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How to Use Twitter in Your Content Marketing Strategy

June 14, 2017
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content marketing strategy

Marketers have been claiming for years that Twitter is dead, but this couldn’t be further from the truth.  Sure, Twitter’s growth and stock prices may pale in comparison to Facebook.  But Twitter has over 328 million active users—not a small number by any means.

More importantly, these active users are a goldmine of opportunities for business marketers who want to grow their brand and increase their sales.  In fact, a survey by Twitter found that 69 percent of respondents purchased from a business after following them on Twitter.

If you want to promote a new product, boost your brand’s awareness, or build stronger relationships with your customers, Twitter can help you achieve your goals.  In the following guide, I’ll go over what modern marketers need to know about using Twitter in 2017.

Establish Goals and KPIs

You’re a modern marketer, which means that your digital marketing strategies are data-driven to ensure that you get the best ROI.  Before you start using Twitter, it’s essential that you define your goals and establish the key metrics you will use to track your marketing performance.

Twitter can be used to generate leads, partner with influencers, boost brand engagement—you name it.  No matter what your business goals are, you need to have an effective method of measuring and analyzing the performance of these goals.

To do this, it’s important to become familiar with Twitter Analytics.  Your Twitter Analytics dashboard will show you important metrics such as impressions, reach, and engagement to help you measure your ROI.

If you’re serious about improving your Twitter marketing, you will probably want to use a few third-party tools as well.  Twitter tools such as Tweetchup and Twitonomy can help you keep track of your mentions and get better insights from your followers.

Integrate Twitter into Your Content Marketing Strategy

Your Twitter strategy needs to be properly aligned with your content marketing strategy if you want the best bang for your buck.  Instead of using Twitter as a platform to simply promote your content, you need to be creating content specifically for Twitter.

Give your Twitter followers something new and exciting—something that they can’t find on your Facebook or Instagram page.  Sure, cross-posting content can save you time and make managing social media easier, but modern marketers know that consumers want personalized experiences.  Posting the same content at the same time each day isn’t going to do you any favors.

It may be more work, but you will be glad that you put in the effort.  Integrating Twitter into your content marketing strategy will help you provide better content for your followers and keep them eager for more.

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Identify Your Target Audience on Twitter

Speaking of loyal followers, you may be wondering how you get them in the first place.  We can tell you right now that buying followers is not a good strategy.  After all, what good are a thousand Twitter followers if none of them are engaging with your brand?

Identifying your target audience and learning more about them is key if you want to succeed on Twitter.  How are they using the platform?  What times of the day are they most active?  What types of content do they enjoy?

Knowing the answers to these questions will help you create exceptional e-content that resonates with your audience and turns them into loyal Twitter followers.  The more insight you uncover, the better the results will be.

Of course, modern marketers are busy people, which is why many of them use marketing platforms such as Storylift to do the heavy lifting.  By using attitudinal targeting, our platform can unlock consumer insight that you can’t find anywhere else, allowing you to maximize your campaign’s performance.

Build a Killer Profile

Before you begin tweeting up a storm, you need to build an awesome Twitter profile that reflects your brand and inspires people to follow you.  It’s time to ditch the default egg picture and replace it with one that humanizes your brand. And write a compelling Twitter bio, that way people will know exactly who you are and what you can offer them.

Twitter’s has a 160-character limit for profile bios, which means that you only get so many words to tell everyone who you are and what makes your brand unique.  And if you need any more pressure to create an awesome Twitter bio, keep in mind that it shows up in search results when people search for your name.

It’s challenging, to say the least.  To do it right, make sure that your bio is accurate, exciting, and clearly targets your niche.  If you need some inspiration, look at the bios of some of your favorite brands on Twitter to get a few ideas.

Let’s Get Tweeting!

About time, right?  We’ve touched upon the importance of creating unique content specifically for Twitter and knowing your target audience.  Now, you need to create content that achieves the marketing goals you established earlier.

For example, let’s say that your goal is to drive traffic and sales to your online store.  To accomplish this, you could tweet a picture of a new product with a link that directs users to that specific product, like Fabletics did recently.

If your main goal was to build relationships with your audience, then you might tweet questions that spark a conversation, retweet and reply to your followers, or even hold a Twitter contest.

To achieve better results, consider using multimedia such as images, videos, and GIFs.  Video marketing is taking off this year and you can take advantage by creating short, high-quality videos to include in your tweets. 

Even a simple image can boost your results.  In fact, tweets with images get 18 percent more clicks, 89 percent more favorites, and 150 percent more retweets than those without.

Additional Tools and Techniques for Twitter

To be a successful digital marketer in 2017, you need to go past the basics and leverage the right marketing tools.  Once you get the hang of Twitter, try out these three tools to help you maximize your Twitter strategy:   

  • Find influencers in your niche using Klear.
  • Keep track of hashtags and mentions with If This Then That.
  • Make your tweets appear neater with Bitly.

Conclusion

Twitter may not be as large as Facebook, but it has massive potential for you to grow your brand, build meaningful relationships with your followers, and drive up revenue for your online store.  Just remember to track and measure your performance so that you can adjust your strategy for better results!