: the goal is to become a brand and gain that recognition you need to succeed. To do that, you need to have a professional image, and that can only be gained through expert design. The same consistency that helps foster brand recognition also makes your business look more professional and on top of things. Remember that in the world of branding and marketing, image is everything!
Tip #6: Measure Impact
Twitter is increasingly becoming the platform of choice for marketers, with 83% using Twitter as part of their marketing activity. How many of that percentage are accurately measuring the success of their campaigns and highlighting areas for improvement? But how can you make your strategy’s objectives measurable and make sure that your brand is making the most out of Twitter? We’ve put the basics of measuring your Twitter success in a simple guide that will help track if your Twitter efforts are actually paying off. Here’s how to measure the impact and success of your Twitter Advertising campaigns and get the most out of Twitter marketing.
- Click through rates to your website – Tons of followers is great to see, and it’s true that 47% of people who follow a brand are more likely to visit your website, but followers don’t tell you enough about how successful your Twitter campaign has been in the long run. Before you initiate any Twitter campaign you need to outline the objectives. If the aim was to generate more leads or drive more traffic to your website, you want to be able to see how many Twitter users are clicking your links. If you’re using a paid Twitter ad campaign, you can measure how many clicks your links are receiving easily within your Twitter Ads campaign dashboard. Twitter will track these automatically for you and show how many link clicks your campaign has racked up. Strengthen this data by creating custom URLs with Google URL builder, which will help you construct a clearer picture of exactly where your web traffic is coming from, then entering this custom URL into a link shortener such as Bitly, which can track the number of clicks.
- Track conversions – It’s possible to track actual conversions in the Twitter Ads platform allowing you to hook up your website with your Twitter campaign efforts and measure your ROI more accurately. By tracking the behavior of Twitter users on your website after viewing or engaging with your ads on Twitter, you can identify the ad campaigns that are truly driving leads or sales. Setting up Twitter to track conversions on your websites within the Twitter Ads platform simplifies the process of attributing conversions beyond the last URL click. Learn more about setting up conversion tracking with Twitter here.
- Gain insight into your follower growth – 72% of Twitter users that follow a brand are more likely to purchase a product from that brand. Gain an indication of both the quality of your followers and your campaign by observing the number of followers you gain during your campaign, and the percentage of follower churn you experience. The more followers you can retain during and after a campaign, the stronger your Twitter audience and the better quality lead those followers are likely to be.
- Follower Retention Report – A Follower Retention report maps how many followers are still following you up to 12 weeks after initially following and beyond. This can give you an indication of how many followers you gained during your ad campaign, alongside any organic follows you may have gained during this period. A high follower retention rate, cross-referenced with data such as engagement levels and inactive users can provide a valuable indication into how effective your overall Twitter marketing strategy is. If your new followers are dropping like flies, find out why. Are you engaging with them? To go deeper, compare your retention rates to data such as your level of influence. Are you influencing swathes of followers or barely making a ripple among your audience? The ability to gain lots of new followers and retain them is the mark of a successful Twitter ad campaign.
- Chart progress – The most effective way to truly measure the success and impact of a Twitter campaign is to chart your progress against past performance. There are a number of crucial metrics that you should be measuring during and after a campaign. To efficiently chart progress over long periods, compare the factors that mean the most to you, such as website traffic, account growth, or engagement over a selected time period. You can also enlist SocialBro tools to follow-up with the Twitter users that engaged with your campaign. For example, Discover Retweeters can be used to delve further into the users behind the retweets. Browse profiles, search for common interests, and add to a list to create a tailored audience that can be used to retarget users in your next campaign.
Now It’s Your Turn!
I’m sure, most of you will agree that Twitter holds great potential for those who can utilize it correctly. However, it can be on big time waste if you don’t use it strategically and deliberately. Remember to follow these 6 easy Twitter marketing tips to see success without having to run from pillar to post.
Now what are you waiting for? Go on, put this learning into practice and unleash the immense potential of Twitter to grow your startup business.
Best of luck!