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Published on 14.09.2024 by Tracey Chizoba Fletcher
With its unique audience consisting predominantly of men between 25 and 35, X, formerly known as Twitter, offers brands a great opportunity to reach a unique audience not available on other social media platforms. While there are reports that some major brands left X in 2023, many others are still using it to reach new audiences.
If your audience doesn't fully align with the demographic on Twitter, you can still use the platform to reach pockets of followers. That is why X should be part of your social media marketing strategy. In this article, we will guide you on implementing a Twitter marketing strategy, with practical tips on using the platform to take your brand to the next level.
Twitter marketing is using organic posts on X to reach your target audience. A good Twitter marketing strategy consists of creating, publishing, and distributing content for your buyer persona, followers, and audience on Twitter. The strategy aims to achieve your marketing goals, such as:
Like other social media marketing methods, you need to invest time and effort in growing your Twitter marketing. You must keep creating beneficial content for your audience and engaging with them before you can think of converting them.
There are several reasons why Twitter marketing can work for your brand. These include:
With over 368 million active users in 2024, Twitter offers a unique opportunity to reach a global audience. By marketing your brand on the platform, you can increase its visibility and make it easily recognizable. You can also use Twitter to show the unique value your brand is offering.
According to statistics, about 35% of Twitter users are between 25 and 34, while 17% are between 18 and 24. Another 20.7% are aged 35 to 49. That means the biggest number of Twitter users are millennials and Gen Z, making Twitter a great platform for targeting these demographics.
Before customers buy your brand, they need to trust it. That means you must create helpful content if you want to build a meaningful relationship. You can use Twitter posts to connect emotionally with your customers and prospects. With time, you can build qualified leads that can easily become lifetime customers.
Twitter can be a great tool for bringing traffic to your blog or website. This could either be through organic Tweets or paid ads. For instance, if you want to increase your website’s click-through rate, you can use carousel ads.
Twitter paid ads are an excellent choice for increasing the reach of your content. According to one study, Twitter ads can deliver a higher ROI by 40% compared to other social media platforms. The more you invest in your Twitter marketing to grow your brand, the higher your rewards will be. On the other hand, embedding your Twitter feed on your site can help you increase the organic growth of your Twitter account.
There are several tips you can follow to create a Twitter marketing strategy. These are:
A strong profile is a prerequisite for a good Twitter marketing strategy. Before you think of marketing your brand on Twitter, you need to start with the basics of optimizing your profile. You can create a Tweet that goes viral, but before they decide whether to follow your account or not, users will begin by visiting your profile. If you have a poorly optimized profile,it will be hard to turn them into followers.
Therefore, start by optimizing your profile to increase your brand visibility. Some of the elements that will help in your brand identity are:
If you are not already verified on Twitter, sign up for the verification, as it can help boost your brand credibility and authenticity in your audience’s eyes. This is particularly important because Twitter only shows verified accounts on the For You page. Also, consider your header photo or banner, as this is the first thing customers will see when they visit your profile. Consider the message it conveys to viewers and whether it is consistent with your brand or business.
Remember that the profile picture will be visible on all your Tweets. Therefore, it should be easy to remember and associated with your business. In the bio, you must enter a description that will inform visitors about your business or company. Remember to also carefully consider the pinned tweet. It should reflect what is happening there, and you can use it to provide your visitors with a good first impression.
If you already have a Twitter account, audit it to understand what is working and what you should change. Some of the details you should look for are:
Understanding your tweet performance can help you determine the content that resonates well with your target audience. You can then use the information to create a content strategy to increase your reach and engagement. The first place you should look at is Twitter Analytics. You can check the dashboard by:
To grow your Twitter following, you need to have a brand voice and remain true to it. That will enable your brand to stay authentic to its brand voice. While posting content on the latest trend is fine, this should not be at the expense of your brand voice.
For instance, if you use a serious brand voice, you should avoid joining funny video trends. However, you need to choose an honest, fun, friendly, and approachable brand voice. All in all, Twitter users can get astute when a brand appears unauthentic. Therefore, avoid overworking and trying to fit in; instead, focus on retaining your brand voice.
Twitter was among the first social media sites to use hashtags to organize content and help users easily find the content they are searching for. That means when you use hashtags in your tweets, Twitter will show the posts to the people searching for content using the hashtag. That makes it possible to put your content in front of an audience searching for such content.
