Twitter Marketing For Businesses: Everything You Need To Know In 2022

If you’re wondering if it’s worth establishing a brand presence on Twitter, the answer is “Yes!”

With 229 million daily active users as of April 2022, Twitter marketing is still a powerful tool among social media platforms like Facebook, LinkedIn, and Instagram to seek out new customers and nurture existing ones.

Interested in building a Twitter marketing plan? In this guide, you’ll find:

  • The definition and benefits of Twitter marketing
  • How to create a branded Twitter profile
  • Twitter marketing tips and best practices

Whether you’re a newbie or a pro, this article will help you put things into perspective to improve your social media marketing outreach via Twitter. Let’s do this!

What Is A Twitter Marketing Strategy?

A Twitter marketing strategy is a dedicated plan to attract, engage, and convert potential buyers and build meaningful conversations with your customer base. To gain a following and high engagement rates, businesses need to establish a consistent presence and a tone of voice that appeals to their target audience.

But no business can produce these results overnight. Crafting a thorough Twitter marketing strategy will help you track what works for customers and prospects and invest in more valuable tactics over time. Later on, we’ll explain exactly how to achieve that!

What Are The Benefits Of Twitter Marketing For A Business?

Before we move on to the strategic side, let’s see the significant advantages of Twitter marketing:

Brand Awareness

Twitter users can learn a lot about your brand if you regularly share the right content. Inform them about your business news and show them how your products/services can be of great value to them.

Twitter is also a great place to express your brand identity. For instance, you can share pictures from your daily life in the office or your latest event to demonstrate your culture. Look at this tweet by Sitecore, accompanied with clever copy to attract readers:

Twitter post by Sitecore

Moreover, by using an informative and warm tone, you show your followers that your business cares about them and is always at their disposal. When users find your content relevant and entertaining, they’ll reward you with likes and retweets and share your content with their peers. Thus, you’ll brand visibility will be expanded.

Website Traffic

If you want to drive traffic to your website, Twitter can help in multiple ways. First and foremost, place your website link at the top of your profile to make it easy for Twitter users to visit.

Moreover, you can direct followers to your website through diverse content like blog posts, testimonials, or surveys. Just make sure that these resources and tweets are attractive and exciting enough to make users click, just like the one below by POPSUGAR Fashion:

Twitter post by POPSUGAR Fashion

In addition, sharing entertaining posts will ultimately intrigue consumers leading them to your website where they can learn more about you.

Customer Feedback

Twitter has established itself as a platform consumers can use to reach out to businesses for questions. They can start a conversation with you through direct messages or tagging to resolve a personal matter.

That’s exactly what makes Twitter an excellent source of feedback and a channel your customer support team should pay close attention to. The more responsive you are, the better your brand outlook will be. Plus, this info will help you improve possible transactional or product issues that may occur.

Sales/Leads

Twitter can also help you increase conversions such as sales and leads and boost your ROI going forward. For example, you can post your latest products linking to your website or run a giveaway contest to gain more visibility. See how Adidas did it:

adidas Twitter post

The same happens with lead magnets. For instance, when posting events leading to landing pages or invitations to sign up for your newsletter, you can collect their contact details and start nurturing prospects through additional channels such as email. This powerful tactic is widely known as omnichannel marketing.

Relationship Building

Twitter enables you to start meaningful conversations with customers, prospects, and businesses in your niche market. You can also benefit from backlinks to establish more solid relationships with partners to boost both of you.

Now that we’ve explored all these benefits let’s move on to the Twitter essentials: how to build an optimal Twitter profile for your business.

How To Set Up Your Twitter Business Profile

Thankfully, creating a Twitter account is straightforward. Here, you’ve gathered some quick tips to make sure that you’ll cover more than the basics:

Account Customization: Form your account based on your brand guidelines, using assets such as your logo and unique colors.

Profile Picture: Insert your company logo – the recommended dimensions are 400×400 pixels.

Header: A complementary image demonstrating your products/services, culture, etc. – the suggested dimensions are 1500×1500.

Twitter Handle: This is the account name that stands after the @ sign. It’s unique and usually includes your company name. The character limit is up to 15.

Twitter Bio: A description of your business with keywords up to 160 characters.

Additional Info: Your website URL, location, contact details, etc.

Pinned Tweet: A tweet you’d like your social network to see first, e.g., an event or product launch.

If you need a good reference, here is the ASOS Twitter account:

ASOS twitter account

Now that your Twitter account is ready, it’s time to craft the social media strategy for this platform.

How To Start An Effective Twitter Marketing Strategy From Scratch

Whether you have a small business or lead the marketing team of a large organization, here’s how to approach this:

1. Audit Your Twitter Account

If you already have a Twitter account, kick off with an inspection. Which posts have led to high conversion in the past? Focus on the content and metrics to elaborate on their success.

This info will give you a sneak preview of what your followers enjoy and interact with to replicate it in the future. Avoid restraining yourself – you can always experiment with new content that may be more effective for your followers. But your existing resources are an excellent start to track your new pathway.

