You’ve polished up your Twitter profile and made sure that your website is ready to receive visitors. You know you need to follow others before others will start following you. Now, you’re wondering what else your company can do to grow your Twitter audience.
With a dynamic and organic platform such as Twitter, where tweets live less than an hour, you need to provide consistent and meaningful engagement with your audience.
To help you do this, you need to create a content strategy. You need to stop thinking like a marketing executive and start thinking like an editor.
Your content needs to be valuable, useful, and engaging to show that you are someone worth following. Your content can take the form of shared articles and blog posts, client testimonials, coupon codes, contests, polls, questions, and even pictures and videos. Research has found that people are three times more likely to engage with a tweet if it is accompanied by pictures or videos, so make full use of your visuals. No matter what form your message takes, make sure it adheres to these guidelines:
- Brevity – You have a limited number of characters to tell your story. Use them well.
- Clarity – Your tweets should carry only one idea or message in order to create an impact.
- Resonance – Will my customers find this useful, relevant, or thoughtful? Will they care or be interested in this?
- Personal – Do not re-use the same blurbs from your website. Personalize the message specifically for each tweet.
Engaging your audience means sharing messages and content about things that matter to them. And, when your audience does engage with you, whether it is through favorites, tweets, retweets, or direct messages, you need to be able to respond immediately. Make sure that there is someone manning your Twitter account because responsiveness and consistency should also be significant parts of your content strategy.
Sending out 50 tweets a day will not make up for the fact that you have been absent from Twitter for the past three weeks, and not replying to tweets or messages will erode the reputation that you have painstakingly built up. A good social media management tool, like Hootsuite, Buffer, or Hubspot, can help you to schedule tweets throughout the day.
Aim to send out three to five tweets a day for optimal engagement. Posts shared at 12pm and 6pm see the highest click-through rates, and posts shared at 5pm have the highest retweet rate. Once you have built your following, you can plan your tweets using the 80/20 rule where 80% of your tweets are fun, educational, useful, and/or valuable to your followers, and 20% are self-promotional.
An audience that engages with your content can help you to promote your brand or your products beyond your current circle. They lend their credibility and trustworthiness to your products when they tweet about you to their followers. That stamp of approval is what moves your brand forward and gains you more followers who believe in your product.
For more ideas and information about how you can grow your Twitter audience as a business, check out:
- Twitter for Business
- Hubspot’s free e-book “How to Use Twitter for Business”
- “20 Powerful Ways to Use Twitter to Grow Your Business” by Jeff Haden on Inc.com
And, as always, feel free to get in touch with us if you have any questions for us!