5 Step Plan to Optimising Your Twitter Marketing

Posted on Feb. 22nd, 2013 in Marketing

Twitter home page

Launched in 2006 by web developer and businessman Jack Dorsey, Twitter seems to have taken over the world.

The micro-blogging website currently has over 200 million active users and is growing all the time. From a marketing point of view, that’s one heck of a resource. Whether you’re B2B or B2C, you can yield great results by networking with you customers, prospects and peers on Twitter.

But Twitter marketing is about a whole lot more than firing out a few tweets, sitting back, and waiting for an influx of visitors to your website.

Mastering Twitter Marketing

Social media marketing is a hugely powerful tool in your digital marketing arsenal – when you get it right.

Promoting your business on Twitter involves making the most out of 140 characters in a bid to boost your click through rate (CTR). But you need to put your customer first. What do they want to hear? How can you offer them something different? Your tweets must convey something of value to your audience.

If you don’t yet have a Twitter account, check out this great beginners guide to Twitter from Beeliked. Once you’ve created an account and started building an audience, you need to start driving prospects to your website. More importantly, you need to be converting these browsers into buyers.

So how can you optimise them to maximise engagement and boost your CTR?

1. Tweet length

Twitter is a fast-moving social network, and an increasing number of people are visiting the site from a mobile device.

That means you need to keep your marketing message concise, engaging and easily digested on the go. The 140 character limit helps you achieve this, but less is most definitely more when it come to tweets.

The optimal length for tweets is between 70 and 100 characters.

2. Links

Example of links in tweets

Adding a URL to your tweets is one of the best ways to optimise your Twitter marketing.

Share links to the content on your website, blog posts, and content from authoritative sources. Remember when we talked about putting your customers first? If you want to optimise your Twitter marketing and boost your CTR, you need to post links to content that interests them.

But as we know, you have limited space in a tweet. Even though Twitter has its own URL shortener, t.co, you might need to think again. A recent move by Twitter, has now seen the length of t.co URLs increase, meaning you have even less space to get your message across.

To optimise these tweets, you should use a URL shorter like bit.ly. This way, you can make the most of your character limit, and still form a succinct tweet that followers can read on the go.

Another reason to use bit.ly is that you can create an account and track the number of clicks your shortened links have received. This is obviously a great way to track and monitor your twitter marketing efforts, and what tweets received the highest CTR.

3. Rich Media

Innocent Drinks using images in tweets

They say that a picture can tell 1,000 words.

If you’re looking to optimise your tweets you should consider adding rich media to your posts. The most retweeted tweet ever was an image posted by Barack Obama after his re-election victory in 2012.

Pictures can show your personality, and really stand out on your customers’ news feed. One brand that does this well is Innocent Drinks. They share a great range of humours and visually engaging images to act as a visual cue for followers.

Twitter’s Vine is another great way to share rich media and engage with your audience.

These six second videos help add a unique angle to your posts, encourage engagement and retweets, and add some personality to your brand. Check out this post from Econsultancy to see six fashion brands making the most of Vine.

4. Hashtags

Hashtags are a way of categorising your tweets based on a particular subject, and letting others find out what you’re saying.

If you’re tweeting about social media for example, you could add #socialmedia to your tweets. This means, everyone who is also search for topics this hashtag can see your posts. The more popular a tweet is, the longer it will hang around.

If a certain hashtag is really popular, it will feature in the trending topics. Arranged by location, you can use these trending topics to see what people in your local area are talking about. So why is this important?

It means you can join in the conversation, and increase your social media reach.

Just be wary of excessive hashtag use. It looks really spammy and won’t increase your CTR at all. Instead, use them sparingly and not in every tweet.

5. Interaction

Example of twitter networking

The final way to optimise your Twitter marketing is to take advantage of its primary use. It is, after all, a social network.

Follow industry peers and leaders, as well as your customers and prospects. Create conversations, reply to tweets, and generally be a helpful resource. If you can see someone searching for information, offer your expertise.

Remember, it’s not always about a link either.

By interacting with your followers on Twitter, you will be seen as an authoritative and approachable resource. This will naturally encourage people to click your links, and share your posts. This is perhaps the biggest thing to remember. If you want your Twitter marketing to be fruitful, you need to keep it natural.

Takeaways

Twitter marketing is a great way to connect with your customers, build your brand authority, and drive traffic to your website. Social media marketing is a hugely powerful way to promote your business online, and something all companies need to be doing.

Take the time to optimise your tweets by:

  • Keeping your tweets to a concise, engaging, and digestible length
  • Including URLs to drive traffic to your website, blog, and authoritative resources
  • Sharing both text tweets and rich content to engage with followers
  • Sparingly using hashtags to categorise tweets
  • Interacting with your audience on a friendly and approachable level

There are no ‘hard and fast’ rules when it comes to Twitter marketing. It is all about knowing your audience, and sharing the content that matters to them. It won’t happen overnight, but by optimising your tweets you can increase your brand authority online.


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