The Ultimate Guide for Online Marketing: Marketing on Twitter
Are you a product marketer trying to get the best from Twitter, and you are trying to find the key to success on one of the most attractive social networks for marketers?
If the answers to these two questions are positive, then keep reading further.
Today I want to share a guide that will help you boost your marketing on Twitter, and by doing the latter right, you can get the full potential for your brand or the company you are presenting.
In addition, this guide will help you increase your audience, relevance, and strategies according to your goals and your business niche.
Twitter is, without a doubt, one of the most effective platforms for conducting online marketing campaigns in many ways.
It is the largest chat in the world, but its interface allows you to monitor and measure practically all the actions you take, with which you can always see the scope and response of your communication and improve and correct your strategy if it is necessary.
The open-source code of Twitter allows you to install tools and applications that will give you much information of interest for your communication campaigns, which help you define your audience, their topics of interest, or their geolocation.
Some applications allow you to schedule your communication on the most appropriate days and times to improve and correct your campaigns.
For this reason, today, my goal is to help you optimize your Twitter account so that you can make the most of its potential.
Give presence and spread the content of your brand or expand the audience and the impact of your communication campaigns on Twitter.
I will explain what I mean below, so stay with me.
The Keys to Success with Marketing on Twitter
The first step is to optimize your profile on Twitter, and for this, it is necessary that you use good images.
I mean- both your profile photo and the header photo must be simply outstanding.
Make a clear and concise description of your knowledge, skills and interests that correctly describes your brand and invites others to follow you.
Customize the background, using your good resolution photos or designs that visually define your knowledge or specialities and the services you offer.
Don’t underestimate this one -link your blog or website in the profile description.
Twitter is one of the main redirection channels to your website.
When following a Twitter account, many people click on the link to see the brand’s web page or website.
The links help populate your brand and improve its search engine positioning, ensuring several visits to your website.
Make use of Twitter’s advanced search tool to find and follow users with interests related to your brand.
It is a powerful search engine within Twitter that works with keywords, and that will help you find accounts of your interest. You can save searches from activating them again when necessary.
Strategic monitoring of the performances will allow you to generate a follow back.
Now, it’s not about following everyone but about building a community with interests similar to yours around your brand.
Another strategic action for your brand is to create Twitter lists to organize your audience by groups.
The lists will allow you to carry out segmented marketing campaigns, increasing their effectiveness. You can, for example, organize your community by location of cities, countries or continents, and genres, hobbies or professions.
With the lists, you can group and highlight the most influential accounts in your sector.
Creating public and not private Twitter lists, except in strategic cases, is a good strategy.
Public lists have two significant advantages: on the one hand, your followers and other Twitter users will appreciate that you take the trouble to organize and share a group of accounts or related users.
And, on the other hand, the people you include in a public list will be notified by Twitter. It’s a way to make an account stand out or get their attention and get them to follow you.
The privacy and name of the lists can always be edited.
Check not only your lists but also which lists you belong to in the list/member of the section.
The latter will allow you to know how others see you and in which group they classify you.
Strategic follow-up of the members of a list to which you belong makes it easier to follow up on your account reciprocally.
Look for accounts that contribute valuable content: authors, bloggers and prominent professionals with experience.
Do a strategic follow-up of reports that stand out for sharing quality content of common interest and practical information.
Learn from them, from their experience, from their way of communicating.
The influencers are Twitter accounts that, besides having an environment of a large community, stand out for their authority and the significant participation of their followers around communication.
They are accounts whose contents are shared, commented on, marked as favourites, recommended or linked frequently.
When it comes to having a great community, numbers don’t mean Everything.
You can use free tools and applications that will help you find references and influencers in your business niche.
You can also use the Feedly application to organize the sources of your content or Feeds.
The monitoring of accounts and users must be strategic and selective.
The idea is that you build an active community around your brand, a community that participates in your communication that helps you spread your content and contribute their points of view around your brand.
It is also inadvisable to buy from followers on Twitter.
In addition to being a visible practice, you will find a massive bag of accounts that never participate in your communication.
First of all, share valuable content and not commercial content.
As I mentioned before, regularly publish content that contains information on relevant topics of common interest that provides knowledge, which is helpful for your community.
For example, share job offers, news, practical advice, explanations of new tools or applications, opinions, or experts’ recommendations.
Pretty much Everything in the sector in which your brand wants to stand out.
Make your content “retweetable” by making calls to action with phrases, titles and keywords that generate interest.
It is essential for everyone who is dedicated to Online Marketing to know when they talk about their brand or be informed about current issues related to their sector.
For this reason, keep track of your accounts, lists, references, and even your competition, using tools such as Tweetdeck or Hootsuite.
These applications offer you many possibilities for monitoring and interaction, facilitating the process and Twitter functions.
In addition, Tweetdeck allows the use of several accounts and Hootsuite the management of several social networks.
If you are working on your PC or tablet, make use of the alerts of these platforms so that they notify you when necessary.
For example, you can use a pop-up or a sound when someone mentions or interacts with your Twitter account.
In this way, you can work in other areas while the tool does the monitoring you have programmed.
