Twitter Marketing: how important is it for a business? Several years have passed since Twitter came to life with the aim of allowing people to instantly share their thoughts.
Since then, the platform has enabled the use of images, videos, emojis, and more recently, GIFs, to help users express themselves in an increasingly personal way.
With 12.8 million users and over 320 million worldwide, the potential of this social network is boundless: it allows you to communicate with users in real-time and freely access content using hashtags for more targeted searches.
Furthermore, it integrates seamlessly with smartphones and tablets. Over the years, the platform has also opened its digital properties to businesses, which now use it to advertise brands through strategies that target users with specific tastes and preferences.
Twitter represents a real opportunity for businesses and freelancers; a truly effective tool that should be considered in every web marketing strategy.
It doesn’t matter what you sell or who your audience is; with Twitter, you can establish important relationships with people and other businesses to give your business new growth opportunities.
Therefore, whether your company is small or large, a Twitter marketing strategy should always be included in the Social Media marketing plan.
Managing a corporate Twitter account requires commitment and constant presence, things that often deter entrepreneurs from using it, especially due to a lack of time and suitable professional figures.
This is why there are short courses specifically dedicated to social media marketing on Twitter today. Vertical training focused on acquiring all the necessary skills to effectively manage a Twitter account, without necessarily being a Social Media professional.
- What is Twitter marketing and why is it?
- How to use Twitter for marketing and how important is it for business?
- What are Twitter Ads and Twitter Analytics used for?
- Can Twitter also be used by companies with a limited budget?
If these questions pique your curiosity and you’re considering whether and how to integrate Twitter into your marketing strategies, this article will provide you with all the necessary information to know for the benefit of your business.
Twitter: a brief overview
Before understanding why it’s important for a company to do marketing on Twitter, I want to give you a brief portrait of this powerful tool and make you realize its potential.
Twitter is a social media platform founded in 2006, and its name already reveals a lot about its use. In fact, “tweet” means “chirping,” and just like chirping can be heard from long distances, so can the short messages on the platform, i.e., being able to be heard by as many people as possible.
Leslie Berland, Twitter Marketing Manager, states:
“Twitter is where to go to see what’s happening all around the world right now, from news and entertainment to sports and politics – from big events to everyday interests, with all the live commentary that makes Twitter unique.”
Unlike Facebook, for example, communication on Twitter is less focused on maintaining social contacts or sharing content with friends but rather is based on the rapid dissemination of information.
Your message (the so-called tweet) aims to be read by as many people as possible, in the shortest time possible. It’s not communication between selected users but a relationship with a large group.
The social network was quickly used to communicate moods, opinions, events, and anything that could be written in a maximum of 280 characters (Twitter 140 characters in 2017).
Since many of these short messages concern the daily experience of the person, Twitter is also defined as a public online diary or microblogging service.
Twitter is a world apart from other Social Networks, as evidenced by the heterogeneous nature of its audience, distributed as follows:
- 24% North America
- 33% Asia
- 17% Western Europe
- 7% Central Europe
- 7% Africa
- 12% Latin America.
Therefore, this platform can only prove to be a very useful platform for a company looking to advertise, increase popularity, track customers or potential customers, brand supporters, or even influencers. However, it requires a personalized and targeted marketing strategy.
It’s not enough to simply post a tweet once in a while on a trending topic; instead, it’s a good practice to remain consistent, engaged, and interested in what’s happening around you. Marketing on Twitter has become an important factor for businesses, allowing the brand to engage with the target audience in real-time.
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Why is Marketing on Twitter important for Businesses?
Twitter has radically changed the communication between businesses and the public: now it’s faster and more direct. Every entrepreneur or self-employed individual can reach potential customers or attract international attention to their company at low costs.
Why is it important for a company to create a Twitter content strategy? And how can Twitter marketing activities help achieve business goals?
