The Complete Guide to Twitter Marketing in 2023


What do NASA, United Airways, and Wendy’s have in frequent?

These manufacturers all leverage the facility of Twitter advertising and marketing to develop their enterprise, have interaction their viewers, construct group, and ship spectacular customer support.

Twitter boasts more than 217 million active daily users making the social media platform an necessary piece of your advertising and marketing technique. Not solely does the microblogging web site have a big consumer base, however Twitter can also be the world’s seventh most popular community and is anticipated to develop to over 340 million active users by 2024.

However with 350,000 tweets sent per minute and 500 million tweets despatched every day, you want to be strategic and savvy to win (and maintain) your viewers’s consideration and obtain your Twitter advertising and marketing objectives.

When you’re feeling intimidated by this fast-paced community, don’t be. We’ve obtained every thing you want to create and implement a extremely efficient Twitter advertising and marketing technique that will get outcomes.

How to create a Twitter marketing strategy

As with any network, you need to create a solid social media marketing strategy earlier than diving in, and advertising and marketing on Twitter isn’t any completely different. Understanding how the platform works and the way it suits into your total social media technique is the important thing to success.

So, the place do you begin when creating your Twitter advertising and marketing technique? We’ve outlined the elements of a profitable basis beneath.

Audit your accounts

Does your group have already got an current Twitter account, or possibly multiple? Your first step must be documenting all current accounts and which group member has been accountable for them. Bear in mind to test for a Twitter Professional account in addition to common accounts.

After getting your record, conduct a radical evaluate of all of the accounts you discover. Accumulate data like:

  • How typically does this account tweet?
  • What’s the engagement price?
  • What number of followers does it have?

Twitter Analytics or Hootsuite Analytics can give you these metrics.

You also needs to audit model compliance for current accounts. Is the Twitter deal with the identical as your different social media accounts? Are your bio and profile image on-brand? Did somebody overlook to replace your header picture after your 2017 Vacation Marketing campaign, and now— whoops!— it’s promoting a promotion that’s a number of years outdated?

It’s plenty of data, however we’ve obtained a template for conducting a social media audit to make this course of simple.

Set objectives

Success on any social media platform begins with having clear, measurable objectives. There’s no approach to know in case your technique positively impacts your online business until you perceive what you’re making an attempt to obtain.

You need to create SMART goals: Particular, Measurable, Attainable, Related, and Time-bound. So “going viral” doesn’t rely. These objectives ought to align along with your high-level enterprise goals and be damaged down into measurable indicators of success.

For instance, you might have considered trying to drive extra site visitors to your web site. Translate that right into a SMART objective by aiming to improve your common click-through price. You should utilize your baseline click-through price out of your Twitter audit to set a selected achievable objective over an affordable time period (say, a rise from 1.5% to 2.5% in three months).

Try the competitors

You already know what they are saying… hold your mates shut and your enemies nearer.

Whereas it would really feel sneaky, don’t overlook to evaluate the Twitter accounts of your {industry} opponents. Analyzing their social media may also help you refine your individual by revealing weaknesses or gaps in their technique and methods which you can distinguish your self.

If you would like to be tremendous savvy, create a non-public Twitter Listing of your opponents so you’ll be able to see what they’re tweeting and discussing in actual time. If you would like to know extra about aggressive evaluation, try this free, customizable template.

Create pointers

You want a social media style guide to hold your communications clear and constant. Tips additionally provide help to onboard new group members and forestall mishaps and errors on social media.

Your pointers must be shared with everybody in your social media group and should embrace components of your total model model information, like your tone and details about your audiences.

However it also needs to be particular to how you employ social accounts, together with Twitter, with particulars like:

  • Branded hashtags and the way to use them
  • How and the place you employ emojis
  • How to format hyperlinks

Each type of dialog—good, unhealthy, bizarre— occurs on Twitter, so that you need to be prepared for something. Criticism is inevitable, particularly as your account grows, so you must plan for how to respond to trolls and manage a PR crisis. Bear in mind, it’s a lot better to have these sources and never want them than the opposite approach round.

Make a content material calendar

Planning your content material takes a little bit little bit of time upfront however finally saves you effort and stress afterward. Belief us. You’ll be glad you probably did it once you’re not struggling to develop a witty, authentic tweet for #NationalDoughnutDay on the final minute.

A social media content calendar helps align the content material you’re posting on all of your channels and spot potential gaps and conflicts which you can handle. It additionally helps you propose forward and seize alternatives for well timed or fascinating content material, like sharing your sustainability practices on Earth Day or celebrating your feminine founder on Worldwide Ladies’s Day.

