Ebook tổng quan về twitter content

wishpond EBOOKTwitter Content Marketing for Business i 6 This chapter details the basics of Twitter.. • create your @handle name • upload your profile photo • fill in your company bio •

what is the key to being an engaging influencer on twitter?

how do you get your business to have more followers, more retweets, and more @mentions?

Great content

simple, right? But what is great content? and how do you make it?

Great content is what connects you with your target market It is about relating your consumer’s interests and lifestyles to your brand It creates an emotional bond It solves problems, creates a community and tells stories With great content, your business Twitter timeline can be the place to be for your target market to socialize with like-minded people online And it can generate sales for your bottom line

in this guide we’ll show you how to create great content by:

• Defining your target market and topics

• Tweeting various types of content about your company

• Creating themed content schedules

• Using analytics to continuously improve your engagement

And much more

inTrOduCTiOn

TwiTTer BasiCs:

geTTing sTarTed and 10 MusT-

ChapTEr 1

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Twitter Content Marketing for Business i 6

This chapter details the basics of Twitter If you are well-versed in Twitter, please skip this section and start reading at Chapter 2 For those beginning on Twitter, this chapter will give you the basics to setting up a Twitter handle, and 10

definitions you need to know

Setting up a Twitter account:

To set up a Twitter account, sign in at www.twitter.com, and proceed through the steps.

• create your @handle name

• upload your profile photo

• fill in your company bio

• upload background images

tip: When you are setting up your Twitter platform, keep your handle, profile photo, background image and bio consistent with your company brand, and social media marketing strategy

tip: In your bio, be sure to include your company’s website, so it is easy for your followers to click to your site

10 basic Twitter definitions you need to know:

@connect: The @connect button shows your interactions and mentions You can send someone a tweet by using their

handle and they will see this in their @connect feed

dm: Direct Message You can send reciprocated followers a direct message It is a private message

Feed: Your Twitter feed (also called a timeline) is your list of updates from users you are following It is also where your

tweets appear to your followers Your list is constantly being updated, in real time

Follower: A follower is a Twitter user who has clicked on your “follow” button and is subscribed to your tweets Generally,

the more followers you have, the wider reach you have on Twitter

handle: Your Twitter handle is your username For example @wishpond means you can find us at www.twitter.com/

wishpond

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Twitter Content Marketing for Business i 8

#’s: Hashtags Hashtags are a word or word phrases after the number sign (#) Hashtags can contribute to making your

tweets go viral, and creating and connecting with communities on Twitter They are a way to organize topics around the world on Twitter You can make your own #, such as to promote a particular product or contest You can join popular #’s to get your message heard further and increase brand awareness

lists: Twitter lets you categorize users that you follow This is a great way to follow certain groups of customers or

information sources, particularly when you are starting out, or when you follow many fellow twitterers

rt: Retweet A Retweet is when your tweet gets shared Twitter is all about sharing things that your followers might find

interesting, useful, or entertaining When you use Twitter well, your Tweets will get retweeted This expands your reach exponentially, as your tweet is seen in the retweeter’s feed to their followers, and so on

trending: When a hashtag or topic is the most popular on Twitter, it becomes trending Your Twitter homepage has a list of

the top ten Trends on the left hand side These are constantly being updated, and they are tailored towards you and who you are following You can change the Trend from worldwide to more localized Trends

tweet: The most basic of definitions your need to know A tweet is a message posted via Twitter containing 140 characters

or fewer

goaLs, TargeT MarkeTs, and

ChapTEr 2

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Twitter Content Marketing for Business i 10

Content marketing is the new marketing

Content marketing is about “pulling in” your customer as opposed to the old school marketing of “pushing out” to your market

To be successful in content marketing, you need to understand your marketing and business goals Then you need to be strategic in creating content Your content needs to serve your business goals and objectives, and it needs to connect with your target market

5 business goals of content marketing on Twitter:

• build trust with your consumer

• develop passionate, loyal customers

• show thought leadership

• nurture lead generation

• gain more sales

Once you know your business goals, and have narrowed those into SMART objectives, you need to know your target market

