How To Build A Winning Twitter Strategy In 2014

The good news about Twitter is that even though it went public in 2013, it didn’t jump the shark as many had predicted. Instead, the network has continued to grow, with an increased focus on the sophistication of its advertising platform. One recent article from AdWeek provided interesting analysis about the intersection of video and data on Twitter. Technologically, they’ve continued to innovate with the launch of Twitter cards, leading to more media rich user experiences.

If you’re having trouble conceptualizing the evolution of Twitter as a microblogging platform in the context of 2014 trends, think about it this way. The tools available to marketers and advertisers using Twitter are becoming more sophisticated; so is the framework that content marketers are using to relate to Twitter as a platform. Success on Twitter is no longer about a series of specific tactics; instead, it’s related to thinking strategically about how to leverage Twitter as part of your broader online marketing and social media efforts. Let’s explore strategies for how to do that.

Integrate your Twitter activity with your content marketing

On the surface, this recommendation can be oversimplified: for example, you may immediately think about the need to share all of your key articles with your social media channels (which of course, you should, but without creating a one-way “shouting” dynamic).

But strategically integrating your Twitter activity with your broader content marketing efforts requires a different mindset. Instead of seeing Twitter simply as a platform to promote your content, ask sharp questions about how your content marketing strategy supports your Twitter success:

What aspect of your content marketing plan is dedicated to ultra short-form content? What content are you creating that’s optimized for this format?
If you do an audience segmentation of your followers on Twitter, what types of content resonate the most (e.g. quotes, photographs, shared news, jokes, etc.)? The answer to this question can drive your content sharing and content creation decisions.
What is your strategy for connecting to the broader eco-system of Twitter? Are you using the platform to connect with influencers, join bigger conversations, and gain critical exposure in your niche?

In a way, you can think of this as an extension of the way you think about creating your content with your mobile marketing strategy in mind. While mobile and social audiences often have different objectives, there are several important commonalities in terms of optimizing your message and approach for short-form content. For more guidance on mobile content creation to give you a helpful framework on short-form content, I recommend the following articles:

A note on strategy vs. tactics: If you’re getting lost in recommendations about the number of tweets per day, the optimal times to tweet and other tactical decisions, stop. All of these areas can be useful for refining your strategy, but it’s critical that you start by really thinking about the role that Twitter plays in your overall efforts and how to maximize its impact.

Use Twitter to build your brand

One of the hottest trends in online marketing in 2014 is focusing on building your brand. It’s true even from the perspective of Matt Cutts’ recent declaration that guest blogging should not be about building links but should instead being on building your audience. Guest blogging gets your name and message in front of a diversified and growing audience. Twitter plays the same role, by providing an important opportunity to join the broader social conversation on your topic or industry. Twitter strategies need to focus on building your brand, which requires you to look at each aspect of your interactions on Twitter as a brand-building activity:

Are you vetting the content that you’re sharing for quality?
Do you have a Twitter brand guide to ensure that you’re consistently on message?
Is your handle and basic profile page aligned with your brand’s visual image?
Are you injecting personality, perspective, and insight into your tweets?
Does your “body of tweets” help reinforce your core brand positioning and expertise?
Have you created a branded hashtag that you own and use across campaigns?

Integrate visual content

If your content marketing strategy is evolving to include visual and video content, it’s possible to do cross-platform promotion of that content using Twitter. If Twitter isn’t one of your key channels for visual content, it’s time to change that. The addition of Twitter Cards has enabled users to showcase photos, videos, and infographics in a much richer experience. Think about how you can:

Choose compelling images to go with your links.
Communicate your brand through individual photos.
Curate galleries that use a few different images to give a better connection.
Increase interactivity by using Twitter to showcase your video content.
Connect your infographics to the larger industry conversation.

Increasing visuals within your social media communication has numerous effects. It leverages Twitter’s ability to connect you with a larger audience, while at the same time helping your profile stand out in your reader’s content feed. If you need the inside scoop on using Twitter cards for visual media inclusion, see The Definitive Guide to Using Twitter Cards.

Engage your Twitter audience

Engagement is a better metric of success on social media than sheer number of followers. How much of your content is being shared and read? This isn’t new information to social media marketers – but it’s increasingly important. The level of engagement that happens organically and that you cultivate is a good indicator as to whether or not your Twitter strategy is effective.

Legendary marketer Gary Vaynerchuk famously recounts his elbow grease approach to building relationships on Twitter. He uses downtime to monitor his social feeds, respond to questions, and generally take a proactive approach to engagement. It’s not feasible for the majority of entrepreneurs to have that level of engagement, but it does raise a question that I believe is critical for success on Twitter in 2014: are you taking steps to personally engage with and create value for your audience in ways that connect to your overall brand strategy and help build your profile? Here are some ways to tell and possible strategies to employ:

Look at the percentage of traffic that Twitter is sending your way, and metrics on how often your Twitter links are being clicked. Focus on increasing that number, as it will signal that your Twitter strategy is more closely aligned with your overall funnel strategy.
Retweets and comments are a great way to determine how effectively your content is resonating with your audience. The more compelled readers are to engage and share your material, the more on-point your message is with your audience.
Is your Twitter presence naturally cultivating opportunities for more interaction? For example, if people are leaving comments on your content or asking questions, that’s a great sign that you’re making a meaningful connection.

For help measuring Twitter engagement, ROI, and other metrics, see these articles:

Twitter continues to be a social media powerhouse. In 2014, though, it’s critical that marketers take their thinking through an evolutionary process that focuses on strategy, leverages visual media, builds their brands, and cultivates opportunities to make personal connections. What Twitter tactics are helping your business get traction right now?

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How To Build A Winning Twitter Strategy In 2014