There are four main reasons why Twitter can be considered interesting for businesses:
- Track developments and trends (thanks to Twitter Analytics) in real-time;
- Increases brand awareness;
- Provides direct customer service;
- Builds connections with potential customers.
Furthermore, it configures itself as a social caring tool that, if used correctly, can give a significant boost to your business.
The evolution of Twitter for businesses has allowed it to become a useful communication tool for marketing and maintaining contact with your customers, promoting brands, products, or services, improving reputation, and obtaining information from consumers.
Today, there are thousands of companies that have a Twitter account and many have been able to fully leverage its potential, attracting new customers and improving their business.
As in any other social networking platform, the success of Twitter’s marketing actions lies in the strategic planning of exclusive and interesting content related to your brand. This is to stand out and maintain high audience engagement.
Twitter Marketing Statistics and Trends
As highlighted by WebsiteHostingRating, many celebrities use Twitter for more direct communication with their “fan base.” So, it’s no surprise that Twitter accounts with the most followers are predominantly individuals in politics, music, film, and television.
The only companies that fall into this statistic are YouTube and Twitter.
Source: https://www.websitehostingrating.com/twitter-statistics/
Can companies effectively do Twitter marketing? Of course, they can, and this is demonstrated once again by the trends reported by WebsiteHostingRating:
- 67% of B2B companies use Twitter in their digital content strategy;
- On average, 164 million ads are published on Twitter;
- 66% of companies with at least 100 employees have a Twitter account;
- 77% of social network users are more inclined to view a brand positively when it responds to tweets;
- 40% of people on Twitter report having purchased something they saw on the platform.
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9 reasons for Twitter Marketing
As we’ve seen, Twitter is a microblogging network, a business networking platform, and a search engine. It’s an excellent tool for monitoring conversations within your niche, connecting with industry leaders, and generating leads and prospects.
Twitter is where people share their thoughts, so with the right approach, it can be a place to gain visibility for your business. Some professionals and entrepreneurs hesitate to use Twitter because they lack time to update their posts.
However, their main concern is often not knowing what to do or say on the platform. That’s why I’ve summarized the potential of Twitter as a marketing tool in 9 points.
Gathering feedback
Through Twitter, we can find out which consumers are discussing our company, product, or service. For example, by reading comments, opinions, suggestions, or complaints, you can gather information that helps you understand how you’re performing and what you can improve or change about your business.
Twitter is excellent for real-time “listening” to what people are saying. There are also monitoring and automation tools like Hootsuite.
Responding to new needs, tastes, and preferences
It’s advisable to investigate new needs, tastes, and preferences regarding a product or discover what’s happening in a specific market to take advantage of it. For example, you can adapt products to new needs, tastes, or preferences or decide which new markets to enter.
Analyzing the competition
You can use Twitter to analyze your competitors. For instance, find out if new products have been launched, discover new promotion strategies, evaluate whether to participate in a specific event or monitor consumer opinions or impressions of their products or services.
Building a follower network
If you have an attractive profile and promote it effectively, you can capture many followers to communicate and interact with later, establishing a mutually loyal relationship. If users appreciate you, you’ll be surprised at how much they interact with or share your content.
A good practice for retaining followers could be thanking them for a retweet: “Thanks @antonio for the RT, have a great day.” This way, users feel a sense of closeness and appreciation.
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Promoting products or services
One of the key advantages of Twitter marketing is that it allows us to market our products or services, as promotion is often effective. However, it’s essential to have built a good relationship with your followers beforehand; otherwise, the consideration towards us will be minimal.
Promoting coupons, discounts, and promotions
Another significant advantage of Twitter for businesses is that it allows them to announce the launch of their new sales promotions, such as offers, discounts, coupons, lotteries, contests, etc.
The important thing is that this type of publication does not exceed 20% of all total publications. Remember that on social networks, it’s about building relationships and not about pushing sales.
Screenshot of Twitter profile IKEA
Promoting real-time events
You can use this tool to communicate in real-time and provide updates on what’s happening. For example, if you are attending a conference, expo, course, or webinar, you can update your followers on what’s happening related to your business.
