Building Your Twitter Audience: The Fundamentals

Twitter has many functions and can be a successful business tool when used correctly. Many times when you hear someone talk about Twitter, it’s in reference to some silly celebrity feud or ridiculous commentary on a social situation, but Twitter can be a very effective business marketing and communication tool.

Did you know that 69% of users are more likely to buy from a business that they follow on Twitter? That’s a lot of people you could be engaging with and converting into paying customers!

Like most social media, proper advertising on Twitter requires a well-planned strategy. The good news is Twitter has made it easy for you to succeed by providing key stats and information with their Twitter for Business section.

Much like Facebook, Twitter ads are continuing to evolve and it only makes sense for these companies to include knowledge bases and learning tools.

Audience Targeting

The first step to building a better audience on Twitter can be achieved through Follower Campaigns. It’s important to attract followers who care about what you are offering as a company. This enables the platform to be used as a marketing tool.

A followers campaign allows you to target very specific groups of people based on their interests, keywords in their profile, your competitors, and complementary brands. On their own, these people are just individuals who may relate to your business but together, they form a larger demographic network that create a sales funnel.

With a followers campaign, you can monitor exactly how many times your ads are seen, how many times your links were clicked, and how much you have paid for these relevant user actions.

When you’re defining your target, make sure to consider the following:

– Your social media audience

– Successful business demographics

– Current brand and company supporters

Twitter is great for providing information to people that are already customers, as it helps keep them engaged. You can answer questions, offer customer support, and implement fun contests and giveaways.

Amplifiers and Influencers

An influencer is a person or organization on social media that has a large number of followers and the ability to influence that follower base. We now live in a world very influenced by the movers and shakers of social media.

For instance, many people choose popular bloggers and Instagrammers to help promote their product, as they’re able to spread the message to multiple people at one time.

On Twitter, these people are called amplifiers, or Twitter Power Users and they are more likely to retweet your content, and 86% more likely to send tweets.

It’s these individuals who will help amplify your campaign and your messages, especially to those users who may be outside your current  network. Don’t be afraid to reach out to these people for help, after all, Twitter is all about being social!

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Keywords

A keyword is a term that can be searched on Twitter and is generally associated with the user’s interests. Let’s say you’re a video production firm, keywords that may be relevant to you that would help a user find your account may be “video production,” “filmmaking,” or “explainer video.”

Think about the keywords that are embedded in your SEO for your website, these would be your social media keywords as well. They can help drive traffic towards your website and boost your organic SEO.

It’s important to keep them consistent so that you maintain your following, so pick the most relevant five to ten keywords and include them in your Followers Campaign.

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Pay attention to the context of the keyword. If your business sells bespoke mens suits, and the user’s tweet says “I hate wearing a suit every day,” they aren’t someone you want to promote to.

The keyword was in their tweet but it wasn’t the correct context. A keyword is just one way to master the entire targeted campaign. The more you do to improve your campaign, the more focused your targeting is.

Start A Conversation

Social media is a two-way street. It’s important to engage with your audience, however, until you build up your follower base, you should try creating a very specific engagement strategy. Engage with accounts that are going to re-broadcast your conversation in front of relevant eyes.

Choose influencers or industry leaders to converse with, and make sure the tweet contains relevant and relatable content. Ask a question that may be on the audience’s mind, or make a statement that will catch their eye and encourage them to answer you.

One way to do this is through a tweet engagement campaign, which allows your tweet to appear in front of a wide audience that is composed of your targeted demographic. It will show up as promoted but users can retweet and respond, therefore starting a conversation for you.

Make sure to have a quick reply time if someone does respond, as this shows them there really is another person on the other side.

Once you’ve gone back and forth a couple times, draw them out of Twitter by providing contact information through a private message. Encourage them to visit your website or send you an email to keep the conversation going and create a new customer.

Be Strategic

Social media can be a great sales tool but only when it’s used correctly. Make sure to plan everything out before you post or start campaigns. Take time to consider who your audience is, what their interests are, and what would attract them to your business. Building a successful following on Twitter takes a little bit of time, so be patient and do your research.

For more information on how to enhance your Twitter presence message

JXT Group at [email protected].

Menachem Ani

Menachem Ani ()

Online Advertising and eCommerce Expert with over a decade of success developing high-impact marketing strategies for online retailers and lead-generation clients.