With a clearly defined target market, your content marketing becomes much more successful

5 ways to determine your target market:

• check your current customer base

• research your competition

• analyze your product(s) or service

• define your market segments

• list out demographics and psychographics of your target

A great example of targeted content marketing is the London Drugs Twitter feed London Drugs is a Western Canadian Retailer, selling a variety of household products, including beauty products, groceries, computer ware, cameras, and pharmaceuticals They connect with their audience who have become passionate about learning of new household tips and community related issues

To become relevant to your target market, and obtain your goals, you need to become the go-to source To become the hub, or the thought leader, you need to write on a number of themes, and make them relevant to your product and to your target market

tip: 4 content themes that can connect with your market:

• common problems

• relevant news updates

• ways to make life better

• points of interest

TyPes of ConTenT

ChapTEr 3

There are different types of content that can be posted on a Twitter feed.

Twitter is known as a short text social platform you can embed much more including:

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Twitter Content Marketing for Business i 14

Here are a few examples of interesting facts, and lifestyle tips from @BestBuy and @LondonDrugs:

It is easy to insert a photo into your tweet Simply click on the

camera button on your new tweet, and upload a photo

Tweets with uploads such as photos generally do not appear as a visual on your follower’s Twitter feed The “view photo” must be clicked on to be seen.

Grab your audience’s attention by using simple images with clear white space as background Images with highly saturated colors also help the creative stand out against a white background, such as this tweet from @Coach:

Additionally, to maximize your image posts, include relevant text to help tell a quick story, and make it readable about what you are promoting

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Twitter Content Marketing for Business i 16

Video

Videos play well on Twitter, when done correctly

Twitter is a quick social site when posting a video be sure to:

• keep it short

• keep it simple

Exclusive behind the scenes videos do well, as do short

but informative pieces, such as how-to’s and videos

related to current events But keep it short! 1-2 minutes

maximum is all you need

This video from @BenHogan ties together both a current

event, and a how-to video By tweeting about the freak

snowstorm during the PGA tour, using the #MatchPlay

hashtag, and including a golf swing tip video by a legend

of golf, the newly set up Twitter account of Ben Hogan

Performance is reaching their target market effectively

Funny videos are great for any social platform, but keep

your target market in mind, as well as your brand when

delving into the controversial world of humour

Slideshares can provide valuable information to your followers, particularly if you are a B2B company You are adding value

to your client, and showing your company as a thought leader This also develops the trust your customer has with your business, knowing that you are willing to share information for free

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Twitter Content Marketing for Business i 18

Links

Twitter feeds are filled with links It provides users with a great way to learn about any particular topic they choose

when posting links follow these best practices:

• keep it short

• use relevant hashtags

• make the call-to-action clear

Check out this example from @BestBuy:

Retailers and business can use this feature to promote their own

stories, if they are featured, as @steals is in this example:

You can also use this feature to share breaking news that

pertains to your business, not just directly related stories This

provides added value to your followers and customers

TweeTing ConTenT aBouT your CoMPany

ChapTEr 4

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Twitter Content Marketing for Business i 20

Success on Twitter is not the result of diluting your feed with praise about yourself and your company

Success on Twitter is a matter of using content to influence and connect with your target market

Over 500 million people worldwide use Twitter Anyone can connect with you, if they are motivated to do so

some basic Twitter know-how goes a long way for successfully tweeting about your company:

• Keep the content about you and your products to a minimum, and focus on engaging your customer

• Create interesting, witty content

• Use pertinent #’s (hashtags)

• Take part in # community dialogues

• Use @mentions and RT’s to interact with your market and thought leaders

• Respond to your @connects

• Use contests and coupons

Keep the content about you and your products to a minimum, and focus on engaging your customer

While this may seem counterintuitive to traditional marketers, social media is about interacting, sharing, and creating a bond with your consumer

Generally speaking, your customer doesn’t really care about you or your products, unless you can connect with them emotionally

in harsher terms:

