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Image courtesy of Alan O'Rourke under Creative Commons License CC BY 2.0(CC BY 2.0 |
When it comes to building brand awareness, Twitter is one the most valuable tools out there that you should not miss out. As early as 2012, Twitter has over 140 million users and generates over 340 million tweets daily. A big chunk of your audience hangs out on Twitter - that includes the sassy and active millennials of the social media age. So adding Twitter to your marketing portfolio is an essential. If you aren't yet on Twitter, here are a few tips - that includes agency secrets - to get you started building your presence and succeed on this platform.
Establish Brand Identity
As with any marketing campaigns, your brand should be able to create a single voice that creates distinction and make it stand out from others - something that will make it recognisable to your audience from anywhere. A Twitter manager who can execute tweets that precisely represent your brand's image is a blessing and will create a lively Twitter following for your business.
Be Organised With Tweets
One Tweet at a time. This was how Jeff Bullas quoted Stephen King when the latter was asked about how he wrote his winning novels. The key is regularity with fresh conversations that give your audience to join the chat - one tweet at a time.
Planning and organisations are all part of a successful business, and that goes the same with succeeding in your Twitter strategy.
Your editorial calendar should be your roadmap to help you focus on your end goals (say, for example, building brand awareness or increase organic keyword ranking). A well thought out and organised tweet calendar will never leave you running out of content. This strategy also gives you the flexibility to schedule timely tweets that will be relevant to upcoming events and happenings around town. Don't forget the goal is to create interactive conversations so be sure to check back on your Twitter activity to respond to tweets or re-tweet relevant, notable ones to keep your audience engaged.
Be in the Loop
Joining relevant Twitter chats will help you grow your Twitter account with the right followers. Active participants tend to use the platform to connect with like-minded people and brands that they trust or believe in. So these are the same people who can echo your message, spread the word about your business and create conversations around it.
Be Flexible
Twitter is like the News; its feed is full of relevant, fresh, and timely content. Even if you keep your Tweet calendar planned and organised ahead of time, it should be your proactive move to be aware of breaking news, the latest stories as they happen and events that have importance to your followers. Note that this may not be an opportunity to highlight your brand but a chance to empathise with your followers. The latest stories always have a great impact and create the most conversations because a lot of people can relate to it and always have something to contribute. Being able to join the chat and relate your thoughts and experience on latest happenings creates a spontaneous engagement with your followers in a very authentic manner.
Be Creative
Twitter success doesn't happen overnight. Be patient and creative in the process. After you have established your end goal for your marketing strategy, it's time to do some research. Rachel Cunningham gives the following pieces of advice on the Twitter Blog for Business when building your editorial calendar.
1. Keyword Research. No matter what your end goal is, you want your content to show up in search results. Google's Keyword Planner can help you identify keywords that are highly searched.
2. Know your target audience, their needs, their jobs or professions and what can help them. Create a statement for your buying persona and put them at the centre of your content marketing activity.
3. Research your competition. Research on your closest competitors and have a check on their marketing activities on their website, blogs, and their social media accounts. Knowing what type of content they write and how their followers are responding helps you find opportunities in coming up with valuable content.
4. Survey your clients. After you have done all of the above, it's time to ask your existing clients about questions they may have that you are capable of answering. This can be anything that they wish they knew before they had become a client. It is also beneficial to know what type of content they think can help them now and in the future.
5. Sourcing for content. Sourcing of topics can be the most challenging part of building your editorial calendar. Co-workers can provide a wealth of topics, especially those who have a lot of customer contacts such as colleagues in the service delivery and sales team, as they can relay questions and insights from a customer perspective.
6. Draft a mission statement. After gathering inputs, draft a quick mission statement for your specific content on what you want to accomplish with it. It should include your purpose, your audience, and your mission.
7. Gather the inputs from colleagues and clients and start brainstorming for topics or actual situations and use them as springboards to building your content. It's good to list all topics and ideas at this point - there are no bad ideas.
8. Organise and refine your topics. Now that you have all the topics in front of you, it’s time to freshen up for a while and get back to organise your topic on your editorial calendar. Keep the most requested ones on top and the less-popular ones on your running list for future content. Some topics will go on specific occasions, and some will be time-sensitive, so you need to assign them to appropriate months on your calendar.
9. Now that you have assigned the topics their specific schedule, you can assign each post to subject matter experts within the team who can contribute or create the content.
With your topics arranged in order, you can already launch your content marketing strategy and make sure to work within your calendar so that everyone involved will be on track regarding your schedule and your end goals.
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