According to some studies, hashtags can increase brand awareness by 8% and association by 18%. Other studies indicate that brands that used the right hashtags saw an increase in search intent by 3%. Therefore, using the right hashtag can help your Twitter account grow organically and increase engagement and visibility. Brands can use hashtags to create campaigns and encourage their audience to share the campaigns using the hashtags.
Now, you will need to determine your Twitter marketing objectives, which you will use to track your KPIs. Some of the goals you can have in Twitter marketing include:
Whether it's upcoming product launches or company news, your Twitter audience is always hungry for information. It could even be some backstage product development processor or other innovative transformation. Your audience is hungry for this information; once you provide it to them, it will appear more human and authentic. Additionally, it is easier to create a buzz around your brand or product with this kind of content.
When a post receives a lot of engagement, Twitter interprets that as a sign of its popularity and, therefore, rewards it with even higher visibility. Therefore, you need to think of a way to encourage engagement on your Twitter posts. You can do that using several elements, such as:
Ensure that you also engage with people who are tweeting about your brand. If they mention you in their tweets, be sure to respond to them. That way, you can easily boost your Twitter followers.
Studies indicate that visuals can drive higher engagement by 650% compared to text content. That’s why most brands leverage visuals in their content marketing strategies. Some common types of visuals you can use include images, videos, infographics, screenshots, GIFs, and animations. You can, therefore, highlight your brand using beautiful visuals.
With social media sites inhibiting the reach of organic posts, you cannot expect to grow your brand if you are only relying on the organic growth of the posts. Instead, you can use Tweet ads to grow your reach fast. By promoting your tweets, you can easily expand your reach. It becomes easier for people to notice your brand even when they do not follow your profile. That's because your promoted tweets will appear on the timeline of people who are likely to show interest in your brand.
While you will need a budget to promote your tweets, the strategy can be effective for expanding the reach of your content. Promoted Tweets will appear on people’s timelines even when they don't follow you. They will appear like any other organic post but will have the label promoted so that users can tell it's a paid ad.
As objective-based advertising, Twitter will only charge you for actions that align with your brand objectives. For instance, if your goal is Reach, you can use video ads, image ads, moment ads, and carousel ads. You will then be charged for every 1000 tweet impressions. You will also have the opportunity to have a CPM cap to set your budget limit.
The tweeting time will affect the engagement level of your Tweets, as Twitter is one of the fastest-moving social media platforms. What you posted an hour ago may no longer be visible to your followers. That makes it very important to post when your audience is online, as they are more likely to view and engage with your tweet.
The best time to tweet will depend on your business niche, topic, audience type, and more. However, according to a Sprout Social report, the best posting time is between Tuesday and Friday, 9 a.m. to noon. As you choose the right posting time, you also need to harness the power of reactive marketing, where you tweet responding to industry events, news, and phenomena, even when it's not your posting time. Therefore, use seasonal and 24-hour timeliness to promote your business.
Posting a good tweet at the right time can easily generate massive engagement. However, you don't have to wait for the time when your audience is active for you to start thinking of what to post. Instead, it's advisable to plan Tweets ahead of time, especially because consistency is a key ingredient in growing a Twitter account.
A good idea would be to post at least once per day, even though this will also depend on different factors such as the industry, resources, and social media strategy. In fact, some brands post as many as 15 times a day.,
Nowadays, it's common for content creators and brands to collaborate on social media. According to one study, 63% of social media users suggest that they trust the recommendations of influencers more than brand ads. A Twitter influencer marketing campaign is usually effective because it exposes your business to a new audience other than the ones that follow you.
Competitor analysis is important in Twitter marketing. The reason is that you will compete with other brands for the same audience. Therefore, you need to check the type of content they are creating and the different steps they take to reach their target audience. Then, you can use the information to develop a strategy to help you beat them.
A good Twitter marketing strategy cannot be complete without a way of measuring the results. As noted earlier, the first step towards doing that is by setting measurable goals that will help you determine if your strategy is working.
After determining Twitter goals, you will need to determine a period after which you will measure the goal. This will show you what is working and help you understand the areas to tweak. You can use the Native Twitter Analytics to check if there are gaps and weaknesses and make improvements where necessary. You can check Twitter data on:
Twitter marketing can be a good way of taking your brand to the next level. However, for the best results, you need to understand how to approach it well. With our Twitter marketing tips above, you can easily grow your reach on Twitter and take your brand to the next level.
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