Twitter Marketing Strategy: Why Your Business Needs It & How to Create One

United Airlines, Redbull, Audi, and Starbucks.

At first glance, it might be difficult to understand why we have lumped these brands together. Aside from their popularity in the market, what else do they have in common?

A stellar Twitter marketing strategy.

Notable brands worldwide rely on the reach of popular social media platforms to interact and engage with existing and potential customers. In fact, a whopping 50% of B2B marketers and 40% of B2C marketers use Twitter to amplify the visibility of their brand.

Devising your own Twitter marketing strategy can be the difference you need to increase user engagement and carve out a spot among the prominent brands in the market. However, an impactful plan mandates a systematic approach with clearly defined elements and objectives.

Are you intrigued to know more?

Delve further to understand the importance of a Twitter marketing strategy and how you can curate one for your brand.

Why Capitalize on a Twitter Marketing Strategy?

Twitter is lumped with Facebook for being one of the most popular social media platforms worldwide. The numbers back this claim up, as the platform boasts 240 million active and monetizable users daily and over 430 million active audiences.

But that’s not all.

These users actively engage with advertisements and promotions by brands, with an estimated 35% increase in global ad engagement annually.

With this, you gain access to a broad customer base comprising individuals from various demographics. Their interaction and engagement with your products and services also give you an idea about their preferences, helping you create a customized database.

In addition, a Twitter marketing strategy is also synonymous with the following benefits.

• Access to valuable customer insights. These can help identify trends and understand topics that generate user interest to incorporate them into your marketing strategy.
• Creation and establishing a brand identity focused on starting conversations on different topics to attract audiences sharing the same view.
• Formation of a dedicated brand community to start or participate in relevant discussions and reward user engagement through shout-outs on your page.

Unsurprisingly, the formation of a carefully-designed marketing strategy promises to boost the results of your campaign and increase overall revenue. However, crafting a fail-proof strategy requires well-versed intricacies of Twitter and what works on the platform.

The Basics of a Twitter Marketing Strategy

The fundamental aim behind a Twitter marketing strategy is to increase followers and cultivate a consistent brand identity. More followers mean more engagement, leading to an increase in profitability and conversions.

Hence, a Twitter marketing strategy revolves around creating and distributing different content to entice users who fit the ideal customer profile defined by your brand. This strategy banks on the popularity of Twitter to reach the maximum number of users and accentuate brand visibility among users worldwide.

It comprises four elements.

• Research buying personas. This is to identify the preferences of each customer and enable personalized and tailored marketing efforts to cater to their requirements.
• Plan content to ensure that your published content is relevant and unique.
• Schedule your posts to publish when most of your target audience is active.
• Publish and analyze the impact of your posts in terms of engagement, traffic, and shares.

Consider the example of Wendy’s. A fast-food company that has established a consistent brand identity and style with its sassy replies, quick wit, and pop culture references on Twitter.

The company schedules its posts twice daily and frequently replies to users who mention the official handle, relying on sarcasm to keep users entertained. Hence, people who follow Wendy’s on Twitter gain familiarity with its offers and visit their nearest stores while enjoying unapologetic roasts.

4 Actionable Steps to Create a Robust Twitter Marketing Strategy

Originally a platform to connect users, Twitter has grown exponentially beyond its primary purpose. In addition to hosting several million profiles, it has become a reliable hub for businesses looking to promote their brand and command user attention.

Businesses can use Twitter marketing to boost brand awareness and grow their business. Hence, it is no surprise that businesses are putting their best foot forward with innovative Twitter marketing strategies.

But are all of them equally effective? Unfortunately, no.

Designing an impeccable Twitter marketing strategy requires you to check certain boxes, such as:

1. Create an Account or Audit it

The first step is creating a personalized Twitter account dedicated to your brand. This acts as a single entity for all brand communications on the website.

Pre-decide the brand voice, tone, and style across all interactions on the platform. Additionally, fill out important details like the handle, bio, and profile picture to create a distinctive profile for your brand.

If you already possess an account, run an audit using Twitter Analytics to assess the overall performance of your account. Check the tweets that have garnered the best response, and identify audience interest patterns to devise more relevant marketing strategies.

2. Set Well-Defined Goals

Employ the S.M.A.R.T. framework to define the goals of your Twitter marketing strategy. The objectives do not necessarily need to contain your ultimate goal. In fact, you can mention several milestones along the way, such as:

• Acquiring a certain number of followers per week or month
• Redirecting traffic through backlinks in your content to maximize website traffic
• Focusing on efficient customer service to increase customer retention

Use specific KPIs like engagement, retweets, sales, and follows to check for your posts’ overall reach and impact, and combine it with Twitter Analytics to obtain a complete overview of your Twitter campaigns.

3. Research Trends and Hashtags

Hashtags are a popular way for users to search for topics that intrigue them, and using hashtags wisely can start conversations and enhance your discoverability. The right hashtags can help you attract significant traffic and connect you with more users that fit your ideal customer profile.

You can check your competitors’ pages if you are confused about relevant hashtags.

Here’s a stepwise illustration to enable a robust hashtag strategy.

• Check for the use cases of the hashtag and ascertain its usage with the help of the search feature on Twitter.
• Keep the hashtags relevant to your brand or industry to improve visibility.
• Formulate a clear and concise hashtag to prevent misinterpretations while staying aware of user sentiments towards your brand. Avoid using hashtags that point to a recent tragedy or event.
• Incorporate your hashtags into other forms of brand communication to direct more users to your page.
  Don’t exceed the hashtag length beyond a few words.

#ShareACoke by Coca-Cola is one of the most classic examples of hashtags that was done right. This digital campaign motivated people to share a bottle of Coke with their loved ones.

To achieve this, the company created personalized bottles for each relative. By instituting this campaign, Coca-Cola received immense user-created content on Twitter from individuals worldwide, which translated into more bottle sales.

4. Establish a Tailormade Social Media Style Guide

Consistency in brand voice is critical in allowing users to relate to your brand. Similar to how every person has a distinctive personality, your brand must showcase its unique manner of communication to differentiate it from the competitors.

The best way to achieve this is by creating a style guide for your brand.

Work with your graphics team and invite employee inputs to decide the tone, jargon, content length, and brand colors. Include several elements of this style guide into your content calendar to be prepared with the specificities of your posts.

You can also use a platform like SocialPilot to track your Twitter marketing campaigns on a single platform. Rely on in-built features such as scheduling posts, analyzing engagement data, and collaborating efficiently with the team to acquire seamless real-time insights into your marketing campaigns and incorporate changes to improve engagement.

Tweet to Grow Exponentially

Despite recent setbacks experienced by Twitter, it still holds a position as one of the fastest-growing social media platforms, with several users joining every day. In this era of digitization, traditional marketing methods might be too expensive without offering significant results.

Instead, you can rely on the 400 million-plus daily active users on Twitter to amplify brand visibility and create intrigue among prospective customers.

Mix and match strategies to make the most out of your marketing campaigns by tracking KPIs, defining achievable goals, using hashtags to your advantage, and ensuring consistency in all brand communications with a style guide.

If done with extensive planning and foresight, social media marketing is one of the most effective forms of increasing revenue. Alternatively, you can rely on the services of a content marketing agency and leverage their expertise to grow your social media presence!

Irrespective of your decision, Twitter marketing is bound to produce favorable outcomes for your brand growth and visibility.