Establishing professional and successful Twitter marketing is not entirely easy. To present your company on this network, you need a good understanding of social media marketing and interactive marketing methods like modern Agile Marketing.
While Facebook has long allowed businesses to present themselves and actively distribute content through various ad formats, Twitter is still relatively new in this regard.
Choosing the right communication topics and hashtags is also crucial in Twitter marketing. A hashtag should primarily have high general relevance rather than just referring to your company or product. It is important to keep an eye on current Twitter trends, select SEO-optimized keywords, and place them correctly. This also helps prevent relevant hashtags from being hijacked by opponents of the company. Additionally, hashtags help Twitter users quickly categorize a new post thematically. Therefore, continuous hashtag analysis is important in Twitter marketing. Using the right terms can effectively engage ideal target customers (buyer personas) on topics that are important to them and for which you want to advertise—e.g., to deliver relevant content offers to potential customers.
First, focus on three success criteria for your Twitter marketing. They are crucial for leveraging Twitter's potential.
It is not easy to predict what will resonate with a relevant target audience or buyer persona. At the beginning of your social media marketing activities on Twitter, it is often safe to focus on a topic that already has active engagement and discussion surrounding it.
Pay attention to the following three success factors in your Twitter marketing. Each factor on its own determines success or failure. The combination of these three factors will decide whether you can gain an edge over your competitors and establish a unique position in the minds of your target audience.
The graphic shows that Twitter followers' tendency to click on a link is often significantly higher at the end of the week compared to the beginning. Particularly on Saturdays and Sundays, many followers click on the offered tweets.
Although these are days when most offices are not staffed, tweets can be scheduled in advance using social media publishing tools (e.g., offered by HubSpot). Therefore, using such tools is advantageous—and this brings us to the next point.
With social media marketing tools like HubSpot, Hootsuite, and others, you can plan and automate your tweets in advance. Especially on Twitter, it’s beneficial to send multiple tweets throughout the day. Tools like Hootsuite or Buffer can be used for this, offering comprehensive social monitoring including daily social media reports.
Not only is marketing automation important in Twitter marketing, but also monitoring statistics to spot and follow trends. After all, you want to stay updated on who is sharing and commenting on your tweets. With such social media marketing tools, you remain up-to-date.
Effective Twitter marketing takes time, and social networks require persistence. In most cases, it takes time for an account to become truly popular and gain relevance in the competition—Twitter is no exception.
For this reason, you need to stay active on Twitter. While you don’t need to constantly post new content, you should offer interesting content that sticks with users and doesn’t quickly fade into obscurity. Aim to stand out with visually appealing images and relevant, convincing content.
Once this process is underway and running well, engagement with your target audience will increase, thereby improving your chances of becoming a thought leader from the customers' perspective. This is a crucial component of thought leadership—whether you are a company or a personal brand.
Simply tweeting is not enough to make Twitter a successful tool. To manage a truly successful Twitter account, you need to develop a Twitter marketing strategy. Integrate Twitter into a comprehensive social media marketing strategy. Connect your activities across different channels to achieve consistency across all channels and make multiple contacts with your target customers.
Such a strategy requires a lot of time, but the effort is definitely worth it. We are more than happy to support you in this process.