Everybody is constantly fighting for a bigger “piece of the pie” in this very dynamic marketing environment that we are currently facing. The usage of social media is reaching its peaks, and the involvement that social media platforms take in our everyday lives is astonishing. New and innovative tools are persistently engaging, and startups have to follow those trends if they want to get to a higher level. Promoting your business is a very necessary step toward success. The overall content marketing industry is estimated to be a $400 billion industry by the year 2021.
When we are talking specifically about marketing strategies on Twitter, the past few years have not been so great for this social platform. As a result of people using the platform to spread bad press about the 2016 elections, a lot of abuse and bullying happened there. The company reacted fast and with the implementation of many changes, Twitter is still a very valuable marketing tool that is relevant for your business. If you are thinking about how you can design the best marketing strategy on Twitter for your startup, we suggest the following tactics:
1. Break the news of Twitter
What is interesting is that if you go search for the Twitter app in Apple app store or Google play store it will be listed as a news app and not as a social platform. This makes a lot of sense if you are using Twitter or you are familiar with how Twitter works. What does this mean? It means that Twitter is much more than just merely a social media app, it’s where you go to see what’s happening in the world now. It’s used to connect all types of people from all around the world, and as a startup, you can use this to your advantage.
Considering all of this, a good tactic is to break your news worth sharing on Twitter firstly. It doesn’t matter what it is, a product launch, a new office renovation or something else. Using Twitter to keep people updated makes them feel like they are a part of your company.
2. Personalise your responses
Engaging your customers on Twitter is very important. Whether they know it or not, your customers want to be acknowledged and they want personalized responses when it comes to using this social platform. A good tip for your company is to listen to what your customers have to say because most of them have valid complaints that might make your business even better. And sometimes, your customers need a sign from your company that you are actually listening to them and acknowledging their opinions and complaints.
One great example that depicts this step in the strategy of the business was Morton’s Steakhouse’s response to a tweet from one of their customers Peter Shankman. Peter tweeted jokingly that he would like somebody from the restaurant to meet him at the Newark Airport where his plane was supposed to land and to bring him a porterhouse steak. When he arrived, a server from the restaurant met him and gave him the steak! He tweeted what happened on Twitter and the story blew up everywhere giving Morton’s Steakhouse a lot of good press.
3. Use hashtags properly
We live in the hashtag era. Using them can be a very effective tactic for getting attention on some subject or engaging your customers. First of all, make sure that you use hashtags properly especially if you’re trying to launch your own hashtag. For example, if you want to hashtag the importance of drug testing for work and you do it like #test #for #drugs instead of #TestForDrugs or #DrugTest, you’re doing it wrong. Make sure that the hashtags are concise and creative!
A good idea is to download the Twitter Marketing Calendar for 2019, where you can see which hashtags are relevant for the day. Every day there is something happening like #NationalDonutDay or #NationalDressYourPetDay, and these happenings will give your brand an opportunity to engage in conversations with your customers.
4. Try different tones
It’s okay to not know your definite tone since you are a startup company. In this context, trying things out is a great tactic to use on Twitter. Experimenting with different types of content that will work for your audience is key to a great strategy for your startup on Twitter. One of the most important things here is to find the right balance for your business model of organic and paid content.
Don’t be afraid to try out new personalities for your brand or company on Twitter. Try being softer, more humorous, or whatever else you think might have a positive reaction on your customers. It’s totally okay not to have a defined brand personality at the beginning, and it is okay a few options not to work out for you. Keep being open, creative, and determined!