Close to 50% marketers believe that Twitter is the best social media channel for customer engagement. There is no doubt that Twitter offers great potential to expand your market reach, however, simply having thousands of followers is not enough.
Brands focus so much on the number of followers, that they rarely put in efforts to analyze and understand their audience. While it may appear that you know what content to deliver but without knowing your audience you are merely sharing content based on assumptions.
Social media is a powerful platform for brands and consumers to engage in a two-way conversation. Users understand this and expect more relevant and meaningful interaction than simply being hit with marketing communication. So, unless you find a way to engage your audience, you will not be able see desired returns for your Twitter marketing initiatives.
While talking about the product/service and the company may be a part of your marketing efforts, the real aim is to get your users to take action. And the only way to trigger that is to share contextual content that resonates with your followers, which in turn would encourage them to take action. In effect you need to analyze and profile your followers and by doing so you will be able to:
Understand your audience
Profiling of Twitter followers provides insights enabling you to gain a real-time visibility into users who are most relevant to you. For instance, you get to see followers who regularly engage with you and the type of tweets they respond to.
Individual profiling also allows you to learn about your followers’ purchase behaviors, demographics, lifestyle, and other interests. Using such insights can help you segment your audience and accordingly plan and create most relevant and contextual posts/content for better engagement. It also helps identify new followers to expand out reach.
Know when your followers are Active
Twitter is an extremely noisy social network. Almost every second there are hundreds of new tweets filling up our feed. There is a high possibility that your tweets are getting lost in this noise, negatively impacting your level of engagement.
The best way to optimize visibility of your tweets, is to find out when your followers are most active. Tweeting around the same time increases your chances of getting seen by manifolds. To be able to spot a trend you need enough data, which means you need to perform individual profiling to closely monitor your followers’ tweets to identify when your followers are most likely to engage. You can then leverage this information to schedule your posts during the most active hours.
Realize what your followers are talking about
With social listening and monitoring you will be able to track and know what your audience is talking about including – trending topics, whether they are talking about your brand or others, who are the brand advocates or influencers. Knowing what they are talking about allows you to build a foundational knowledge and determine right social strategy focused on your audience aligned with business goals to drive results.
Such insights enable you to create inspiring and interesting posts, eliminate guesswork and help you stop spamming social media and reduce noise. As a result, this allows you to nurture meaningful relationship with your followers and create a lasting brand impression.
Whether you want to know your followers, nurture brand advocate or create more engaging tweets, we can help you at every step of the way. Talk to us today to find out how we can help you use social media to your advantage.