The Ultimate Guide to Twitter Marketing in 2020

The Ultimate Guide to Twitter Marketing in 2020
Jay Gross

Just setting up my twttr.

Do you know what you just read? 

If you, by chance just said, “the world’s first tweet.” congratulations!

And with that, Twitter was started on March 21st, 2006.

Some scoffed; some laughed; some threw their hands in the air (like they just didn’t care) and questioned how it had any place in our world.

I was one of the latter.

Boy, was I wrong.

Since then, Twitter has joined the ranks of the big boys of social media. I mean, everyone has a Twitter account. Everyone Tweets. And everyone spends their days with their face buried their phone, reading their Twitter feed.

Honestly, it’s impressive how quick news flies out on Twitter.

For example, on January 15th, 2009, a US Airways flight crashed on NYC’s Hudson River.

You may remember this, I know I do. But this was also a defining moment for Twitter – for the first time, A photo posted to Twitter broke the news before traditional media. 

And thus, Twitter became what it is today – an instantaneous news machine.

Twitter is like an instantaneous newspaper

Photo by Filip Mishevski on Unsplash

But what does that mean for you?

Well – it’s also a great marketing machine (or I wouldn’t be talking about it :)).

The question is, how? 

With Twitter being instantaneous, tweets of any variety may be instant, but they also fall off quickly. 

So how do you account for that in your marketing plan? And how often do you have to tweet to stay relevant to your brand? And how do you get people to notice your tweets?

We cover all of that and more… 

Digital Marketing Tools is here to help you get up and running, build a great Twitter marketing strategy, and do it without taking too much time away from the little time you do have.

Read on and start tweeting your way to successful marketing.

What is Twitter Marketing?

Twitter marketing is merely using twitter and “tweets” to establish a following by being engaging and speaking in your brand voice.

Oh, and tweeting a lot. Just how much? We’ll get to that below.

Easy enough, right?

The real key to Twitter marketing is the how, which we will get to below.

But first, the question on everyone’s mind…

Should You Be Using Twitter Marketing for Business?

“I refresh Twitter as thoughtlessly as some twirl their hair.”

~Lena Dunham

The statistics seem to point to one solid answer.

At first blush, Twitter may not seem like much for marketing, but with 145 million active daily users, a few tweets here and there can make a huge impact. 

Here are a few more stats you may find interesting:

So let me ask you again: should you be using Twitter marketing for business?

If you guessed “yes,” then you guessed right!

Of course, it’s not that easy, it has to fit with your overall marketing and social media strategy, but if it does, then you can rest easy knowing that Twitter can be a GREAT marketing tool when used right.

Great, so you’ve figured out you’re going to use Twitter marketing for your business – now what?

Now its time to come up with a great Twitter marketing strategy.

And guess what? You’ve come to the right place – let’s get you up and running.

How to Set Up Your Twitter Business Page

Treat your Twitter bio and profile as you treat your other social media bios.

Consistency across platforms is critical; it should be recognizable, easy to remember, and short enough for people to easily tag you.

This includes:

  • Twitter Profile image
  • Twitter Handle
  • Twitter Bio
  • Twitter Hashtags

Of course, with Twitter comes some limitations, so you may have to get creative with your Twitter bio and Twitter handle.

We will go over each briefly below.

Twitter Handle

Do you have other social media channels for your business? 

I ask because the easiest, and often best, thing you can do is copy what you did elsewhere. 

Try to keep your handle/business name consistent across all platforms, if you use a name different from your business it can confuse your audience and make your page harder to find than it has to be.

If you don’t have other social media profiles set up, try to make your handle as close to your business name as possible.

And if your business is a personal brand (coaching, consulting, etc.), you can use your name.

But no matter what – keep your business and personal lives separate on social media. Social media knows this, and they will allow you to create multiple accounts.

Twitter Profile Image

If you have a business, use your logo. Of course, this is based on your business; if you have a personal brand, you can use a professional photo of…you! Just make sure it’s done well, professional, and shows off your personality. Smiling or laughing is highly encouraged – give off some positive vibes.

Again – use the same photo or logo/image across all social media channels if possible – you not only want your brand to be easily searchable, but you also want it to be easily recognizable too.

Twitter Header Image

Also known as the “banner,” many businesses use this to market their brands and have fun while they’re at it. Below we have a few examples of great business profiles. They may have fun, but all of them are marketing their brand or a particular product within their brand.  

