The largest share of Twitter users are aged between 25 and 49. This is also the age with the highest purchasing power. So what does this mean for brands?
According to Twitter’s final earning release in 2022, the platform has 237.8 million monetizable users each day. This number amounts to 55% of all Twitter users. Not only that, the largest share of Twitter users are aged between 25 and 49. This is also the age with the highest purchasing power. (BI)
So what does this mean for brands?
With more people joining the platform daily, your target audience is definitely using Twitter. Being active and building a solid presence on the platform will help create awareness for your brand amongst your target audience, promote your product or service, and drive sales. But to be successful on the platform, you need a solid strategy.
So in this article, we will look at how you can create an effective Twitter marketing strategy.
Let’s get started.
Before you start creating your Twitter marketing strategy, it’s best practice to first run an audit. The main purpose of the audit is to help you assess what’s working, where you need to improve, and even discover potential issues that may crop up.
When done right, a Twitter audit will help you identify if your content and promotions are effective and whether you are actually getting engagement from your target audience.
It is possible to have lots of engagement on your content and still not get any conversions or reach your social media goals. And one of the main reasons for this is that the wrong audience is interacting with your content. An audit will help identify the types of content your audience enjoys and wants to see from you.
Conducting a Twitter audit is not difficult. You can either use a social media management tool like Iconosquare that allows for deeper analysis or you can use Twitter’s inbuilt analytics feature.
Here is the step-by-step process to access Twitter's analytics dashboard.
While Twitter’s analytics feature allows you to do basic analytics, Iconosquare will allow you to do a lot more. Not only will you be able to analyze the performance of your tweets, but you will also be able to run extensive audience audits, hashtag performance audits, and even competitor analyses.
💡 It’s also important that your Twitter bio is up to date. Your profile is the first place that a user visits when interacting with your brand. So your profile bio needs to:
#1. Effectively explain what you do (what industry are you in and what products or services do you offer).
#2. Showcase your brand’s mission and voice. Your brand’s voice can be professional, conversational, humorous, or a combination of one or two. For example, innocent drinks use humor in their Twitter bio. Their location is even set as “The Fridge”.
#3. Highlight why people should follow you (For example, quick customer support).
Conducting a Twitter audit will help you ensure that you are sending the right messaging to your audience and prospects on Twitter. Optimizing your bio will also help encourage engagement when these prospects land on your profile.
One of the most effective ways to promote your brand and increase engagement on Twitter is by using hashtags. Hashtags make your content easily discoverable by your audience which will lead to more impressions, likes, and shares.
Note that hashtags will only be effective when used the right way. Here are some tips to help you get started:
How to find relevant hashtags for your brand?
The main point of using hashtags is to make your tweet more discoverable by your target audience. This means that you have to use hashtags your audience will be searching for. A good way to find these relevant hashtags is to look at what hashtags the influencers in your industry or niche are using. This will give you a good idea of the hashtags that are relevant to your business.
Another way you can use hashtags is by creating branded hashtags for specific campaigns and using them in tweets promoting the campaign. Using branded hashtags can encourage your audience to engage and share the tweet.
An example of a popular branded hashtag campaign on Twitter is the #WantAnR8 campaign by Audi.
Twitter user (Joanne McCoy) first used the #WantAnR8 hashtag to let Audi know she wanted to ride the vehicle. The brand surprised her by letting her drive the R8 for a day and then used the hashtag in their tweet promoting the launch of the car. The hashtag took off and was tweeted more than 75 thousand times.
Along with hashtags, you should also follow what topics are trending on Twitter. Understanding the trending topics will help you decipher what your audience is paying attention to so you can join the conversation.
We’ve discussed Twitter hashtags. Also, learn how to find Instagram hashtags.
Before you start creating content for Twitter, research your target audience to understand their behavior and the kind of content that will resonate with them. When you understand your audience, you will be able to create a content marketing strategy that works.
An easy way to do this is to look at the followers of your competitors and similar brands in your industry. What kind of content are their followers interacting with the most? Do they retweet funny tweets more or do they prefer serious thought-leadership tweets?
The types of tweets that get the most traction will vary depending on the industry.
Another way you can find out the kind of content your audience interacts with is by monitoring the followers of relevant influencers in your niche. Looking at the content from relevant accounts that your audience already follows will help you understand their preferences.
