Twitter is one of the social networks that you can use in your digital marketing strategies. While it does not have as much sales force, it can be considered that having a Twitter account brings a certain reputation to the brand. Besides that, it’s important that any digital marketing strategy, if at all possible, be used on a lot of different platforms.
However, many companies that launch onto this social network find it difficult to maintain it as a successful communication channel. Therefore, to help companies and community managers, we have prepared a list of the most common mistakes they should avoid in their digital marketing strategy on Twitter.
Digital marketing strategies on Twitter
Twitter is a microblogging social network where users interact directly with other users and brands. Similarly, it is a social network with a sizable user base that publishes frequently and in large quantities due to the ease of producing content in its interface.
Certainly, this is a good way to bring brands closer to their customers and establish a relationship between them. Of course, considering that Twitter is a social network in which opinions and information shared between users are prioritized. In addition, it only allows you to make publications of up to 280 characters.
For these reasons, it may not be the first option for making a digital marketing strategy, but many brands have opted to disseminate content through this platform. In that sense, some have managed to set trends through the hashtags, mentions, and retweets of users.
Twitter has also implemented its platform for advertising, called Twitter Ads. In it, you can define your objectives, audiences, and budget, as well as ad formats to develop your digital marketing campaign.
Therefore, the general recommendation is that before you jump onto a platform, ask yourself how relevant it is for your brand and how often your target uses it since it would be a waste of time and effort to publish when you could direct those resources to a platform with a greater reach, based on your objectives and audience.
Common Mistakes in Twitter Marketing Strategies
If you have already chosen to start a digital marketing campaign on Twitter, we will give you a hand by letting you know some more common mistakes in marketing strategies on Twitter. You must take them into account and avoid them to achieve success on this platform.
Everything you sell should be tweeted.
Social media users are exposed to a lot of advertising. For that reason, you must differentiate yourself and not make them feel that your content is just advertising that seeks to sell. Companies are indeed on Twitter to advertise, but writing tweets that only talk about the product’s sale is frowned upon. Social media marketing has a lot to do with user behavior and the dialogue you create with them, so keep the conversation going from one to another and not just one-sided.
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Make extremely long tweets.
In addition to the fact that the limit for a Twitter post is 280 characters, many studies have concluded that using all of the available space results in a very long and tedious reading experience. Tweets with the shortest lengths have the greatest interaction, especially those with fewer than 100 characters. As a result, we recommend that you keep your updates concise and appealing and that you use images, videos, and GIFs to make your publication more dynamic.
Mentions should not be contested.
As a result, if you do not review your messages daily, this communication may be lost. Many clients prefer to tweet or mention you in a blog post. Tweet instead of sending you an email. For this reason, you should treat the comments as if they were posted and not leave any unanswered. If you do not do so, you will give the impression that you have bad service and do not listen to your clients. Particularly when it comes to negative posts or when there is a complaint or dissatisfaction with the company.
Too many retweets without regard for order or concert
Retweeting is a useful feature for your business on Twitter, especially for thanking a customer or leaving a positive comment on a company you admire. However, it is common for some community managers to lack any filter over what they retweet, resulting in “spam” to their followers. Annoying that, what’s more, it does not have a relationship with an effective digital marketing strategy. The ideal is to produce its original content and not just share posts from others.
Using hashtags too many
Another common error in Twitter marketing strategies is using many hashtags. This is especially true for people who have only recently begun to use social media or believe that the more hashtags they use, the more visibility they will achieve. However, the addition of many hashtags makes your updates difficult to read and appears to be spam. As a result, the general rule is to prioritize the quality of hashtags in a tweet over including all of them without context. Remember that hashtags are keywords or trending topics; thus, putting # fiesta in a health-related publication makes no sense. The key to using hashtags correctly is consistency.
Automatically publish on Facebook
It is very important to have fresh and adaptable content for each communication medium within a content strategy for social media. To this end, it is a grave error to share your tweets on Facebook without any modification whatsoever. Users see this practice as a waste of time and do not want to create new content for Facebook. It would help if you considered that each social media site has different conditions or formats for publication. Unlike Twitter, where you can only write up to 280 characters, Facebook allows you to be more creative. As a result, it is a bad practice that confuses your followers on the two social networks. The ideal scenario is to create unique content or, at the very least, content with variations tailored to each social network.
Include the full URL
So far, many people, experienced or new, continue to use full links in their tweets. This can be problematic since Twitter is a very peculiar social network because it limits the number of characters to only 280. For this reason, it is very important to be careful with the length of your post. Due to the importance of making shorter posts, they created URL shorteners, useful tools for generating social links. And in addition to giving you a shorter link for your publications, it also allows you to access metrics on the interaction of users with the links.
Conclusion on errors in marketing strategies on Twitter
Twitter is a social network completely different from the others and, therefore, should be considered so within the plans and strategies of digital marketing. In this sense, it is very important to adapt the actions to the particularities and opportunities of this platform to turn it into a successful channel, both in the sense of communication and sales.