And all have eye-catching images that are engaging and fun.

Twitter Image Sizes

You didn’t think we would leave out this critical detail, did you?

Of course, we would never do that to you.

It’s essential to have the right Twitter image sizes, or your uploads won’t look quite right.

You can find some tools online that will help you, and if you have a professional logo or picture, they will often create the standard social media sizes for you as well.

  • Twitter Image Size – Profile – 400×400 pixels
  • Twitter Image Size – Header – 1500×500 pixels

Twitter Bio

Fill out your 160-character Twitter bio to explain your product and services and use it to showcase your brand personality once again. 

Take the necessary time to create something that will stand out and maybe throw just a little humor in there for good measure.

Use Popular Twitter Hashtags – Even on Your Bio

Use twitter hashtags for twitter marketing

Photo by bady abbas on Unsplash

Even on your bio, don’t forget the Twitter hashtags! 

Yep – you can use them in your profile too. And you absolutely should.

Use Twitter hashtags relevant to your business or brand so your audience can find your business account when they search for specific terms.

What terms? Well, that depends on your business. Look up popular hashtags around your business.

A good rule of thumb when figuring this out is:

What keyword(s) would people find you under if they searched on Google?

Twitter Marketing Strategy To Rule Your Business

“A creative idea plus a fresh network is the best way to go from zero to millions.”

~ Jonah Peretti

If Twitter sounds like it may be a useful tool for your business, you should treat it like any other tool in your social media marketing belt.

First, if you don’t have an in-depth social media marketing plan, you will want to check out the comprehensive strategy in our Ultimate Guide to Social Media Marketing.

Still here? Alright, without further ado, let’s get to your Twitter marketing strategy…

What Age Group is on Twitter?

If you are targeting Millennials, Twitter is a place you should be. 38% of adults 18-29 use twitter, and as the age increases, usage declines. Just 26% from 30-49 and 17% from 50-64.

But don’t let that deter you of Twitter fits your business brand; the older generations are getting their feet wet with the tool.

Things to Post on Twitter

This one can be tough, especially having to post so often (below), so here are some of the more popular things to post on Twitter to help you along your merry way:

  • Text – Advice, case studies
  • Images – Memes are big
  • Articles – Your own and outside shares
  • Lists – List posts
  • Ask questions – Engage your audience
  • Breaking news/industry updates
  • Trending topics – Make sure they apply to your business or brand

Note: Stand out on Twitter by being unexpected

How Often to Post on Twitter

Just as important as the things to post on Twitter, is how often to post. Twitter is all about short and sweet, so many think this is great and makes Twitter easier. While that may be true, that also means that anything you post becomes irrelevant much quicker than other platforms such as Facebook and Instagram.

The average lifespan of one tweet is only 18 minutes or about four times shorter than a Facebook post – which means that to be relevant, you must post more often.

And that means if you’re serious about Twitter for marketing your business, more than 1x per day.

Ideally? 

Three times or more per day.

 

Best Time to Post on Twitter

  • Best times to post on Twitter: Wednesday at 9 a.m. and Friday at 9 a.m.
  • Best days: Tuesday and Wednesday are the best days to post on Twitter.
  • Most consistent engagement: Monday through Friday from 8 a.m.–4 p.m.
  • Worst day: Saturday gets the least engagement.
  • Lowest engagement: Occurs every day from 10 p.m–4 a.m.

Twitter Marketing Tips to Leave Your Competition in the Dust

“When you’ve got 5 minutes to fill, Twitter is a great way to fill 35 minutes

~ Matt Cutts

Do you want to know some things that will get your Tweets to the next level?

Look no further, below we have some Twitter marketing tips to help you stand out on from the crowd – growing your followers, increasing your likes, and upping your retweet game.

Read on…

Use Better and More Popular Hashtags on Twitter

Tweets with hashtags get 100% more engagement than those without – so make sure to use hashtags, but use them wisely! 

While hashtags drive more engagement, those with one or two strategically picked hashtags receive more engagement than those with three or more.

Timing is Everything

You already know you have to tweet a lot, and you have the ‘best time to post on Twitter’ (above) – so use this to your advantage. 

Use a scheduling tool, like Sendible or Buffer, to schedule your tweets at the most popular times. 

