How to Build a Powerful Twitter Marketing Strategy: A Marketer's Guide

Twitter is one of the most formidable social media platforms. Yet, many marketers are struggling with building a powerful marketing strategy that would allow them to tap into the potential of this channel.

Are you one of them?

Read on to find out how to build a powerful Twitter marketing strategy from the ground up.

Building a successful Twitter marketing strategy takes effort, but it can be one of the most powerful digital marketing campaigns in your arsenal.

It’s been reported that 66% of brands with over 100 employees use Twitter for marketing purposes, as they try to reach the 321 million monthly active users on the platform.

Marketers who want to build a successful Twitter marketing strategy need to know the landscape.
Twitter isn’t the same as other social platforms - which is why it requires a unique approach.

But before we talk about how to build a successful Twitter marketing strategy, let’s first look at a few of the reasons why Twitter is a great place to run a marketing campaign.

Why Twitter Should Be a Part of Your Digital Marketing Strategy

First, it’s important to recognize how Twitter is being used globally.

Twitter is arguably the fastest social network in terms of real time event reporting - in many ways, it’s become more of a public square than Facebook.

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This platform is where people turn to when breaking news drops, but it’s also used for education, entertainment, and inspiration, making it one of the most powerful tools for growing a business.

Here are a few reasons Twitter is great for digital marketing campaigns.

#1. Your potential audience is on Twitter

As discussed above, Twitter has a massive number of active users. The Twitter community uses the platform to engage with friends, to network, and to connect with the brands and businesses they care about.

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#2. Twitter's advertising tools are improving


While historically Twitter has been a more difficult platform to use for paid advertising, it’s invested heavily in making it easier for marketers to run campaigns. The tools they offer have made strides and are becoming extremely valuable for paid amplification purposes.

#3. Users expect to engage with brands on Twitter


Twitter is where people are heading to compliment, complain, and interact with brands. If you’re not on Twitter, you’re missing out on conversations about your industry - and, more importantly, about your brand.

#4. Twitter search is extremely valuable


One of the most underutilized tools on Twitter is one of its biggest assets for marketers. Twitter Advanced Search can help grow your business by allowing you to see who’s asking questions about your business on Twitter and answer them directly. This process makes identifying potential customers a breeze.

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#5. Twitter is a mobile powerhouse


Part of what separates Twitter from other major social networks is its mobile audience. 80% of Twitter’s users access the platform from a mobile device, so if you aim to reach mobile users, Twitter is a channel you should definitely consider leveraging.

Now that we’ve highlighted a few of the reasons why Twitter is a great place to run a marketing campaign, let’s get into the details.

If you’ve ever wondered how to establish your presence on the platform, here’s an actionable guide to building a powerful Twitter digital marketing strategy:


Getting Started with Your Twitter Marketing Strategy

It might sound cliche, but you have to make sure your profile is set up properly before you start building your Twitter marketing strategy. You wouldn’t throw a party without tidying the house first, right?

Here’s what you need to make sure you’ve got in place.

  1. 1500x500 header image
  2. An updated profile picture
  3. A call to action in your bio
  4. Your website link
That’s it. We won’t go anymore into detail on this, but just keep in mind that without a proper setup, you’re wasting your time. Build the foundation before you start adding levels.

Planning Your Marketing Campaigns

Assuming your Twitter profile is set up properly, the planning stage is the most important aspect of running a successful Twitter marketing strategy.

It’s where you’ll formulate ideas, find trends, set a tone, and design a call to action that suits your audience. Spend as much time as you can on this phase of the strategy. It will pay off.

The first thing you need to do is layout your campaign. Answer these five questions and you’ll be on your way to a successful Twitter marketing strategy.

Question 1: What are your goals?


Decide why you’re using Twitter and what you’d like to see come from a marketing campaign on the platform. Typically, businesses use Twitter to:

  • Increase brand impressions
  • Send traffic to a web page
  • Answer customer service questions
  • Boost sales, downloads, or some other relevant action 
Not every Twitter marketing campaign will have the same goals, so focus on the ones that are important to you.

Question 2: Who is your audience?


If you have an existing customer base, you can use this group to do some digging.

Set up a short survey and get to know your customers. Ask them for a bit of information about themselves in exchange for a perk. For example, you could entice them with a free service, product, or something as simple as a gift card.

In the survey, ask your customers about their interests, their background, and who they engage with on Twitter. This step is critical as it will help you conduct further research for your campaign.

If you don’t have an existing customer base yet, you’ll need to get creative. Write down the suspected interests and demographics of your potential audience, and build a customer profile.

Remember - try using Twitter Advanced Search to find people who are asking questions about your industry, product or service.

Question 3: What are your audience's interests?


Find as many potential customers on Twitter as you can, and do some research.

What types of things are they retweeting, liking, and interacting with on the platform? What gets them excited? What makes them tick?

Make a spreadsheet and layout the topics and hashtags they engage with the most.

Question 4: Who influences your audience?


Before you try to influence your potential audience with your own Twitter marketing strategy, see who’s influencing them currently.

