In November of 2013, when it was SEC filed, the almighty Twitter had over 232 million monthly active users. Nowadays, according to the data found on Twitter’s About page, the social media platform has over 288 million monthly active users. Also, 500 million Tweets are sent per day, 80% of Twitter active users are on mobile, 77% of accounts are outside the U.S. and it supports 33 languages. Need we say more? This should be enough to convince you how powerful of a marketing tool Twitter actually is – that is, if you know how to use it.
A 2011 study conducted by Dan Zarrella made use of a heat map on tweets that contained links. Thus, he was able to find that the click-through rate for links was higher when links were closer to the beginning of the tweet. And when you consider that the large pool of active users is one of the most powerful assets when it comes to spreading the word about your business, you know that it’s extremely important to learn the ins and outs of Twitter marketing so that your company is able to become a real threat to your competitors.
Did you know that approximately 47% of users who follow a business are more likely to visit the website of the company? Thankfully, Twitter allows businesses to tap into this opportunity and increase their website traffic through targeted campaigns that consistently bring users to the company’s website. Still, turning those 140 characters into gold from an online marketing perspective is not as easy as clapping your hands.
Nowadays, Twitter has become so much more than your usual social phenomenon. Its creators are also planning on making it a more business-friendly environment as well. And that opens the door for new opportunities for marketers worldwide.
But how can businesses take advantage of the all-popular 140-character tweet to send more traffic to their website?
As in the case of any profile, the first thing you need to do is optimize the Twitter bio of your company’s page. Before you start tweeting about how awesome your company, products and services are, you need to ensure that both the identity and voice of your business are branded accordingly. What does this mean? Well, you need to create a bio where you let everybody know who you are. Also, don’t forget to include a link to your company’s website or a landing page. Make sure you don’t forget to maintain a consistent tone. This way, people find it easier to understand who your company is and what it does.
Pinpoint the experts and influencers within your field or industry. Also, don’t be afraid regularly interact with them. Similarly, you could ask for some “attention” of Twitter. Don’t be scared to ask your followers for a retweet, a favorite or to share the knowledge you provide in a new tweet.
Get your employees and colleagues on board. One of the first steps in order to help you establish your brand is to get your employees involved. Politely ask your employees, friends, family, acquaintances to follow you on Twitter, engage, retweet and all that good stuff.
If you decided you’re going to join Twitter, you will need to tweet on a regular basis. One way of showing your followers you have a healthy profile is by being active and tweeting regularly. Tweeting once a couple of days, a week or once a month will just not do. You need to remain relevant and given the fact that there are countless businesses that tweet far more often, it’s only normal that your single tweet will be lost in all that mountain of business content.
One thing you should also consider is tracking keywords and brand mentions so that you ensure the things that are being said are actually about you. Also, if the content is appropriate and it puts your company in a favorable light, take a couple of minutes of your time and respond to that person, letting him/her you truly appreciate it. The response show comes across as professional, polite and witty. Some even consider that customer service has become a new branch of marketing given a lot of clients tend to share product complaints on Twitter.
Also, you should probably pay close attention not only to trends, but also to hashtags. See what particular topics are trending, the hashtags that are being used and figure out a way in which your content and brand can become connected. Should you decide to put your company among the most popular trending topics, your handle could be seen when Twitter users search tweets pertaining to a specific hashtag.
While some argue that retweeting damages one’s credibility, others believe that retweeting actually helps you create a connection between your company and the rest of the industry niche.
Just like in the case of retweeting, you should also make use of favoriting certain tweets. It amazes me how so many individuals don’t really know much about favoriting tweets. To a certain degree, it has the power to get a person’s attention more than you would accomplish if you were to retweet or just mention him/her.
Often, business people forget to use images and videos relevant to the content they are sharing. But don’t take my word for it, John Lee, manager, Brand + Social Marketing, Webtrends and a digital marketing solutions provider has stated that “Images and videos drive three to four more clicks on Twitter.”
Ask yourself why are people following you? It must be because they like what you share. So why not reward their loyalty with special deals or discounts? As an idea you could even organize contests saying that the next 100 people to retweet you will get a coupon for 30-40 percent off. Another thing you could do is ask your followers to post images of themselves either in the store or when they are using your product.
Don’t forget about promoted tweets. If you plan on doing this make sure you target the proper audience. If you simply can’t manage to know who exactly you are trying to reach, this will definitely be a waste of time and resources.
Don’t forget to integrate Twitter among your other marketing efforts. The only way Twitter is really able to have an impact on your business is by integrating it among all of your other marketing efforts. For example, if you launch a contest on Twitter you need to let your subscribers know about it, given that they could be perceived as another customer base. Moreover, if you, from time to time, tweet the link to your mailing list, you could potentially tap your Twitter base into your mailing list.
Last but not least, don’t forget to use Twitter analytics. In order to see what’s relevant within your business field and what you should drop, you should check Twitter’s native analytics on a daily basis.