(We discuss more about these tools below, in the Twitter Marketing Tools section ***link)

Note that the times can differ depending on your audience, so use Twitter Analytics (also below) to see what times your audience engages the best with your tweets, and adjust as necessary.

Images on Twitter

A picture is worth a thousand words, and that is no different in the Twitterverse, where tweets with images receive 89% more “likes.” 

So use images to get the ever-popular retweets.

But don’t just add an image to have an image – make sure it’s relevant to your brand and the topic at hand.

Always with the Video

Day without night, peanut butter without jelly, s’mores without peanut butter (don’t knock it ’til you’ve tried it).

Why do I mention these?

That’s what social media is like without the video.

Video has taken over.

In fact, people watch 2 billion videos on Twitter every day.

And videos are six times more likely to be retweeted than even the ever-popular photo that we just discussed.

So yes, if you can fit it into your Twitter marketing strategy – use video.

Encourage Your Followers to Vote

One of the best and easiest ways to up engagement with your followers is to create a poll with which your audience can interact.

The benefit of polls doesn’t end there, though, because you can also use them to get valuable information and feedback for your current (or future) products and services.

Ask people what they want, what they like and don’t like about your current product, or even what they would love to see in the future.

People love to be heard, so they’ll tell you.

What better group to get ideas on your next product or service?

Twitter Influencers

Like Instagram and Facebook, Twitter has influencers that can change your brand’s popularity seemingly overnight. 

Look for influencers that you may have already been interacting with, make sure their profile and tweets align with your brand and DM them to ask them to promote you or your company in a Tweet.

Twitter Ads

We talk mostly about organic social media marketing strategy, but there are times, and places that paid ads can work wonders.

If you want to boost your engagement quickly – maybe you’re just starting out on Twitter – then Twitter ads are a great way to do so.

Promoted ads are still the way to go, but their newer counterpart, conversational ads, are also a great way to build brand awareness.

Twitter for…Customer Service?

Customers love excellent customer service, and adhering to that can go a long way.

Welcome to using Twitter for customer service. 

But do so quickly, most consumers expect brands to respond to a query within an hour, but our average is almost 90 minutes!

And be personal, engaging, and kind. Do ordinary things like using first names, use kindness and empathy, and follow up to ensure you answered the question or resolved the issue.

Why should you take the time for all of this? Because 76% of consumers who receive friendly customer service are likely to recommend your brand. 

Respond on Twitter and Quick

“Twitter is not a technology. It’s a conversation. And it’s happening with or without you.”

~ Charlene Li

Engaging on social media isn’t just for customer service – it goes a long way with your audience, regardless – but do you know just how far?

77% of Twitter users feel better and more positive about a brand when that brand replies to their tweet.

This means getting out there and engaging with your audience, whether it’s customer service, retweeting, responding to likes, etc. 

Just get out there and talk to them like you would a friend or acquaintance.

It’ll go a long way.

How to Use Twitter Analytics to Grow Your Audience

Sure, (hopefully) you got specific and know your ideal customer avatar, but is that the core group that makes up your current audience?

It may not be.

Strategies, no matter how much time went into them, aren’t an immovable object. They have to be fluid. 

Think of your strategy like a river, following its path, winding around objects in its way with no problem.

That has to be your strategy.

And to be able to do that, you have to understand, real-time, how everything is going.

Enter Twitter Analytics to help guide your Twitter marketing strategy.

Understanding the demographics of the people who have chosen to follow you is critical as you continue working to grow your brand and your following.

Twitter analytics can help you with that. But more than that, it can give you information about their interests, behavior, the devices they use, and more.

For example – maybe your business revolves around retirement or finances. Still, you realize that one of your core audience’s top interests is dragons, then you may want to incorporate images of dragons in some of your tweets or ads.

Sure, my examples aren’t always on point, but you get the gist :).

 

Twitter Marketing Tools to Save You Time and Money

“Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real-time.”

~ Jean-Philippe Maheu

What would one of our articles be without mentioning some Twitter marketing tools to help you along your path to Twitter all-stardom?

Well – we wouldn’t call ourselves Digital Marketing Tools, for starters :).

Let’s go through a variety of tools that you can start using today.

Sendible

Sendible can be your social media management tool for all of your social media accounts (except for Instagram, which is a downfall of most). You can manage everything from a centralized dashboard, including scheduling posts and seeing messages and mentions for easy engagement with your audience.

