Social Media Marketing, Social Media Strategy & Social Media Services

July 22, 2017

Break the Ice with your Twitter Strategy and Advertising

1. Audience

When it comes to Twitter, who is your ideal target audience? If you’re a newbie to Twitter, then do some research on who they might be and write down the Twitter handles you can find from these targeted users. In addition, Twellow is another great tool to find your target audience and their location.

2. Goal

What do you expect to gain from Twitter besides gaining followers? Keep in mind that following does not determine your success on this social network. It is not how many followers you have, but it is about who you are connected with that determines the sharing of your tweets, traffic to your site, and spread of your links.

3. What’s the use for Twitter?

How are you going to use Twitter in your marketing strategy? Is Twitter going to be a customer service tool? Are you using it to monitor sales opportunities? Or are you using it to monitor your brand? Or maybe to integrate it with your other platforms (blogging, Facebook, Youtube)?

Whatever your reason maybe, Twitter is a great communication tool to connect with prospect market, journalists, employees, partners, investors, and leads. If you know how useful Twitter is in your marketing strategy then you can find the proper content to allocate within the platform. For example, you will be able to establish a working policy, as well as reporting with Twitter, and monitoring engagement. Try to establish synergies connecting with people, such as connect with journalists and bloggers for PR purposes. Meanwhile, encouraging link usage when citing companies in order to fulfill SEO efforts.

4. Tactics

The first tactic is to have a page that is designed and optimized. In addition, the tweets need to be diverse, so you can make connections with people across different fields. Then remember to be consistent in creating messages. Remember, great tips are not going to attract followers fast, you must engage with your following, and get to know them. Here are some tactics for you:

• Link your Twitter account with your other social network platforms.

• Have a persona or target profile, then research users and follow them

• Link a small number of your resources daily, with hashtags like #yourbrand, #tip, #advice, etc. Mornings are the best time to post. Remember, they can also be a behavior or action.

• Schedule a #yourbrand Twitter event every month. This can be similar to #blogchat where someone from your business hosts a chat on Twitter about industry -related topics that are relevant to who you are trying to reach. If you have influential guests involved then their tweets would attract new followers to your Twitter.

• Remember to post your twitter handle on your website and everywhere possible

• Ask your followers questions, and form a blog post from your answers which will be promoted through the business account.

• Remember to create a list of the categories that describe your target audience. One list per each category would do. Then through your business account find followers to add to each of those lists and ask for recommendations via tweets. Ex: “foodies” or “lawyers”. Don’t forget to mention that anyone who retweets a link to your list can be added to it. Make sure the lists are relevant and then promote them through

• Use #FollowFriday or #FF to recognize people, and remember to also write a brief description on why you are putting them in the spotlight. Mention influential accounts that you have had connection with. They might retweet the #FF and spread the name of the brand to new audiences.

5. Double the measurement per Tweet

Measuring is paramount and shouldn’t just be based on the KPIs, followers are just one dimension. Based on what you want to achieve for your product or service, it should include various measurement tools. Here is a list of tools you can use:

• URL shorteners such as

• Retweets and the reach you gained from the retweets

• Keep a track of your new followers and thank them for following you.

• Remember to direct the traffic from twitter to the brand’s website

• Check on the mentions of the brand Twitter without links

• Has anyone else added themselves to your Twitter list? Keep a track of it.

• Check how many lists your brand account is included in

• How many engagements or discussions is your brand included in?

• Observe your connections (follows, retweets, @messages, DM) with targeted users.

6. My Favorite Measurement Tools:

• Web Analytics

• Radians 6

• TwentyFeet


• Monitoring tools:,, Scoutlabs,


There are so many tools on the market, but these are my favorites, what are yours?

7. Advertising via Twitter

“Promoted Tweets” has given Twitter three different advertising options: Promoted Tweets, Promoted Trends, and Promoted Accounts. Each advertising option on Twitter offers a dashboard and a timeline of the activity that happens during your campaign. You can pick from a budget of $10K to over $100K per month, so this is definitely not for a small business offering.

Want to know more about how this may work out for your company? I have experience in using “Promoted Tweets” for national brands, but if your company is interested then click here: Information for Advertisers.

8. If Twitter Advertising isn’t for you, check out these other options:

1. Listen. What are others saying about your company?

2. Respond. Respond to any feedback or compliments you receive about your company.

3. Ask. Ask questions to your followers to add value and to show you are interested in what they do and you want to make a connection.

4. Share. Share photos and behind the scenes of what you do and how you do it. Give them a glimpse of your events and what they may be missing out on. People use Twitter to share and get the latest information, so show them what you have.

5. Reward. Remember to have special offers, and time-sensitive deals to add an incentive for your followers.

6. Demonstrate your expertise. Look at the bigger picture and reference articles and links that relate to your expertise.

7. Put the champions in the spotlight. Retweet and reply publicly to fun tweets posted by your customers and followers.

8. Voice. Twitter users love the genuine, direct voice rather than something that sounds like a auto-responder. People make a connection with people not robots! Think of Twitter as a community and ask yourself, “how do I want my company to appear in the community?”

Use these strategies consistently and watch your community multiply. Otherwise, we need to talk!

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