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How to Create a Twitter Marketing Strategy

Twitter is a goldmine for marketing, boasting with about 150 million users who log into the platform on a daily basis. However, since these users send about 500 million tweets per day, your messages can get unnoticed. Here's what you need to do to stand out from the crowd.

Begin by auditing your company's Twitter accounts. Larger businesses may have several active accounts, and it's important to determine which ones are the most popular, what type of content they share, etc. Those Twitter profiles may need to be edited; make them consistent with your brand image by using the same logo, colors, etc. Don't forget that every single element matters.

You may also need to change some Twitter handles/usernames. Fortunately, the platform allows you to do that easily, as often as it is needed. If the desired username is taken, use abbreviations, initials, add words such as "the", "official", "go", etc.

While it can be quite hard to measure social media success, it is important to set some goals. Yes, they may not be as specific as "10% sales growth", but if you aren't setting goals, you can't evaluate and measure the results. You should use Twitter to send more visitors to your website, for example. You should also track the number of reactions (likes, retweets, etc.) to each social media post, and so on.

It is time to assign one or more people the task of monitoring your company's Twitter accounts. You want to make sure that people get replies to their inquiries within minutes, if possible, because they will lose their patience if they need to wait a few days for a simple reply. Ensure that your social media heroes/managers are ready to respond to criticism and can handle trolls without losing their temper.

All the tweets should have a consistent tone. Choose from funny/inspirational/cheeky/etc. and then communicate your brand values using that tone. People should understand that your social media accounts are run by humans, of course, so let their personalities shine. Also, stay away from industry jargon that only a few people would understand; if your grandma can't understand what you are saying, some of your followers will feel that they are left behind. Don't forget to use a spelling and grammar checker (Grammarly, for example) to verify all the content before posting it.

Create a content calendar. Use talented in-house designers or hire a specialized agency to create batches of content for you, and then schedule them using a social media planner. Don't rely on automation tools alone, though; software is buggy, and you want to ensure that everything works according to the schedule.

Post frequency matters, so test several intervals and see what works best for your company. Limit the number of tweets that promote your company to 20-25% and avoid posting duplicate content; if you cross the line, Twitter may shut down your accounts. Use hashtags wisely; they can increase engagement and send highly targeted traffic to your website.

Now that the Twitter marketing system is running, it's time to start evaluating the results of your work. Use Google Analytics to determine the number of website visitors who have arrived at the site by clicking a Twitter link, purchase a subscription to a social media analytics tool to find out the number of favorites, retweets, and so on.

These are the key elements of a successful Twitter marketing strategy. Implement them as described above and don't forget to send us a message if you need any help. Good luck!