TweetDeck

TweetDeck is a Twitter management tool that’s (obviously) Twitter-centric. It’s free, and it allows you to manage your Twitter account(s) by scheduling tweets and monitoring mentions and messages. If you’re focused only on Twitter, you will want to utilize TweetDeck.

Social Snap

Social Snap is a WordPress plugin that helps you grow your audience by making the content on your website more sharable. It allows you to place social share buttons throughout your site, making it easy for your audience to share with their followers. It’s also like a call to action, subtly reminding your audience to share something they like.

Clicktotweet

In their own words, Clicktotweet is:

The easiest way to promote, share, & track your content on Twitter (and it’s free.)

It does so by creating shareable links your audience can use to tweet your content – and it makes it a breeze.

You can do so by creating and pasting an embed code generated by the tool wherever you want a shareable link to appear, or they have a WordPress plugin that can generate links directly from the WordPress editor.

Hashtagify

Hashtagify is a great tool for Twitter (and Instagram), specifically allowing you to view stats on Twitter hashtags.

You simply enter a hashtag you may want to use, and Hashtagify will show you:

  • its popularity
  • if it’s currently trending
  • related hashtags
  • top influencers who rank for that hashtag
  • and more

Build Twitter Followers by Building Your Own “Newspaper”

Curating can be your Twitter savior. It’s hard to create new content continually, so, as with any social media platform, curation can save you time and be a great Twitter strategy to grow your audience.

Paper.li helps you with that. You build your “newspaper” with curated content from social media or anywhere on the world wide web. You can then deliver it to your audience through your Twitter platform (or other social media platform), your web page, or even your email list.

There are plenty of other Twitter marketing tools out there, but this is a pretty substantial list to begin your journey with. 

The Future of Twitter

The future of Twitter will be pretty cool

Twitter hasn’t been hitting it out of the park with changes they’ve implemented recently. Between 2015 and 2019, Twitter has made some significant changes that were almost universally disliked:

  • @-mention up to 50 people in a post
  • Double the length of tweets
  • 2019 redesign
  • Quote-tweet function
  • The blue dot in its Moments logo

But, they’re not precisely batting .000, either. Recently Twitter’s sitewide change to stop running political ads was one that fared well with Twitter users.

Here are some more changes that may come to a Twitter feed near you later this year. 

Maybe the future of Twitter looks promising, after all.

Tweets or Fleets, Your Choice

Twitter recently started testing what it calls “Fleets,” which are essentially its version of Instagram and Facebook Stories. 

These are currently being tested in Brazil but should make it’s way to your smartphone later this year.

Tweeting with…Your Voice?

Yep, you read that right. The feature started rolling out in June on iOS for “a limited group of people” (no word on a timeline for Android).

What exactly does that mean? It’s Twitter’s way of adding a “more human touch” to the way we use Twitter – by using your own voice.

You’ll tap a record button and create a “voice tweet” of up to 140 seconds.

Keep Out!

To be clear, the first two on this list are happening; these next five are changes that are more in the brainstorming category at this time.

The first on this list is a little like a private Facebook group – but on Twitter. So…Twitter Groups. In theory, you could tweet something to specific hashtags, interests, or friend groups. 

Remove Me from This Craziness

Remove Me is just a convenient way to remove yourself from Twitter conversations if the need arises.

Keep it To Yourself

Creating a tweet but don’t want any retweets? You may be in luck later this year because Twitter is contemplating not allowing retweets as another new feature.

Don’t Mention It

A setting Twitter is tossing around implementing – where you don’t have to allow people to mention you without your permission.

Don’t Like a Mention? You May Be in Luck 

Twitter is thinking about enhancing their features with the ability to remove a specific mention from a conversation.

Get Tweeting!

Time to tweet for your business

Photo by Chris J. Davis on Unsplash

Who knew there was so much great about Twitter marketing?

For a social media platform that prides itself on short and straightforward tweets – it turns out there’s a lot to know! 

You could drown in all there is to know about the Twitterverse, and not doing much of anything with it – or not doing it well.

Or you could let us help you get started.

So fear not, my fellow readers, just go through our list above, create your bio, use the Twitter best practices to start posting, and use the Twitter marketing tools to make it all more manageable as you get started.

And in no time, you’ll have a Twitter following who love what you’re doing and who are itching for your every Tweet.

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