Though Twitter has easily become one of the most powerful ways to reach out to new and existing customers, not all companies experience quick and effortless success when reaching out to their niche. Indeed, tweets can easily fly under the radar and suffer from low click-through rates unless specific practices are followed to pique customer interest, persuade them to click through, and give them a reason to discover the company’s core message in new ways. With five specific practices, businesses can boost their appeal and cater to a better, broader subset of the Twitter population.
Hashtags have long been a mainstay of savvy Twitter usage, but many people use obscure hashtags that are less popular or hard to decipher. Businesses should always pair their message with a hashtag, but they should make sure that the hashtag is an actual word, not an obscure abbreviation. Furthermore, businesses should shy away from using more than two hashtags in a marketing tweet, as many users view this to be poor form on Twitter and other social media websites.
If the tweet is about a great new line of men’s shirts, it might be a good idea to use hashtags like “MensShirts” and “shirts.” Shy away from using hashtags like “MS” or other abbreviations, especially since many abbreviations might have several different meanings and might dilute the message overall.
2. Don’t Forget the Importance of Keywords
Keywords are not just good for search engine optimization practices and search engine marketing campaigns. The same strategy of thoughtful keyword choosing applies to Twitter as well. Users of the site have access to a tweet search function that is easily on par with Google in terms of accuracy, relevance, and ease of use. By selecting keywords for each tweet that are relevant to the product and likely to rank the company’s copy highly during a search, the tweet will enjoy better click-through rates and even better conversions.
3. Tweet When People are More Likely to Click Through
It’s true that people tweet all day long, but it’s not true that people click links all day long. In fact, recent marketing studies have shown that Twitter users are more likely to click a tweet’s link in the late afternoon hours than they are at any other part of the day. Of course, this is a broad generalization and it might vary based on the type of company, the nature of its customer base, and other factors.
What remains true, though, is that businesses should figure out when people are more likely to click on their links. They should then dedicate themselves to publishing new tweets around that time, in order to maximize customer attention and boost overall click-through rates in a dramatic way.
4. Don’t Over-Tweet and Flood Someone’s Twitter Feed with Company Information
Businesses have a lot of things to say about their products, and they have a lot of great ideas that they think will resonate with their customers. Sometimes, this leads to a company posting a rapid-fire stream of tweets that can fill up a user’s Twitter feed. When several company tweets are displayed consecutively, or even close to each other, customers will typically ignore all of them and move on to better tweets and personal messages. This can lead to disastrously low click-through rates for businesses seeking to reach their target demographic.
Post tweets at least a few hours apart, rather than just a few minutes apart. This will create a more interesting Twitter feed for customers and capture their attention more directly. They’ll be more likely to click, and that’s good for the company’s marketing approach.
5. Don’t Take the 140-Character Limit Too Seriously
Twitter permits a maximum of 140 characters per tweet, but this can sometimes viewed as a bit too long for regular consumption. Marketing studies have found that people are actually more likely to read and click through a tweet that is between 120 and 130 characters. This might seem like splitting hairs, but the difference was substantial for virtually all businesses surveyed.
With careful consideration of a tweet’s length, the time it’s being posted, and how long it has been since the company last issued a tweet to its followers, Twitter can be converted into a major part of any company’s online outreach campaign. All it takes is following a few basic guidelines and studying an audience’s behavior over time.