Twitter is a true juggernaut of social media. This social platform generated a total revenue of 908.84 million in the 4th quarter of 2018. The platform witnessed a 20% increase in revenue from the previous quarter.
So, you can imagine the amount of potential Twitter carries and how it can help your brand to expand your reach. Businesses can leverage this platform to tap into new markets, drive sales, and gain new customers. It can also help you increase visibility and build the credibility of your brand.
Having said that, are you facing issues generating the expected results from Twitter marketing? If so, then you are probably doing it wrong.
Well, there is no single social media strategy for all social platforms. You need to tweak your strategies according to the social platform to get the maximum out of it. In this post, you will learn some of the most common yet crucial Twitter marketing mistakes which you need to dodge.
So, here are six mistakes you need to avoid when doing Twitter marketing.
It’s important to have a strategy in order to succeed in marketing. So, instead of implementing random tactics, it’s important to design a water-proof strategy for your Twitter marketing. This will increase the success rate of your Twitter marketing by manifolds.
To create an effective Twitter marketing strategy, you need to identify your objectives and goals. This will allow you to create a marketing strategy that will help you achieve your marketing goals.
A Twitter marketing strategy is nothing but a list of what you want to achieve via Twitter. Let’s say your ultimate Twitter marketing goal is to increase the number of followers of your brand.
In that case, you need to design a strategy with detailed steps to make sure that you achieve your goal.
Your strategy needs to include the following components:
- Identify your target audience.
- Identify relevant and popular yet generic hashtags.
- Decide on the type of tweets you will post.
- Decide on the frequency you will post.
- Identify the free strategies you will use to promote your brand such as organizing contests.
- Also identify the paid strategies you will use, such as Twitter ads.
Do you want to find the gaps in your strategy? If so, then you need to do a gap analysis. It will help you understand what to do and how to achieve your goals. You check out this blog post to learn more about the concept of gap analysis.
You cannot afford to ignore trending topics on Twitter. You need to keep yourself updated and know of what’s happening around you. Otherwise, it can negatively impact your Twitter marketing.
So, you need to keep track of and monitor trending topics. Then you will be able to sync your promotional tweets with trending topics. When you do it correctly, trending topics will help you increase the reach of your promotional content.
Image Source – business2community
Having said that, you need to make sure that the trending topic is relevant to your promotional content and to your brand. So, before you tweet, you need to understand why and how the trending topic is related to or important to your brand.
Also, you need to ensure that the trending topic has the capacity to provide high value to your brand. However, if you don’t find any trending topic relevant to your brand, don’t forcefully use one. As it will not do any good for your brand.
When you use hashtags relevant to your brand, it helps you expand your reach and gain new followers. But many brands tend to overuse hashtags. This is the most common mistake made by brands.
For instance, in the screenshot given below, can you figure out what they are trying to sell? Too many hashtags can easily confuse and annoy your followers. And it doesn’t successfully communicate your message to your followers.
Image Source – Wishpond
On top of it, you can risk your brand’s reputation as well. So, you need to use a small number of hashtags. It needs to be maximum 3-4 hashtags per tweet. This will help your followers to discover you.
Another common mistake in Twitter marketing is when brands don’t use hashtags and/or appropriate hashtags. It is important that you use a combination of relevant unique and generic hashtags.
It will not only help you expand the reach of your tweets, but also increase the visibility of your brand. In addition to this, using hashtags appropriately will help you gain genuine followers for your brand.
So, you need to use 3-4 relevant hashtags per tweet appropriately, especially if you are new to Twitter. In fact, it will help you successfully get the attention of users who are interested in your products and services.
If you have not yet started using hashtags, it’s high time to do so. However, be mindful of not forcefully using trending hashtags in your tweets if they aren’t related to your brand.
Samsung, for example, is very active on Twitter. As you can see in the screenshot below, they have used just 2 simple yet very relevant hashtags appropriately. The tweet talks about their new product – the Galaxy Fold. The tweet received more than 127K views and nearly 900 retweets.
Image Source – Twitter
To grow and expand your business, you need to invest money, resources, and time. But in addition to all this, you also need to listen to feedback from your followers. Feedback plays a very crucial role in winning the trust of your followers.
Whether it’s positive or negative feedback, you need to value both of them equally. You need to embrace criticism and appreciation equally. That will help you develop healthy, long-term relationships with your followers.
Customer experience plays a vital role in the success of your marketing strategies. So, it’s important that you say “thank you” for appreciation and “sorry” to criticism. You need to track such feedback and make sure to respond to it as soon as possible.
When you are facing negative feedback, you need to be on your best behavior and engage with it. If you ignore any sort of feedback from your customers, it will diminish your chances of developing healthy relationships with them.
Image Source – Twitter
Adobe instantly reached out to the customer, apologized to the customer, and provided him with a solution. This is a perfect example of how to deal with negative feedback.
Similarly, Zappos, the online clothing and shoe store, uses Twitter to reach out to their loyal customers and take care of their requirements.
You can see in the screenshot below that a customer complimented the service of Zappos. Zappos responded to the tweet immediately and appreciated the customer’s words.
Image Source – Twitter
Last but not least, another common Twitter marketing mistake is to have an inconsistent brand voice. Big companies such as Microsoft, Google, and LinkedIn maintain a consistent brand voice.
When you are communicating with your followers, you need to ensure that the tone and the writing style is the same throughout your profile.
If you have a consistent tone and the same writing style, it will help your followers recognize you easily. Also, if you have an identifiable and exceptional voice, it will help you stand out from your competitors. It will help your brand look unique.
The words you use and the way you share your tweets have a huge impact on developing a voice for your brand. So, make sure that you chose your words wisely and share your content smartly. This will help you maintain a consistent brand voice.
Now that you are aware of the most common yet important Twitter marketing mistakes, avoid committing them. This will take your Twitter marketing to the next level and help you improve your results significantly.
Do you know of any other Twitter marketing mistakes? Have you ever made any mistakes in your Twitter marketing? Feel free to share your thoughts in the comments.