A well-formed marketing strategy almost always starts with a plan, know what you are going to say and when you are going to say it. There also needs to be consistency and when it comes to Twitter there is no point tweeting every day for a week and then running out of ideas by the time week two comes round.
As with most social media companies, Twitter makes a large majority of its revenue from advertisers, so it makes sense for them to continue innovating and providing more targeting options for brands to reach their ideal audience. This planner is the latest in a line of free resources they have released to help brands, both large and small plan their activity on the platform.
One of the key things for brands when targeting people on Twitter is to break down their audiences and understand where they are in the buying process. Are they new to the brand and need to be introduced to what is on offer or are they long-standing customers and just need a small push in order to reengage.
If you send the right message to the right audience they might become customers for life, the wrong message could put them off forever. This is where creating a persona comes in, think about what you want your brand to be, how should it talk and what does it represent. All tweets should come from the same ‘voice’, if users can tell that different agents are tweeting at different times then your messaging is going to get lost. Whoever is tweeting, it should be coming from your brand.
Whilst there will always be a need for a level of freedom and flexibility to react to events in real-time, and there have been some brilliant real-life examples of brands interacting with each other, a well thought out and properly planned strategy is going to provide a great base for your marketing strategy.
Have you got tweets planned for major events in your industry, are you going to engage with international holidays or events like St Patrick’s Day, Black Friday, Pride, Thanksgiving, Christmas etc? And if you are, what are you going to say, have you made sure the message comes across in the way you intend it. One of the reasons brands love Twitter is that thier message can go viral in minutes and reach huge audiences around the world, but if they send the wrong message or misjudge the sentiment of the tweet, brands can be going viral for the wrong reason.
To help with your planning, monthly, weekly and yearly, Twitter has provided a free strategic guide (download here) to help marketers plan out their tweets but also help define what their brand means and how it should be depicted online.
The monthly worksheets allow users to create objectives and define how they are going to achieve them on a month-by-month basis. There is also a daily calendar when Twitter has penned in some key events. As well as some ideas on how to make sure consistent content is being created, allowing the audience to get to know the brand and the messaging behind it.
This is equally useful to brands just starting out as it is to brands who may have been around for a while but are struggling to get their message across online. Whilst the audiences are huge on Twitter, without a well thought out marketing strategy, tweets can easily get ignored and lost amongst the millions of tweets sent daily.
Whilst there are plenty of articles and blogs out there that will tell you how to write engaging tweets, brands should always stick to what they want to represent and drive the type of engagements that matter to them. Work to engage with your audience and they will engage with you.
It has never been more important for brands to have an online presence and guides like this can really help build a consistent strategy.
Whilst there is the option to just post organically on Twitter, to make the most of the platform as a brand using the paid option to get promoted tweets in front of your ideal audience can really help drive interest, traffic and conversions. If you need help with this, get in contact with our Paid Social experts 0203 368 8556 or firstname.lastname@example.org to see how we can help grow your brand online.