Jared Atchison — August 26, 2019 — August 26, 2019
Big brands have no problem racking up thousands to millions of followers on their social media and gaining the attention of just as many people. Growing your social media means building brand awareness, encouraging engagement, and increasing revenue for your business. With more than 269 million monthly Twitter users globally, the platform is a great way to accomplish your business goals through an optimized social media marketing strategy.
There are several crucial lessons to learn from big brands succeeding at Twitter marketing. They know what it takes to appeal to their target market and build a loyal following that wants to interact with them.
Let’s look at four lessons all marketers can learn from big brands on Twitter.
1. Target the right audience
With Twitter, you don’t have to guess who you’re targeting on social media or what content to post that’s going to spark attention and conversation. You can use the platform to create campaigns to help you reach your social media marketing goals and cater to the right people.
Twitter allows businesses to target their audience by using:
- Age and gender targeting: Reach people based on gender or age
- Username targeting: Connect with people based on who they follow
- Interest targeting: Connect with people based on their interests
- Tailored audiences: Reach people based on audiences they create or imported audiences
- TV targeting: Engage with people based on the TV they watch
- Event targeting: Reach people based on events they’re engaged with
- Conversation targeting: Target audiences based on their conversations
Wazypark, a mobile app that allows users to find parking spaces, used Twitter with the objective to connect to their target audience and generate app downloads. As a result, the company had an 83 percent lower cost-per-install compared to other marketing channels. Twitter allowed Wazypark to successfully target young professionals living in Spain so they could reach their business goals.
2. Actively engage with your audience
Too many businesses focus their Twitter marketing strategy on growing their numbers rather than focusing on the customer. If you want to expand, you have to put the customer first and consistently assess their needs. What better way to do that than by engaging with them one-on-one?
To begin engaging with your audience, you first need to know who you’re marketing to. If you don’t have a clue who your target audience is, you won’t be able to grow your social media and build brand awareness. You need to figure out what kind of content your audience is looking for and creating buyer personas is a solid place to start. When you know what your followers are looking for, it’s much easier to succeed at keeping them engaged.
Glossier is actively growing its social media by offering stellar customer service and answering as many customer inquiries through Twitter as it can:
Responding to customer inquiries is a great way to engage with your audience and show others that you’re a brand who cares about their issues and pain points.
3. Add humor
Just because you’re a professional business doesn’t mean you can’t use humor to joke around on your social media or let loose with your followers. Statista reports that 38 percent of U.S. Twitter users are 18-29; with a younger crowd dominating the platform, it’s more acceptable to use sarcastic humor to appeal to your audience.
With Wendy’s moving its marketing strategy to focus on millennials, its Twitter uses a younger sense of humor to cater to their target market:
Wendy’s even added a snarky, clever bio to attract a younger audience and now boasts more than three million followers:
4. Promote a cause
Brands that promote philanthropy and give back to the community bring something special to the table. They show that caring about important causes is important and this encourages their customers to adopt the same mindset. When customers see their favorite brands participating in something that helps the betterment of the planet or people, it encourages them to become a loyal customer.
In 2015, shoe brand Toms introduced its #WithoutShoes campaign on Twitter.
For every social media user who posted a picture of themselves without shoes and tagged the brand in their post, Toms donated one pair of shoes to a child in need. This resulted in tons of user-generated content posted to social media which built brand awareness for Toms and promoted a good cause.
As a result, nearly 296,243 children received a new pair of shoes, and the campaign was one of the most engaging that the company ran to date with more than 300,000 entries.
Make sure your business stands for something other than just increasing revenue or selling as many products as possible. Humanize your brand by encouraging good behavior and being a staple of something good for society.
Wrapping it up
It’s essential to study brands doing social media right so you can learn from their successes as well as their failures. It’s important to know your audience, use humor, respond to user interactions, and stand for something bigger if you want to reach your social media goals. What other lessons can marketers learn from big brands on Twitter?
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