Posted by Murray Sye
on Wed, Feb 18, 2015 @ 09:06 AM
Are you aware that approximately 42% of Twitter users follow brands or companies?
Is your business one of them?
Maintaining an effective Twitter presence can be a very powerful part of your business' marketing strategy. Used successfully, Twitter can help you develop and promote your brand, interact with your fan base, monitor conversations about your company, promote thought leadership, and best of all, drive new sales.
Sounds all too good to be true?
Twitter however, requires a lot of effort in order to gain real business value. In today's post we've created a handy checklist that will help you get the most out of Twitter.
1) Build your profile
Use kickass images: Your cover photo (1500 x 500 px) and profile image (400 x 400 px) should easily explain what your company is and draw people in.
Create a searchable bio: Using keywords and hashtags that are related to your business will increase the number of times you show up in search results.
Pin your best tweet to the top of your profile: When people visit your profile, this particular tweet is the first tweet they'll see, so use this space to promote your most important tweet.
Link to you website: In your bio, include a link to drive viewers to your website or a current offer you're promoting.
2) Use visuals in Tweets
Use eye-catching images in each tweet: The ideal size for a tweet's image is 1024 x 512 px. Images drive more engagement and generate more leads.
Embed rich media using Twitter Cards: Twitter cards allow you to include even more rich media from your website in tweets without taking up extra characters.
Include GIFs: Twitter turns them into MP4s that can auto-play.
Create images that relate to your tweet copy: Viewers are more likely to view your image than your tweet copy, so make sure the image portrays the message you want as well.
3) Optimize Tweet copy
Include hashtags related to your tweet: Hashtags will help your tweet be seen in more search results. Be careful not to include too many though; stick to 1-2.
Link back to your website whenever possible: Linking back to your website is how you will drive more traffic, leads, and customers by using Twitter.
Use the 10-4-1 rule: Curated content – owned content - lead generating/promotional content.
Vary the types of content you post: Other than mixing up the visual you post in your Tweets, promote a variety of different types of content. Blog posts and industry articles are good, but what about a picture of your employees in the office? Have fun!
Keep tweets short: Tweets with 100-120 characters convert better (more clicks on your links and engagement) than tweets with 140 characters.
Use active words: Actions speak louder than words, and action words speak even louder! Use more verbs to make tweets more clickable.
Test everything: Each audience is different, so A/B test copy, images, timing, and tweet length.
4) Promote with ads (best tool for lead generation)
Use promoted tweets to highlight your best content: Reach audiences you've been unable to reach before or target your content to specific lists of people.
Optimize promoted tweets for lead generation:
- Only include one link in your tweet and no hashtags. The less places people can click, the more people will click on your website link (and you pay for each click, so make it worth it!)
- Include a call-to-action in the image or copy.
- Take advantage of Twitter's hyper-specific targeting options to reach qualified audiences.
- Keep tweets to 100-120 characters (They convert better!).
Capture lead info on Twitter with Lead Generation Cards: These ads auto-fill the user's email address, making it easier for the user to download the offer and easier for you to obtain the user's information.
Drive site traffic with Website Cards: These Cards have embedded call-to-aciton buttons to encourage click-throughs to the website.
A/B test all your promoted tweets: Test out various characteristics of images and copy with A/B testing to see what appeals to your target audience.
Grow your audience with promoted accounts: The larger your following is, the more leads you will get from non-promoted tweets.
5) Engage your network
Curate Twitter Lists to segment users: Build connections strategically by using Twitter Lists ot sort users you're most interested in engaging with.
Connect with influencers in your space: Form relationships with influencers by following them and interacting with them occasionally.
Join Twitter chats: Position yourself as a thought leader by participating in Twitter chats that industry insiders are a part of.
Tweet as often as you can: We recommend at the very least five times a day.
Written by Murray SyeMurray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.