In addition to all the valuable info that it provides, Twitter analytics allows us to create ad campaigns and Twitter Cards to see your tweets in a rich format.
This powerful tool shows you in detail all the information regarding your communication, allowing you to improve and correct your strategy.
It also offers you the possibility of exporting the data in Excel and CSV formats to create a report or analyze what content has had the most reach and impact on your community.
There are so many possibilities that I recommend this post where you can see in detail how Twitter Analytics works.
The application starts working and gives you statistics from the first moment. Afterwards, it is convenient to wait a few hours or days to see the results of your published tweets.
Try all the options it offers you to create different Twitter Cards and choose the format that best suits your brand.
Measuring and analyzing the results is a fundamental part of your Online Marketing campaigns.
In addition to the information that Twitter Analytics offers you, it is essential to use other Analytics tools such as Tweetbinder, Twitonomy or Topsy.
These tools offer you additional details about influencers users or hashtags of other accounts relevant to your brand.
The measurement from various perspectives allows you to contrast data, better understand your audience, know who your most active users are and who are the influencers or references that have increased the impact and reach of your content.
If you want to know other possibilities, you have a list of 35 tools to improve your marketing on Twitter.
Once you have detected the most influential or the accounts that have generated the most significant impact from your tweets, it is positive and advisable to thank them, dialogue with them, share their content, create feedback and maintain frequent communication with them.
Use various tools and compare the results from different points of view. Confirm the measurement dates well so as not to make mistakes in the metrics.
The data that Twitter Analytics and the other applications offer you is essential to know when your publications have had the most impact and which topics or messages have generated the most impact inside and outside your community.
Other tools such as ManageFlitter and SocialBro can also offer you beneficial and complementary information.
For example, they indicate the best times to publish according to the connection hours of your audience, which users are online, who are your new followers, who have unfollowed you, etc.
With Buffer, you can schedule tweets to be published when your audience is most receptive to your information, and you can get them used to receive that content at specific times, which enhances the reach of your publications.
Content programming must be a resource and not a method.
You should not program and automate all communication since you would lose the basic principle of communication in Social Networks that must be human, useful and close.
Once you determine where most of your followers are geographically located and what time slot they are, schedule the content according to your brand and their interests. For example, if you have an audience in Latin America, share content at peak connection times in each country, even if it is late for the audience in Europe.
Number Nine: Make strategic use of #Hashtags.
Use them if they are topics of interest or search trends, and when doing so, always mention the sources or accounts that you want your communications to see.
Retweet content from other accounts, bookmark messages that you want to highlight, and, of course, personally answer many of the questions or messages from your followers.
Don’t use automatic responses.
Don’t go overboard with self-promotion by just talking about your brand. Most of the content you share would be content from other sources, which you must always mention.
Shorten the links by using applications such as Bitly, which, in addition to being free when registering, offers you history and statistics of the content shared through this application.
Bitly also and makes the short links available in such a way that you can share them again later if it is necessary.
Try not to limit your tweets to the 280 character limit. Leave the possibility for other people to add words or hashtags that enhance or enrich your communication.
The other great innovation of Twitter in the last year has been the implementation of Twitter Cards, an enriched format so that your tweets can be displayed strategically, with calls to action, which will help increase the interaction of your communication.
To create and develop Twitter Cards, you must register on the Twitter developer platform.
Once you have registered and validated the URL of your website, it is necessary that you provide your payment information (credit or debit card), essential in any case, even if you create campaigns that are not paid.
Once the bank details are completed, you can configure two different types of Twitter Cards.
The first ones are created with meta tags on your website, and for this reason, it is necessary to have a website to install plugins JM Twitter and SEO by Yoast.
You will have to create your Twitter Cards manually, entering the content in HTML code with them.
But also within the Creativities section of Twitter Analytics, you can create up to 7 different formats of Twitter Cards for four different types of campaigns, which are for the generation of leads, redirection to your website, interactions with an application and application of the picture.
The seven types of Twitter Cards that you can create through the platform are the following:
Summary Card: what is the primary card that includes title, description, a thumbnail image, and Twitter account attribution
Summary Card with large photo: allows you to post a tweet with a larger format photo.
Ideal for highlighting products with a complete image.
Photo Card: it is a card optimized if you want to publish a tweet with the image of a single product. Ideal if you want to view relevant content or a product or service that you offer.
Gallery Card: This is an optimized card that allows you to display up to 4 photos of different products. Gallery Cards are ideal for creating catalogues of your products or content.
App Card: an ideal card to inform or offer details of a mobile application with direct download.
Player Card: a card that you can create mainly to broadcast audiovisual content.
Product Card: a card that will help you highlight a product, offering additional information and calls to action.
You can create and configure your Twitter Cards for free and paid.
They will be published for free through your account and visible in a rich format for your followers.
You can also do paid campaigns by configuring and segmenting the movements according to your strategy and expanding the audience by geographical areas, interests or keywords.
The enriched format of the cards allows you to make the URL of your website visible, show a photo of your content or product, and make a call to action.
The application offers you up to 14 different calls to action.
You can create Twitter Cards to offer your products or services and make your valuable content visible.
