Twitter can be a powerful tool for building relationships, managing said relationships, maintaining customer happiness, and so much more.
Twitter is one of the easiest ways of finding specific people who take a definite interest in the industry you’re involved in
This gives you the perfect opportunity to engage and interact with people who are holding conversations about your industry. It gives you the chance to show your knowledge and expertise, perhaps before a person is aware of your brand and who you are. This introduction then gets a person aware and gets them interested in you and your business.
However, it’s not as easy as just opening the Twitter app and starting from there. There are multiple steps to creating the perfect Twitter strategy; what are they?
Create and Optimise Your Profile
The first step to take is creating your profile and optimising it in a suitable way.
Your profile needs to be optimised with your target audience in mind
You need to identify what you think your target audience would like to see and what would attract them into following you.
Optimising your profile should also consist of making it follow your brand values, it should be friendly and suitable for audiences and it should show your business off in its best light. You need people to look at your profile and automatically be able to tell what industry you’re in, what your business does, who you are as a business and understand why they should follow you. These are a few areas where you can begin with optimising your website:
Custom cover image
Custom coloured theme
URL to website
Most of all, you need to make sure your profile looks good and won’t deter people away immediately. It needs to be eye-catching and engaging.
Make Your Profile / Brand Easy to Follow
On Twitter - it’s easy to follow someone. But, make it an easier decision by showing people visiting your page who you are and what your brand values are.
Alongside this, you need to make it easy for everyone else to follow you. You can do this by placing follow buttons on your website homepage, in newsletters, on other social media accounts, and so on. Link your Twitter everywhere you can so people can easily find and follow your business.
In terms of making your ‘brand’ easy to follow, you need to be consistent about your brand values and about what your business stands for
Make it easy for your followers to know for certain the values of your business and make it easy to persistently follow your journey as a growing business. Making following this journey easy allows your audience to feel connected to your business, building up the trust they have for you.
Develop a Content Strategy
Not every business is going to have the same content strategy - or, the same content that works for them. It’s about testing the water and seeing what content works best for your audience and what they enjoy the most.
Content is the single best way to engage with your audience and show them your expertise; so it’s important to focus on what is most effective
There are all sorts of content that you could create, including:
eBooks, Whitepapers, Guides
Some of these content ideas rely on you being in the moment and keeping up-to-date with everything that is happening in the world of Twitter and your industry. You need to focus on what is engaging your audience on that day as different pieces of content will interest people on different days.
Your content needs to be unique and individual to your business in order to engage with your unique audience. It needs to be aimed at your specific audience; targeting aspects such as pain points, interests, and so on.
Don’t Just Post Sales Content
Sales content isn’t what your audience want to see. They want to see content that adds value to them and that interests them. You need to share content that intrigues your audience and from this; generates potential customers. It shows you’re knowledgeable and prepared to share the information your audience needs and wants.
You can actually generate leads in two ways, rather than posting sales content:
Directly: sharing content that links directly back to a landing page with a contact form on your website
Indirectly: sharing friendly, easy-to-consume content that isn’t behind a form
The overall key to generating leads is to post various pieces of content aimed at various people. Generating leads will be a different process for every business and it’s important to set goals that assist you in constantly getting closer to generating a lead. Most businesses need a mixture of both direct and indirect lead generation tweets; to nurture their audience and provide them with quality content as well as educational content.
Go Beyond Text
You shouldn’t just use text in every tweet you post. Using just text makes for quite a boring and plain looking profile, that new audiences will glance at and feel there’s no depth to your business. This is because all you’re seen to post is the average sales content that no one wants to see filling up their feed.
Remember to always go beyond text - include elements such as photos, videos, vines, gifs, and so on to make your content much more exciting and dynamic
The added visual element automatically attracts attention and gets people engaged. Visuals are the easiest ways of immediately grabbing someone’s attention who is simply scrolling through their feed with no purpose. They add value to the text.
Extend Reach With Ads
Just like Google, Twitter has an advertising platform. Their version, Promoted Tweets, gets your tweets in front of new people. Promoted Tweets enables your message to appear in places on Twitter that they wouldn’t have appeared previously. Where?
At the top of relevant search results pages
Within search results for a Promoted Trend
In users’ Twitter feeds when relevant
In pinned tweets for ‘Enhanced’ profile pages
In Twitter’s official desktop and mobile clients
In some third-party Twitter clients
There are also a number of ways you can target your audience on Twitter. All of these ways ensure that your content gets in front of people who matter.
Keywords: this allows you to reach users based on the keywords in their recent tweets or tweets they have interacted with
Interests: narrow your audience down by selecting interest categories
Username: target specific usernames relevant to the product, service, event or offer you want to promote
Platform / device: you can control what device/s your advert is shown on
It’s not always easy finding and engaging your target audience on Twitter. That’s why using Promoted Tweets enables you to get your tweets in front of those that matter; those that have been narrowed down by you. This way, you know for certain they’re your target audience and will be interested.
Lead Gen Cards
A Lead Generation Card lets you generate leads directly within a tweet in exchange for some sort of offer - e.g. a demo. Lead Generation Cards take the user’s information and automatically puts it onto the card which, if integrated, will go straight into your CRM platform.
To create a Lead Gen Card you need:
A short description
A call to action
A Lead Gen Card is essentially a conversion. You’re offering your audience something that’s too good to decline, and they are automatically converted when they submit their information to retain the offer.
Track your Performance
As for everything you do as a business, you must track your performance on Twitter. It’s important to measure your performance and analyse what can be improved.
When it comes to tracking your performance, you must determine what you want to measure and the metrics you’re going to use
Twitter gives you an integrated platform that allows you to track follower growth, follower quality, engagement, reach, website traffic, and what needs to be improved to obtain greater results.
Once you’ve determined what metrics you’re going to measure, keep track of all the reports you’re creating over time and be sure to keep an eye on your overall Twitter performance. Without tracking your performance, you’ll miss out on vital information that will enable you to improve your content and attract more potential customers.
You want to be persistently improving your approach, and the only way to do this correctly is through data-driven decisions.
You must remember to:
Make sure your profile is optimised for your brand
Focus on helping people
Create content that adds value to your audience’s life
Keep your content 80/20
Direct/indirect lead gen content
Make call to actions clear
Use great visuals that add value
Test and refine to improve results
Twitter is an easy place to spark conversation with people you know for certain take an interest in your industry. You can find these people through a keyword search; if you find conversations relevant to your industry, you can get involved and share your expertise. Sharing your knowledge shows that you’re trustworthy and simply wanting to help others.
Remember to make everything you do on Twitter personable and engaging
You want, and need, your target audience to interact and engage with the content you’re creating. Experiment with what works best until you’ve got a strategy nailed. This strategy needs to include what content you’re going to create, what keywords are important to you, any industry influencers you can get involved with, hashtags that are relevant, and so much more.