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Social media is far from just a means of young people keeping in touch with friends. It is a powerful digital marketing tool to engage with your users and improve customer experiences.

With 335 million monthly active users on Twitter (Satista, 2018), Twitter is an undeniably rich resource for your business. Whilst the service itself is free, it can take some time and effort to maximise Twitter’s potential. Here’s why you should take the time to invest:

 

Connect with your customers

Twitter allows you to engage and connect with your customers on a personal level. Taking the time to communicate with your customers and connect with them on a one-to-one basis shows your appreciation for their business.

Transparency and trustworthiness are valuable traits in any brand, so share your news and views with your audience. Offering real time insights into products or services will encourage customers to follow your trends.

 

Build your brand

Amongst a myriad of social networking sites, Twitter is a great way to promote your company’s identity and build on the image you want to portray to the public.

Balancing a business-controlled output with user-generated interaction will give your brand a well-rounded personality. People want to connect to a brand with some personality, not an account that just generates robotic tweets. If you invest in managing your digital channels, you can control and master the personality your business portrays.

Too many companies believe that to be noticed on Twitter you must be a big brand with millions of followers, but that’s not the case. A high ratio of Engagement:Followers is more valuable than a weighty but disinterested follower count.

 

Frictionless customer service

In the 21st century, most of customer complaints (and compliments) take place in a public forum. An active presence on Twitter allows you to respond to this feedback in a positive manner, to help you retain that customer and limit any negative publicity.

You might even want to switch to direct messaging, to keep the complaints as private as possible from other customers.

 

Enjoy instant communication

Twitter is a great way to connect and converse with your customers in seconds. For example, if you are experiencing technical difficulty with your website then most of your customers will look to Twitter for answers. This can stop customers from coming to their own conclusions and allows you to communicate with them as and when you have more information.

Customers are increasingly browsing the internet on mobile devices, so the immediacy provided by social apps is likely to present your brand in front of the right people instantly

 

Promote competitions and discounts

Whether it’s a last minute competition or an exclusive discount code to reward your followers, Twitter is a great way to promote your wider digital marketing campaigns.

Without the hurdle of ‘open rates’ faced by email marketing, you can easily boost your brand engagement by providing exclusive offers and discounts. This helps to bring in more sales, more followers and improve affinity with your brand.

Top tip: use unique codes on Twitter as a way of tracking the success of individual campaigns.

 

Analyse your Success

By collecting customer interaction together, you can gather valuable data, providing an insight into the efficacy of your digital marketing strategy.

You can also access free analytic tools to monitor engagement levels, helping you to work out which tweets work better than others.

 

Monitor your competitors

You need to be aware of what your competitors are doing, so you can react to it. Twitter has made this easy for you!

The free search tool is a great way to help you reach your competitors’ customers. Consider how you can offer them a better service.

It’s also a great way to plan your future strategies and what your competitors are doing as a benchmark or an example of what to avoid.

 

See what your target audience are talking about

Twitter allows you to track your followers’ conversations. This is a great way to access free market research and understand your customers’ needs. If you are thinking of launching new products or services, insights from social media platforms can help to shape your strategy.

You can run polls on Twitter as well, to receive free feedback from your customers. This can help steer the direction of your future strategies and define what you need to improve on.

 

Help drive traffic to your website

Twitter is a great way to lead people to your website or blog, simply by attaching the url to the end of your tweet and Twitter profile. Don’t just rely on search engines; capture user attention before they come to you directly.

Content marketing requires your content to be visible to the right people. By creating engaging tweets (micro-content) and articles (long-form content), you can gain attention and assert your business as an authoritative voice in your industry.

Top tip: ensure your URLs contain campaign tags for Google Analytics to track the success of your social campaigns.

 

Make Yourself Memorable

The average user scrolls social media every day. This is an opportunity for you to appear in front of potential customers more than ever. Prior brand awareness plays an important role when a customer decides they need a specific service.

What’s more, involving your customers in feedback and research conversations also keeps your brand visible and memorable. Promote yourself as an expert in the industry, but one who listens to customer responses and responds to trends.

 

Integrate your Strategy

These are just some of the advantages of using Twitter for your business. We recommend integrating social media with a wider marketing strategy, including SEO, Paid Search Advertising and Email Marketing. But Twitter is a budget-friendly and easy-to-use place to start boosting your business profile.

Follow us on Twitter to see how we keep our followers up-to-date with the latest news and views. For further advice on social media campaigns for your business, get in touch with one of our marketing experts.

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About the author

Sacha Crowther
Sacha Crowther
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Sacha is our in-house wordsmith, tasked with all aspects of content marketing. She researches and delivers content, ensuring a cohesive tone of voice across long-form articles, email and social media campaigns. Collaborating with the SEO team, she creates content strategies to target specific topics, keywords and user journeys. With an MA in English Literature, she brings a wealth of grammatical training and experience to the Marketing team.

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