Sponsored Content: Twitter for Business – Search Engine Land News On Search Engines, Search Engine Optimization (SEO) & Search Engine Marketing (SEM) Wed, 15 Nov 2017 16:45:19 +0000 en-US hourly 1 https://wordpress.org/?v=5.5.3 Agency secrets for a great Twitter strategy /agency-secrets-great-twitter-strategy-286824 Tue, 05 Dec 2017 12:30:07 +0000 /?p=286824 Want to get more out of Twitter but aren’t sure where to start? We’ve compiled the best tips and tricks, straight from our agency insiders, on creating an impactful and engaging Twitter strategy. Find your voice Before you send out your first Tweet, you should establish a well-defined brand voice, which will set the tone […]

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Want to get more out of Twitter but aren’t sure where to start? We’ve compiled the best tips and tricks, straight from our agency insiders, on creating an impactful and engaging Twitter strategy.

Find your voice

Before you send out your first Tweet, you should establish a well-defined brand voice, which will set the tone for your entire Twitter strategy. Your brand voice should be fresh and original, convey your brand’s message, reflect your core values and most importantly, resonate with your audience in a personal way.  A talented writer whose style aligns with your brand is an invaluable asset when it comes to finding your voice.

Take @Square, for example. They take on a friendly, helpful tone and act as both cheerleader and mentor for the small businesses that rely on them for transaction processing.

Use editorial calendars

Ever wonder how some brands seem to have an endless supply of content? It’s likely thanks to a well thought out editorial calendar. Agencies know both planning and organization are key to a great Twitter strategy, so employing a live, shared document where content is constantly being added, edited and adjusted is key. A calendar can help you be prepared for upcoming holidays and events, keep track of what worked and what didn’t and help to ensure that you have daily content planned.

Don’t ‘schedule it and forget it’

Scheduling Tweets is a great way to ensure that you are reaching your audience during the prime times they are online, even if it happens to be a time when you are not. Twitter also has their own scheduling tool, which anyone can use through the ads campaign dashboard. Remember though, that scheduling Tweets and not checking back frequently is a huge missed opportunity. To extend the reach of your content and keep your audience engaged, you want to check your Twitter activity often to reply to any Tweets, retweet relevant content and tap into trending conversations.

Join Twitter Chats

One of the best ways to not only grow your following, but grow it with the right followers, is to participate in Twitter Chats. There are chats for just about every topic under the sun, and participants tend to be folks who use Twitter to make lasting connections with other like-minded individuals and brands. In other words, extremely valuable followers who will help amplify your message and foster conversation around your brand by retweeting, replying and sharing your content. The key to Twitter Chats is to be an active participant by replying, retweeting, following new people and keeping the relationship going long after the chat has ended. If you can’t find a chat that makes sense for your brand, consider starting your own; just make sure you market it for maximum exposure.

@buffer created #BufferChat to engage with their target audience.

Be adaptable

Planning ahead is great, but sometimes the best Tweets are created on the fly. Don’t be afraid to stray from the calendar if an opportunity presents itself.  Make sure to capitalize on trending topics, timely world events, or even just a great mention from someone else. One word of caution though: Do not use a tragedy as a branding opportunity. Tweet with caution during sensitive situations, and consider pausing any prescheduled Tweets.

Create conversations

Gone are the days of one-sided marketing, and that goes for your Tweets, too. Your Twitter strategy should be a healthy mix of @replies, organic Tweets and Twitter Ads and should also include questions and other conversation starters.

Mix it up

Experimenting with different types of content, and finding a balance that works for your audience, is key to a good Twitter strategy. Focus on having a balance of organic and Twitter Ads content. Strong paid campaigns can impact your organic Tweets and vice versa.

With proper planning, continued tweaking and a little creativity, you can craft a Twitter strategy that both elevates your brand and fosters your community. Ready to start implementing these tips? Launch a new advertising campaign today.

