Key takeaways
- Audit your Twitter with Twitter Analytics: review hashtags, individual tweets and your audience to identify top-performing content.
- Use a consistent, authentic brand voice on Twitter that may be slightly more casual than your other channels.
- Define your target audience to guide content type, posting times, frequency and hashtag choice.
- Use campaign and trending hashtags (e.g., Black Friday) to increase reach and relevance.
- Include Twitter Ads (promoted tweets) to target audiences, reach non-followers and accelerate visibility since promoted tweets are marked as ads and you pay while they run.
- Align Twitter with your overall social strategy: match voice, visuals and campaigns across platforms and use a unified content calendar.
- Set measurable Twitter goals: build an engaged following/brand awareness, generate leads (drive to email/offers) or increase website traffic by sharing blog links.
- Schedule tweets in advance using social media marketing software once you know content and timings.
- Engage actively: reply to mentions and DMs, manage engagement, run hashtag challenges, ask questions or contests to build loyalty.
Introduction
Did you know that, according to Finances Online, the number of monthly active users Twitter had in 2019’s first quarter was 330 million? Additionally, as of the year 2020, the number of daily active users that were monetizable on Twitter was 166 million.
Considering how many people use Twitter, you might be thinking of putting together a marketing strategy using this popular platform. However, if you don’t know how to get started, this can be stressful.
Fortunately, we’ll review how you can put together a Twitter digital marketing strategy as a beginner. Finally, you can use Twitter to make your business stand out more than ever. Read on to learn more.
Audit Your Account on Twitter
The first step you should take when putting together your Twitter marketing strategy is to audit your account. To do this properly, you should use Twitter analytics to see how your account has been doing. When carrying out your audit, review the performance of:
- Hashtags
- Individual tweets
- Your individual audience on Twitter
By finding out which of your tweets are exhibiting the best performance, you’ll get a good idea of what content types your audience is interested in seeing most. With this information, you can create a good strategy. This strategy will maximize how much engagement and reach you get when you post tweets.
Additionally, it will provide your audience with what they look for when it comes to your content.
Find and Use Your Twitter Voice
When putting together your Twitter digital marketing strategy, you have to find and use your Twitter voice. This is because audiences on the platform look for brands that are tweeting in an authentic way and using their true voice.
It can be tempting to try to sound like popular accounts or to shift your voice around to go along with trends occurring on the platform.
However, you want your voice to be consistent with the brand voice you use generally. Your voice will likely be slightly more casual on Twitter, but you should still implement your brand voice.
Understand Your Target Audience
It also helps to know your target audience. Especially if you’re running a newer company and your brand voice isn’t entirely established yet, it can help to know what issues your audience has and what type of content appeals to them.
This is especially important if you skipped auditing your account because you didn’t have one yet.
By getting the right information on your target audience, you can figure out what type of content to post. You’ll also have a better idea of when to post, how often, and which hashtags to use.
Use the Right Hashtags and Trends
With the right hashtag and trend strategy, you can make your tweets more powerful. When putting together your posts, think about which hashtags you can use for your brand or specific campaigns. Additionally, take advantage of trending hashtags.
For example, if you run a business where you’re planning on having a Black Friday sale, you can use hashtags related to Black Friday when you do this.
Include Twitter Ads in Your Strategy
When you put together your Twitter digital marketing strategy, don’t forget to include Twitter ads in it. When you pay for these ads, you’ll reach your audience more easily. This is because you can specifically target them.
Additionally, tweets that are promoted can work faster than organic tweets.
Another benefit of Twitter ads is that they help people who don’t follow your hashtags or brand to discover your Twitter profile.
Why is this? When you utilize a promoted tweet, the tweets you publish will end up on the timelines of people who share the same interests as your audience.
You simply pay a monthly fee for as long as you’d like your tweet that’s promoted to remain posted. The interactions viewers have when they see it is basically the same as with a normal tweet.
However, they will know that it’s a Twitter ad because Twitter marks promoted tweets.
Make Your Strategy Part of Your Larger Social Media Strategy
When you’re putting together your content strategy for Twitter, you should think about the larger picture. Too often, companies will have a variety of different people managing different social media platforms such as Twitter, Facebook, and Instagram.
