The social media site, Twitter, is a streaming microblogging platform on which users can post updates in real time. That tweet has a 140 character limit and, what started as a hindrance, has evolved into the platform’s main attraction. Since it first launched in 2006, Twitter has quickly become one of the most popular and widely used social sites on the internet, and it’s also grown into one of the most irreplaceable and affordable SEO services and marketing tools available. To get the most out of Twitter, though, you need to know what you’re doing.
So first, let’s go over some basic numbers because, as you know, numbers never lie:
Twitter has 241 million active monthly users.
There is an average of 500 million tweets per day.
Over 75% of Twitter users are using mobile devices.
Of the 974 million Twitter accounts that exists, 44% of them have never sent a tweet.
The peak lifetime of a tweet is 18 minutes.
You can increase the lifetime of a tweet by gaining more followers.
77% of Twitter users are from outside the U.S.
In 2012, Twitter acquired Vine and its 40 million users.
The single most retweeted tweet ever, Ellen DeGeneres’ famous Oscars selfie, was retweeted 3 million times.
Performing content delivery tests on both Twitter’s mobile app and desktop version to get an idea of how and where to which content, is a common step and can be very helpful.
One of the main Twitter facts to remember is that the site updates its features and design elements fairly frequently to improve the platform’s performance and user experience. That means that you or the SEO specialists you’re working with need to keep up.
The User Profile
You have to create a Twitter profile to interact with members of the social site’s community. Your handle, or user name, links directly to your profile so it needs to provide some insight into who the person or company behind it is. Remember: A picture’s worth a thousand words, so you can imagine how critical it is that you choose a profile photo that coincides with your brand identity. Then, the bio space below your picture has a limit of 160 characters and should be used to accurately describe why you do what you do. It’s where you state your mission. It’s not just about being concise and informative either. There are search engine concerns as well, so you need a team or SEO agency in NJ that knows how to properly optimize. That means including a link to your company website, weaving in the appropriate keywords, etc. The point is, Twitter, like so many online marketing tools, is in a constant state of motion, which just makes your first impression that much more critical. An optimized profile can function as the foundation of your first impression.
Now, if your Twitter profile is the foundation of your first impression, then your visual content functions as the bricks you use to build up your brand identity with. The good news is, Twitter redesigned their user profile last year to allow for larger profile background photos. As a result, the pictures provide more marketing opportunities, and that’s not the only change Twitter’s made in terms of visual content. Now, the most effective tweets actually appear larger in the timeline too, which makes it easier to follow the impact of each individual tweet, and the site now lets users PIN a tweet to the top of the timeline so it doesn’t disappear after a certain amount of time. It’s just another way of establishing a consistent brand identity and getting the most out of content that reinforces your brand message.
We’ve reached a point where most people see a hashtag and immediately think of Twitter. That’s how powerful the platform has become. Introduced in 2007, the use of a hashtag was simply a way of organizing related information and making it easy to find. Soon, however, the feature found its way to other social media sites and now, it’s become mandatory to create and promote an original hashtag for any marketing strategy to truly succeed. Considering that they’re virtually everywhere nowadays, you have the power to unify your marketing efforts across various social media platforms by creating consistent hashtags.
Note: In our experience as a successful SEO company in NJ, 1-2 hashtags seems to be the sweet spot. Tweets with no hashtags or more than 3 have less of a chance of being retweeted.
Twitter’s especially good at spotting trends and making them accessible to their users. They can filter trends by location or tailor them according to who they follow. Through features like hashtags and keyword usage, Twitter has singlehandedly rattled the traditional news industry. It’s one of the first mobile apps to have the true pulse of its community.
The Twitter Feed is the information you see, in real-time, based on the people you’re following. That’s why you need to be picky when it comes to your followers. You should only follow users and businesses that share your interests or are guided by similar principles. The point is, by following random users, you’re wasting some precious feed space. Rather than seeing an abundance of relevant content that you can actually put to use, you’ll instead flood your feed with useless chitchat. So follow, but follow carefully and be picky.
A Twitter list is simply a select group of users and when you view a list timeline, you’ll see only tweets from users within that group. It’s essentially an alternative feed for more specific purposes or topics. Anyone can make one, but not everyone can join a list as some are by invitation only. A Twitter list is another affordable SEO service that allows brands to target a particular part of their audience.
As always, there’s an option to spend some money if you see fit. Brands can use paid advertisements and purchase relevant tweets to expand their Twitter visibility. This way, marketers can target specific keywords, interests, genders, locations, etc. If you’re new to Twitter, sponsored content can be the quickest way to make a lasting first impression. Speak with the SEO specialists at Climb The Search to learn more.
What does it take for people to follow brands?
Well, according to Twitter themselves, it takes a mix of the following:
94% follow for discounts and promotions
88% follow for the offer of free stuff of some kind
87% follow for the entertainment and pure fun
79% follow to stay on top of updates on upcoming sales
79% follow to access exclusive content
What level of consistency does it take?
