Twitter is one of those platforms that people seem to either love or hate. It’s one of the oldest social media sites, starting back in 2006 and gaining popularity in 2007. Designed as a micro-blogging and social networking service, individuals and brands use it to share information and interact with like-minded accounts. It’s a great source for news and spreading important updates, as well as for having debates around specific topics.
When it comes to using Twitter for brand marketing, there are many pros and cons.
On the cons side, it’s notoriously difficult to get a decent Twitter click through rate like you might see on Facebook or LinkedIn. Plus, it takes plenty of time and hard work to build a big enough following to really make a difference to your bottom line.
Reasons To Use Twitter
If it’s so difficult to get a following on the platform and to get that following to click through to your website or landing pages, why do brands still use Twitter?
1. Organic Reach
One of the biggest pluses of Twitter is that it still allows for true organic growth and reach for any of their accounts. There is no difference between a personal account and a business account—and they both get to reach as many other accounts as they can.
You need to work for that reach and growth, but you know it’s still possible to achieve it. This is completely opposite to the likes of Facebook and Instagram. These social media sites have algorithms that actively push down business accounts in the feeds of ordinary users, making it necessary for brands to pay for that reach.
2. The Open Nature
Twitter is relatively unique in that it allows you to interact with anyone else on it. You don’t need to be connected to reply to someone’s tweet or to send them a message.
This makes it far easier for people outside of your followers to find your account and connect with it. On other platforms, you generally need to have a connection in common before your profile is possibly seen on their radar.
Increase Your Twitter Click Through Rate
Now that we’ve looked at why it’s worth using Twitter for marketing, let’s look at how you can improve your Twitter click through rate and boost your conversions.
1. Focus On Your Profile Page
You need to see your Twitter profile page as an extension of your website, or as a specific landing page for your brand.
Everything about it should be carefully considered and put together to showcase your brand. However, you must remember the human touch that is so necessary for Twitter.
In your bio, you can consider putting in the names of the people who tweet for the brand, or providing information that makes the account feel personalized, rather than just straight marketing.
2. Get Active In Conversations
The key to using Twitter as a brand is to make it look like you’re using it as a regular individual would. You need to show your followers and anyone that you interact with that there is a human being behind the account, and that you can have normal conversations (as well as promote your brand).
This means talking to people and not at them. And it means listening to what they have to say and responding as a real person.
You can also take part in industry or market-related chats on the platform. Twitter Chats are a big part of how brands market and position themselves as experts in their respective fields.
Do some research into official chats that relate to your brand and get involved.
At first, you’ll be a follower in the chats. As you build your following and interactions, you may get asked to become a host, or a recognized contributor.
Depending on your business, your contribution could cover anything from how you built your brand to the accounting software you use to manage your finances. A myriad of topics are covered, and they all help you build your following and boost your engagement stats.
3. Set Up Alerts And Follow #s
It’s important to monitor the conversation that’s happening about your brand and your industry. You need to stay up to date with any news, views, developments or advancements (and scandals too!).
With Google Alerts for specific keywords, you can see the general mentions outside of Twitter. Then, on the platform, you can set up lists of accounts you want to follow specifically, over and above your general following. You can also follow particular hashtags that are relevant to your brand and industry.
Having these separate lists allows you to easily see what the influencers are saying, what the experts are saying, and what the general public is interested in. This information should steer your marketing strategies at all levels—from the content you create for the platform to the on-the-go retweets and posts you publish across the web.
4. Don’t Sell—Introduce People To Your Brand
One element that a lot of brands get wrong is using social media for advertising directly. They want to sell products and services, and get people to click on the link in the post and buy immediately. This is not what people want out of their social media experience, especially not on Twitter.
If you’re pushing your products or services hard on the platform, most of the people who click on the link will be cold leads. These leads generally aren’t in the right frame of mind to make a purchase.
The use of Twitter, and many other social media platforms, should be more about building awareness of your brand so that you are front of mind when people want to buy. This does mean that your Twitter click through rate may never be high. However, if your followers are actively engaged with your content, you can be sure that your company gets preference when they need to make a purchase.
Take Your Twitter Marketing To the Next Level
As of Q4 2020, Twitter had an average of 192 million daily users and four out of 10 users went on to purchase goods or services after reading favorable reports, reviews, or comments on the platform.
If you’ve been ignoring Twitter as a potential marketing opportunity, now is the time to turn that around. It may require a different approach to other social media platforms, but as a digital marketing tool, it is hugely valuable.