Twitter is often overlooked by small businesses in favour of Facebook and Instagram. One may have an account, however, it’s to tick a box, meaning content hasn’t been specifically curated for the platform. If a business wants to gain an independent foothold on the platform and build a strong following, the best tips can be categorised into four main parts.
This is your chance to make a first impression on a prospective follower. It’s made up of separate parts that combine to make an impactful whole.
- Header: This is where eyes immediately fall and can be kept simple with a block of colour representative of your brand, it can be your logo or slogan, or it can work as a CTA if you want to bring attention to a new product or service
- Profile Picture: This will typically be your brand’s primary image
- Name/Handle: Both should ideally be your business name, however, if that handle is taken then something very similar, whilst the acts to punctuate who you are
- Verification: The blue verified badge will be returning in 2021 after being temporarily on hold. This tick immediately lets people know your account is authentic and trustworthy
- Bio: This is your chance to set the tone of voice for your brand and/or your Twitter page. You can choose to keep it informative, outlining your business and its strengths, or you can make it humorous. Either will be indicative of the tone of your page and tweets
- Pinned Tweet: Keep a tweet at the top of your page that highlights who your business is, or a popular tweet. It’s your last chance to impress
A lot of thought needs to go into making a business’ Twitter profile as strong as possible. Once these foundational techniques have been put in place it’s the first step to building your followers.
A count in early 2020 showed that there are 500million tweets sent each day. With such staggering numbers, solidifying your business’s intention with each tweet becomes vital if you want it to stand out amongst all the noise.
- Users relate more with those businesses that have found the balance between professionalism and personability. Your tweets should be sincere, authentic and most importantly human.
- A tweet with an accompanying image gets three times more engagement than those that only use text. A tweet with a video gets ten times the engagement. Think about how you can punctuate your 280 characters with an appropriate gif, image or video, as videos are six times as likely to be retweeted than photos, and three times more than GIFs
- Hashtags are your friend when used in moderation. Find the right one for your business that informs your brand identity, that your followers can engage with. You can also create subsequent hashtags to promote specific campaigns or products etc.
- Commenting, retweeting and quote retweeting all come under ‘tweeting’ and these are your primary tools to directly engage with your audience, or identify and foster relationships with influencers.
Anyone can tweet - only those who are confident in what they are tweeting and what their niche is, have any hope of carving out space for themselves, or their business, on this platform.
Monitoring is more than just your end of campaign statistics, there are a plethora of avenues that as a business on Twitter, you need to keep an eye on.
- It’s imperative that you keep an eye on how your business is being talked about on Twitter. It allows for you to quickly manage any damage control, or privately address customers who are painting you in a negative light. This is where your hashtags come in handy, to make audience listening that much easier
- Keep an eye on your direct competitors - who are their audience, what have they done to gain followers, what did they do that didn’t work? Are they tweeting anything you can comment on to make your own business visible to their audience? It’s all fair game
- Be on top of industry news, and know when to retweet information your audience will find valuable. This shows you have your ear to the ground on current industry events
The sheer size and speed at which Twitter operates makes it easy to lose track of trending topics and replies to tweets, not to mention current events and industry-specific news. However, if you implement a strategy early on for how to manage what is most important to your business, you’ll soon find the task not as insurmountable as it may first seem.
To meet the demands of Twitter, where conversational topics change twice a week and the expectations for success dictate tweeting two to three times a day, you need to have a plan.
- A content calendar is key to outlining how often you post, and when, to receive optimal engagement - something that differs daily. Whether it’s monthly, weekly or otherwise, having tweets prescheduled will save you time to focus on other aspects of running a successful Twitter account for your business
- Whether it’s chipping in on trending topics, or replying to difficult comments, establishing a chain of approval for those tricky tweets, allows for efficiency and stops a single person from being held accountable should words be misinterpreted
- These days, it’s a lot easier to ‘@’ a company with a complaint than to call customer services. Have a dedicated response procedure, person on hand, or in some cases, a separate account for customer services so you can stay on top of quality consumer care
Your followers are at the heart of your success on Twitter, stay on top of interactions and keep yourself relevant by showing your business is on the platform as more than a way to check a box.
Marketing your business on Twitter can come with a lot of perks, and it also allows there to be a more relaxed approach to audience interactions that other platforms don’t allow. Though requiring a little work to set up and manage with maximum efficiency and effectiveness, it provides a loyal customer base that no business should miss out on.
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