Every day, roughly 500 million tweets are sent. To put that into perspective, that equates to about 25,000 since you started reading this article. And how about this: the average Twitter user follows 5 businesses and 76% of users are more likely to recommend a business following a positive customer experience on Twitter. Catching my drift here?
In short, your business can’t afford to not be on Twitter, even if, as a marketing channel, it never seems to yield any sales. The first things a potential client will look for when they stumble on your business are an up-to-date, responsive website and an active social profile. A client wants to see current evidence of knowledge, expertise and passion about what you do. If this isn’t demonstrated they will quickly move on to someone else. They will have been and gone before you’ve even had chance to greet and hit them with your incredible elevator pitch.
You probably know all this. That’s why you started a Twitter account for your business in the first place, right? That’s why you regularly tweet relevant, fresh quality content from your blog or other trusted sources. Yet you still only have a few hundred followers after months of hard graft. Why is this? What are you doing wrong?
The reasons and solutions are actually much clearer than you might have thought. In this post, we’ll take a look at some of the best Twitter marketing tips for reviving your failing Twitter business account.
1) Be engaging
The root of problem of a failing Twitter account is lack of engagement. Social Media wouldn’t be particularly social if everyone simply talked over each other; you have to listen and respond too. Here at VKN Digital, we have a modest Twitter following of 3,000. We gain and lose followers every day, averaging around +12 per day. The more we engage, the higher that average climbs. The moment we slack off, our growth rate slows considerably.
You have to be engaging. If you are tweeting about a particular topic, however broad, hijack the conversation around it. You can do this by searching for relevant hashtags and then identifying users who are already using them. These are the people you need to engage with. They could be your target audience or other marketers; either way, they are more likely to engage back.
Also try to get into the habit of re-tweeting with a personal message. It doesn’t have to be anything profound, just a thought that adds a level of personality.
2) Be controversial
Nobody likes a twisted fire starter (sorry Keith), but a healthy dose of controversial opinion will add some spice to your Twitter profile. This will draw followers in and increase your engagement. But choose your topic wisely; there’s no sense in debating presidential elections or sensitive government policies if those who oppose you might be potential customers. Think about what’s trending in your industry and how you could come at it from a new angle that will create or add to a debate.
However, take care to be prudent in what you say. You wouldn’t want to take after any of these famously controversial tweeters.
3) Follow your competitors
Who better to learn from than those who are doing exactly the same thing as you? Make a list of your top 10 competitors and then conduct a painstaking study of their Twitter accounts. You can learn from all your competitors, whether they are nailing or failing Twitter.
If an account is performing better than yours, ask yourself these questions: Which tweets have done well? What topics are they writing about? What conversations are they taking part in? How often do they tweet? Who do they follow? There is nothing wrong or underhand about mirroring a competitor’s profile.
Similarly, take stock of those competitor accounts that perform worse than yours. Identify their flaws and the reasons for them. This will give you something to avoid and also make you feel a bit better about your account. Two birds!
4) Be consistent
Nobody’s target audience is restricted to one just social channel, so you probably manage a Facebook page, Pinterest or Instagram account too. This is great – the more social channels, the wider your reach – but your tone and voice must be consistent.
If you’re talking about B2B marketing techniques on Twitter one minute but posting cat videos on Facebook the next, your audience will be suspicious of you. Consistency is key.
Cross-promoting content on social media is fine as long as you respect the nuances of each channel. Twitter is all about simple and very clever messaging. It has to be perfect to stand out from the sea of other Tweets. Facebook, on the other hand, is usually more private where users’ attention spans aren’t as limited. This creates an opportunity. Your messaging can – and should – go a bit deeper, since this is what users expect from brands on Facebook.
But just because your messages are longer doesn’t mean you should alter the tone and voice of your brand.
5) Become a thought leader
Twitter accounts that merely re-tweet or re-post old content will not become influential. You need to post original content and not just link back to blog posts all the time. The most re-tweeted tweets are statements that offer meaningful insight and analysis of a current event or trend. Sometimes these statements don’t link to anything or include any hashtags. They speak for themselves. The more you tweet in this way, the more you will establish yourself as a thought leader in your industry.
6) Provide quality content
Most importantly, your own content should offer real value and high quality information, but so too should any content you put your name to. It can be tempting to retweet content simply because it has a good title, but you should always vet it first. For instance, if the linked page is loaded with spammy ads and annoying popups this will cause a poor user experience and reflect badly on you. Or the title might be straight up clickbait, leading to shallow content which neither users nor Google appreciates.
In the worst case scenario, you might re-tweet content that is inaccurate or blatantly false just to make people laugh, like this one about Nigel Farage from News Thump.
7) Pay for advertising
Not to be seen as a last resort, rather, a compliment to your overall strategy if you have the budget available, a paid advertising campaign may work for you. Depending on your spend, Twitter Ads have the potential to increase your reach into the tens of thousands. But it’s only worth investing in if all the other boxes have been ticked. Is the tweet engaging? Is it consistent with your brand? Does the tweet provide unique, quality content? Does it portray you as a thought leader in your industry? Tweets which manage all these things and have already proven successful in terms of organic reach are the ones you should promote.
A wider reach leads to more followers and higher ROI.
At the end of the day, success with Twitter all boils down to these key requirements: engagement, consistency, quality, originality and a little controversy. Add these to your strategy and your Twitter business profile will experience a very speedy recovery.
Suggested Further Reading:
• The Benefits of Using Twitter for Business (viviennekneale.com)
• 50 Tweetable Twitter Tips You Wish You Knew Years Ago (hubspot.com)
• Top 10 Things You Should Never Do on Twitter (socialbakers.com)
VKN Digital is a Digital Marketing Consultancy, offering bespoke content management and strategy services. If your web or social media content could do with a shake-up then we’d be happy to provide a free 30-minute Skype consultation. Just get in touch via our contact page!