Twitter, the online texting service on steroids at only 140 characters, has quickly become a favorite part of content marketing strategies employed by most businesses. However, it has often represented a challenge for marketers with a traditional marketing mindset. The character limit means that they should be able to make the 140 characters count. It is all about doing more with less. Creating and then marketing content with Twitter should actually be use to tempt the click rather than to reveal the company’s secrets at once. Indeed, Twitter should be seen as a teaser social network. In this article, Egluu will guide you through the 5 core elements of a twitter marketing strategy.
1. Tweet’s audience
To be successful on Twitter, as on any social media, a well-articulated content strategy that covers the who, what, when, why and how is required. In this context, the first question marketers should answer is “who are we trying to reach?” This implies a two-steps process, which consists of identifying your audience on one hand, and finding it and understanding its behavior on Twitter, on the other.
Egluu suggests using Twitter’s search or a service like Social Mention to browse keywords that are associated with the audience targeted. Following some famous accounts related to your business field, lists or hashtag chats also helps to get to know your target market more closely.
2. Tweet’s content
After the identification of your audience, the question to ask yourself should be: “what am I going to tweet?”
Here is a list of content types marketers might want to consider:
- Your own (created) content – including blog posts, promotions, etc.
- Others’ (curated) content – including retweets, sharing articles, quotes, etc.
- Polls, Q&As
- Multimedia – including photos, videos, podcasts, etc.
- Promoted Products
In general, the most successful Twitter users are almost always inspirational, funny or educational in nature.
3. Tweet’s elements
A tweet is constituted of 3 core elements. They may seem simple but they are often poorly executed or ignored.
1. Headline – Writing successful Twitter headlines are often the result of a well-titled blog post or article. The principles of headline writing are paramount as they are initially used to tempt the reader to click the link.
2. Links – A powerful form of marketing leverage consists in bridging the company’s blog or website to its Twitter account through content marketing. Tweeting links to your own content is consequently part of your link-building strategy, which is aimed at increasing and driving online traffic to your website.
3. Hashtags – By allowing users to categorize content according to their interests and hobbies, hashtags have become the glue for social media. Their crucial role has been explained previously, but what marketers should keep in mind is that: “Tweets that contain one or more hashtags are 55% more likely to be ReTweeted than Tweets that did not. ” These data revealed by Dan Zarella suggest that hashtags would also benefit to the company with word of mouth advertising.
4. Tweeting Timing
To find out the perfect time to tweet, which should coincide with the times the company’s audience is most active, Egluu suggests conducting a little study and analytics. This can be executed by Tweriod, a free report platform that analyzes the tweets of your followers to figure out which times of day they are most active.
5. Retweet call- to-action
Twitter has provided some research that shows that calls to action are effective. The old adage applies “If you don’t ask you can’t receive”. Indeed, marketers have known for years that if you want someone to take a specific action, you have to actually ask them to take that action. This may seem like begging but according to Dan Zarella asking for a retweet by stating simply “please retweet” works.
Another factor that may foster users to retweet is the implementation of images to your post. Studies have demonstrated that Tweets with images uploaded to pic.Twitter.com were nearly twice as likely to be retweeted while the use of Twitpic increased the odds by just over 60%. On the other hand, Tweets that used Facebook or Instagram links were less likely to be retweeted.