Twitter marketing tips for a small business

Twitter is a cost-effective way to reach a huge audience. With Twitter accounting for nearly 13% of social media usage in the UK in 2018 according to Statista, having a Twitter marketing plan can help your small business reach millions of potential customers.

The numbers behind Twitter are huge. According to Twitter, over 500m Tweets are sent each day reaching hundreds of millions of people. Around 326m people use the social media platform every month with Twitter supporting 33 languages – and 80% of Twitter users are more affluent millennials.

It’s also a boon for marketing. According to Twitter, people are nearly a third more likely to recall what they saw on Twitter, compared to recalling something they saw on a website.

13 top tips for Twitter marketing success

Connect with the right people. For Twitter marketing, followers shouldn’t be simply a numbers game. Having lots of followers who aren’t interested in your business will be a waste of your time and get you nowhere. Instead, focus on quality connections and use tools such as Followerwonk to seek out relevant people and connect with them.

Tweet what your audience wants. Forget random Tweets. Create targeted, relevant Tweets that help inform, inspire and engage customers. Provide industry insights, or link to a video or article that is relevant to your followers.

Use content wisely. Twitter marketing thrives with great content. Rather than simply promoting your company, create content that reinforces your brand authority and credibility. If you do mention your product or service, do it in an authentic way that would be a natural part of any Tweeting you would do.

Upload content; don’t just link. While linking to an article is quick and easy, some Twitter users are reluctant to head off from the social platform. Instead, try to upload content directly to Twitter itself, such as using an infographic or photo. As a bonus, these get shown as a bigger preview on Twitter compared to mere links.

Use video in Twitter marketing. Video is very effective on Twitter, with video Tweets more than six times more like to be shared with others compared to photos. The good news is uploaded video starts automatically playing when it appears in someone’s Twitter feed, compared to a link to YouTube which needs to be clicked on.

Use captions on images and video. Don’t just post a static image or video without a caption. Many people access Twitter on their mobile phone, so add captions so they can read along if they can’t hear any sound. Make captions engaging and include a call to action, such as visiting your website or following you on Twitter.

Add keywords to Tweets. Dashing off a Tweet is quick, but not that effective. Take time to craft what you want to say and ensure it includes target keywords in the form of #hashtags. People search Twitter using #hashtags to find useful information.

Post during peak times. Schedule Tweets for times when your audience is most likely to be using Twitter. While different types of customer will use Twitter at different times, Friday mornings between 9am and 10am is the best time to Tweet according to studies. Sunday mornings have the least engagement with Tweets.

Engage with your audience. Twitter marketing doesn’t end with creating a Tweet – you need to engage with your audience. Make sure you reply to comments, thank followers for Retweeting your posts, and join in conversations so your business is visible.

Make the most of influencers. Influencers have legions of followers who are ‘influenced’ by their thoughts, comments and actions. Nearly 40% of Twitter users claim to have made a purchase as a direct result of a Tweet from an influencer, according to Twitter. Search Twitter for influencers relevant to your industry, then contact them to see if they would promote your business.

Use polls to build engagement. A quick way to build engagement is to conduct polls using Twitter. The right poll can generate hundreds of responses, and you can use the research to create a news story for your website. Use polls to conduct customer research into your business and products as well, generating useful and cost-effective feedback.

Link to your website. Make sure you include links to your business website in your Twitter profile and use Tweets to link to useful information on your website such as free, downloadable guides, vouchers or discount codes.

Review analytics. Make good use of Twitter Analytics to help boost your Twitter marketing efforts. You can use analytics to learn more about the age, gender and interests of your followers, as well as see how your content performs so you can create more successful Tweets in the future.

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