Discover how to use Twitter for business marketing in our latest blog…
There have been rumours recently that Twitter is declining in its effectiveness to users and it is the least used social media platform in 2018. We couldn’t disagree more. Twitter hasn’t had its day by any means, in fact Twitter has had a four per cent increase on it’s users in the past 12 months.
Twitter may not have changed with the times and created numerous algorithms that users have to keep up with, but it does improve its systems and most businesses still use Twitter as a strong platform for engaging with the right audiences.
Twitter is all about quality not quantity and here is how you can use this unique social media platform to the best of its ability.
Back to basics
Taking a step back to re-evaluate your profile is probably the best way to get things moving. Choosing a header and profile image must tell your story. Whatever it is you do; these images must look professional and be relevant to what your business does. Image is key to grabbing attention.
One of the things we love about Twitter is that your marketing information is at the top of the page on the left-hand side, clear and visible for everyone to see. It’s easily accessible and doesn’t need to stand out because it is generic on each Twitter page, so every visitor knows where to find your information once they have bought into your brand.
With this in mind make sure your information is correct – check any links still work. Take a look at your bio too and ensure you have a short but sweet bio that will make customers / clients trust you and the products or services you provide. For tips on how to write a great bio click here.
Do make sure you add in your location as this could be important to your audience if they are looking for a local supplier or service provider.
What we love most about Twitter is that you can display your business details and it is straight forward and uncomplicated for users.
Before you start following everyone and anyone on Twitter to increase your chances of overall audience interaction, make sure you consider that you want to be able to listen to your audience and deliver content to meet their interests. You also need to ensure you don’t push twitter too far as they have very strict rules on aggressive following and this could lead to getting your profile banned losing all of your hard work.
Follow relevant people such as; customers, potential customers, competitors, peers, other local businesses within your local network and people you know through business.
Once you start to follow people you may notice that your followers will start to increase but ignore this for the time being. You should use this tool in order to see how many followers you attract when you post tweets at certain times and on different days.
Now you have the basics sorted, make sure you deliver the right content to the right audience. Create a content planner on excel which acts as a schedule for you to plan what content relates to your audience. You could also start to add statistics into this plan so that you can see what times work best and which days your tweets received most engagement on.
There are also free tools you can use to plan your content such as Hootsuite and TweetDeck which helps you to schedule tweets and manage your activity. These are well worth considering because they will help you to manage and improve your engagement also.
The beauty of Twitter is that each tweet is displayed within 140 characters meaning you can come up with some catchy headlines to display on your page. The average brit has the attention span of 14 minutes which means the snappier your headline the quicker it is for them to digest and the easier it is for you to pull them into your world.
There are so many things you can do to listen to your audience. Get organised by using Twitter lists. Twitter lists are: ‘A list on Twitter is a curated group of Twitter accounts. You can create your own lists or subscribe to lists created by others. Viewing a list timeline will show you a stream of Tweets from only the accounts on that list.’
Twitter lists are a great way to engage with particular audiences and it allows you to hear what they are saying. It is also a great way to directly get messages out to those audiences and ensure they are being given key messages that are relevant to your business.
You can create multiple lists so make sure you utilise this to improve your audience engagement. We suggest lists could be created for; customers, potential customers and your wider business network to improve your business connections.
Make use of your Twitter analytics tools to ensure you are listening to your network. Use this to measure your performance and make it better for next time. You must have been on Twitter for at least one month before they will allow you to access your full statistics. Once you log into Twitter you will see these on the top right-hand side underneath your header photo. Twitter also has training sessions which will help you to understand how their analytics work.
One of the biggest advantages of the analytics service Twitter offers to businesses is that you can see which tweets performed best and you can do your own analysis of the results and tailor them to which direction you should take next.
Expanding your audience
Once you have got all of the basics in place find ways of reaching out to a wider audience.
Expand your audience using hashtags. Hashtags are commonly used on Twitter so that people who follow those particular hashtags have these posts shared on their feed. This means that using relevant hashtags will increase who sees your posts. For example, fashion companies will use #fashion to engage with their relevant audience.
Another great way to increase your audience is by using influencers. You might not know it but there are thousands of people out there using your products and services and some of them have their own social media platforms which could increase interest in your business. For example, a lot of reality TV celebrities are also brand ambassadors and they get paid to post content of them recommending and using product from companies who want to get themselves out there.
Think of Twitter as your very own 24-hour news channel. It delivers you the most up-to-date relevant content which could help to grow your business.
Look for ideas from competitors through their content and see what other businesses in your area are getting involved with to help them network and increase their sales activity.
Write a report each month of the activity from your Twitter analytics and see how the communication has developed over the month. If your communication hasn’t developed make sure you learn from your mistakes and create a report on how to improve it next month. It is also good to include a quarterly communications plan as it is a way of looking back over the past few months and seeing what trends worked and what didn’t.
For further guidance on getting the most out of your social media channels, you can contact our social media management team.
Author: Dave Williams
Dave Williams is the founder and director of onefoursix; a digital marketing agency based in Northampton. After setting up onefoursix in 2011, Dave has gone on to grow it to one of Northampton’s finest agencies. His expertise include social media, user experience and SEO.
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