How to establish a Twitter marketing strategy?

Define marketing objectives

You can't talk about marketing strategy without talking about goals. This is the first step to take, after signing up for Twitter of course.

In fact, it is very important to know exactly what your goal is in using this social network. Generally, companies are looking for more visibility.

To do this, we advise you to aim for so-called secondary objectives. You can generate leads by getting followers. You can also increase awareness of your product or service. You can build a positive image for your brand and build a large and active community. In short, goals are the most important starting point for a good Twitter marketing strategy.

Conducting competitive intelligence

All companies carry out competitive intelligence. The objective is to keep an eye on the competition in order to know what they are doing. This is essential in order to remain successful in a world where competition is fierce. In order for the monitoring to be successful, it is necessary to go through a few steps.

• To start with, you need to make a list of your competitors. We are not just talking about companies that are in direct competition with your company and that you have known for a long time. There are also newcomers who are initially harmless, but in the long run can become major opponents.
  
  
• Secondly, you need to target the relevant information. In fact, competitive intelligence does not mean having all the information about your competitors. You need to be clear about what is important to avoid having too much data to manage.
  
  
• Also remember to keep an eye on the various publications and advertisements of your opponents. In this sense, you can play the role of a paparazzi or even a spy.
  
  
• You can also subscribe to their newsletters. To be clear, it's all about monitoring them to make sure your business is ahead of the game.

Create guidelines for consistency of publications

As a professional, it is very important to be clear and consistent in your communications. For this, you need a style guide about social networks. With these guidelines, you can be sure to avoid missteps and mistakes when hiring new staff. Every person in your team who deals with social networks should be familiar with these editorial guidelines.

For example on the tone to use and information about your audience. However, make sure your guidelines are specific to your use of the social network Twitter. This applies especially to hashtags, timing and ways of using emojis and link formatting. You have to be prepared for anything, because in this platform you will find bizarre, positive and negative conversations.

Create an editorial calendar

The editorial calendar is a great way to highlight content that you will publish later. You should not forget how important the frequency of your publications is. This guarantees a better chance of success in your strategy. The calendar is also the best way to see the inconsistencies between your different channels more easily. In addition, the content must be rich and relevant. Hence the advantage of preparing in advance.

However, you should be aware that planning a calendar takes time. It can also become a real headache. But it is better to waste some time on this task to avoid effort and stress later on. And most importantly, an editorial calendar will help you reduce the risk of mistakes and errors in your content. When designing your calendar, think about a few things such as how often you want to publish, when you want to publish, whether it's the day of the week or the time of day, and who your targets are.

Analyse the impact of the marketing campaign

Once you have successfully put your Twitter marketing strategy in place, the only thing left to do is evaluation. This should be done regularly to ensure that you are making adequate progress towards your goals, but it can present a lot of data that can be chilling. You have several indicators in front of you. We therefore advise you to check only those that are really important. It is obvious that you are happy to have obtained a large number of retweets. But was it successful?

So remember to collect only data that makes sense. This will allow you to demonstrate the value of all the effort you have put into your marketing. In addition, this information will allow you to rethink your strategy to refine it to make it more effective.

Twitter is a giant platform that will allow you to push your company's marketing. However, it is essential to put in place a foolproof strategy. This is not always easy when you lack knowledge on the subject. We therefore invite you to trust My Name Is Bond for your marketing automation.