When creating your calendar, think about:

  • How typically you need to publish
  • The greatest occasions to publish
  • Who ought to approve posts

A calendar may provide help to assess your content material and see if you happen to’re sharing a balanced mixture of tweets. You need to comply with the rule of thirds (number 8 on this list): ⅓ of tweets promote your online business, ⅓ share private tales, and ⅓ are informative insights from specialists or influencers.

Nonetheless, you’ll be able to’t set it and overlook it. You continue to want to keep watch over your Twitter account so you’ll be able to reply to DMs and mentions and be part of conversations.

Anxious about spending an excessive amount of time on it? Don’t be— you can manage your social media in just 18 minutes per day.

Tip: Use our free social media calendar template to get began.

Analyze your analytics

As soon as your Twitter advertising and marketing technique is underway, you should recurrently consider your efforts and test your progress towards these SMART objectives you set.

However the knowledge accessible to you might be overwhelming. We get it. There are a ton of metrics at your fingertips, together with vanity metrics that aren’t always meaningful. So take into consideration which metrics really matter. Getting plenty of retweets from a humorous meme is nice, however did any of that engagement translate to conversions or gross sales?

Accumulating significant knowledge will provide help to demonstrate the value of your marketing efforts and supply insights that may provide help to refine your technique over time.

Try our guide to understanding key performance indicators (KPIs) on social to get began.

5 key Twitter options for advertising and marketing

Marketing on Twitter is extra than simply hitting ship on the occasional Tweet. The social community boasts many instruments and options that provide help to get essentially the most out of your Twitter advertising and marketing campaigns.

In fact, relying in your Twitter advertising and marketing technique, it won’t make sense to use all of them proper off the bat, nevertheless it’s price spending time assessing which options will provide help to obtain your objectives. So let’s look below the hood and suss ‘em out.

1. Twitter Developments

Twitter creates quick buzz round varied matters, and when a selected matter, phrase, phrase, or hashtag will get fashionable, this is named a ‘trending matter’ or ‘development.’

Twitter developments are helpful for entrepreneurs to get a really feel for what matters or conversations are taking place on the platform and provide help to to perceive your viewers’s pursuits.

Twitter is all about relevancy and being in the second. Checking downward developments helps you to see the matters are on their approach out, so that you don’t create a dialog round a subject that’s already been and gone.

2. Twitter Circle

Everybody desires to be a part of the in-crowd, and Twitter Circle is your alternative to create a small viewers of your alternative and Tweet completely to that group (up to 150 members.)

Solely of us in your Twitter Circle can see the content material and work together with these particular tweets. For entrepreneurs, your Circle might be a choose group of key manufacturers and influencers. You can make the most of the function to place your model as a thought chief or share {industry} data related to your viewers.

3. Twitter Communities

Social media is all about constructing your model, constructing your viewers, and constructing your group. So it is smart that Twitter Communities are a incredible function for advertising and marketing on Twitter.

Like Discord, Fb Teams, and even Slack, Twitter Communities permits you to begin or be part of teams of like-minded accounts and curate content material related to shared pursuits.

For instance, let’s say you’re an ecommerce model that specializes in natural wine. You can create a Twitter Neighborhood of pure and natural wine lovers, share content material, create dialog, supply worth, and strengthen your model’s visibility throughout an viewers of and engaged customers.

create a new community We Love Natural Wine

Nonetheless, keep in mind that the purpose of Twitter Communities isn’t to be sales-ey. As a substitute, concentrate on constructing a group and growing significant relationships somewhat than gaining conversions.

4. Twitter Areas

Obtainable on iOS, Twitter Spaces is the platform’s model of a dwell audio chat room (kinda like Clubhouse). Customers can host or take part in audio conversations hosted in ‘Areas’ with some fairly cool advantages for manufacturers and companies.

For instance, Areas are a great location to maintain Q&As, AMAs, or hearth chats in real-time with an lively, engaged viewers. Moreover, Areas may also help set up your model as a thought chief if you happen to maintain industry-specific conversations and gatherings.

Social audio on Twitter may nonetheless be in its infancy, however given the facility of dwell audio, this can be a function you leverage essentially the most to have interaction your viewers in actual time.

5. Twitter Lists

Opening your Twitter feed can really feel like strolling into an enormous, noisy get together with one million conversations taking place directly. There’s a lot happening that it’s laborious to concentrate on anybody matter.

That’s why Twitter Lists are a useful device for zeroing in on the conversations that really matter to your online business. These lists are curated feeds from chosen accounts, which permit you to tune in to related discussions or influential individuals.

You can also make as many lists as you need on Twitter (effectively, up to a thousand… if you happen to hit that restrict, it’s time to sign off!). And in contrast to the primary feed, which is ordered via Twitter’s secret algorithm, tweets in your lists are organized chronologically, which makes it simpler to comply with evolving points and present occasions.

