Twitter is not known for being a great advertising channel. It has instead developed a reputation for spreading misinformation, causing arguments, and having fake followers. Amidst this vast controversial boiling pot of politics and nonsense, are there promotional opportunities that many marketing professionals overlook?
As with every social media platform, you need to try and take advantage of the algorithm relating to reach and engagement. Twitter will show tweets to people based on whether or not they think a user will find it interesting or not. The level of interaction is one of the critical factors when it comes to gaining reach on Twitter.
Following people for the sake of gaining followers yourself is generally a bad idea because there is a good chance that people who follow you to reciprocate a follow won’t be interested in what you are tweeting. If your tweets are getting impressions because you have lots of followers but not getting any engagement, this is a signal to Twitter that your tweets are not very interesting.
Ask a Question
Your social media posts should always look to be educational, useful, or entertaining. Don’t constantly try and sell your product or service. Sharing helpful information – is what marketing professionals mean when they talk about “adding value.”
Asking questions about topics that are related to your industry or sector is a great way to get engagement from relevant Twitter users. Remember to reply to any replies to your tweets. Answering and interacting will help you build a relationship with potential customers. You will also increase engagement and get to know your audience.
Hashtags help Twitter to categorize your tweets. Twitter knows that your content will be interesting to people who have shared similar tweets or content with similar hashtags.
Ensure that you have an engaged audience.
Use Twitter Advanced Search
It can be hard to find specific tweets- an advanced search is an excellent way to narrow down and find relevant tweets.
Once you have logged into your account on a laptop or desktop device, open a new tab and search for “Twitter Advanced Search.” Click the advanced search link, and as you are logged into Twitter already, you should see your account in the background with a search box in the middle.
You can now really narrow down your searches. If you know the hashtags that your audience is using, you can search for those hashtags but turn off/filter out tweets with links. Tweets with links tend to be produced by businesses and professional profiles that probably won’t be in your target audience unless you are in the B2B sector.
You can then engage directly with your target audience. For example, if you run a furniture store and sell TV cabinets, you might want to target people who have just bought a new TV. You can do this by searching for “new tv” under the top heading/search box called – “All of these words” and then filter the data to only see updates tweeted in the last 48 hours.
If you are in the B2B sector, the advanced search can also be helpful. With advanced search, you can target specific accounts, tweets that mention particular accounts. These accounts may include your competitors or businesses that you are targeting.
You can also reach your target audience. For example, if you are a phone answering company looking to target business owners working from home, you can search for tweets containing the term “remote working” and exclude tweets containing words or phrases such as “receptionist.”
Build an Engaged Audience
A great way to build an engaged audience is to find out the hashtags used in your sector or niche, see who is using them, and interact with those users.
For example, you may run a digital marketing agency, so you search “digital marketing” and look at all the hashtags people are using alongside #digitalmarketing.
Make a note of these, for example, #GoogleAds, and then search for each hashtag. Check out the results in all of the tabs, including “Top” and “People.” Take a look at each result and each profile and when you see a tweet which is very similar to something that you would share, take a look at who engaged with it and then, in turn – engage with each user.
By engaging with each user, there’s a good chance that you will gain a follower who is likely to enjoy and interact with your tweets. Leaving thoughtful comments is the best way to earn a follower and build a relationship, but it is also the most time-consuming! If you are serious about building an engaged following, invest 20 to 30 minutes per day in thoughtful interactions.
How to Structure Your Tweets
In this informative YouTube video from Career Conversations, the user tested two tweets with very similar content but different layouts. In Tweet 1, she shared a paragraph of text with a GIF, and in Tweet 2, she shared the same paragraph, spaced out with white space between each line and with no GIF. Tweet 2 had greater reach and engagement.
Interesting related article: “What is Social Media Marketing?“