Are you under the impression that you have a bunch of zombies following you who don’t give a care about anything you say on Twitter? Are your followers the kind that rarely “Retweet your Tweets” or “Mention” you in posts? If so, you’re most likely not engaging enough and you will probably need to rethink your Twitter Marketing Strategy. Don’t be alarmed about it; you’re not alone. The Harvard Business Review put out a survey at the end of 2010 that brought to light the fact that only 12% of businesses felt they were utilizing social media effectively.
So how can you increase your engagement with your followers? Below I have outlined 10 ways to adjust your Twitter Marketing Strategy to improve follower engagement:
- Make sure you have properly identified your target audience. Just as in any marketing program, consider who your target audience is and rework and re-structure your strategy to meet their needs.
- Define your content focus and/or Twitter purpose in your profile. This will set expectations for followers and let them know how they should be using your Twitter feed. If you have several content focus points and/or purposes for your Twitter account, then consider splitting your account into several Twitter feeds to help you keep your focus. By doing so, you’ll boost the chances of people adding you to lists and referring to your feed as a resource. This will aid you in maintaining followers and grow a more engaged audience.
- Serve as an easy to use resource. Format your Twitter feed in a searchable, easy to use and shareable format. Make sure that all Tweets contain optimized blurbs with hash tagged keywords that will help your followers quickly identify the kind of content they are interested in reading.
- Limit your feed to high quality content. Followers will come back to sources that commonly provide them with high quality links. So make sure you limit your page to good content. A single bad experience may result in a follower defection.
- Decide who to follow. Follow thought leaders in your niche who will expose you to people and companies who’ve expressed interested in this same area. This will lead to higher quality followers who’ll be more engaged with your content.
- Engage with thought leaders in your space. By engaging with other people and companies that have a large following and similar focuses, you will improve your Twitter feed’s exposure to people and companies that are interested in your content.
- Be responsive to your followers. There is nothing more exasperating for users than an unresponsive voice maintaining a Twitter feed or Blog. If someone attempts to engage with you, try to respond to them in a timely manner. Brad Feld, who’s a prominent tweeter and prolific blogger has built a huge following based on sharing excellent content and being thoroughly responsive to followers. He replies to blog comments and Tweets within the space of an hour more often than not. This sends a message to his followers that he is interested in what they are saying and it inspires them to share their thoughts on a regular basis.
- Make your Twitter presence known. Publicize your Twitter presence on other social media platforms (Facebook, LinkedIn, Google +, etc.) as well as your blog, website and newsletter. Doing so will make it easier for your customers and prospective customers to find you. Oft times your followership will be different across different social media mediums, so broadcasting your Twitter presence can expand your followership considerably.
- Integrate Twitter into your blog or article comments and reactions section. By featuring Twitter mentions and retweets on your own content, you’ll be able to boost the exposure of the comments and reactions. This will inspire more individuals to engage with your content, as it’ll expose their Twitter feed and brand to every personwho reads your blog or article.
- Monitor your progress. Check your Klout score and Twitter counter on a regular basis to keep track of how your revised strategy is affecting your follower engagement. In this manner, you can afford to be more flexible and quickly restructure your strategy to maximize your follower engagement and the effectiveness of your Twitter Marketing Strategy.
Making these changes to your Twitter Marketing Strategy is likely to boost your follower’s experience and guarantee that they will be returning to your feed for content in your area of expertise and improve your chances of being retweeted, which will in turn increase your content exposure.
If you are eager to learn more about making use of Twitter as a business tool, you should read my blog posts on Twitter tips to optimize your influence marketing strategy and maximize the use of Twitter as a customer service medium. Similarly, if you are interested in learning more about influence marketing and content marketing strategy, I highly recommend take a look at Get Content, Get Customers: Turn Prospects into Buyers with Content Marketing by Joe Pulizzi and Newt Barrett.
Brandon works with the portfolio companies to develop business strategies and optimize market and product positioning by means of market research, market intelligence, and customer and marketing analytics.