In this way, you can also get a more significant interaction and enhance your Content Marketing campaigns and commercial content.
The balance of these two Marketing formats will allow you to create an active and loyal community around your brand.
Suppose you create one or more Twitter Cards and publish them for free as a rich format tweet for your followers.
The application allows you to schedule your publications so that they are visible on the best days and times.
In this way, you will achieve more effective communication.
Adequately configure the share button on your blog and Digg Digg plugin.
You must sufficiently share the content you have created on your blog on Social Networks and, of course, on Twitter.
For this reason, in the widgets of your blog, you must configure the plugins and the address of your Twitter account.
First of all, the social media plugins from your blog’s sidebar.
Such an action will allow your readers to share directly on networks or schedule it with Buffer to be published later.
The WordPress Digg Digg plugin is very suitable since it is presented as a sidebar that accompanies the reading and invites you to share and recommend your content to the community of your readers.
Make sure that your Twitter username is configured correctly in your Social Share Bar, mentioning your account.
Facilitating this task ensures that the readers of your post can share or schedule your content and cite you as the source of the content and correctly.
A good strategy is to participate in forums, topics or groups related to your brand by contributing content.
For this, it is advisable that you search for issues or hashtags with the Twitter search engine, select the most interesting for you, read, listen, ask, participate and contribute.
Participate actively online and offline in actual events in your niche: meetings, congresses, seminars, essential conferences.
Participate with your #hashtags, mention and retweet.
These actions will help you increase the visibility of your brand and your content and be new sources of knowledge for you.
Participating in their lists and debates gives you the possibility to grow your audience and improve the interaction with your Twitter account.
Take some time to find out who participates, which accounts and users are the most active, and the referents.
Learn from them, collect helpful information and spread the word, always mentioning the sources.
This will help you find relevant topics and give visibility to your brand and your content.
When your account becomes relevant, propose your meetings or forums to have good knowledge and information.
Invite other users and references to participate, contribute content and points of view. It will be very enriching for you and your audience.
Another of the great news of Twitter in recent months is the implementation of Twitter Ads, a tool that allows you to create ad campaigns and promote tweets about your content or the products and services you offer.
This service is directly associated with Twitter Analytics and synchronized with your account information so that you can create campaigns that are highly targeted at the audience and users related to your marketing objectives on Twitter.
You can segment your ads by locations, genres, interests, keywords, etc. In this way, your campaigns are shown precisely to the people who are likely to be your followers or clients, as you need.
With Twitter Ads, you can create low-budget campaigns on the dates and times you decide.
This post explains all the types of ads you can make on Twitter.
Make different ads and campaigns, making small changes, testing with different segmentations and entering different keywords.
This way, you can determine which ads work best.
Check the impact of your Twitter communication with Google Analytics.
In the first point of this list, I told you that Twitter is a social channel with many potentials to generate traffic to your website.
But it would only be an anecdote if we could not measure and analyze that traffic and the behaviour of the users within your website.
For this reason, it is vitally important that if you have not done so yet, create a Google Analytics account and link it to your website.
Once the account is configured, in the Acquisition section, you will measure and analyze the audience’s behaviour on your website and discover how many people visit your page from social channels and Twitter in particular.
You will be able to see precisely what dates and periods have called you, how many people did if they are new or recurring users on your website and compare it with previous periods to see the effect and percentage of your campaigns.
You will also know how long they stayed on your page and if they saw more pages within your website.
Google Analytics also shows you the behaviour flows of users on your website, allowing you to know if your Online Communication strategy through social networks is well-focused or correct and improve some aspects.
In the Conversions panel, you can set goals and objectives of a monetary or symbolic nature. For example, time objectives, permanence, number of pages visited forms or registrations, Leads, previous appointments, etc.
With Google Analytics, you can also set economic and conversion goals. With the number of acquisitions, you will know precisely how many of your visits to your website through Twitter have become customers or have met financial objectives thanks to your communication campaigns.
Twitter always highlights audiovisual content, be it photos, videos, slides, for example, from Slideshare, or summaries such as those from Storify.
Multimedia material is more visually attractive for your audience and offers value-added content for your followers.
Twitter has been allowing for a few months to post a tweet at the top of your account.
Strategically place the content you want to make visible there. It is an excellent way to welcome your account with valuable content to optimize with a good image or multimedia content.
Insert tweets in your blog post from the Twitter interface — in this way, you will be promoting movement in your account.
It is a way to invite users to interact with that Twitter post simultaneously as you share its content.
The vital thing is to add multimedia content only in the most strategic tweets you want to highlight.
For example, those that include a link to your website or blog.
For some time, Twitter has allowed mentioning up to ten users in each photograph.
Make strategic use of that “tagging” to name or attract the attention of accounts necessary to your brand.
This tactic should only be used in specific cases so as not to become spammer.
Are you ready to start your Twitter Marketing Plan?
I have given you the keys to succeed in this social network, and now it’s your turn. I encourage you to start your communication strategy on Twitter with all these tips and then tell us how it goes — share, comment and contribute.
Originally published at https://www.linkedin.com.