One of the advantages of Twitter is that it makes it easy and effective to announce the events your company is organizing or participating in.
Using it for customer service
For many people, understanding how to respond online can be daunting. So it’s always a good idea to rely on individuals responsible for customer support who know how to approach customers and their requests. It’s better to be prepared and plan these types of publications.
The important thing is that they are as timely as possible because when a customer expresses a need or urgency, they expect a quick response.
Screenshot of Twitter profile TIM (Telecom Mobile)
Promoting testimonials from your customers
Today’s customer, before taking any action, looks for information on the internet about the product and/or service of interest, but above all, they look for reviews from users who have already purchased it.
A good strategic idea could be to include on your website the reviews left by users via a link from Twitter.
How to use Twitter for Business Marketing
How to Implement an Effective Marketing Strategy on Twitter to integrate it into your broader social strategy? Let’s break it down.
First, understanding the best marketing techniques means promoting your brand to your loyal customers and identifying new or potential ones.
What does Twitter marketing mean for businesses? Marketing on Twitter for your company implies adhering to some basic rules of conduct and knowing useful strategies for business growth.
Well, if you’ve ended up on this article and have read this far, it means you’re curious about the potential of this social network and the extraordinary role it can play in advertising your business. Below, I list the first steps to take.
Open a Twitter Account
Before delving into Twitter for your business, the first step is to create a profile, fill in the required information correctly, and verify the accuracy of the account data settings. It’s important to define your business and what you want to achieve before planning a Twitter marketing strategy.
This step is crucial to profile your ideal customer so you can provide quality content and engage them with your brand. You can also create user lists, which are segments of the audience that interact with your content and can be tracked.
That’s why it’s important to use the search engine correctly.
Know and use the search engine
The next step is to start getting familiar with the search engine, which is very useful for searching for posts, hashtags, and profiles. It’s important to thoroughly understand this tool to harness its potential and conduct advanced searches on the platform.
Therefore, it’s essential to understand the difference between “@” and “#” symbols and how to use them to their fullest in corporate marketing. The quickest and simplest method is to perform a “hashtag” search.
This method will help you identify the most relevant hashtags for your business and see which other Twitter users are conducting the same search. Once you understand your buyer persona, try to engage them in discussions through your tweets.
Tweets have a limited lifespan, and there’s a risk that they won’t be seen by your potential customers, which is why I suggest understanding when they are online and scheduling your posts accordingly.
The tone of voice used, and the language should be appropriate to the target audience you want to reach. If you’re addressing a formal audience, your tweets should have appropriate content. If you’re targeting a younger audience, your language should have a more playful tone and lighter content.
Keyword research provides an overview of what’s currently trending and what your audience needs. Maintain the image you’ve chosen to convey when you’re ready to “tweet” on a particular topic. After planning your strategy and understanding your buyer persona, it’s time to create effective tweets using relevant hashtags.
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To embark on a strategic Twitter Marketing journey, you need to know how to create effective tweets and use the right hashtags, otherwise, you’ll waste time and won’t get the desired results.
Tweets don’t just contain text; to be more impactful, they should include images, statistics, and polls and must be concise. Another effective method is using mentions: if your tweet mentions an influencer or a brand’s post, make sure to mention them.
This action could trigger a retweet bounce, increasing the likelihood of encouraging similar actions from users, who are eager to boost their brand’s visibility.
Ask for retweets. Yes, that’s right. On average, those who request retweets are more likely to receive them.
Plan your posts
An efficient Twitter marketing strategy can’t leave post publishing to chance. It’s essential to create a dedicated editorial plan that includes content that needs to be carefully thought out before publication, along with an editorial calendar specifying dates and times for posting.
The rule is to plan tweets in advance for maximum coverage. However, sometimes posting a tweet at the right moment can generate significant engagement and go viral.
