Twitter is probably the main way your company reaches out to its customers. It’s easy, informal and lets you expand your follower base regularly.
But, it’s also a constant struggle to get the attention you need. Social media platforms are often too noisy and the content isn’t curated in any meaningful way – you have to hope that the user will get a glimpse of your content.
Here are a few strategies that can change this and help you use Twitter in a more powerful way.
Use social media metrics
Social media will provide you with a bunch of statistics on your followers and the way they interact with your profile.
Make sure you review, analyze and understand this data and what it says about your business.
You should especially pay attention to: number of followers and how they change over time, how many unique visits does your website get from links you post on twitter and how many of those visitors actually decide to buy your product or use your service.
There is one more metric that’s harder to quantify – the quality of responses your content gets. It is not enough for customers to interact with your profile – they should do it in a positive and engaging way.
Twitter is primarily a textual medium, but it can be much more than that. Use photos to illustrate your point, especially if you have a product that you want to showcase.
But don’t stop there – try to run your profile like it’s a personal one (just don’t get carried away). This means that you can use screenshots to comment on other people’s posts.
You can also take advantage of infographics if you want to present a lot of information in a clear and interesting way.
Run a great company blog
Keeping your customers updated and engaged is your main task, and Twitter isn’t suited for long form content. Experts from one respectable content marketing agency from Sydney say that a good blog isn’t just about creating SEO friendly content, it’s about giving your company a recognizable voice.
Use twitter lists
Creating Twitter lists can help you find and interact with the right people easily. Make a list of your competitors and keep an eye on their marketing strategies.
You should also have a list for the industry leaders and influencers. This list can be shared with your followers (unlike the first one). A list created just for your employees can boost office moral and help your employees get to know each other better.
Finally, have a list for your most loyal customers and those who interact with your profile most frequently – you can surprise them with your special offers and giveaways and create a sense of community.
This is a tricky one because it’s all about the balance. Hashtags are a useful tool to keep your audience engaged, but if they are used too much they can feel generic and a bit annoying.
That being said, tweets with hashtags in them are engaged with twice more often than the ones without them.
However, this number decreases if you use more than one hashtag per tweet. Also they’re a good way to get in on a trend and reach a wider base of followers, but again you need to find a way to do it naturally.
Make sure your tweets are starting conversations. If you want to know what your customer thinks about a certain change you made, or if there is a change they would like to see – just ask them.
Twitter polls are a great way to get a sense of your customer’s opinion, just remember these are not scientific tools and they can’t memorize the real market research – but they can be a good start.
Twitter is useful, because anyone can do it, but standing out on Twitter takes time and the best way to master it is to try different approaches and fail a few times.