The Complete Guide for Twitter Marketing

With quite 145 million active daily users, Twitter should be an area of your marketing strategy. It’s the fifth hottest social media network, and it’ is a gold mine of customer insights and opportunities to make your brand, drive sales and win fans.

But with 500 million tweets sent each day, you'd wish to be strategic and savvy so on a win (and hold) your audience’s attention.

Intimidated by this fast-paced network? We’ve got everything you'd wish to make and implement a highly effective Twitter marketing strategy that gets results.

How to create a Twitter marketing strategy

You should always approach social media with a thought of action, and Twitter isn't any different. Understanding how the platform works and therefore the way it fits in your overall social media strategy is the key to success. (The Complete Guide for Twitter Marketing)

So where do I start when creating your Twitter marketing strategy? We’ve outlined the mechanisms of a successful basis below.

Audit your accounts

Does your organization have already have an existing Twitter account, or maybe quite one? Your initiative should be documenting all existing accounts, and which team member has been responsible for them.

Once you've your list, conduct a radical review of all accounts. Collect information like:

How often does this account tweet?

What’s the engagement rate?

How many followers does it have?

Twitter Analytics or Hoot suite Reports can provide you with these metrics.

You should also audit brand obedience for existing accounts. Is that Twitter handle the same as your other social media accounts? Are your bio and profile picture on-brand?

 Did someone forget to update your header image after your 2017 Holiday Campaign, and now— whoops! — It’s advertising a promotion that’s several years out of date?

It’s plenty of data, but we’ve got a template for conducting a social media audit to make this process easy.

Once you’ve audited your existing accounts, you’ll have a baseline for your Twitter performance. This might help to inform the subsequent stage of your strategy: setting goals.(The Complete Guide for Twitter Marketing)

Set goals

Success on any social media platform begins with having clear, measurable goals. There’s no because of know if your strategy features a positive impact on your business unless you understand what you’re trying to understand.

You want to form SMART goals: Specific, Measurable, Attainable, Relevant, and Time-bound. So “going viral” doesn’t count. 

These goals should align alongside your high-level business objectives, and be weakened into measurable indicators of success.

For example, you'll be wanting to drive more traffic to your website. Translate that into a wise goal by going to increase your average click-through rate. 

You’ll use your baseline click-through rate from your Twitter audit to line a specific achievable goal over a cheap period of some time (say, an increase from 1.5% to 2.5% in three months).

Check out the competition

Isn’t doing a superb job its own reward? Well, sure. But admit it— you furthermore might want to travel away from your rivals within the dust.

So don’t forget to review the Twitter accounts for your industry competitors. Analyzing their social media can assist you to refine your own, by revealing weaknesses or gaps in their strategy, and ways during which you'll distinguish yourself. (The Complete Guide for Twitter Marketing)

We’ve got a free, customizable template for conducting a competitive analysis.

Assign roles

You need to form sure your accounts are monitored and active, which someone is replying to direct messages and mentions. Twitter conversations move fast, so it’s noticeable to your followers if you’re not checking in regularly, and a failure to be responsive and timely will damage your brand.

Busy accounts may have multiple team members monitoring them, like Vancouver’s Translink account. Individual team members sign their names, to provide a personal touch to their customer service.

But albeit only one person is responsible for your Twitter account, you’ll still want to designate a back-up team member so as that there aren't any gaps in coverage.

Ensure most are clear on their responsibilities. An excessive amount of coverage can provide its own problems if multiple teams members attempt to reply to the same tweets and offering redundant or conflicting answers. A social media management tool like Hootsuite are often helpful for assigning clear roles and responsibilities. (The Complete Guide for Twitter Marketing)

Check out our guide to social media collaboration for more tips.

Create guidelines

You need a social media style guide to remain your communications clear and consistent. Guidelines also assist you onboard new team members and stop mishaps and mistakes on social media.

Your guidelines should be shared with everyone on your social media team, and will include elements of your overall brand style guide, like your tone and details about your audiences.

But it should even be specific to how you use social accounts, including Twitter, with details like:

Branded hashtags and therefore the thanks to using them

How and where you use emojis

How to format links

Every kind of conversation—good, bad, weird— happens on Twitter, so you'd wish to be ready for love or money. Criticism is inevitable, especially as your account grows, so you need to plan for how to reply to trolls and manage a PR crisis. Remember, it’s much better to possess those resources and not need them than the other way around.(The Complete Guide for Twitter Marketing)

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