Plus, if you have more than one account, follow this process for each of them or stick with the account that brings you more conversions.

2. Define Your Target Audience

Building your buyer personas is essential for building a successful digital marketing strategy. The same applies to social media and Twitter marketing. Knowing who you address will help you share content that resonates with them and meet your objectives.

Your target audience will help you determine your voice, too. Shaping a voice your customers feel comfortable with will enable you to maximize Twitter engagement and get to know your followers even better.

Finally, you can dive into Twitter Analytics to collect info about metrics such as activity, demographics, interests, and location to make wiser decisions on what to present old and new followers with in the future.

3. Set SMART Goals

Have you ever heard of the SMART goal framework? It stands for Specific, Measurable, Achievable, Relevant, and Time-Based and helps businesses set goals they are more likely to meet.

SMART goal framework

For example, if you’re new on Twitter, one goal is to increase brand awareness by gaining new followers and boosting engagement. You can set the number of followers you’d like to acquire based on realistic examples from other businesses. Make sure that your goals are challenging enough to put you in motion!

4. Create A Social Media Calendar

To thrive in Twitter social media management, you should keep track of every detail regarding your marketing efforts on this very platform. Thus, you’ll be able to identify patterns that work best for your audience regarding the Twitter content they enjoy or optimal posting times. To save time, you can use the calendar for all your social media accounts on separate tabs.

Here is the info to include:

  • Creative assets (e.g., visuals, videos, etc.)
  • Date and time
  • Copy
  • Links

To make the most of this calendar, try to keep it as simple as possible. You can organize data in a Google Sheet or use a tool like Hootsuite to plan things out.

5. Run Twitter Ads To Expand Your Reach

To attract your target audience faster, you cannot rely solely on organic outreach. You can create Twitter ads to close that gap and influence Twitter users that are highly likely to convert.

Some of the prevalent paid Twitter marketing campaigns are in the form of promoted tweets, accounts, and trends. You can also choose your advertising objective – awareness (e.g., reach), consideration (e.g., app installs), and conversion (e.g., re-engagement).

Twitter ad by Spotify

You can split your ads based on the different audiences you want to reach and set your budget and bidding type. Unfortunately, there is no magic formula when it comes to Twitter advertising. You’ll have to test different ad types before finding which one performs best.

6. Keep Track Of Results

There is no way to build a successful Twitter marketing strategy without keeping a close eye on metrics. That’s how you’ll understand if you’ve met your objectives, if they were attainable, and think of ways to improve your tactics in the future.

Here are some of the metrics you should put on your radar:

  • Engagement – retweets, followers, replies, likes, etc.
  • Top tweets – posts with high engagement
  • Impressions – how many times do your tweets appear on someone’s timeline

Apart from Twitter Analytics, you can also use tools like Hubspot and Sprout Social to streamline your reporting and reach safer conclusions.

Twitter Marketing Best Practices

Now that you’ve built a strong outline for your strategy, let’s move to the practices that will help you skyrocket your Twitter marketing game:

Check Image Sizes And Word Count

As with your profile photo and header, the Twitter images you share should have an excellent resolution to attract your audience at once. Otherwise, your posts will look blurry and unprofessional to your audience, and they might skip your updates.

The ideal image size for Twitter images is 1200 x 675 pixels, with the file size reaching up to 5MB for photos and animated GIFs.

As for the tweets with text, the character limit is 280. Stay within this limit to deliver your messages to your audience without distortions.

Use Hashtags Mindfully

Hashtags help marketers categorize their posts based on their content so that users interested in specific topics find them easily. Always remember to add relevant hashtags to your content to reap this benefit.

Twitter post with hashtag

Keep in mind that hashtagged words may end up in the trending topics, which can boost your visibility to a great extent. Moreover, Twitter suggests inserting up to two hashtags, but it lets you add as many as you wish.

Share Engaging Content

Social media and content marketing go hand in hand. Your Twitter game would be nothing without the aid of valuable content. Knowing your target audience and monitoring metrics like impressions will enable you to decide which content types are more effective for them.

Experiment with interactive content like GIFs and videos covering diverse topics to see what works best for them. Twitter polls are also great for increasing engagement and ask your followers’ opinions on important matters.

Always express your brand voice through your content to help followers and potential customers form the right expectations about your business. Don’t hesitate to be cheeky or funny if this is part of your brand identity.

Find The Perfect Posting Times

When is the best time throughout the day to post your tweets to elevate your reach and impressions? There is no exact science here; you have to find the optimal times and days that work for your businesses based on previous engagement results and your audience’s behavior.

To help you out, Sprout Social conducted a survey you can use as a reference:

best times to post on Twitter

You can start with this template, but it’s up to you to determine when your followers are most likely available and willing to engage. Your metrics will show you the way!

As for the optimal tweet frequency, up to two tweets per day is ideal, and more than five counts as “too much.”

Use Twitter Lists

Twitter Lists enable you to organize the accounts you follow in groups and access their tweets quickly without getting lost in translation. For example, you can create a list of your partners or field influencers to communicate with them with likes and comments consistently.