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Rothy’s uses Twitter Ads to drive brand awareness /rothys-uses-twitter-ads-drive-brand-awareness-285731 Mon, 30 Oct 2017 11:30:19 +0000 /?p=285731 Creating an impactful social strategy can be a difficult task. How do you ensure your content is on brand? How can you leverage social to drive brand awareness? One brand that stands out with their engaging Tweets and impactful Twitter Ads is sustainable fashion start-up @rothys. We chatted with their marketing team to learn about […]

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Creating an impactful social strategy can be a difficult task. How do you ensure your content is on brand? How can you leverage social to drive brand awareness?

One brand that stands out with their engaging Tweets and impactful Twitter Ads is sustainable fashion start-up @rothys. We chatted with their marketing team to learn about their Twitter strategy.

Tell us a bit about yourself.

Lacey Young: I’m the brand manager here at Rothy’s. I’m passionate about content creation, social strategy, and leveraging digital media to build brands.

Jenny Robinson: And I’m Rothy’s interim VP of e-commerce and Digital Marketing. Previously I led e-commerce and digital marketing for luxury beauty brands.

What does a typical work day look like for you?

We are a lean team at a fast-growing brand, so we wear many hats. Our team focuses on brand strategy, acquisition, and honing our messaging. We tackle everything from marketing strategy, site optimization, and performance marketing to the planning and execution of photo shoots and content creation. Part of our time is spent interacting with our community on social media and figuring out how best to delight our customers.

All while wearing our Rothy’s, of course.

You all have done a great job at getting your brand out there. What’s your marketing strategy?

Word-of-mouth marketing from our passionate customers plays a critical role in our marketing strategy. Another key piece is focusing on reaching potential customers online where they are — like on Twitter. By leaning on the visual appeal and stylishness of the shoe, we let the product do most of the talking in our marketing.

How does Twitter fit into your marketing mix?

We use a data-driven approach with our marketing initiatives to ensure we have the ideal media mix across channels. Twitter acts as a catalyst for reaching people where other platforms can’t — when people are on the go, looking to consume content. This is in contrast to the way people behave on other platforms, where they may not be looking to engage with brands.

Describe the Rothy’s brand.

Rothy’s are a chic, front-of-the-closet shoe, designed for life on the go. They are made from recycled materials and are out the box comfortable. We make them with little waste, caring about the planet as much as good design.

What are a few Tweet examples that you think really capture the Rothy’s brand?

Part of telling our brand story is educating our customer on Rothy’s product benefits. The shoes are machine washable, for example, which someone might not realize right away.

Our team members and loyal customers are important to our brand. We highlight them by sharing their beautiful images of them wearing their Rothy’s.

We stand out from other fashion brands by using strong imagery that features our sustainable materials.

How do you use Twitter Ads to amplify your marketing efforts?

Twitter is instrumental in building and maintaining awareness for Rothy’s. Part of our marketing strategy is to maintain brand awareness wherever our customers’ eyeballs are. Since both prospective and current customers are consuming content and engaging on Twitter, serving ads on the platform lets us be in the right place at the right time — which is perfect for our growing brand.

How do you plan and create Twitter Ads that will resonate with your target audience?

When people scroll through their Twitter feed, they’re looking for concise, unique content, more than other platforms. People want to see information that is relevant and interesting to them — at lightning speed.

In order to catch someone’s attention in such a fast-paced environment, it’s important to have original creative that’s eye-catching. For us, this means bright images and short copy that pops. The fact that people scroll through their feed quickly scanning for interesting content drives all of our decisions when crafting creative and messaging.

Here are a few standout Twitter Ads which feature some of our secret sauce:

Any final tips for brands trying to increase brand awareness with Twitter?

Here are our top three tips to keep in mind when creating Twitter Ads:

  • Pair eye-catching creatives with concise copy. This is paramount to grabbing people’s attention.
  • Make your bids in line with performance goals, optimizing for each audience and ads creative combination.
  • Ensure that your audience targeting is relevant to your brand and target demo. Don’t forget retargeting and email match!

Know a brand doing interesting things on Twitter? Tweet us @TwitterBusiness.

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