How is it that X, formerly known as Twitter, supports your digital marketing strategy?
X (which we’ll continue to call Twitter here – sorry, Elon!) has become a sneaky asset for some business owners’ digital marketing campaigns as a way to expand your audience and share important updates.
In fact, more than half of B2B companies rely on Twitter as a component of their digital marketing strategies today.
These companies value making direct connections with the millions of users who flock to Twitter daily. Because the platform’s leadership knows that business owners rely on Twitter to support their marketing strategy goals, Twitter recently added new professional tools to help business owners with paid accounts maximize their on-platform experience.
KWSM has been helping people optimize their Twitter accounts for more than 13 years, and in my time as a Senior Digital Marketing Strategist, I’ve seen the tactics that have made an impact on client goals. In this blog, we’ll share how Twitter can support the goals of your digital marketing strategy and how this channel has helped our clients reach new audiences.
How Does Social Media Fit Into a Digital Marketing Strategy?
Twitter supports your digital marketing as a great asset for your social media marketing strategies. Because of the natural conversational setup of the platform, it’s simple to network one-on-one with your audience organically.
Building these natural relationships starts with your business profile. On your feed, you can create posts that showcase:
- Your business ‘behind-the-scenes’
- Testimonials from your clients
- Links to your blogs or featured articles that show your expertise
- Photos of your team in action
All of these content elements can help humanize your business and improve the strength of your networking as you reach out to audience members.
By using Twitter to nurture these new relationships, you can drive high-quality leads and build real connections with followers and those in your industry with the click of a button.
How Twitter Supports Your Digital Marketing Strategy
Twitter can also be an excellent platform for you to build genuine relationships with your customers, partners, and prospects. Users on this channel post consistently in a very conversational manner. Often, they pose questions to companies and each other with the goal of having a conversation.
“Twitter is all about starting and joining conversations with other people – in fact, it might be considered the most conversational of all major social media platforms. Businesses have a tremendous opportunity to use these posts and threads to their advantage and communicate with their target audience directly.”
Meredith Ashburn, Senior Digital Marketing Strategist, KWSM
Twitter supports your digital marketing efforts in unique ways when you work with KWSM. For example, I’ve seen Twitter work extremely well for companies that want to engage with potential clients at trade shows.
Case Study: Twitter Trade Show Marketing in Action
One medical industry company that our team supported wanted to connect with trade show attendees. As part of their strategy, we reached out to people via Twitter who were talking about the event. Our goal was to boost engagement by asking them what they looked forward to at the event and setting up one-on-one in-person meetings with them at the company’s booth.
As a result of this networking, we were able to secure multiple meetings with prospects for the day of the event at no cost. Again, these efforts were completely organic – no paid ads were required.
What’s New on Twitter’s Platform?
To make networking even easier on this channel, Twitter has increased the character count of posts for premium subscribers.
For example, Twitter recently increased the available character count for Blue Subscribers from 280 to 4,000 in each post.
That said, Twitter will still continue showing snippets of longer posts in the main newsfeed. People can click on the post to expand the text fully and engage.
A common mistake business owners make in their Twitter strategies is only posting promotional content. The ultimate goal of this channel should be to position your business as an authority and a resource for your audience. When writing your content, consider how you can provide value to current conversations and share your brand personality. It can even be a customer service channel (Just ask the airlines)!
How Does Social Media Work in a Holistic Digital Marketing Strategy?
Even though Twitter supports your digital marketing strategy in numerous ways, it will not help you reach all of your lead generation goals alone.
Instead, Twitter should be one part of a holistic approach to your marketing. Other tactics to help your business grow could include activity on other social media platforms, email marketing, paid advertising, public relations, and niche-specific outreach to achieve its goals.
Tying all of your marketing tactics together to reach one goal helps you develop and maintain a consistent brand message that builds relationships with your customers and generates leads more effectively.
40% of businesses are unable to achieve their goals with their current marketing strategies.
Is your digital marketing strategy getting you the best results for your efforts? KWSM develops carefully crafted marketing strategies and campaigns that convert strangers into potential customers.
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