The word has long been out. There is an astounding amount of tweets tweeted every minute, so if you want any chance at getting some followers, you’ll need to post a minimum of 8-10 times per day. Some brands shoot even higher and aim to tweet 20 or 30 times per day. How often you tweet should be determined by who it is, exactly, you’re trying to reach, how old they are, where they’re from, etc. The point is, the key to finding the perfect consistency is keeping your brand relevant and visible yet not too in-your-face. You want to be remembered, but not for being annoying.
Like any other social media platform, you can’t just create a profile, promote your products or services here and there, and be done with it. Well, you can’t do that and expect any meaningful results. You or the SEO agency you’re working with needs to give your target audience relevant content on a consistent basis and the only way to know what will be relevant to them is to listen. Let’s take a look at some of the tools that are available that can help you maintain a productive presence on Twitter.
Known for its inbound marketing capabilities, HubSpot offers social media tools that schedule automated posts, track leads from a particular post or update, and track how, exactly, they’re affecting the overall campaign. It also comes with analytics and social monitoring capabilities, making it a very useful tool for SEO experts and marketers of any kind.
Hootsuite is a social media management platform. It’s presented as a dashboard setup made up of streams and it works with most social media sites. The streams provide a way of keeping an eye on the live usage of keywords or hashtags posted across any of the social sites you’re trying to monitor. Hootsuite allows you to filter for specific content and to use it how you like. It also has analytics and scheduling features too.
Buffer is a social media scheduling tool that helps you keep your updates consistent across Twitter, LinkedIn, Facebook, and Google+. Buffer makes it as easy as a few clicks to share valuable content and create an effective schedule for doing so. Unlike the previous two tools, though, it doesn’t have a social monitoring feature, but Buffer does have an easy-to-read layout for its analytics.
If you do a good job of keeping an eye on the performance of your hashtags and keywords, you should come across other profiles that share common interests and the same passion. When you do, engage. Like with any of the other social media giants, to succeed on Twitter, you need to build genuine relationships within the network’s community.
Promoting Events or Products
As Twitter calls it, the Flock-to-Unlock approach to marketing on the site basically entails giving your target audience a reason to retweet your post through the promise of additional, exclusive content. It’s a great way to bring a little suspense and anticipation to your marketing strategy. From there, like any social media management process, it’s on you to pay it off with a worthwhile offer.
Then, there’s the Live-Tweeting approach. Twitter is a real-time feed, which is why it’s the top medium for real-time communication. So if you’re holding a company event or party, or you’re posting an update about a product or service, the point is that Twitter is the perfect platform for this kind of content. Again, from there it’s on you to make sure your real-time updates are valuable in the real world.
Snapchat Case Study
Snapchat Case Study, a private photo messaging application, burst onto the scene in 2012 when young people fell in love with it. As usual, the numbers tell the story and, as of today, Snapchat has about 26 million American users and over 300,000 Twitter followers.
Snapchat saw the value in establishing a meaningful presence on Twitter. The age groups that frequent the social media platform are usually very active and engaged and it’s no surprise that brands and celebrities are seeing Snapchat as an increasingly valuable community.
The application came up with a perfectly simple marketing strategy to use on Twitter: Just retweet anyone using their product in a fun or interesting way.
If, like Snapchat, you’re a Software-as-a-Service (SaaS) company just starting to use Twitter as part of your marketing strategy or the SEO agency you hire is advising the use of Twitter, there are a few things you need to remember:
• Know your target audience
• Know what kind of content they’ll find valuable
• Use hashtags and keywords to reach the right people (potential customers)
• Posts consistently (10-15 times daily, minimum)
The Phoenix Children’s Hospital Case Study
The Phoenix Children’s Hospital is a testament to how a business like a medical entity can use social media to connect with patients and the surrounding community. The hospital isn’t only on Twitter either, as it’ s one of several social platforms Phoenix uses to post updates and present other kinds of relevant content to its target audience, which is made up of patients, family, and various medical industry people.
A crucial element to social media management is your ability to listen and the Phoenix Children’s Hospital does a great job of listening on Twitter. If you check out their profile, you’ll see retweets of stories, news updates, testimonials, etc. The point is, they use Twitter to get an idea of what effect they’re having on their community as much as they use it to dish out content.
Georg Fischer Case Study
Georg Fischer, which specializes in piping, automotive, and high-quality goods, provides a great case study for how a specialized manufacturing company can succeed on Twitter; it just needs to be patient. Since starting out on Twitter in late 2013, Georg Fischer has tweeted just 70 times and earned over 100 followers.
The numbers may not be staggering, but they are significant. The bottom line, however, is that if the company were to tweet more often, offer their audience more relevant content, and use the platform to interact with their audience rather than just throw content at them, those numbers could increase rapidly.
WHY USE IT AT ALL?
As an NJ SEO company that’s been in the game for a while, trust us when we tell you that, at this point, there really shouldn’t be a need to ask this question. However, if you’re still on the fence about Twitter, look no further than the site’s unparalleled ability to get the pulse of your target audience. It’s completely changed the way people communicate online. Whether you use the site to gather the right users and content to help tell your company story or send your brand message, to interact with your audience in real time, or you find a nice balance between the two, the point is that Twitter is a unique and highly effective marketing tool. It’s time to either start a conversation or get in on the one that’s already underway.