Twitter is often undervalued in the marketing community.
Twitter's platform doesn't necessarily match traditional marketing. As robust an ad platform is as other social media websites such as Facebook, YouTube and Instagram, Twitter is structured differently. The reduced emphasis on paid media, the character limit on tweets, and the short lifespan of content make even your best tweets come and go in just hours. On the surface, it's understandable why some marketers look at Twitter and say, "This is not worth my time."
But the truth is, they are likely using Twitter incorrectly.
Just because Twitter isn't as easy as Facebook, Instagram, and other social media platforms doesn't mean it's not worth your time. On the contrary, there is a lot of specialized marketing on Twitter that cannot be replicated anywhere else.
While other social media platforms are flaunting their built-in paid advertising platforms, Twitter realizes that this is not necessarily intended. Although you can post paid advertising on Twitter, this area is much better suited for organic advertising Brand awareness and Range.
Unlike other platforms, Twitter is the best platform to turn your followers into avid fans. You are not focused on selling with paid media, but rather on getting people to fall in love with your brand. And when you contact Twitter with that attitude, you can understand how effective it can be.
It may be a fine line, but we're here to help make your Twitter one of the best tools available to you. There are a few things anyone can do to ensure they are using Twitter effectively for their business.
Use these 4 rules to craft the perfect Twitter marketing strategy that will produce results.
1. Developing a brand voice is extremely important
On Twitter, more than any other social media platform, developing a strong, unique brand voice is a necessity. Since all of your posts are limited to 240 characters (and possibly an image or video), having a recognizable brand voice will make people remember your business. There is no better example of this in the Twitter world than Wendy's.
Wendy is well known on Twitter for her snarky, humorous tone. They are popular because they found a way to make fast food fun, which makes their tweets very engaging. They also tend to get into Twitter feuds with other brands, which only makes them funnier.
They also use the same tone to advertise their businesses pretty well. A 14-word tweet with 2,000 replies and over 23,000 combined likes and retweets? The average tweet typically receives 1696 retweets and likes. It's pretty obvious that Wendy is doing something right on Twitter.
Would you like two spicy chicken sandwiches? Throw me $ 5 and you have a deal.
– Wendy & # 39; s (@Wendys) July 13, 2020
Because of its tone, people like the Wendy brand. People identify with it, and there's a chance they'll get something to eat at Wendy's. Wendy uses her Twitter account to massively impress potential consumers. And all of this can be traced back to the fact that people like their brand voice.
Your brand voice doesn't have to be the same as Wendy's – humor is important to being successful on Twitter, but you can always develop a brand voice that is dorkier and heartier than snarky and sarcastic. Either way, you need to find a voice that is right for your business and then you need to stick with it.
If you need help finding your brand voice, the best thing to do is to consider what personality you want your company to have. You can read your blog posts and newsletters for a little guide to your brand's personality. It is best if your copy is consistent across all platforms.
Once you've selected a brand voice, you can use it to build your reputation on Twitter.
2. Commitment is your ultimate goal
As you create your brand voice on Twitter, keep this in mind: engagement is by far your number one goal.
Does not follow. No sale.
Some of your Tweets should be informative, but many should focus solely on generating interaction. Whether it's retweets, likes, or replies, you want users to engage with your top-notch tweets. Again, the best thing you can do on Twitter is to increase your brand or business awareness.
In many ways, you can think of Twitter as a platform where you want to stand out above all others. The more you get noticed, the more likely you are to go viral. The more viral the tweet and the more engagement you get, the more likely it is to end up in your customer avatar's feed. And while the viral tweets typically only circulate for around 12 to 24 hours, you can reach them metric tons of people at this time.
Sometimes it's as easy as tweeting something really funny that people want to reply to, but there are a lot of trends on Twitter that you can do to get people's reactions. Here is an example of one that we made.
Let us know your preferred marketing strategy. Just wrong answers.
– DigitalMktr (@DigitalMktr) July 16, 2020
This tweet is simply asking people to respond, and we are very committed to it. It makes people happy to be part of the conversation and it also helps them remember who we are. It familiarizes them with our brand, which we can then hopefully turn into subscribers or customers after further good content.
However, if you aren't having success with tweets that actively encourage people to respond, really funny content is the next best choice. There are so many different ways to do this, but here is one of my favorite examples.
Netflix tweeted this just before the royal wedding in 2018, and to say it went well would be an understatement.
Long story short, don't track your Twitter success based on the number of sales you make directly from the platform. If you are making sales, this is the cherry on the sundae. However, the most important thing in your Twitter marketing strategy is engagement.
If you need ideas about content, Twitter is the place for you. Here you can find tweet ideas for a month direct from the company.
3. Visuals are essential
Visual elements need to be part of your Twitter marketing strategy just as they need to be part of your other social marketing strategies. It just makes your posts better, more digestible, and most importantly, memorable.
In terms of video, 70% of consumers shared a brand's video on Twitter in 2020. And even Twitter believes that creating a consistent visual brand is one of the best things companies can do on their platform.
However, since not all images are created equal, there are some rules and best practices for incorporating visual elements into your Twitter strategy:
4th Avoid using photos as pictures
This is probably the most important rule. Stock photos don't stand out, and even a simple picture of someone on your staff can produce far better results. This is a handpicked example from Twitter of what a simple but beautiful photo looks like:
These images go way beyond what archive images can do, and they can also communicate things about their brand without saying a word. At least in the case of Alphaletes, a sportswear brand, it was announced that their brand is intended for people who are serious about fitness. It also made me buy their product path More!
- Use templates to make your photos uniform and visually appealing
Much like your brand voice, people like the consistency of your images. If you throw a lot of unusual pictures at your consumers, they may react negatively.
- Use bright and appealing colors
This is the most effective way to get scrollers' attention. Light yellow and green are far more effective than gray and black at generating engagement.
This trend is growing in popularity and can help make your brand feel more authentic and accessible. Illustrations can help you emulate emotions. They are therefore a useful tool.
That does not mean everyone A single tweet needs a visual element, but a visual element can help carry a tweet whenever you need it.
4th Make sure to move people from Twitter to your website
Getting people to interact with you is your number one goal on Twitter. but how does it continue?
You need a plan to get Twitter users from your Twitter page to your website or landing page.
Think about your marketing funnel. The whole purpose of a Twitter is to get people interested in your business so that they might later become customers. And unlike other social media platforms, it is fundamentally impossible for someone to make a purchase directly on the Twitter platform.
That means you shouldn't be selling them to begin with. The customer value journey is also important on Twitter. A simple tweet with a link that someone can use to sign up for your newsletter is a good place to start. It can be links to your blog posts that can at least get people to go to your website and read what you have to say. Once you've passed these milestones, you can focus on selling to them.
The best thing you can do with your twitter is introduce people to your brand. Remember, the easier you make it for people to get to your website from Twitter, or the more incentives you give them, the more likely you are to sell to them later.
Think of Twitter as art. There is no one set formula for guaranteed success – it takes a lot of creativity and trial and error. However, by figuring out how to drive engagement on Twitter, you can generate more leads than ever before.
And if you get it right, they'll be avid fans by now.