Twitter is a valuable marketing platform that provides brands with a unique opportunity to build their businesses by expanding their audience base, engaging them & driving them down the sales funnel to generate conversions. There are various reasons why Twitter is unique as a marketing platform.

Twitter has 145 million daily active users that can be monetized by the brands.

The following are some interesting statistics about Twitter that substantiate that Twitter is enormously valuable when it comes to building a relationship with the individual members among your target audience groups:

  • In the U.S. alone the user base of Twitter is expected to grow at a rate of 0.3% in 2020 (Source: eMarketer).
  • 30 million or roughly 20% of the daily Twitter users are Americans (Source: Statista).
  • Videos on Twitter get 10x the engagement & 93% of the video views on Twitter happen on mobile (Source: Twitter).

Why Twitter Engagement is Important

Boosting audience engagement on Twitter involves optimizing CTRs on Twitter. The following statistics reveal why you need to engage your audiences on Twitter:

  • Direct message campaigns on Twitter have a 300% higher Click-Through-Rate (CTR) than email campaigns (Source: Postcron.com).
  • If a brand doesn’t engage its audience group on Twitter by posting engaging or relevant content, 15% of Twitter users unfollow it (Source: Postcron.com).
  • 27% of all Twitter users follow at least one brand (Source: Sprout Social)

When the engagement on Twitter improves, the number of followers on Twitter increases.

The follower count on Twitter isn’t a vanity metric. A higher follower count signifies more influence in your industry and also implies that audience, leads, and customers are interested in your content.

Twitter is a simple social media platform and a go-to network medium for engaging with your target audience groups. If a brand has good Twitter engagement, it automatically signifies that the brand is having a content strategy that resonates with its target audience groups.

Having well-engaged audience groups on Twitter is a powerful social proof that the platform has valuable content. As the tweets get more likes, replies, and retweets, their reach improves further.

Measuring Twitter Engagement and CTRs

  • You can measure your engagement on Twitter with the help of Twitter Analytics.
  • You can track the number of impressions and number of engagements on your tweets and can keep an eye on what comprises your “Top Tweets“.
  • The number of engagements per impression will give you the “engagement rate“.
  • To understand the impact of Twitter in terms of driving traffic on your website or for in-depth reporting you can take the help of Google Analytics.

Methods to Improve Engagement on Twitter

While analytical tools such as Google Analytics and Twitter Analytics can help you monitor clicks, impressions, engagement, and ROI, which can in turn be used to optimize your content strategy on Twitter, there are some tips that will help you upfront to improve your engagement on the platform.

The blog highlights ten tactics to improve your Twitter engagement and CTRs:

  • Frequent Tweets

Twitter is a platform that loves frequency, at least this is what statistics reveal.

CoSchedule advises tweeting anywhere between 3 to 7 tweets per day for maximum engagement on the platform.

However, the context of tweets must be kept in mind. Doing buzzword and viral content analysis specific to your niche and some competitive benchmarking can always be helpful.

So, in case everything is staggering, tweet some more.

  • Engage With Others

Be it replying to the comments on your tweets or responding to the tweets of other brands, influencers, or individuals, in the form of retweets or comments or mentions, Twitter is a platform meant for interacting.

It helps brands improve engagement and build relationships which in long run can act as valuable social proofs across all the social media platforms. Moreover, it can also help you in analyzing the preferences of your audiences and in developing some valuable User Generated Content (UGC).

Most brands don’t have a lot of time to interact with their follower-base. This is where your opportunity lies.

If you devote some quality time interacting with fans, there are high chances that you will get those extra followers, conceivably from your competitors, and will also be able to transform the roamers or random landers on your Twitter page into fans.

  • Time It Right

According to Twitter’s Global Engagement statistics by Sprout Social, brands witness maximum engagement during weekdays in early or later noon.

Brands can test-run and establish the best time for their tweets, keeping their time-zone, and target audience geographies in mind.

Target your tweets in real-time and during those times in a day when users are more active.

  • Link-Sharing Tweets

Putting a link back to your website in your tweets can help you get more traffic on your website.

However, as self-aware and sensitized brands, you should share valuable links from others. Remember, social media isn’t just bragging about yourself.

If you deliver value through your content, that builds trust and relationships, which builds credibility. With credibility on Twitter, traffic on your website also follows.

When you mention other brands in your tweets, they may re-tweet what you posted and this, in turn, multiplies the engagement on your Twitter page, as well as, sends traffic on your website.

Accompany your tweets with some relevant images and videos and watch the magic unwind. Visual appeal attracts more likes, shares, and re-tweets, encouraging people to interact with your posts.

Pairing your tweets with GIFs or memes and infographics is also a proven strategy to trigger the visual appeal of your pieces of content and improve your Twitter engagement.

  • Employ Twitter Ads

Twitter ads are paid but they are worth the purpose of building engagement. Promoted tweets can help you improve your Click-Through-Rate (CTRs).

Twitter ads can be located on the right-hand side of your profile pic in the same drop-down where Twitter Analytics is located.

You can also employ Twitter conversational ads. These are promoted tweets with compelling images or videos and include call-to-action buttons with customizable hashtags.

These ads allow users to spread brands’ messages to their followers, expanding the reach of the post. Conversational ads are not only an excellent way of engaging with customers but also prompt them to share your message. These ads are not available by default for self-serve advertisers, and users have to file a support ticket to request access.

  • Employ Hashtag Marketing

Hashtags are a combination of keywords or phrases that are preceded by the “#” symbol and don’t include any spaces or punctuation marks.

Hashtags on Twitter can improve the reach of your posts.

According to Sprout Social tweets with at least one hashtag receive 12.6% more engagement than those devoid of them.

Brands can benefit from the use of industry hashtags, community hashtags, and event-based hashtags. However, spamming your post using irrelevant hashtags should be avoided. Twitter Analytics allows you to research and use the top-performing hashtags resonating with your brand.

  • Use Power Words

Using power words and superlatives can improve the Click-Through-Rate (CTR) of your tweets.

The following power words can be used to draw users’ attention and make them click on your post:

  • Immediately
  • Improve
  • Bonus
  • Exclusive
  • How to
  • Protect
  • Complete
  • Optimize Your Profile

Optimizing your profile is amongst the most subtle ways to attract new followers. You can use a clear brand logo, relevant tags, and niche keywords along with the primary geographic location in your profile to optimize it.

  • Use Twitter Cards

The posts on Twitter can be extended up to a maximum limit of 280 characters. With the help of Twitter cards, you can add more content to your tweet, whether it be a summary card, photo card, product card, or any of the other options.

With the help of Twitter cards, your tweets will get longer, more dynamic, and rich and will have improved Click-Through-Rates (CTRs).

In order to use Twitter cards, you have to validate your website with Twitter and add Twitter card metadata to your website.

Wrapping Things Up

Building and growing engagement on Twitter requires a conscious effort. To start with, you need to commit a small amount of time. Consider applying the above steps to improve your brands’ engagement on Twitter and you will be surprised to know the exposure your brands get.

For optimizing your Twitter strategies, you need to work on the insights amassed from platforms such as Twitter Analytics and Google Analytics. Using Twitter the right way will eventually help you attract more leads and customers for your business.

Valasys Media is a well-renowned name in providing an array of services for B2B marketers including lead generation, lead nurturing, account-based marketing, list building services, contact discovery services, content syndication services, event promotion, appointment setting, business intelligence, and CRM services, to help them grow their businesses.Contact us to optimize the traction of your marketing and advertising campaigns across multiple channels.

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