How to Create a Twitter Marketing Strategy

Twitter has over 145 million daily active users and yet many businesses don’t have an active Twitter marketing strategy. It is the fifth most popular social media network and is a goldmine for customer insights, brand building opportunities and creating a loyal fanbase. 

With a huge 500 million tweets being sent everyday, it’s important to have a Twitter marketing campaign that stands out from the crowd. 

We’ve pulled together a guide on how to use Twitter for business marketing to help you build the best Twitter marketing campaign or Twitter influencer marketing campaign that will help you achieve your marketing goals.

What is a Twitter marketing strategy?

A Twitter marketing strategy is a plan centred around creating, publishing and distributing content for your target audience and followers through Twitter. The aim is to gain new followers and leads, boost conversions, raise brand recognition and increase sales. 

When creating a Twitter marketing strategy, you should follow the same steps you would if you were creating a strategy for any other social media platform. 

1. Know your audience
2. Create engaging content
3. Design a content calendar
4. Analyse Twitter statistics and Twitter impressions 

How to make a Twitter marketing strategy

When planning a Twitter marketing campaign you need to keep your overall goals and audience in mind. Depending on your company size and industry, not every step listed will be relevant, so tailor your campaign to your needs.

Customise your profile to fit your brand

When a Twitter user looks at your profile, you want them to know it’s yours. You need to brand your Twitter profile with your colour palette, logo and other recognisable brand details you want to use. 

Make sure you have a Twitter handle that includes your brand’s name. This makes you easier to find on the platform. 

Have a header that’s relevant to your brand – it can be your logo or a header designed for a particular campaign you are hosting. 

Your profile picture should be able to tell any viewers who you are immediately. It will represent your every move on Twitter. It could be your logo or brand initials. 

A Twitter biography should give every viewer of your profile a synopsis of your brand. It can include your mission statement, a blurb about what your company offers or something funny and engaging.

Create a Twitter List

A Twitter List is a group of Twitter accounts users or brands have selected to put together in specific categories. When added to a List, users will only see tweets from those who are also within the List. 

Lists are a useful tool for targeting specific accounts. You may want to add Twitter thought leaders, competitors, and target audience members so you can see their organic tweets, wants and needs.

Advertise on Twitter

Advertising through Twitter can reach your audience and make you discoverable by thousands of people.

Promoted tweets appear in feeds or in search results of specific users. It’s a good option for brands looking to get more people to a specific webpage. You can pay a monthly fee as long as you are promoting a tweet. 

Twitter Ads is an option if you’re using different types of tweets. It’s great for growing fanbases and increasing brand awareness through the platform. 

You can decide between different objectives with your Twitter ads including app installs, video views, and website conversions, as well as audience targeting for your campaigns. This decision will impact the price you’ll need to pay to run your ad.

Get verified

You should apply to be verified on Twitter. Being verified stops your audience from following impersonator accounts or accounts with similar content, usernames, and handles to yours. A verified account also makes your business look more legitimate and trustworthy.

Use Twitter influencers

As with any social media platform, Twitter has its own selection of influencers within key industries. Using the right influencers on Twitter is just as important as on any other platform. The collaboration needs to be authentic otherwise Twitter users will scroll on.

Top Twitter Marketing Campaigns

Nike

Nike is experienced with Twitter marketing. One of its most notable campaigns was #Breaking2. The sports brand teamed up with marathon runners to break the world marathon record and run more than 26 miles in under 2 hours.

5k: 14:14
10k: 28:21
15k: 42:34
20k: 56:49
25k: 1:11:03
30k: 1:25:20
35k: 1:39:37
40k: 1:54:04

Time to dig.#Breaking2

— Nike (@Nike) May 6, 2017

Nike made full use of its global audience for the campaign event. They reminded people about the run at key moments—they invited users to like or RT a message to receive a notification when the event was going to start.

Eliud Kipchoge – 2:00:25
The barrier just got that much closer. #Breaking2 #JustDoIt pic.twitter.com/A9fb1wZt1X

— Nike (@Nike) May 6, 2017

Nike also managed to stream the event in high-quality through Periscope. Followers could cheer on the runners and join in the conversation. 

Nike’s #breaking2 event was the biggest live streaming event on Twitter to date, with more than 13 million viewers. 

Dove

While Twitter is the home of pop-culture, it’s also home to a large number of negative content and tweets regarding body image. Launching on Oscars night, Dove launched #SpeakBeautiful in order to combat this.

Step in. Stand up. #Speakbeautiful.

Together, we can fight cyberbullying. Watch the clip – @arielwinter1 tells us how. pic.twitter.com/kWdnx4jfw2

— Dove (@Dove) November 8, 2016

The beauty company analysed the sentiment around social mentions and showed the most popular positive and negative words during the Oscars. Dove sparked a conversation around a controversial topic and succeeded. The number of negative tweets about body image went down from 5.3 million to 3.4 million – a decrease of 34%. 

According to Twitter, the number of positive sentiments around Dove increased by 17%.

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