With 330 million active monthly users, Twitter is a staple of digital marketing.
Though it’s essential to cultivate a Twitter following, you also have to implement actionable steps to increase engagement and brand awareness.
Here are elements of a successful Twitter marketing plan:
Step 1: Twitter Chats.
Encourage your followers to become more active through these real-time interactions. People who participate in Twitter chats enjoy social media engagement. They aren’t looking only to consume content and advance their own agendas.
Search for Twitter chats related to your industry. For example, in the marketing realm, you want to target entrepreneurs and business owners.
Be more than a spectator; add value, and set yourself apart. Start by using Canva, which doesn’t require advanced design skills, to create a unique Twitter image. Most of what you write should be in response to other comments. As you respond, include their Twitter handle to @mention them, so it doesn’t get missed.
You can start your own by setting a day and time for an active Twitter chat on a specific topic or issue. Invite your friends or colleagues on Twitter and other social media platforms. Promote it on Twitter with the unique hashtag you’ll be using for the chat itself, as well as in emails to your colleagues and customers a few days prior.
Step 2: Plan ahead.
You can’t curate content without a schedule. For a Twitter marketing plan, map out your content for at least a month, if not longer.
In September, think about your tweets for Halloween. By November, you’ll have your December holiday tweets and other special events information prepared, and so on.
Once the time comes, add relevant trending hashtags to your post. By having the information prepared in advance, you’ll be ready if the topic goes viral earlier than expected. Be willing and able to respond immediately to interesting opportunities and add your voice.
Step 3: Use video.
Twitter might not be your primary video marketing platform, but don’t overlook its possibilities. Start with the Twitter native video feature; you can record videos of to 140 seconds and upload them to your stream.
There’s also Periscope, which is owned by Twitter. It lets you integrate your livestream into your followers’ feeds. After the streaming is over, your followers can watch the recording.
Brainstorm ways your organization can integrate video into your Twitter marketing strategy and get started. Trial and error might be required to figure out what your audience enjoys.
Step 4: Set goals, and follow through.
Without milestones and objectives in place, you don’t know what you’re aiming for.
To improve the brand image and increase engagement, specify which goals you’ll pursue:
- Build a larger following.
- Improve brand reputation.
- Respond to complaints faster.
- Generate more leads.
- Acquire more website traffic from Twitter.
- Network with more influencers and bloggers.
With these objectives in mind, you can establish more specific milestones to gauge success. For example, consider turning those goals into actionable objectives, such as:
- Increase retweets and @mentions by 20%.
- Maintain a customer response time of fewer than five minutes.
- Acquire a response rate of more than 90%.
- Generate 30 new leads from Twitter.
- Add 200 new contacts from Twitter.
- Improve referral traffic by 25%.
These goals are measurable, but you should set a time frame for reviewing them—weekly, monthly, quarterly—and tweak your efforts accordingly.
A version of this post first appeared on the Glean.info blog.
Learn more about how to harness the power of social media from Steve Kearns, social media lead at LinkedIn. He’ll share how to build a presence for you and your brand in his session, “Uncover social media gold on LinkedIn and see how far you’ll go” at Ragan’s Social Media Conference at Disney World March 11-13.