It’s your decision to create lists of your opponents’ accounts, influential thought leaders in your {industry}, and your individual group members. Keep in mind that lists are public, so be considerate when naming them.

Cultivating your lists could take a while, however finally they provide help to use Twitter effectively and strategically.

10 Twitter marketing tips, ranked from easiest to most advanced

1. Optimize your profile

Having an on-brand, professional Twitter profile helps you make an excellent first impression on new followers. Consider how each element of your profile helps to reinforce your brand and inform audiences.

World-famous quick meals chain Wendy’s does an excellent job of optimizing their profile with related photos, a handy guide a rough bio in the corporate voice that tells the viewers precisely what sort of brand name they’re, and features a related URL to their homepage.

Wendy's optimized Twitter profile with images and catchy bio

One other factor to think about when optimizing your profile is together with a pinned tweet. This function permits you to ‘pin’ one among your tweets to the highest of your Twitter profile and is an excellent alternative to present guests to your account who you’re, and what you’re about, or spotlight any viral tweets.

2. Interact along with your viewers

Twitter is a really chatty platform. Though you’ll be able to (and may!) use photos and movies, profitable followers and connecting with followers requires nailing an authentic, appealing voice and fascinating along with your viewers.

When you haven’t fairly landed on a model voice but, that is in all probability step one earlier than hopping on board and conversing along with your group. Listed here are a couple of ideas.

  • Present character. Your model voice must be constant throughout all of your platforms and talk your model values. Are you edgy? Humorous? Inspirational? Daring? These qualities must be conveyed via your tweets.
  • Be human. Nobody likes a tweet that sounds prefer it got here from a robotic or a script. Twitter customers need to know there’s an actual individual listening and fascinating with them from behind your account. Go for plain, accessible language over jargon and abbreviations.
  • Be authentic. Don’t tweet the identical message time and again. Posting identical messages across your social media accounts is a big no-no. Every of your tweets must be distinctive, in any other case you’ll appear spammy.
  • Be honest. The objective of Twitter will not be to appeal to followers by any means vital; it’s to provide help to join with prospects and construct belief with them.

Partaking on Twitter is a vital a part of a profitable Twitter advertising and marketing technique, so you should guarantee your accounts are regularly monitored and lively and that somebody is replying to direct messages and mentions. Twitter conversations transfer quick, so it’s noticeable to your followers if you happen to’re not checking in recurrently, and a failure to be responsive and well timed will injury your model.

Busy accounts might have a number of group members monitoring them, like UK grocery store Sainbury’s, who do a superb job of responding to buyer queries. Particular person group members signal their names to present a private contact to their customer support.

However even when just one individual is accountable for your Twitter account, you’ll nonetheless need to designate a backup group member in order that there are not any gaps in protection and engagement.

3. Run a Twitter ballot

Twitter doesn’t supply as many inventive choices for engagement as a platform like Instagram or Facebook. It’s fairly centered on conversations: replies, mentions, and cinema-worthy tweet threads.

Nonetheless, one exception to this format is Twitter polls. Twitter polls enable you to pose questions and supply up to 4 solutions to select from. Polls are an effective way to have interaction your viewers as a result of they’re easy and enjoyable. And if there’s one factor individuals love to do on Twitter, it’s specific sturdy opinions about minor matters.

They usually have advantages for you, too. Polls allow you to collect suggestions and opinions, find out about buyer preferences, tease product concepts, and extra. They’re no alternative for in-depth research methods, however they do present fast and helpful insights.

4. Schedule your tweets for optimum publish occasions

Take your Twitter technique to the subsequent stage by scheduling your tweets ahead of time somewhat than posting them manually one after the other.

Scheduling helps you streamline your time on social media and keep on prime of your content material calendar. That approach, you by no means miss sending an necessary tweet as a result of your afternoon assembly ran late.

You may as well benefit from the best times to post and enhance your engagement by scheduling your tweets. These occasions are based mostly on Twitter engagement; your specific viewers could also be extra lively at completely different occasions. By measuring your efficiency with analytics, you’ll be able to study what occasions are greatest for you and modify your posting schedule accordingly.

When scheduling Tweets in Hootsuite, you get greatest time to publish suggestions (based mostly on the historic efficiency of your individual posts) proper in Composer:

Scheduling a Tweet in Hootsuite composer with best time to post recommendations

Try Hootsuite for free

You’ll by no means give you the chance to schedule 100% of your tweets. You continue to want to reply to mentions and be part of conversations, which occur in real-time. However for content material you’ve deliberate in advance, like campaigns or hyperlinks to weblog posts, it can save you time with scheduling.

5. Let’s get visible (for larger engagement)

An image is price 1000 phrases, which is particularly helpful on Twitter, the place you solely have 280 characters to work with.

