Independent site promotion and Twitter marketing basics

Twitter marketing basics

Twitter has more than 145 million daily active users (and more than 326 million monthly active users) in the global market, with a very strong presence in the US, Japan, India, UK, Brazil and other markets.

Surveys show that U.S. Twitter users are younger, have higher incomes and education, are more willing to share their opinions, and are more likely to be women in the most active segment than Americans as a whole.

For cross-border sellers, Twitter marketing is a great opportunity to build a brand abroad, engage with users, and increase reach and user stickiness. Marketing on Twitter, attracting followers, increasing brand awareness, and driving conversions are all dependent on quality content and good interaction with users.

Before you start Twitter marketing, you need to do three things.

[1] Set a goal

The success of any social media platform starts with having clear, measurable goals. You can’t know if your strategy is having a positive impact on your business if you don’t understand what you’re trying to achieve.

When setting goals, be mindful that they should be specific, measurable, achievable, relevant, and time-bound. Align with your business goals and break them down into measurable operational metrics.

For example, if you want to bring more traffic to your website. You can set a milestone for link clicks posted on Twitter: use the baseline click-through rate from the Twitter audit to set a specific goal (e.g., increase link clicks from 1.5% to 2.5% in three months).

[2] Dedicated Maintenance

You need to make sure your Twitter account is maintained by someone who logs in daily and responds to private messages, comments, and @’s. Twitter has a check-in feature, so if you don’t get online often, your followers will think it’s not an active account and may take it down. And failure to respond in a timely manner can reduce your brand favorability.

Like other social media platforms, Twitter provides users with a direct message inbox where they can contact brands with their questions, requests, or comments via private messages. So be sure to check your inbox regularly to help improve customer service.

【3】 Analyze your competitors

Also, you need to keep an eye on your competitors and look at the Twitter accounts of your competitors in the same industry. Analyzing their content can help you refine your own social media presence.

You can follow competitors or search their usernames directly to see what they post. You can also look at some of their public data, such as the number of retweets, comments and replies to their tweets. This is the easiest and most straightforward way to see some of the Twitter marketing strategies your competitors are implementing and whether they are working.

Once you’re ready, you can create your Twitter account and start marketing!

Creation Guide

1.Customize & brand your profile

Customize your Twitter profile with your logo, theme colors, and any other material you want to include that matches your brand image (preferably something that will catch the user’s eye and make an impression). This can be used in the following places.

Username: Use your company name/brand name/store name directly so that your followers, customers and fans can search for you directly on the platform.

Homepage background: Choose your brand logo or other image that represents your brand.

Avatar: Your Twitter avatar will accompany your every move, interaction, post and tweet on the platform. It will typically use a logo, company initials, a brand avatar or a photo of the founder.

Profile: Your profile (no more than 160 characters) will be visible to everyone who visits your profile. You can use your brand statement, company profile, or something humorous and engaging.

Website URL: There is a spot below your profile where you can upload your URL to direct traffic to your website.

2.Create a Twitter list

A Twitter list is an organized group of Twitter accounts that you select and place in a specific category. Twitter lists are a very useful tool if you only want to follow specific accounts. You can divide the list into groups such as Business Inspiration, Competitors, and Target Audience to easily view their posts, interactions, and content.

3.Start a Twitter Chat

You can initiate Twitter chats to engage your followers, discuss topics, create a sense of community, and are often used to gather customer feedback and market research.

To initiate a Twitter chat (TweetChat), you need to choose a topic, set the time and date of the chat, and create a topic hashtag for the chat. The point of setting a hashtag is that everyone can search for your unique hashtag to see all the replies, questions and comments on the topic, and can add the hashtag to their tweets to share their own comments and thoughts.

Twitter chats facilitate interaction between brands and customers, get people talking about your brand or product, and create a more personalized customer experience.

Note: Although tweets with hashtags get twice as much engagement as tweets without hashtags!

