Twitter is a free social networking microblogging service which allows members to broadcast tweets and follow other users’ tweets by using multiple platforms and devices. It is one of the most popular social media networks with 288 million active users. Although the number of registered accounts is estimated to be 700 million. With those numbers it’s no surprise that over 300 billion tweets had been shared since the network launched. However, Twitter has been experiencing some stagnation over the last years, as it has been failing to attract and keep new users. Having said that, Twitter still remains one of the best marketing tools out there. And with more than 80% of SME’s recommending Twitter for business, we will try to guide you in the right direction to reach your audience on Twitter.
Know your audience.
It is no secret that knowing your audience, and understanding which segment of your audience you should target is one of the most important tools in social media marketer’s arsenal. After all, you need to know who to aim your content at to make sure that you achieve the biggest audience reach. The average Twitter user follows five or more businesses. Over a third (37%) of Twitter users will buy from a brand they follow. With these numbers, Twitter is essential to SME businesses.
Let’s assume you got your content ready, and it’s one of the best contents your team has ever came up with. You got your strategy in place and ready throw it all at your audience. I would guess that your target audience are the millennials. Was I right? It is not surprising if I was. It’s not for nothing marketers spend 500% more on the millennials compared to any other demographic on social media. They are the largest and the most active group of social media users. There are 83.1 million millennials in the US alone! According to the Silicon Valley-based company Turn, advertisers spend four times as much on display, four times as much on social, four and a half times as much on mobile and six times as much on video advertising aimed at millennials as they spend on all other age groups combined. You can look at the infographic here. As you can see Turn’s analytics break down the millennials into four different groups by looking at the buying interests and habits based on income level, political affiliation, lifestyle interests, entertainment interests and homeownership. This simple infographic shows that you can no longer make one-fits-all generic posts and hope you get to reach all of the millennials at once. All of those segments are quite different and you need to take that into account when coming up with your advertising content.
All this information would seem overwhelming even to an experienced digital marketer. There is so much to think about when creating your content. The sheer number of the millennials and the different identified segments in that demographic are frightening. So let’s make this more interesting and throw something else into an already overflowing demographic pool. Or should I say someone? How about the almost forgotten by the advertisers baby boomers? Should you count them as your target audience? Definitely!
According to the United States Census Bureau there are 74.5 million baby boomers living in the US. The millennials still outnumber them by almost 10 million, but 74.5 million is still a very large audience number to reach. While majority of advertisers cater for the millennials, baby boomers also represent a large market audience. “But they are not that social media savvy”… I hear you say. It is partially true. They are indeed not as active on social media as their children and their children’s children, but they are not far behind. Fastest growing demographic on Twitter are 55 – 64 age bracket. Data from GlobalWebIndex shows that in 2014, 40% of baby boomers were active users of Facebook, 12% on Twitter and 13% on YouTube. Also you need to take into consideration the fact that baby boomers no longer shop just for themselves. They shop for their families and that would include their children and grandchildren. This in itself makes a pretty diverse customer base just in this one demographic, and they need to be thought of when coming up with your content.
Is content still king?
On a related note, when you are creating new content take this into consideration: Having good content is no longer enough. As it was said in an article by Buffer, there is simply too much content and a quality content at that, available for the audience to consume. We are experiencing a “Content Shock”.
With today’s busy lives, people just don’t have the time to read or interact with all of the content they get in their social media feeds. Nevertheless, there are ways to approach your content marketing strategy differently, and try to think more long term, so don’t worry you can still try prevent it or fix it.
Marketing tips for Twitter.
Becoming a Twitter expert is a great way to gain visibility for your brand or business. You don’t have to have a large budget either, as it can be achieved on little to no investment. The only things you will need is your time and effort. We will at some options to promote your brand and/or business.
- Share good content.
It’s probably the most obvious option but if it’s done wrong your business won’t see any growth in reaching the desired audience. There are few free tools you can use that will help you to get quality content to share on daily basis
DrumUp – Quick sign up and you can discover new content every day.
Google Alerts – You can have search results based on your keywords emailed to you.
Also you can get great content by simply following industries or bloggers that are related or of interest to your own business.
- Twitter Chats.
Is a easy and free way to interact with people in your industry. By simply spending some time on it conversing with people from your industry or of similar interests. It is also a great way to gain more followers, especially if you taking part in a chat as it’s happening and you thought out your answers.
Tweetchat.com – Log in with your Twitter account and enter hashtag you’d like to follow.
- Use hashtags and use them correctly.
Hashtags make words instantly searchable in tweets. But don’t over use them. The research indicates that when you use more than two hashtags your engagement drops by an average of 17%.
However it is a different story when it comes to advertising on Twitter. In this case it was found that tweets without a hashtag (#) or mention (@) get 23% more clicks. This probably due to the fact that hashtags and mentions can distract your audience from the main call to action on your ad.
Time is your currency.
This is are just few simple things to consider when using any social media platform to promote your business. In the end, the most valuable thing you can spend on your campaign is your time.