As a result, the brand can end up coming off as inconsistent, or even worse, like each account belongs to a completely different company. For this reason, it’s important to think about what your social media strategy is overall.
In the same way you thought about your voice and target audience, you should do the same with all your social media platforms.
Additionally, think about the different campaigns you’ll run. For example, let’s return to that Black Friday sale we mentioned earlier. Chances are, you’ll run this campaign across all your platforms.
In that case, you would want to align language, images, and other elements of branding.
You’ll also want to create a content calendar that includes the different campaigns and posts you plan to make on all your platforms.
Set Goals for Twitter That Are Measurable
Creating a social media strategy requires you to have goals you aim to meet. This is both on the larger level as well as when it comes to how you put together your strategy for each social media platform.
When it comes to Twitter, there are specific goals you can set so your strategy is as effective as possible.
There are many different goals you can choose from. We’ll review a few just now.
One goal is to build a following that’s engaged with the larger goal of increasing brand awareness. Another is to generate leads through the process of directing Twitter traffic. Specifically, you’d direct it toward an email list or offer.
You can also set the goal of posting links to your website’s blog posts on Twitter with the larger goal of increasing your website traffic.
Schedule Your Tweets in Advance
Once you’ve followed all the advice we’ve provided so far, you’ll have a good idea of the type of content you plan on posting on Twitter. You’ll also know which hashtags to use and when your Tweets will occur (along with your other social media posts).
Considering that you know what you’ll be posting and when, it’s smart to use a social media marketing solution to schedule your tweets in advance.
With the right software, you can schedule when your tweets will go up without having to worry about ensuring that you post them.
Engage on Twitter
Once your Twitter account starts posting tweets and your digital marketing strategy begins to get off the ground, it might feel like your work is done. But once you start posting, it’s important to engage with your followers and the people who interact with you.
This is a way to make your audience feel connected with you. Especially if someone mentions your brand or company, or messages you directly, you should reply.
This can seem like a lot of work, but having someone manage replies and engagement can be helpful.
Additionally, using strategies such as hashtag challenges can be a fun, creative way to create engagement.
Asking questions is another smart way to do this. For example, say you sell original ice cream flavors. You could ask people on Twitter for different ideas for a flavor of the month.
If you wanted to take it even further, you could turn this into a contest. You could pick the one you think is best, awarding the person with a pint of ice cream for free.
As you can imagine, these ways of engaging can be a great help when it comes to building your brand, getting more followers, and eventually getting followers who become part of a loyal following.
Want to Learn More?
Now that you’ve learned how to put together your Twitter digital marketing strategy, you might want to learn more. Maybe you’re interested in learning about how the Twitter algorithm works or you want to learn more in general about how you can improve your digital marketing efforts.
Whatever information you need, we can help. At ELITE digital, we’re experts when it comes to digital marketing.
We also have a team of digital marketers who can help you with your digital marketing strategy. To learn more about how we can help you, contact us now.
FAQ
Use Twitter Analytics to review the performance of hashtags, individual tweets and your audience. Identify top-performing tweets and content types to shape posts that maximize engagement and reach.
Keep your brand voice consistent across channels but slightly more casual on Twitter. Be authentic, avoid mimicking popular accounts and maintain the core brand tone.
Research the issues your prospective audience faces and what content appeals to them. Use those insights to choose content types, posting times, frequency and relevant hashtags when you don’t have historical account data.
Select hashtags that match your brand or specific campaigns and take advantage of trending hashtags when relevant. For example, use Black Friday–related hashtags when running a Black Friday sale.
Yes. Promoted tweets let you target specific audiences, help non-followers discover your profile by appearing on timelines of users with similar interests and often deliver faster visibility than organic tweets. Promoted tweets are marked as ads and you pay for them while they remain promoted.
Coordinate voice, campaign language, images and branding across platforms to avoid inconsistency. Plan campaigns across channels and maintain a content calendar that lists posts and timings for all platforms.
Examples: build an engaged following to increase brand awareness, generate leads by directing Twitter traffic to an email list or offer and increase website traffic by posting links to blog content.
Once you know the content types, hashtags and optimal posting times, use a social media marketing solution to schedule tweets in advance so you don’t need to post manually.
