According to a recent study, less than half of all B2B marketing managers are confident in the effectiveness of their content marketing efforts, especially concerning Twitter with its restrictive 140-character limit for tweets.
What exactly are companies trying to do on Twitter? Typical goals such as “more followers” or “increased website traffic” can be easily tracked—but these measures do not necessarily translate to higher turnover or more sales leads. The element that has the strongest connection to sales is a higher response rate (engagement) from potential customers.
Below are three specifics tips on how to increase this response rate and produce results.
1. Use a Consistent Personality
A consistent personality or “voice” is trustworthy and demonstrates to other Twitter users what they can expect from you. Only by relationships with potential customers or social influencers can you establish yourself as a thought-leader in your industry.
A Twitter account offers many ways to convey personality. The biography allows for a description of content that will be presented—such as a philosophy or unifying message. In addition, the background image can be changed to host a corporate logo, address, or photos of the social media team.
Consistency should also show in the selection of tweet topics. Be sure to remain in your niche rather than to merely capitalize on current trends to avoid losing your identity. It’s important that tweets add some value or opinion, rather than merely copying others. Copying others tends to produce lower click through rates (CTRs).
2. Communicate with the Public
Twitter offers many ways to communicate with potential customers. The easiest way is to ask questions, to answer questions, or to thank others via mentions (@example_account). Once you begin to actively communicate with your audience, they will be inclined to follow your links or retweet your messages.
Citing the news of potentials customers, industry magazines, and associations—as well as favoring tweets of potential customers—is another way of communicating.
Combine these strategies and your audience will grow and actively communicate with you.
3. Use Available Technology
Tools that aid in analyzing the effectiveness of your campaigns and make it easier to post frequently are incredibly valuable. Common tools such as TweetDeck and HootSuite enable you to write tweets on creative days and schedule those to be sent out on subsequent days and times.
You will also receive detailed analytics and analysis about the most important topics, hashtags, clicks, and follower development of your account. Social media monitoring tools such as Brandwatch even offer the possibility of running a strategic competitor analysis and benchmarking of top industry performers.