Twitter has approximately 450 million monthly active users and at least 50% of these users log into the platform daily. Most of these users are tweeting and on average 500 million tweets are posted on the platform daily. So if you want to increase the organic reach of your content, it’s important to tweet when your target audience is most active on the platform.
Finding out the best time to tweet for your audience is relatively easy. You can either look at Twitter’s analytics dashboard or use a dedicated Twitter analytics tool.
On the Twitter analytics dashboard, click “view all Tweet activity”. Here you can easily see which days of the week you had the highest number of impressions and engagement. Although, you won’t be able to identify the specific time of the day you posted the tweet. Iconosquare on the other hand has a “best time to post” feature that advises on the most optimal time to tweet depending on when your audience is most active on Twitter.
After finding out the right time to tweet, the next step is to schedule the tweets to go live automatically. This will save you time and ensure that you post consistently.
And sometimes, you might even live in a different time zone from your target audience. It wouldn’t make sense to wake up in the middle of the night just to share a tweet. Also, you may have to tweet multiple times during the day depending on your industry or if you are running a promotional campaign like a new product launch. Scheduling makes this very easy to do. You just need to set it up and go about other tasks.
Use Iconosquare’s publishing tool to schedule your Tweets for an entire week or month.
Using paid Twitter advertising is an effective way to quickly reach your target audience. Unlike organic tweets, promoted tweets are guaranteed to reach a large audience quickly.
The biggest advantage of ads is that even people who don’t follow you can discover your tweets and profile. Promoted tweets show up on the timelines of users with similar interests to your target audience. Users also interact with promoted tweets the same way they will interact with an organic tweet. The only difference is that there is a label to show that a tweet is promoted for the sake of transparency.
Here are some best practices to help you run effective Twitter ads:
Twitter polls and chats are effective ways to engage with your audience.
With Twitter polls, you can ask questions with up to four answers that your audience can choose from. Your audience will get to communicate directly with you and you can also gather their opinions and feedback.
There are also many ways you can creatively incorporate polls into your Twitter marketing strategy. For example, Dennys Diner uses polls to promote their meals with a touch of humor.
Karla Cosmetics uses polls to get feedback from its audience on the product they would love to see next.
Android uses polls to create anticipation for their next operating system update.
💡 To increase the discoverability and reach of your poll, you can include relevant trending or branded hashtags. Look at this example from Evernote.
Now, let’s look at Twitter Chats.
Twitter chats allow you to engage your audience in conversations. Your audience can ask you questions and you can also ask their opinions about your brand, product, or service.
To host a Twitter Chat, choose a topic, set a time and date, and promote it to your audience. Creating a hashtag for the chat will also increase its reach. And if a lot of people participate in the chat, it may even trend on the Explore page.
Chats with your audience should be a part of your Twitter marketing strategy because it gets people to talk about your brand and increase the impressions and engagement on your profile.
If you don’t keep track of certain key performance indicators (KPIs), you won't be able to track the success of your marketing strategy. Analyzing these KPIs will help you determine if your tweets reach the right audience, engage the users, and drive conversions.
You don’t need to track all the KPIs. Just focus on the ones that are important to your social media goals. For example, your main goal might be to convert traffic from Twitter into sales. Here are some of the KPIs you should keep track of
Read more: See 24 other social media KPIs you can track in 2023.
Once you’ve determined all the Twitter metrics you want to track depending on your social media goal, use a social media management platform like Iconosquare to easily track your progress. Not only do you get reports on over 100+ metrics for Twitter, Facebook, Instagram, LinkedIn, and TikTok, you can rapidly export the data in a single click. Try Iconosquare for free.
Twitter is a powerful platform that when used efficiently, it can help businesses reach their target audience with ease. The main thing to remember is that content is king on Twitter. So it’s important you research your audience properly so you can understand the kind of content they resonate with. So whether you decide to use organic or promoted posts, your tweets will consistently hit the mark. The more your audience engages with your tweet, the more conversions and sales you are likely to get.
So, consider the tips in this article so you can create an effective Twitter marketing strategy that offers a positive return on investment.
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Every week, Emily interviews top brands, renowned influencers, and hidden agencies with one goal in mind: to understand what happens backstage of their social media strategies.Listen to esm2