Knowing when the right time to send a tweet is allows for more straightforward information management. Certain media brands produce content on a daily basis, whereas others might share content as frequently as 15 times per day in order to maintain audience engagement. The outcomes can differ based on the specific industry.
Measure performance with analytics
The Twitter Analytics section enables you to assess the effectiveness of your posts and measure the performance of published tweets. Constantly analyzing data allows you to adjust your social media marketing strategy by comparing performance over time.
If you want to engage in Twitter marketing, it’s essential not only to have data but also to interpret it correctly to take appropriate actions. Twitter provides many metrics to analyze, including those related to tweets, such as:
- views;
- interactions;
- interaction rate.
Promote your posts
To embark on Twitter marketing for businesses, it’s crucial to understand Twitter Ads, the primary tool for creating sponsored posts.
Each campaign should align with business and corporate objectives. As a result, you can create different types of campaigns based on well-researched criteria, including:
- followers;
- clicks to the website or conversions;
- interactions with tweets;
- app installations or new interactions with the app;
- leads;
- video views;
- customized campaigns.
Once you’ve established your advertising goals for the Twitter campaign, you’ll need to define:
- the target audience;
- the budget;
- the creative elements to be used.
How to create a sponsored post on Twitter
How to Promote a Post on Twitter? I’ll outline some steps for you. As you’ll see, it’s entirely within your reach. Remember that you can only promote a tweet you’ve already published.
- Log in to your account/profile (if you’re not registered, sign up);
- Locate the tweet you want to promote;
- Select the “View tweet interactions” icon by clicking or tapping on it.
- Then, go to “Promote your tweets”;
- In the “Targeting” section, choose your target audience;
- In the “Budget” section, select the amount you want to spend;
- Finally, confirm your expenditure and start your promotion.
If this is your first time promoting a post, you’ll need to provide the following information:
- Select your country of origin and time zone;
- Provide your contact information;
- Accept Twitter’s Advertising Terms;
- Then click or tap “Next”;
- Provide your credit or debit card information along with your billing address.
- Complete the process by clicking “Next.”
These details only need to be entered the first time you run a Twitter-sponsored campaign. Afterward, this data will be saved for future promotions. You can also monitor the progress and views of your tweet in the “Tweet Interactions” section; this applies to both paid and organic posts.
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Tips for successful tweeting
Are you searching for the perfect tweet, one that can make you a star on the social network, even if only for a short time? The winning strategy to gain more followers is creating messages that can go viral and catch the eye of an enviable circle of followers.
Writing tweets that spread quickly means producing quality content that entices your followers to “retweet.” However, determining the “right” tone isn’t easy because it depends on your goals.
For some, funny tweets are more attractive, while others focus on news and interesting information. In any case, here are some tips for effective tweeting:
Strive to be interactive
Don’t be afraid to answer questions, start conversations, or participate in discussions. You can also respond to articles in an interesting way, such as attaching related links, providing specific incentives (“Did you know that…”), or asking follow-up questions (“I would be interested…”).
Aim for proactivity
There are several actions that allow followers to interact: You can set up question-and-answer chat sessions, send a guest post, create your own hashtag, or run a contest. Polls are particularly effective because they engage users by inviting them to express their preferences.
If a company manages to create an effective hashtag and creatively integrates it into a Twitter marketing campaign, the strategic use of hashtags ensures the viral spread of tweets. Understanding what hashtag marketing is and the strategy behind it is crucial to reach as many people as possible with a tweet.
Screenshot of Evian UK’s Twitter profile
An example is the Evian water campaign: for Valentine’s Day, they created the hashtag #ILoveYouLike with a call to share their love using this partner hashtag.
Numerous creative tweets were generated, especially in France, the United Kingdom, and the United States; the campaign spread so quickly that it involved other social networks like Facebook, Instagram, and Pinterest.
