If you’re a small business owner, you know time is limited.
Usually, your task list far outweighs your capacity for meeting your goals. When identifying social media objectives, you have to be clear on the what, why, and where you will engage.
How Can Twitter be a Valuable Resource for You?
Stats show that Twitter is still an effective way to connect with a broad range of customers.
Forty-seven percent of people who follow a brand on Twitter are more likely to visit that company’s website, and 75% of companies with an online presence are now using Twitter for marketing. Twitter’s own study found that Twitter users, compared to the general online population, were more likely to discover or try new things and were more receptive of change. Twitter can help you reach broader audiences and engage with a generation that values interaction and experience.
As you evaluate your Twitter marketing in 2019, be clear about your goals. Do you want to increase brand awareness? Offer customer support or increase online sales? Also, evaluate what kind of Twitter voice you want to have. Some Twitter accounts exist to respond to customer complaints while others seek a playful or promotional tone. Find a persona and stick with it to build trust and continuity with readers.
Twitter Metrics That Matter
Next, take a peek at these performance metrics as you consider how to engage:
Post Native Media
Twitter favors posts that are uploaded to its own platform more than sharing from another platform, so it’s always better to upload something directly.
Uploaded photos and videos will receive a larger preview treatment than external links.
Use Video Frequently
Video Tweets are six times more likely to be Retweeted than photos and three times more likely to be Retweeted than GIFs.
Studies found that regardless of length, in-feed video ads were effective in introducing products, creating buzz, or communicating a brand message.
Get Eyes on You
Want people to Tweet more about your brand or product?
Add a branded generic business hashtag to your bio and share it in all your print and digital marketing. Pin upcoming events to the top of your page, tag other businesses or customers when you post, or consider giving people discounts when they make a reservation or win a special trivia challenge through your feed.
Play With Words
Part of Twitter’s appeal is that it’s short and sweet.
Marketing hashtags are a punchy way to launch a campaign or to connect all other Tweets about your company or product (classics include #TweetFromTheSeat by Charmin or the #WantAnR8” driving surprise days by Audi).
Hashtags give your Tweets context and give conversations longevity and momentum. Hashtags aren’t case sensitive, but adding capital letters can make them easier to read, like “GoForGold” versus “goforgold.” Short, distinct hashtags are more likely to get used. During recruitment season, colleges on Twitter may use the hashtag “#NSD2019” instead of this, “#NationalSigningDay2019.”
Refresh and Repeat
Many users are on Twitter for quick bursts of time so even daily posts can be missed.
Don’t be afraid to resource your material and Retweet the same material several times. You can change photos, captions, or the featured media but attach the same content several times over the course of your marketing schedule.
As you grow on Twitter, be sure to listen! Twitter offers a great platform to hear what customers are saying, to keep a pulse on industry opinion, or to network with other businesses. Some of these people may end up being your most valued customers or your next project partner!