You can also watch the lists of other accounts to understand their priorities. Just go to the” three dots” sign at the top of their accounts and choose “View Lists.”

view lists option on Twitter

Overall, Twitter Lists help you avoid unnecessary distractions and focus on what matters each time.

Constantly Interact With Your Audience

Nothing pleases consumers more than feeling that their favorite brands really care about them. That’s why it’s important to respond to all comments and DMs you receive within a reasonable time. Don’t let customers hang in there, especially when they have important issues to discuss.

Overall, consistently responding to messages will help you boost your engagement rates. You can also utilize Twitter Lists to start communicating with businesses and influencers to build bridges for the future.

Finally, you can also host a Twitter chat to communicate with your followers regarding a predetermined topic in real-time. This is a great way to nurture a sense of community and hold deep conversations with your audience.

Create Twitter Guidelines

The fact that everyone can share their opinion publicly on Twitter can also put you in trouble. Disappointed consumers can sometimes get brutal on Twitter without weighing the consequences this can have for a brand.

Crafting a social media crisis plan is important to bounce back quickly from those incidents or prevent new ones from landing on your threshold. Your crisis team should meet asap to seek ways to resolve this crisis with the least possible implications. And remember, staying calm and polite can save you from many risks.

Twitter crisis management

Finally, apart from crisis scenarios, this guide also includes rules about confidentiality, privacy, and tips on how your colleagues can express the brand voice when posting relevant content.

Watch Out For Your Competitors

Your competitors can be a great source of inspiration for your Twitter account. Look at what they post and how often to see what can resonate with your followers.

Of course, copying what your competitors do is not ideal for your reputation. Instead, try to understand what’s trending in your niche to go one step ahead of the curve. This way, your followers will admire and support you.

Get Influencers On Board

If you want to access your target audience in various ways, apart from organic and ad campaigns, you can also partner with influencers with a powerful presence in your field.

They can also host a giveaway contest to demonstrate your products/services to their followers. Some entry rules can be following your page or tagging a friend to boost your visibility. And that’s how you can increase your followers in simple steps!

Twitter Marketing Tools To The Rescue

If you think this is a lot to take care of, we have good news for you! There are many platforms to choose from in this journey, from scheduling tools to analytics platforms. Let’s see:

1. Social Pilot

Social Pilot platform

Social Pilot is an all-in-one social media management tool where you can customize and schedule tweets to get a comprehensive view of your campaign analytics.

This platform brings all social conversations to one place to respond quickly and maintain a high engagement rate. Finally, you can use the platform to assign rules and responsibilities to your entire team to streamline your social media efforts.

Pricing: The pricing starts at $35 /per user monthly for seven social media accounts and can reach up to $150 for fifty social media accounts and six users. You can request a quote for enterprises.

2. Tweepsmap

Tweepsmap

Tweepsmap is an all-in-one intelligent publishing platform used by big brands like Visa and Johnson & Johnson, offering deep analytics regarding topics trending in your community. You can also use it as a posting tool, but its social listening and community analysis features are excellent.

Pricing: Tweepsmap offers a free plan but with limited capabilities. The premium plans range from $14 monthly for 7,000 followers to $49 for 80,000 followers. There are also customizable plans for enterprises.

3. Tweepi

Tweepi Twitter marketing tool

Tweepi helps businesses grow their Twitter follower base faster, powered by AI. The platform searches for highly relevant users by inserting relevant hashtags based on important criteria, such as interests and demographics. If you start interacting with these users, you can finally get on their radar for good.

Pricing: There are two main plans – the Silver starts at $12.99/monthly and the Platinum at $24.99 per month.

Twitter Marketing At Its Best

You don’t have to trick the Twitter algorithm to meet your goals on this platform. All you need is a well-thought strategy with clear objectives to see this channel grow!

Follow the best practices we’ve shared above, and we guarantee that conversions will start coming your way. Just remember to post engaging content consistently and deliver what followers really want to see on their timeline.

Looking to integrate social media and email for better results? Sign up for Moosend today and try our amazing email marketing features for highly targeted campaigns!

Twitter Marketing FAQs

Let’s see a quick round of questions regarding Twitter marketing:

1. Is Twitter still effective for marketing in 2022?

Yes, Twitter marketing is still an asset for most businesses. Twitter counts 396.5 million users globally, meaning that your target audience probably hangs out there, too. All you need is to attract them with the right content.

2. How much does marketing on Twitter cost?

If you use organic methods, everything is free. Let’s see how Twitter ads work: the range for promoted tweets is $0.50-$2.00 per action, for promoted accounts $2-$4 per follow, and the estimation is $200,000 per day for promoted trends.

3. What are some good Twitter marketing examples?

Here are some campaigns that have stood out: 1) #LikeAGirl by Always, 2) #IceBucketChallenge initiated by ALS Association, and 3) #ShareACoke by Coca-Cola.

4. How do I promote my product on Twitter?

You can post videos and GIFs with quick product demos or share customer testimonials to gain your follower’s attention and trust. You can also run ad campaigns to target consumers who will be highly interested in your products/services.

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