HOW AND WHY TO USE TWITTER IN YOUR MARKETING STRATEGY

How and why to use Twitter in your marketing strategy: HOW AND WHY TO USE TWITTER IN YOUR MARKETING STRATEGY

Twitter, with more than 145 million daily users, is the fifth most used social network worldwide. For this reason, this platform should be part of your marketing strategy , since it gives any company the opportunity to build its brand, increase sales and make itself known.

Every day 500 million tweets are published, so to get the attention of your audience, you need an action plan . This happens in all social networks, but it is important to create an appropriate one in each case, and for this it is vital to know how each platform works.

What place does Twitter occupy in your overall social media strategy?

When you get the answer to this question, you already know how to achieve success on Twitter through your brand. But to start down this path it is important to start creating a marketing strategy on Twitter, and for this, as in other cases, it is essential to know the status of your company on the platform.

Perhaps you already have a Twitter account or even several of them, however there is also the possibility that you do not have one yet. In the latter case it is time to start, while in the former, it is necessary to review the existing account or accounts to gather as much information as possible.

When analyzing the accounts, it is important to study the frequency with which tweets are published in the account, the interaction rate or the total number of followers in each case. In addition, you also have to pay attention to the types of content that are published, the information in the biography, the profile photo and cover … etc.

When you have all the necessary information, it is time to establish clear and measurable objectives. Ideally, they are linked to business objectives, such as driving more traffic to your website, or increasing the sales of your products, among others.

Sometimes it can help to know what the competition is doing to set specific goals for you. Whatever the objective, checking the Twitter accounts of your brand’s competitors is also a key point in creating a marketing strategy, as it is the best way to stand out.

On the other hand, it is also essential to have the necessary people to respond to direct messages and mentions . Keep in mind that Twitter is the social network in which conversations move faster, so responding in an appropriate and fast way is a fundamental aspect.

Establishing a specific style for social networks is highly recommended, but it must be borne in mind that not all are the same, and in the case of Twitter you cannot miss some details, such as hashtags, since although they are used on many platforms , they began to be used here.

The ideal would be to create a brand hashtag and use it in an appropriate way, although other details that should also be taken into account are the use of emojis or the format in which the links are presented, among others. It is also important to consider how to deal with criticism, since Twitter is full of trolls, and there is the possibility of having to handle an online reputation crisis .

It is better to have all the resources, even if you don’t have to use them later.

Making a content calendar is also a key step in developing a Twitter marketing strategy . This allows you to have the content planned, and save last minute efforts and stress, especially when you have to create an original tweet about a specific day at the last minute.

When making the calendar it is important to be clear about the frequency with which you want to publish, the best time to do it and who should approve the publications. Specific dates must also be taken into account, in order to publish interesting content in this regard and participate with trending hashtags, etc.

Despite having a properly organized and planned content calendar, it is necessary to be aware of the Twitter account or accounts, since it is constantly necessary to respond to messages, mentions or conversations to continue maintaining a good brand image.

Of course, it is also necessary to periodically evaluate the results of the marketing strategy, in order to be aware of whether the efforts are bearing fruit or whether the objectives or the way to achieve them must be changed. For this, it is important to pay attention to the most interesting metrics.

By this we mean that there is no use having a lot of retweets in a funny meme that you share, if this does not lead to conversations or sales with your followers. You have to pay special attention to the valuable information, which is really what will allow you to refine your strategy.

When you know how to take advantage of Twitter in your strategy, you get the best results

Of course there are many other factors that are important to take into account to obtain the best results on this platform, such as having a complete profile, being professional and in line with the brand. This directly influences the first impression your followers have of you.

The username is essential, since it is the way they have to find you on Twitter. As for the profile photo, the ideal is to use the logo, and always with the correct dimensions so that the image is sharp and clear. The cover photo is great for providing more information about the company.

The Twitter bio should include attractive content, but in a concise way, a good option is to use your brand’s slogan. Nor can you stop including the URL of your company, as well as the physical location, since this makes the profile more real for the public that visits it.

Keeping the Twitter feed organized is essential to be able to clearly visualize the important content for your brand . For this, the lists are a very useful tool, since in them you can select relevant accounts of topics or influencers for your brand.

In this way, the tweets are organized chronologically, so it is much easier to track. There is no limit to the lists, so you can even create your competitors, but always keeping in mind that they are public. It is also possible to subscribe to the lists of other accounts.

On the other hand, the tone of the publications must also be taken into account , and although Twitter admits images and videos, the texts are still very popular on the platform. For this reason you have to show personality, human being, original and above all sincere to be successful.

And although Twitter does not offer as many creative options when it comes to posting or interacting as other social networks, it has its own methods. In addition to responses, mentions and threads, surveys are also very popular, especially to attract your audience and express their opinions, something that helps you to know their preferences.

To take advantage of all the benefits of publications, it is essential to use visual assets , for example accompanying texts by tables, infographics or a good photograph. Videos are also essential elements to attract attention, as well as GIFs, but they should always be used optimized for mobile devices, since most users play them on portable devices.

Another option is to bet on advertising on Twitter , as it is a way to increase your audience, promote products or attract traffic to your website. In this sense, you can promote the account to increase followers, or promote specific tweets to increase interactions.

There is no doubt that Twitter is a fundamental tool in any marketing strategy , at Rana Negra we know it, and that is why we can help you take the first steps on this platform and guide you to achieve the best possible results according to your objectives and needs.

We also leave you a guide on how to use Twitter efficiently and effectively for your business.

Be sure to visit our Facebook management guide for administrators  and our article on How and why to use LinkedIn in your marketing strategy so that you know in depth these three vital social networks for the Social Media of your business.