Visible property may also help you talk extra with every tweet. For instance, complement an informative tweet with a chart or infographic, or reinforce an inspirational message with a shocking picture.

A video may also help you seize and maintain consideration, which is good for product launches or campaigns. Plus, including photos and movies to your tweets is a surefire approach to enhance engagement. Tweets with photos stand up to three times as much engagement, whereas tweets with movies stand up to ten times as much engagement.

GIFs present one other pleasant addition to your tweets and a 55% increase in engagement. You may add them instantly to your tweets via Twitter’s GIF library.

As a bonus, photos (together with GIFs) and movies don’t rely towards your 280-character restrict.

Tip: Guarantee your movies are optimized for cell since Twitter studies that 93% of video viewers watch on a handheld machine.

6. Grasp the artwork of the thread

Twitter threads enable you to share a stream of tweets in consecutive order. Consider a Twitter thread as a possibility to publish longer-form content material inside particular person tweets. This format is effective for storytelling, offering further context, or sharing updates.

Erica Schneider, Head of Content material at advertising and marketing company Grizzle, performed her own research into the worth of Twitter threads and located that thread tweets with a hyperlink generated a 508% improve in engagement in contrast to a single tweet with the identical hyperlink. One thing to take into consideration once you’re constructing out your Twitter content material technique!

Twitter thread tweets lead to higher engagement

7. Turn out to be a hashtag professional

Hashtags are a function on each social platform, however they had been born on Twitter. They usually stay a useful device to enhance your engagement and discoverability on the platform.

Understanding how and where to use hashtags on Twitter will make your content material extra impactful and provide help to attain new audiences who share your pursuits.

  • Discover the suitable hashtags. Use hashtags that make sense on your {industry} and area of interest. Testing what hashtags are fashionable amongst your opponents can present perception.
  • Create a branded hashtag. It is a hashtag distinctive to your online business, which can be utilized to accumulate and manage content material about your model. They’re perfect for selling campaigns and discovering user-generated content.
  • Observe developments. Twitter’s Explore page shows the present trending matters, together with hashtags. Becoming a member of these conversations will assist new audiences uncover your posts. Simply ensure you perceive the context to keep away from any embarrassing mishaps.
  • Don’t overdo it. One to two hashtags per tweet is perfect.

8. Tune in with social listening

Twitter isn’t nearly talking— it’s additionally about listening. “Social listening” means paying consideration to conversations on Twitter that present insights into your prospects and group.

Not solely can you discover out what individuals take into consideration your model and merchandise, however it’s also possible to study from different trending matters and discussions. Social listening helps you refine your messaging, construct loyalty and belief, and proactively handle ache factors and complaints.

A few of the matters you must concentrate to embrace:

  • Your online business identify
  • Your opponents’ names
  • Trade hashtags or buzzwords
  • Related trending matters

Use Twitter’s advanced search tool to discover out what individuals are saying.

You may as well use Hootsuite to arrange streams that may monitor key phrases, hashtags, mentions, and different necessary knowledge.

Twitter Advanced Search Stream in Hootsuite

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9. Run an advert marketing campaign

When you’ve obtained a deal with on utilizing Twitter organically, it’s time to stage up and run your first advert marketing campaign.

Promoting on Twitter may also help you develop your viewers, promote your merchandise, drive site visitors to your web site, and extra. You may select to promote your account to achieve new followers or promote individual tweets to enhance engagement and marketing campaign visibility.

Twitter Advertisements permits you to goal your viewers very selectively and offers detailed analytics on campaign results and cost-per-action. Because of this, you’ll be able to attain the suitable individuals along with your marketing campaign and shortly study what marketing campaign messages are best.

Study extra about advertising on Twitter to find out how to launch your first marketing campaign!

10. Use UTM parameters to measure your success

When you’re prepared to get a little bit extra refined along with your social media knowledge and analytics, then say hello to UTM parameters.

These are brief textual content codes which you can add to your hyperlinks in order to hone in on site visitors and conversions. They will specify the supply, medium, marketing campaign identify, and extra. You may add them instantly in Hootsuite Composer or via Google Analytics.

By capturing this knowledge, UTM parameters present you precisely how individuals navigate to your web site, which tweets are best, measure the ROI of your influencer campaigns, and extra. They’re extremely helpful for understanding how your Twitter technique (and different social media efforts) impression your online business’s backside line.

Use Hootsuite to execute your Twitter advertising and marketing plan alongside all of your different social media exercise. From a single dashboard you’ll be able to monitor your opponents, develop your followers, schedule tweets, and analyze your efficiency.

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Do it higher with Hootsuite, the all-in-one social media toolkit. Keep up to the mark, develop, and beat the competitors.





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