It wasn’t long after Twitter’s inception that brands started to jump on board, using the platform to start conversations and promote brand awareness.
Twitter has evolved greatly since it first landed on our screens. It’s adapted its offering for brands and consumers alike, providing audiences with a number of different options to get things off their mind, connect with friends, and interact with businesses.
With its current state of evolution in 2019—is Twitter an effective channel for businesses?
It can be a hard question for you to answer at first. It requires a deep dive into who your brand really is, your offer, and your audiences.
It also greatly depends on the tools and resources you have readily available.
It’s important to take a look at what exactly Twitter has to offer businesses and how it’s used for marketing and advertising.
Twitter can be great tool for building relationships and promoting products and services—as long as it fits in with the overall brand identity, scope, and capabilities of a brand itself.
With Twitter, you can use your channel to promote a wide range of content for free. They can promote blog posts, events, promotions, and more, all with a helpful image and a link back to their website.
Outside of the cost of social media management tools and a dedicated social media team, these tactics are free and simple.
But Twitter can also be used to start conversations, engage with groups online, and establish credibility and trust that can encourages more consumers to turn to a given brand over the competition.
With Twitter, you can track specific goals and objectives like traffic, following and engagement through the native tracking tool, so it’s easy to monitor a campaign’s progress.
Outside of the free ways businesses can use Twitter, you can also roll out paid promotions in the form of ads, promoted posts, and more that are all targeted to a very specific audience based on a brand’s needs.
And Twitter offers some of the cheapest advertising options when it comes to their services—though it comes with some restrictions in the form of word count.
Extensive competitive research capabilities.
Brand can also perform extensive competitor research through Twitter. You can do this by scouring your competition and their social media postings. This can also be done through hashtag research, third-party tools, monitoring online discussions, and more.
Twitter makes it easy to learn what your competitors are doing. With this knowledge, you can adjust your strategy accordingly. You can also learn from the mistakes of your competitors without feeling the consequences of said mistakes.
Competitive research is necessary for all businesses regardless of what platforms they’re using to connect with audiences. Twitter just makes it easier to do so.
Specific targeting options get your content in front of the right audiences.
Twitter ads offer extensive targeting options. With these ads, you can decide what age group, demographic, location and more you want to target.
Similarly, you can tailor a campaign based on your needs. You can choose to drive brand awareness, direct users to their website, engage with a post and more.
These options help ensure the right audiences are interacting with the right content and don’t feel bombarded. And on the other hand, you can make sure paid campaigns are directed to the right audiences.
This leads to higher campaign results overall.
Increased brand visibility through consistent posts.
The more your brand interacts on social media channels like Twitter, the more visibility you’ll get overall. Therefore, a major benefit is this natural increase in visibility.
When brands open up a Twitter account, they’re offering their audience more ways to interact. This gives them more opportunities to promote content, start conversations, and drive business growth goals.
When brands establish a frequent and consistent posting schedule, they are giving their audience something more consistent to interact with. And this can drive sales.
In fact, brands that are consistently presented see 23% more revenue.
Twitter for business has the potential to positively impact sales and put businesses on a track to success.
Established trust and credibility through outreach.
Twitter has more than 325 million monthly users. That’s ample opportunity for brands to interact and start conversations.
And these conversations establish trust.
This platform isn’t just for promotion, either. It can also be used to educate and enlighten. Consumers want to know that there are real people behind the brand they’re working with, and the best way to convey that is through fluid, engaging, and relatable conversation.
This conversation builds up a brand’s reputation, letting consumers know that it can be trusted and seen as a reliable source.
That can encourage more consumers to flock to websites to make purchases. Without that social presence, you can’t build up that same credibility as easily.
In Twitter’s business success stories, they shared how the Scottish biscuit manufacturer, Border Biscuits, used the platform to increase audience engagement through polls.
Image source: Twitter
Is 2019 the year for Twitter business promotion?
Even with these benefits, however, Twitter may not be the best fit for everybody.
Twitter has its limitations. And not all brands are created equal—what works for one brand on social media won’t work for them all.
For more technical and professional brands, platforms like Facebook and LinkedIn might be better for promoting business. These platforms allow for more long-form content that is insightful and informative.
As a whole, these platforms also lend themselves to more professional conversations that can build connections, establish partnerships and promote thought leadership.
It might also be worth it for a brand to establish a blog presence before entering into the arena of social media promotion.
Additionally, brands can use more traditional pathways to engage with users like email.
Email campaigns drive ROI, after all. And if brands already have an established base, reaching out through newsletters, lead nurture campaigns and more has a higher potential for actual conversions.
That presents a downfall with Twitter and social media in general; just because you can target an audience that falls in line with your needs doesn’t actually mean they have any intention of learning more about your brand or offering.
And social media takes time. It takes a significant amount of energy, resources, and an entire team dedicated to this content creation and promotion. If it doesn’t actually drive conversions as well as email marketing and other digital marketing initiatives, it might not be a worthwhile investment for your team.
Twitter is a great resource for brands looking to interact with audiences online and in a more relatable way. It offers a number of options for brands of all sizes and industries to promote content, build relationships, jump in on discussions and advertise to target audiences.
But not all business can benefit from Twitter. And if the platform isn’t being used correctly, all that time and energy will inevitably go to waste.
Twitter does have some business benefits:
Increased brand awareness
And targeted advertising.
But for some brands, the cons may outweigh the pros:
The cost of social media management tools and advertising
Internal time and resources
And the risk of inconsistent branding.
That’s why brands should look to other pathways to interact including Facebook, LinkedIn, a company blog and email marketing.
2019 is no different than 2018 when it comes to Twitter for business. Brands just need to be more aware of what they have to offer and if Twitter is the right platform to help them.Here are some tips for integrating social media into your next email marketing campaign.
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