How to use Twitter effectively in a small or medium business

How to use Twitter effectively in a small or medium business


Social media has become one of the most effective ways for companies to reach consumers. Unlike traditional marketing, these are organic, popular, and in many ways free to use.

For small businesses with tight budgets, social media is an effective tool to use, in particular, Twitter. Why?

According to 2019 statistics published by Buzzstream, 72% of consumers make purchases from brands they follow on Twitter. This tells us that Twitter is clearly not a platform to be overlooked.

This is a key statistic to watch out for, especially since marketers often focus their efforts on one or two channels, and voila. Facebook, one of the first big social platforms, continues to be a hit and tends to get the most attention from marketers.

However, Instagram and TikTok have been carving out their niche recently, resulting in marketers leaning towards these networks.

While Twitter made great strides early on, many have discounted its impact in recent years. But despite stiff competition, Twitter remains an important marketing channel and should not be ignored.

How can small and medium-sized businesses use Twitter effectively to reach their consumers? Read on to find out.

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1. Optimize your Twitter profile page

The first and most important tip on how to use Twitter in your business is to optimize your profile page. The profile is what gives consumers the first impression of your company, so make an effort to make it conspicuously enjoyable.

Start by using a high-quality version of your logo as your profile image. As the image will be compressed once you upload it, it is important that it be of high resolution, so it does not lose quality.

You must also add a Twitter banner that is attractive and represents your brand, but at the same time, be simple. Don’t add the logo again, maybe just your hashtag or slogan. Be sure to that the image does not exceed 1500 px wide by 500 px high.

Now add a concise biographyGet to the point and include keywords related to your brand. Don’t forget their hashtag, because you have to think about SEO on this platform also, beyond what you do on your website.

Includes the link to your website, blog and social networks that you have active. Your digital presence should create a feedback loop that drives website visits and sales.

Look at the profile of Vilma Núñez how pleasant she is to look at. It has the colors of your brand, but, in addition, it is well read and understood what it does, both with the main banner and with the information in the bio.

how to use twitter optimize profile

2. Don’t forget your brand on Twitter

Your brand is extremely important on social media because consumers see an endless stream of content on their social feeds. So, if what you offer is of great value to them, the likes and retweets they give you for that publication will increase.

But you will also be interested in knowing how to use Twitter to increase brand awareness as a whole, not just the engagement of a single post.

Use the colors of your brand on your Twitter page and decide a tone that is suitable for her and for people to interact with her. Remember that Twitter is all about creating connections, so make your business sound personable.

Don’t automate your messages. Users today are aware enough to understand when there is no real person tweeting and a robot is doing it.

Add a touch of humor and sarcasm to your posts, but without exaggeration. Don’t be afraid to participate in conversations and current affairs that your brand is connected to. The idea is to participate as much as you can.

Take a look at this example from Farmarato, a Venezuelan pharmacy that tweets frequently, even on trending topics of all kinds, not just from its niche.

how to use twitter posts

how to use twitter example publicationAvoid posts focused on sales. Branding on social media should not focus on selling your products or services; You first need to entertain and inform your audience.

3. Define your metrics

It is very important that you decide what will be the key performance indicators for your Twitter page. The goal is that you can ensure that the content is optimized for your business goals.

Are you trying to increase sales, offer customer service, or increase brand awareness? How many mentions, link clicks, retweets do you want to target each month? Is there a particular market you want to reach?

The default goals will help you define the metrics you want to target. And, with the metrics in place, you can create a Executive report that will help you move on to the next stages of Twitter marketing.

4. Interact with the Twitter community

Your business values ​​will give you a good idea of ​​the target audience you should be engaging with on Twitter. This knowledge will drive your content creation and your engagement methods.

Twitter is about creating and participating in a community – this is the platform that people turn to for conversation and debate, more than most other platforms.

If you want to build a community on Twitter, you need to find people to help you spread your brand.

Your business account should follow industry experts, relevant influencers, allied companies, potential customers, your employees, and even your competitors.

The following is just the first step in building a community. You need tweet posts that are relevant for her.

Interact with your followers: Thank people who follow or retweet you. Comment on relevant tweets, retweet, and share content that you think will be interesting to your followers.

Being an active member of the Twitter community will give users more incentives to follow you.

Customizable template to create your Social Media Plan

5. Diversify your content on Twitter

Twitter was known for its short-form content – each tweet handled just 140 characters, including links, image links, and emojis.

But Twitter has changed its formula. Tweets can now be 280 characters long long and can be chained to resemble long-form content through threads. This format is great for live tweeting or list sharing.

However, relying only on Twitter text is not the best way to use the platform. The images will make your tweets stand out more and participation in them will increase. Adopt social media graphics on all your tweets, along with images of your products and behind-the-scenes photos.

Videos have gained a lot of traction on social media. If you have the ability to create high-quality videos, they will definitely help increase engagement and followers.

For small businesses, how to use Twitter with video production can be difficult to achieve. If you can’t make good videos yourself, it’s best to avoid using this content method for now. Concentrate your efforts on other images that you can create to a high level.

Check out this tweet from Miami Ad School with a simple video that, despite looking simple, surely takes hours of production and development.

how to use twitter video publication

6. Reuse content

Most small and medium-sized businesses have a presence on all social media platforms. Optimizing content and engagement for each can be tricky, especially when you have a small marketing team (or the marketing team is yourself for now).

Repurposing existing content is a great way to save time and energy. You can adapt presentations into videos, trying to use presentation templates to turn them into attractive videos.

Alternatively, you can use infographics to promote your publications. If you don’t have a designer on your team, you can use a platform like Venngage, Lucippress or Piktochart to design your own infographic by reusing the content. If you want to know how to make an infographic, do not hesitate to review this information.

Other ideas you could use to post on Twitter:

  • Convert long videos to shorter nuggets, animations or GIFs for sharing across multiple platforms
  • Adapt a blog post in multiple tweets into an infographic
  • Update old blog posts with new information.

Reusing the material will keep your content and your Twitter account up to date without the hassle of creating new blogs or images.

Here, ConversemosEnDigital has posted a simple infographic on Twitter to grab the attention of its followers.

how to use twitter reuse content

Create a content calendar

Posting content when you want or when you remember to do it is not the best way to use social networks, much less Twitter. You need plan a calendar to know when to share each piece of content that you have prepared or want to prepare.

Research your existing posts to find out which moments were the best based on the response you received from the audience. Also find out what type of content worked well and at what time of day.

Once you’ve determined the best times to share content, create a calendar or use a scheduling tool to plan posts in advance.

A scheduling tool will save you the hassle of manually publishing each piece of content. Just create a publishing schedule ahead of time, add your posts to the scheduler, and your tweets will be shared whenever you want.

Many of these programmers also have analysis plugins that will generate reports for you, saving you more manual work.

Lean on a mind map to organize your ideas regarding the content you would like to create and publish, and then empty them into a spreadsheet or chart to better keep track of everything.

As we have seen in this post, having a successful Twitter account will take time and practice. Don’t expect to get thousands of followers overnight. You have to put in the effort, create good shareable content, and measure your successes and failures.

If you follow the steps above, you will be on your way to creating a Twitter account that will effectively increase your sales and brand awareness. Do you have any doubt left? I read you in the comment section!

Click here to download the template "Social media plan in 7 steps"





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