You don’t need a big budget to grow your Twitter account. If you want customers who are interested in your content, the best way to go about using social media is organically. Studies have shown up to 80% of the clicks on boosted posts are bots.
Step One: Reflect on your business and the industry
Have a clear understanding of what brand goals you are trying to meet and the audience you are trying to reach through Twitter.
Look at what your competitors are doing. Who are they following? What hashtags are they using? With that knowledge, you can develop a clear idea of what others are doing, not to copy your competitors, but rather to set your brand apart.
Step Two: Take Inventory of Current Content
Do a thorough content check and make sure what is being produced aligns with your brand’s social media goals. An audience can see through spammy content, so make sure you are taking the time to produce quality, relevant content and avoid the following mistakes:
- Typos: Spell check is a thing and takes two seconds. Save your brand the embarrassment and check your posts before hitting the “send” button.
- Pictures: Posts with pictures tend to earn 18% more clicks than posts without, so we strongly recommend using them.
- Vocabulary: You wouldn’t see Chanel posting “Lol check out our new #summer shorts!” (Insert five emojis). Does your word choice fit your brand?
Step Three: Growing Your Audience
It is important to follow people strategically, because it increases your chances of them following you back and engaging with your content.
- Klout or similar extensions assign a score to Twitter profiles speeding up audience development, and by selecting among the better profiles, you will more efficiently weed out irrelevant and less active profiles without actually clicking on them.
- Find industry-relevant lists and follow profiles subscribed to the list. Most likely they will be interested in your brand.
Step Four: Engage with your audience
Once you have adjusted your content to meet your brand’s goals and pinpointed your audience, it is time to start engaging!
- Make thoughtful individualized responses to comments – try to avoid having a generic auto response.
- Create both public and private Twitter lists relevant to your industry. You can use lists to monitor competitors or create a community of others interested in your product.
- Don’t neglect tagging people in posts. For example, if you’re tweeting about an article you found relevant to your brand, tag the publication or author.
- Include your audience in your brand by hosting a photo contest or giveaway.
Step Five: Connect with Social Media Influencers
According to Twitter, “nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.” An influencer can be anyone from a celebrity, to a Youtuber, to someone in your industry with a large following.
Step Six: Cross Promotion
Cross promotion means you get to leverage your following on one social media platform to build a following on another social media platform. If you already have a following on Facebook, try linking out to your Twitter account. It is likely that your audience is looking for multiple ways to stay updated on your brand. This can also be done in other ways like making sure your social buttons are in place on your website; bios on sites like Facebook and Google+ should also provide links.
Note: Cross posting and cross promotion are separate concepts. Cross posting often leads to Twitter posts getting cut off mid sentence, while cross promotion is constructed to fit that platform and links out to another platform.