Look for the most popular verified accounts that are connecting with your potential audience, and review their accounts and campaigns. The reason for this is twofold:

  1. Reviewing their campaigns lets you see what content is already connecting with your potential audience. 
  2. Reviewing their accounts will help you connect with the influencers themselves. If you can engage with the influencers and have them share your content, you’ll be interacting with your potential audience from a verified third party that they already trust. 

Question 5: What types of content does your audience engage with?


Note the style of tweets (images, videos, or text) that are most commonly engaged with by your potential audience. You’ll be surprised at the different rates of engagement.

Despite what you’ve heard, video isn’t always the best medium, so always let the data inform your strategy.

Creating your Twitter Digital Marketing Strategy

Now that you’ve done your planning, creating your strategy is the next step. Here are some tactics you can use when you’re laying out your campaigns.

Create multiple campaigns

A successful Twitter marketing strategy should be more than one idea. It should consist of multiple campaigns rolled up into one strategy. While you’ll want to use the same tone, you don’t want to only share the same content.

Example

If in the research phase you found out that your audience connects with educational and inspirational content on Twitter, try creating two campaigns for each style.

For educational content, you could share tips on Tuesdays and Thursdays, and condense relevant blogs from your website into long-form threads on Saturdays.

For inspirational content, set up a video and a custom graphic campaign to run on Mondays and Wednesdays. Monitor your success, and adjust accordingly.


Hop on trending events and topics

Twitter is where people turn to learn about what’s trending online. The good news is you don’t always have to wait to see what’s trending.

If you want to know what’s going to be trending before it actually hits Twitter, use a free service like Forekast. It keeps you up-to-date on future happenings and can help inform your marketing strategy.

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Example

Say you’re creating a Twitter marketing strategy for a hot tub company. If you read through Forekast, you’ll notice that World Water Day, Earth Day, and International Happiness Day are all coming up in the next month.

You could use this information to create content about how your company is conserving water, creating a smaller environmental footprint, and providing happiness to all of your happy customers. This content will in turn be seen by a much wider audience, since we can speculate that each of these events is going to be trending on Twitter in the near future.

PRO TIP: Forekast has a newsletter that sends out all of the events that are going to be trending on social media, once per week. It’s an invaluable tool for marketers.


Create stunning images, videos, or blogs

Use the research you conducted in the planning stage to decide what type of content you’ll be sharing. Once you’ve determined the best type of content for your audience, it’s time to get to work.
Twitter images should be 1042 x 512 pixels in size, and complement the text in your posts. Videos can last up to 220 seconds, and should be custom made for the platform.

Native content performs better on Twitter, so upload your videos directly to the platform or through the use of a scheduler like Socialbakers (more on that later). Be sure your videos align with your campaign goals, so if you’re interested in generating sales, insert a call to action.

If blog content is your method of choice, there are several things for you to consider.

First, you need to communicate why your potential audience would benefit from clicking on your blog. This can be done in the text portion of your post. Next, you should consider squeezing your blog content into the 280 allotted characters on Twitter, and adding a second post in a thread with a link to your post.

This gives users the option of digesting a bite-sized portion of your content and continuing to stay on Twitter. If you can communicate your message natively, you might be better served.


Schedule your campaign

One of the biggest mistakes you can make is posting on Twitter ad hoc. More brands and marketers fall victim to this trap on Twitter than on any other major social network. Twitter’s speed seems to play a role in this mentality.

If you layout and schedule your strategy in Socialbakers, you’ll stay consistent. This also gives your team members the chance to login and see what’s scheduled, so that they can provide feedback, spot potential issues, and stay on top of the overall marketing messaging.

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Monitor your tweets and engage with your audience

Knowing when your posts hit Twitter will remind you to check in and engage with users in real time, which is one of the best benefits of running a Twitter marketing campaign with a scheduler.

Keep Twitter open and respond in real time to any questions or comments, and be sure to interact with potential influencers.


Review your marketing strategy

Analytics are crucial. You’ll not only want to use them to review your current campaign, but also to develop future campaigns.

If you notice that plain text tweets are performing better than videos, don’t try to run from the data. Analyze, adjust, and implement your new findings to ensure long term success on Twitter.

Socialbakers has one of the best analytics tools for Twitter available, so be sure to dive deep into the data to see what’s working for you.

The Takeaway

The key to a successful Twitter marketing strategy is preparation. You need to do the proper research to plan your strategy. Spend as much time researching your potential audience as you do creating content for your audience, and you’ll reap the benefits when your campaign begins.

One of the major differences between Twitter and other social media platforms is the expected engagement between brands and fans. Users turn to Twitter to interact with the companies they deal with on a day-to-day basis, so be sure you’re actively listening to conversations and responding to questions and comments. Twitter is truly a great place to build one to one relationships.


About the Author

Justin Kerby is a digital advertiser with a passion for helping businesses grow. He’s the Co-founder of Something Great, a digital marketing agency for great companies. He uses social media, blogs, videos and ads to help brands tell stories and connect with their customers.

Follow Justin on Twitter, LinkedIn, Instagram, and Facebook.


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