Favor a personal tone
People remember when someone is friendly. Naturally, the approach must be appropriate to your target audience; having a good tone means being friendly, approachable, and helpful. Avoid overly rigid responses; a relaxed tone is recommended.
Additionally, retweeting (sharing a tweet) provides a more personal connection with followers. Anything that helps users feel comfortable contributes to successful communication.
Remember that Twitter’s functionality is rather minimalist
It’s advisable to make the most of its features. This means responding, tracking, and using popular hashtags. Retweets are always a nice touch as they have the positive effect of appearing in the timeline, providing more visibility.
Using appropriate hashtags is ideal for connecting with trends and discussed keywords.
Add visual content
Even though Twitter is a text-based service, it’s necessary to use images and videos as they are useful for capturing users’ attention and engaging in visual marketing.
Use the right timing
Since Twitter is a real-time service, the timing of tweets is crucial. The rule to prevent a tweet from getting buried in the timeline is to study when your audience is active. However, there are only a few studies on this topic, and depending on your target audience, peak traffic times can vary significantly.
When businesses respond promptly to comments, followers appreciate it. You should plan a certain frequency for posting new content because if the frequency is too low, you will only be noticed by a few followers, while if it’s too high, you might bore your followers. Only publish content that provides added value.
Follow the tips to create an optimal tweet
The shorter a tweet is, the better. You don’t have to fill all 280 characters; instead, focus on writing concise and clear text. Trying to communicate multiple things at once only creates confusion.
If you want to provide additional information, you can link your Twitter account to your website or blog. The content of a tweet requires versatility and cleverness: the added value should always be forefront.
If you wish, you can include a link in the tweet, but I suggest using the bit.ly service to shorten the URL. This service will also help you measure click-through rates for each post and track traffic sources.
Examples of effective Twitter Marketing
Many small businesses often wonder: Is a Twitter strategy really useful for reaching their audience? In this article, it has been repeatedly emphasized how Twitter’s growth has positively impacted the web marketing of companies and how they cannot and should not do without it.
To better understand the potential of this social media platform, I will now tell you about two effective examples of Twitter’s marketing strategy.
The first example of optimal Twitter marketing is that of the company DELL. In 2007, the company was able to generate sales of approximately $57 billion through its Twitter strategy. DELL operates with various international Twitter accounts, but the DellOutlet channel currently has 1.37 million followers.
Screenshot of Dell Outlet Profile
The second example is related to the case of MendezFuel, a gasoline distribution company. The company’s owner wanted to stand out from the larger local competitors.
All the distributors in the area were somewhat similar, and most of them had convenience stores. But few had the talent of MendezFuel’s owner, who differentiated himself from competitors through one unique element: beer.
A passionate craft beer enthusiast, the owner had a brilliant idea: to collaborate with the small South Florida microbreweries, which were relatively unknown but produced excellent beers, to start selling their products in the convenience stores of his chain. What did he do then?
He used Twitter to invite people to stop and have one of these special beers after refueling at one of his gas stations.
This choice turned out to be a winning marketing strategy and allowed the owner of MendezFuel to be recognized as unique in his field, gaining a previously unreachable market share.
Screenshot of MendezFuel Twitter Profile
Conclusion and Strategic Advice
With a presence on Twitter, companies can increase their brand awareness, build a modern corporate image, and make communication transparent. Regular postings on Twitter allow you to improve your online visibility, as a significant advantage of Twitter is real-time broadcasting.
Corporate information is directly accessible to target groups, and the possibility of direct dialogue allows for immediate feedback on the information provided. As you have seen in this mini-guide, engaging in Twitter marketing can undoubtedly be an excellent solution.
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Hello there! I’m passionate about a variety of interests, including playing badminton, diving into video games, indulging in movies and series, and exploring new destinations while listening to my favorite tunes. I thrive on learning, constantly seeking out new knowledge and experiences. My professional journey started in a call center, but I’ve transitioned into freelancing, dedicating myself to continuous improvement and striving to be the best at what I do.
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