The Ultimate Twitter Marketing Strategy Guide in 2019
Want to launch a successful Twitter marketing campaign? Want to join the elite league of seasoned professional online marketers on Twitter? You’re on the right page.
In this blog post, we won’t talk about more basic things like come up with style guides to define your brand. We already have a blog post covering all that.
Brief Twitter Marketing History
In recent years, Twitter has upgraded its algorithms by changing how marketers have been using the social media platform.
An important change was when Twitter moved from a chronological-based feed to one where its algorithms recommended interest-based tweets. This has been a big change for social media marketers.
In the past, businesses used automated RSS feed tools to tweet content from popular websites tens, even hundreds of times a day. This was an effective way of increasing exposure on the social network and expanding their follower base by targeting their audience.
Since the update, things have changed. Twitter now personalizes its tweet recommendations to suit users’ interests.
In a February 2018 rules change, Twitter clarified that it’s now against its automation rules for tweets to be identical or too similar to another. This came a month after the social network giant updated its algorithm to restrict automation in TweetDeck and the Twitter API.
Today, the anti-spam rules introduced in early 2018 still stand, forever changing the way social media marketing is done on the microblogging platform.
The Winning Twitter Marketing Formula for 2019
Despite these changes, Twitter continues to be an integral part of the 126 million daily active users that depend on it to connect with both big and small businesses, keep updated with the latest breaking news, and converse with other users.
There’s often one way social networks are designed to be used, and another way marketers actually use them.
Since its inception, Twitter was designed to encourage open conversations that users can readily join. Now, the social media giant is trying to align its design with its use case.
So if you’re serious about utilizing the microblogging site, we have four tips that will transform your Twitter game for the better by having more authentic conversations!
Tip #1: Live events
If you go to industry-based events like seminars, conferences, and networking functions, you’re likely to have seen event hashtags. You can use these even hashtags to your advantage by preparing content in advance, and during and after the event.
This allows you to increase your reach and engagement, and help you connect with other event attendees. (This is especially useful for networking functions, as you can imagine.)
Whenever you meet a colleague or a prospect during these events (or even outside them, during normal operation times), try connecting with them on Twitter and engaging with their content over the coming weeks.
What do we mean by engaging with their content? Don’t just retweet several times a week and reply to them every now and again. Make it meaningful.
Keep a list of potential customers, influencers, key speakers, event organizers, industry leaders, competitors, etc. that you meet in each event, and over time, you’ll be able to keep track of the relationships you’ve built with them, both online and in real-life.
Engage with them based on your relationship and keep building on that.
Tip # 2: Breaking news
Since its inception, people have been using Twitter to keep up with the news. The social media site has come up with Moments for this very reason.
You can start genuine conversations by taking to the microblogging platform to discuss breaking news in your industry.
Share the news as soon as you can. By being among the first to speak about it, you’re more likely to have people responding to your thread.
You needn’t wait to create the perfect short video. Go for a text-based tweet and then add other content mediums after you’ve got the conversation going. Speed is king.
Tip #3: Customer support
Another use case for users is reaching out to businesses for support when things go south.
Gone are the days when people would flip through their YellowPages to find your number, call you, and wait for half an hour just to get connected to the right department. Nowadays, your customers go to Twitter for quick support.
And this is great. It signals to other customers and potential customers that you’re on top of your game, ready to respond to their inquiries and issues ASAP.
So make sure you’re responsive. The least you can do is to inform your customers you’re working on a solution, but make sure you try your best not to create more work for the customer (e.g. “Please go to this webpage and fill out our long and time-consuming form explaining in detail what the issue is”) unless you absolutely have to.
Tip #4: Empathize/relate with customers
It’s not enough to expand your follower base; you also need to work hard to keep them, too.
Understand your followers. Make content that they can relate to and connect with. You want to spark an authentic connection and keep it.
Remember Twitter isn’t Instagram or YouTube—your followers aren’t looking to consume content. They’re there for a conversation. So focus on short, yet entertaining content that starts a conversation.
Nurture your conversation. While it’s great allowing your followers to respond to one another, you want to make sure you’re taking part in the conversation you’ve just started. Don’t just up and leave.
Remember that the point here is to connect with your customers. To do that, you need to be answering questions, being humorous and playful, and setting the tone for the conversation.
All this will help bring about brand awareness in a fun way for your target audience.
To have a successful commercial presence on Twitter, understand how its users use the platform and keep to that narrow path. By not deviating from the social network’s intended purpose, the algorithms will help you.
Automation is great. You can still automate your tweets; just don’t overdo it. Don’t spam your customer’s feeds.
Instead, focus on starting—and participating in—high-quality conversations; provide responsive customer service; connect with your followers by offering them content that they enjoy; and most importantly, have fun.
If you’re having fun, chances are that your followers are having fun too.