In the league of the most established social media platforms, Twitter sometimes has the reputation for being the hardest to crack into. It’s a place where people share their every thought and brands speak to their audience, almost in real-time.
But Twitter also has an audience of 145 million monetizable daily active users, of which 20% are Americans. The platform also reports that
- Twitter users spend 26% more time with ads than any other social media network
- Brands connected to what’s happening on Twitter see 18% more message association and 8% more brand awareness.
So the reasons for businesses to be on Twitter are manyfold, including
- Increasing direct sales
- Building a channel for customer support
- Increasing brand awareness
- And to a large extent, track industry trends
In this post, we cover all the ways you can use the platform to build your brand and make a lasting impression.
Twitter is the place people go to see what’s happening in the world, be it culture, politics or discovering new products. It’s a great opportunity to network with the right people, from customers, suppliers and neighboring businesses to peers or even competitors.
For example, you can follow your customers and connect with them, or find people talking about your business. You can also gain more exposure with Twitter chats in your industry, replying to people and connecting to influencers.
Staying in the know
Social media is all about conversations and there is a lot you can learn with social listening, be it to monitor your reputation or identifying the latest trends so you can join in the conversation. On Twitter, this means reading tweets to know what your community wants and looking for mentions of your business and your competitors to better inform your strategy.
For example, is there something your competitors are doing that you should too? How are they approaching customer service on the platform? In turn, you can add value to your Tweets and inspire conversation.
This brings us to customer service. Done right, customer service can be a marketing tool, and on Twitter, the near real-time back-and-forth means you can pick up on conversations about your company and respond to problem Tweets and questions as soon as they come up.
On Twitter, customer service is also short and to the point so you immediately get to the root of issues and deal with calls-outs and negative feedback when they happen.
Brand mentions aside, customer service on the platform is also responding to direct requests for help, be it personalized help through DMs or questions about your niche in general.
There are many reasons Twitter ads make for great investments, but the best argument we found over the years is how you only pay as and when your marketing goals are achieved, be it building awareness or increasing your followers, app installs, video views or website clicks.
For instance, let’s say you want to accelerate your follower growth. You can build a campaign to target the people you want to follow your brand…like follower look-alikes, and you only pay per follower converted through your ad.
Twitter actually goes one step ahead and allows two bid types. There is automatic bidding where your campaign is optimized to get the best results at the lowest price, and target cost, where you name the bid you’d like to pay per follower and your campaign is adjusted to achieve a daily average cost.
Twitter also allows different ad formats, including Promoted Tweets, Carousels and Videos, adding up to a variety of options to showcase your products, content and media in the best possible light.
And finally, according to Twitter’s 2019 Q3 report, the platform’s ad engagement is up 23%. Additionally, some 43% of consumers use Twitter regularly, and more 27% of them follow brands.
In short, there is an audience on Twitter that you can keep engaged by posting content relevant to them. Like a reward for the people who retweet you, or a Twitter-only special to provide value by using a combination of entertaining, informing and inspiring.
For example, let’s say you have a restaurant or a store that gets a little empty on Wednesday nights? Why not use Twitter to promote an exclusive event. There is also something called organizing a tweetup, which is a meetup with the local people you have been engaging with and doing something fun. And there you have it! If you ever wondered how you can use Twitter to grow your customer base, you have 5 ways to kickstart your 2021.
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