Continuing our social media marketing for brick-and-mortar businesses series, let’s talk about the most conversational social platform -- Twitter.
It might seem hard to believe, but in social media years Twitter is one of the OG (original, authentic) platforms -- people have been tweeting and hashtagging since 2006 -- and Twitter is responsible for much of our internet behavior that is found across the web today. We have followers because of Twitter (previously Myspace and Facebook only used friends), and we use hashtags because of a Google developer who used the pound symbol to create a unified thread during a conference.
Twitter is a valuable social network, but it isn’t always easy to use – especially for brands looking to promote their brick-and-mortar locations. To help your brand get the most out of this social media platform, use this guide to learn a few Twitter marketing tips and best practices.
8 Tips on Twitter Marketing
You don’t have to be a Twitter expert overnight. This is a social network where you can test different things and use a trial-and-error model to see what catches on.
Follow these tips to guide your ideas, but don’t be afraid to get creative with what and how you post.
1. It’s Okay to Post Several Times Per Day
Twitter is a fast-moving social network. You might post once or twice and never get any traction. This is because there are so many tweets and so many responses that it’s easy to get lost in the shuffle.
This means that you can post frequently without spamming your audience. Find your happy medium with how often you Tweet. This might be five or six times per day with scheduled posts, or stream-of-consciousness tweeting at certain times when you’re free.
Test different options and different times of day to see what works for you.
2. Limit Your Tweets to a Few Hashtags
Instagram is a social media channel where you can use dozens of hashtags to promote your post, but Twitter is less friendly to multiple hashtags. Despite being the original founding location of the hashtag, most posts should only have between one to three (maximum) hashtags.
Tweets are limited to only 240 characters, so you don’t want to clog your message with hashtags. They are also hard to read when they are all grouped together. Find one or two meaningful tags for each post and use them to guide your content.
3. Research Hashtags Before Using Them
One of the top mistakes brands make with Twitter is using a hashtag without understanding why it is trending. This occurs when brands newsjack a national news event in hopes of selling their products or try to use a meme that actually means something offensive.
Research is essential if you are going to invest in Twitter marketing for brick-and-mortar. Understand why a tag is trending before you try to use it. Otherwise, you could go viral for the wrong reasons.
4. Follow People Who Are Your Ideal Customers
Twitter differs from Facebook in that brands can follow personal accounts, while personal accounts are more likely to follow and communicate with strangers. If you want to grow your following, don’t be afraid to jump in and follow your target audience.
Find people in your area who tweet about local issues and topics that relate to your brand. If you follow a few more people each day, you can start to get people following you back and engaging with your brand.
5. Don’t Auto-post from Other Social Media Channels
One of the biggest Twitter mistakes is setting up an auto-post whenever your brand shares an update on Facebook or Instagram. The content isn’t engaging (it can look like you’re just Tweeting out a link) and your followers will know that you’re not actually behind the content.
Instead, invest in unique content that is made specifically for Twitter audiences.
6. Share Engaging Photos and Videos
Twitter might be known for the two-second tweet, but that doesn’t mean you can’t put some thought into what you post. Share images that engage audiences or funny videos that are easily sharable.
GIF reactions are also popular on this network. Consider searching for a solid reaction GIF or emoji (not both) to add to your posts to make them more visually compelling. This will also make your content more visible. With a little creativity, you can make Twitter just as visual as your other social media channels.
7. Join Chats and Other Community Discussions
Twitter chats provide real opportunities for brick-and-mortar promotion. You can join discussions and use hashtags related to your area, so people near you notice your brand.
You can also follow local community accounts and engage with other local businesses to boost your exposure. This way, your account will show up in suggestions for who to follow. The goal is for your target audience to discover your brand on Twitter and then continue to engage with you until they become customers.
8. Try to Provide Real Value for Your Audience
Twitter can be a source of valuable information for those who use it. It is a source for news, customer service, and in-depth explanations. Determine what your customers want out of your Twitter presence and make sure you provide it.
In some cases, this might mean using Twitter to answer questions and provide customer care. In others, it means sharing tutorials and other guides for your products. Different companies use Twitter in various ways, molding their plans to what their customers need.
Go Beyond the Twitterverse
Twitter marketing for brick-and-mortar businesses is just one of the ways you can use social media to promote your physical store. Learn other social media tips that help you make an impact online so you can connect with customers in real life by checking out our posts on Facebook and Instagram marketing. And, keep an eye out for our upcoming post on Snapchat for brick-and-mortar businesses.