With far more than 145 million active users every single day, Twitter should be an integral part of your marketing strategy. Twitter is the fifth most-popular social media network, and it’s a gold mine of customer insights as well as opportunities to expand your brand, drive sales as well as win fans. However 500 million tweets sent every day, you have to be strategic and savvy so that you can win (and hold) your audience’s attention. Intimidated by this fast-paced network?
Organisations come to Twitter to be what’s happening in the world. When you bring your company onto Twitter, you connect with our powerful audience where you are able to make an impact and drive results.
In fact, brand involvement in culture is particularly important among consumers between the ages of 18 and 35. Individuals on Twitter (as opposed to the general population) are far more passionate, informed, and feel more strongly about brands that align with culture.
Your audience is on Twitter already and they can’t wait to connect with you.
Is Twitter good for business marketing?
In addition, engaging with your audience’s replies and mentions improves your chances of showing up in non-followers’ feeds. These actions assist you with boosting visibility and brand awareness. This proves to be a chief benefit of Twitter. The most productive brands on Twitter have both paid as well as organic strategies.
The most advanced brands see Twitter as an incredibly important marketing, customer care and market research medium that can offer valuable insights on every aspect of their business. And rightly so. The platform makes it simple for customers to reach out to brands and provide their feedback or ask for help. Brands can then utilise this as an opportunity to not only collect vital feedback to improve their products however also to deliver the support their customers require.
With the ease of conversation that takes between brands and consumers, one of the main benefits of using Twitter is for building and cultivating your brand community. Brands can utilise the platform to begin and join in on relevant conversations, engage with their community and build a loyal following.
How do businesses use Twitter for marketing?
Twitter gives you the opportunity to hear what other people are saying. Utilising Twitter Search, you can find out what people are saying about a specific topic so empowering you to keep your ear to the ground about your company as well as the competition.
If you’re on Twitter, the chances are good that your competitors are too. They are keeping tabs on you, just as you should be on them. Put together a strategy behind your tweets, rather than blindly tweeting. This can assist you with building relationships with your customers and edging out others that are not tweeting strategically.
Something else which business use on this social media channel for marketing are Twitter cards. These cards are a FABULOUS way to make every single one of your tweets stand out as Twitter cards show visual content from a link – as opposed to just text – when they appear on Twitter feeds.
Not employing Twitter cards on your website is a massive mistake as the more visual content results in more engagement, which is why 68.7% of marketers say visual content is extremely important or necessary.
There are five kinds of Twitter cards. These are the following:
- Summary card,
- Summary with large image,
- Player card,
- App card, and
- Cards markup.
Enabling cards on your website isn’t difficult. All that you need to do is embed a bit of code into your website. Once you set up Twitter cards on your website, enter your web address on KnowEm. KnowEm (a social media optimisation tool) will tell you if your Twitter cards are set up properly.
How to measure your Twitter marketing strategy for your business?
There are a lot of different Twitter metrics out there. However, only a few can really provide what you need to track your progress against your goals. Here are a couple of metrics that you can measure.
Link clickthroughs measure the number of times that users have clicked through to one of your website pages from Twitter – either from organic posts (in other words, content that you’ve posted that has no paid spend backing it) or through paid ads. The score is assessed on a scale of one to 10. A one means your score is hardly relevant to your audience. A 10 means it’s quite relevant.
Video views measure the number of times that users have watched the videos you’ve natively uploaded to Twitter. A Twitter video view is counted when any time two consecutive seconds are played with at least 50%.
The top tweets statistic measures the tweets that performed best on your account during a specific time period.
Twitter gives you the opportunity to break down your top tweets via:
- Engagements, and
- Engagement rate.
The Social Media Marketing Course, from the Digital School of Marketing, will enable you to grow your brand strategically on any social channel, increase customer engagement and correctly target those who matter most.
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