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Tweet Tweet Everywhere...but How To Market On Twitter?
With all the variety of Social Media platforms available for marketing in India, companies and firms many times forget that each social media portal has its advantages and shortcoming. It is this very reason why you should understand how a particular social media platform works, what is its average user profile and implement best means of increasing visibility on that particular platform. This article is based on tips that the some of the best digital branding agencies, digital advertising agencies, social media services in metropolitan cities like Mumbai and Delhi use. It will help you assess how good is twitter for promoting yourself and what all should be kept in mind while doing so.
Differentiate between Twitter and Other Social Media Platforms
So, the first step begins with identifying how twitter is different from Facebook, Pinterest, MySpace or any other platform.
Twitter may not be as big as Facebook but with over 319 million active users, most of which belong to young demographic section of the society, it sure is an effective tool for most markets. Most of the activities that take place on twitter ...
... are interaction based. So, simply broadcasting your message, like you would do on Instagram or Pinterest, will not suffice. To make the most of twitter, it is wise to first make a separate marketing strategy, which must identify which out of the below mentioned interactive actions should be used based on your brand’s requirements.
• Sharing information and content
• Driving engagement for promotional activities
• Interacting with consumers
• Reputation management
• Reaching Out
The next step will be to create a profile handle and customizing it. Many who slack off at this stage generally fail to get followers and thus losing leads. So, keep in mind to get the following things right-
Managing Profile Elements
To start with, make sure your profile appeals to readers at first glance, so use a custom background image that reflects your brand.
Next, create a bio which describes you and what you followers will get, if they choose to become one. Make sure to keep it interesting and concise yet convincing.
With that done, you will need a picture for your profile. Try to use an image with people in it instead of using company logo (unless it is a well-recognized one). This is simply because people connect to other people rather than an impersonal brand picture.
Here, you would have completed all the bare essentials required for launching your profile, except for one thing, i.e. recent tweets. Since most people see this on top of your tweets, it makes or breaks any chance of any visitor turning into a follower.
Attracting Targeted Active Followers
The next step for you to do is get followers for your profile. But not just any followers, you need to focus on targeting followers interested in your industry. To achieve this particular kind of following you can simply need to keep in mind these below mentioned tips-
Try to find people with follow back policy, which means, look for people who have a ratio of followers and following close to 1:1.
You can easily use services like “TwitterCounter Search”, “Wefollow” or “Twitter Adder” to find people by searching for keywords.
Another good way of finding followers is through twitter chats. You can either join chats that are related to your industry or start your own. You also need to be sure not to just be a spectator in the chat but actively contribute and add value to it.
Once you have done this then you can begin retweeting and replying to people in the chat. The people who you find here will help you amplify your message as they are the ones who use twitter for what it was actually intended for, i.e. for interactivity.
Writing for Twitter
All social media platforms work differently. So, the content for each of these mediums should also differ to achieve maximum visibility. The factor that you should keep in mind when you are creating posts for twitter are-
Bound by word limits
Well, unlike Facebook, twitter posts which are popularly called tweets are limited by 140 characters towards text messages and links, but adding quotes, polls, videos, or images will no longer reduce precious characters. This requires you to change your writing style in order to fit your message in a minimalistic manner.
But being word bound is not necessarily a bad thing. Since, people on the net rarely read, they scan, it becomes very important that message is kept short but at the same time also generate leads or calls the reader to action. This limit turns your content into bite-sized packet of information.
Keep it conversational
Since we are bound by words and people on this social media platform are looking for interactivity, so it is very important that your tweets need to be conversational because this engages the readers. You should also never forget to @mention them while replying to someone so that they receive a notification of your reply.
Plan and schedule your posts
Getting your posts out at the right time is very important. This also gives you an opportunity to make the most to trending hash tags, specially the festive tags. But apart from this, planning and scheduling is also very effective if you want to make sure that your content doesn't get mixed up with that of other platforms and also to avoid repetition. This process also helps you plan your out links in a way that will increase its visibility but at the same time you will be able to manage it in such a way that it doesn’t feel repetitive.
Though twitter may not be the best platform for video marketing but that doesn't mean it should be overlooked.
On twitter, there are two options for posting videos, one of which is a native video feature that allows you to record videos of up to 140 seconds and upload it directly to your twitter stream. Or you could use the other option, which is, Periscope, an app owned by twitter that lets you live stream directly. But unlike Facebook, once the stream is over, the recording is still available for people to watch.
Target Setting and Achieving It
Without a measurable target, it is nearly impossible to evaluate the success rate of any marketing strategy. Same goes with digital marketing on twitter. So, you should have some goals that you wish to achieve like-
Build an engaged following
Monitor and improve your brand’s reputation
Respond to customer complaints quicker
Get more traffic to your website
Network with bloggers and influencers
Now, you should also set accomplishments that tie in with your goals like-
Increase @mentions and Retweets by 20%
Keep response rate above 85%
Maintain a response time of under 15 minutes
Generate at least 25 leads from Twitter
Improve referral traffic from Twitter by 35%
Add at least 90 new contacts from Twitter
To evaluate, you need to set a deadline for your goals. Once the deadline is met, use social media management tools and website analytics tool to measure your activity and track your progress.
With these simple steps you are now ready to go beyond the basics of setting up a twitter account and following random people in hopes for a follow back. Try to focus on using twitter to engage and grow your brand. Or as alternative you could hire social media marketing companies or social media agencies that are available in India to do all the work for you.
Quantspire is a leading integrated digital branding company. We like to call ourselves as a boutique as we design and customize unique branding strategies for our client. We offer 360° services that include Website Development, Search Engine Optimization, Social Media Optimization, Paid Marketing Campaigns, etc. among others.
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