Nobody cares about you, we only care about ourselves And we like to talk about ourselves too

If you can create content that engages, peaks the interest of, and emotionally connects with your consumer, you will

become a more important part of their world You/ your product/ your brand will more likely to be shared with others who share the same worldview

Understand your product, understand your customer, and speak to them on Twitter Associate your products with feelings, thought provoking information, and lifestyles

Add your products in some of your tweets, but don’t shout about them

Create interesting, witty content

Great content gets shared Shared content means more brand exposure, which means more leads, which means more sales

Write tweets that are of interest to your market And try to be witty (but not necessarily humourous)

Think of the text of tweets as headlines or ad copy The more attention grabbing they are, the more likely they will be read The more they are read, the more likely they will be retweeted and shared

And it always helps to ask your followers to retweet your tweet! In fact, there is data that suggests asking for a RT results in

4 times more retweets! (source: Hubspot )

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Twitter Content Marketing for Business i 22

Use pertinent #’s (hashtags)

Including hashtags in your tweets makes them reach a larger audience Your tweet not only goes out to all of your

followers, but also to everyone who follows, or searches for a particular hashtag

Remember, hashtags are a way to organize topics

You can create your own hashtags You can make funny or obscure hashtags that specifically relate to your market and/ or product and brand

Some brilliant uses of hashtags include @MapleLeafFoods use of #bacon:

Take part in # community dialogues

Being active on hashtag topics and engaging with other users of related hashtags is like an online form of the old fashioned face-to-face networking And you can reach customers from around the globe, in your niche, that want to interact with you

on Twitter

Search out #’s that are related to your brand, service or product And then use the #’s, and interact with other influencers dominating the topic Associate your tweets with thought leaders of your relevant topics

For example, if you are in the eBook publishing world, you could engage in hashtags such as #ebook, #ebooks, #read and

#booklovers - or #mystery and #suspense such as in the example from @nookBN:

Respond to your @connects

Check your @connects frequently Twitter is about conversing with your customer Many of your customers these days use Twitter more than email as a way to connect with companies

A response on Twitter is expected fast

If a customer is mentioning you in a tweet, you need to pay attention and take action - even if that action is a simple thank you

Use Twitter as a customer service tool, to respond quickly, and well, to your customers’ needs This can go along way to build trust, develop loyalty, and generate more leads and sales

Use @mentions and RT’s to interact with your market and thought leaders

Twitter lets you communicate with your market very easily It’s also a great way to get in touch with thought leaders,

celebrities and newsmakers in your industry

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Twitter Content Marketing for Business i 24

If you have a great customer who follows you on Twitter, for example, mention them Send them an @handle tweet to thank them, retweet a tweet, or mention them in a #ff

(#ff stands for FollowFriday This weekly shoutout has been a tradition on Twitter, and still has some merit It gives you the chance to acknowledge your valuable and worthy followers, and suggest that others follow them as well.)

Because Twitter is such an open forum, you can easily get in touch with thought leaders, other businesses, celebrities and more You can use this to develop new business leads, get RT’s from industry leaders to gain further reach, and open dialogue to associate your company with others

For example, if you have written a blog post about a related company, you can send them the link through a mention on Twitter

Use contests and coupons

Ok, this is where I disclose my biase Wishpond makes social contests, coupons and sweepstakes apps (which work on mobile too)

Social promotions do go a long way in developing emotional bonds with your consumer, as well as getting lots of retweets

Contests are a fun way to engage your audience and generate buzz about your product Who doesn’t like to win? And who doesn’t like to share when they’ve won?

Contests can create user-generated content for you too And

UGC is some of the most shared content People like to share

what they’ve created

Coupons generate a lot of excitement for your products too

And they are retweeted often to followers and friends

Check out, for example, how @LookoutBlizzard has used our

Sweepstakes to generate buzz on Twitter for their new game:

Try out these Twitter tips

You really don’t have anything to lose, and you may just gain

more engaged Twitter followers by doing so