Despite the emergence of trendy new social sharing apps like Instagram Video, Vine and SnapChat, Twitter remains one of the primary social networks for brands to engage with their customers. Fully 73% of the Fortune 500 has an active Twitter account1, and the chances are that your company does too. This post is not to convince you to get an account but rather to serve as a reminder that a strong foundation of content, frequency, and analytics will lay the groundwork for more targeted campaigns to build your sales leads across the social channel. Rome wasn’t built in a day but rose slowly, brick by brick, over time. If you expect your Twitter presence to stand the test of time, it’s critical that you continue to act upon these 5 key basics:
Tweet Links to Your Content – Driving social traffic to your company’s blog can bolster your lead generation machine: calls-to-action on your blog will drive new prospects into your sales funnel (92% of the interactions with a brand’s tweets are link clicks2,so take advantage of this great way to increase engagement). It is important to not only post your own company’s content but also to provide links to third party articles as well – sharing relevant industry information will help to increase your brand’s authority with users. Many social media experts agree that posts not related to your sales agenda should represent the vast preponderance of your Twitter feed.
Schedule Your Posts – If you are just starting out on Twitter is important to regularly update your Twitter feed. Social media management tools like HootSuite and TweetDeck allow you to schedule tweets regularly and can be a great time saver. Take into account the day and time when scheduling. Users are 30% more likely to engage with tweets published between 8am and 7pm3. Scheduling your posts will also help to keep a constant stream of updates and keep your Twitter feed from becoming dormant. Having an inconsistently updated Twitter account will make it difficult to maintain an engaged following.
Utilize Hashtags –Understand that every tweet is a page on the Internet. Using this knowledge to your advantage, you can include relevant keywords in your posts that will attract potential followers. The incorporation of hashtags is also important for generating engagement. According to Social Media Today, a tweet with a hashtag is two times more likely to receive engagement than a tweet without one. To identify what hashtags are best to include, take 10 minutes every morning searching industry related terms to find the most timely hashtags. There have been over 2.1 billion search queries on Twitter. Use of hashtags will help to increase your visibility in searches.
Respond to Brand Mentions – It is just as important to respond to brand mentions as a B2B company as it is for a B2C company. Tools like HootSuite and TweetDeck will allow you to manage your brand’s reputation. Replying to brand mentions will create a conversation between brand and user. A one-on-one conversation over the social channel will increase the possibility for improved sales leads.
Analyze Your Efforts – Make sure to measure the effectiveness of your Twitter effort. This can be done through a number of analytics tools. Measure the referral traffic from Twitter links to your website. Analyze your strengths and weaknesses then apply them to your Twitter effort. After an analysis is conducted, reevaluate your KPIs. For example, you can determine from your analysis that customer engagement will be measured by the number of brand mentions and retweets from your account.
Whether you are starting with a blank slate or your Twitter account needs a facelift, these tips are essential for increasing customer engagement, lead generation and increasing SEO visibility. Success on Twitter does not come overnight. It is easy to bite off more than you can chew and do too much. These fundamentals are the blueprint to building and maintaining an engaged following that can be converted into sales leads.