But don’t overuse hashtags - it may give your audience a bad feeling. Also, according to data analysis, tweets with more than two hashtags get 17% less engagement than tweets with one or two hashtags.

After operating for a period of time, you can use Twitter analytics to see what hashtags you have previously posted, and you can continue to use hashtags that work well in subsequent relevant content.

4.Advertise on Twitter

Placing ads through Twitter is the best way to maximize your reach to your audience. Twitter’s advertising service is divided into two categories: Promoted Tweets and Twitter Ads.

(1) Promoted Tweets

Promoted tweets are tweets that appear in a specific user’s Twitter stream or Twitter search results. This is suitable for businesses that want to attract customers to a specific page (promotion fees are paid monthly based on the number of promoted tweets).

Twitter will also place your promoted tweets into a daily campaign that reaches the type of audience you set up to target, further extending the reach of your content.

Note: Twitter has shown that tweets with images are more effective than tweets made up of text only. Tweets that include images are more compelling when Twitter users scroll through the content summary. Also, video tweets outperformed tweets with images. Tweets with video may have six times the average engagement compared to tweets without video.

Video and images are a great way to show your audience what you have to offer or how to use what you sell, as well as to make your content more personal. So when it comes to content creation, try to send as many tweets as possible that include high-quality videos and photos.

(2) Twitter Ads

If you want to reach different target groups with your tweets or promote multiple types of tweets, you can opt for cartoon Twitter ads. The cost of a Twitter ad depends on the goals you set, including video views, website conversions, audience targeting and other factors, and Twitter will calculate the ad price by combining various set parameters.

Note: Don’t overlook keyword targeting when using Twitter ads. Keyword targeting allows businesses to attract a wider audience through the different words and phrases included in the content and what users are searching for on the platform.

There are two types of keyword targeting you can use, including search and timeline.

(1) Search Keyword Targeting

Search keyword targeting shows your tweets to users who are searching for topics related to your business. For example, if you sell gluten-free cookies, you can target users searching for tweets about baking, cookies, and gluten intolerance.

(2) Timeline keyword targeting

Timeline keywords can be targeted based on specific feelings, thoughts, behaviors, and emotions that users tweet about. If you are a running gear company, you can target keywords and phrases that users mention in their tweets, such as “running races,” “race day tips,” or “marathon training. .

5.Use Twitter Moments

Twitter Moments is a collection of tweets about a specific topic or event. For example, official Twitter Moments include “Today”, “News”, “Entertainment” and “Fun “.

You can also create your own Twitter Moments, which your followers can view in your profile.

6.The best time to tweet

As your fan base grows, you need to post regularly to keep interacting with your followers and prevent losing followers. Regular tweeting is the basic operation, you also need to choose the most appropriate and correct time to send tweets. Here are some details on the best times (on average) for companies to share Twitter content.

For B2C companies, the best days to tweet are weekends, when Twitter users are 17% more likely to engage with brand campaigns than on weekdays.

And for B2B companies, the best days to tweet are weekdays. Peak commuting times: between 8-10am and 6-9pm on weekdays.

You can also use MEHI Social, Audiense, Followerwonk, Mention and Twitter’s own analytics tools to gain insight into when your target audience is used to using Twitter.

7.Twitter Certification

Depending on the size of your company and industry, you can choose to apply for verification of your Twitter profile, and Twitter generally only accepts account verification requests for “music, performance, fashion, government, politics, religion, news, media, sports, business and other key areas of interest. When Twitter verification is approved, a badge with a blue check mark will appear next to your username, signifying that it is a real account.

Twitter verification makes your account more legitimate and credible. It also prevents your account from being imitated by others or confused with other accounts with similar usernames and content.

In summary

Twitter is an important channel for cross-border brands to attract fans and build their brand image. However, it takes a long time to build brand influence and cannot be achieved overnight. You can achieve your marketing goals gradually by starting with exciting and rich content (giveaways, contests, surveys, etc.); using unique hashtags; marketing with the help of Twitter netizens; and interacting with your followers!