This last year, we’ve worked hard on improving our engagement on Twitter. Rather than multiplying the conversations across our corporate blogging, marketing agency, marketing technology, and personal accounts, I’ve focused the strategy:
- I’ve retired the corporate blogging account. Content marketing is a focus of MarTech so why have my audience split like that? Folks that are operating a corporate blog should have a wider marketing focus.
- I’ve focused the marketing account on sharing industry information, our articles, podcasts, videos and other highly relevant information. We also periodically re-share popular content. Twitter is a stream, not a bulletin board, so if you wish to reach your audience you have to be there when they are… and they’re there all the time.
- Our marketing agency, DK New Media, address focuses on work we are accomplishing, news with the agency, and local events and charities we’re working with.
- My personal account is just that – sharing a mixture of all of the above with a sprinkling of my personality and home life as well.
We’re also sharing many more graphics on Twitter and making use of a better sharing integration that Jetpack supplied for WordPress. It’s all working… the brand engagement continues to grow and my personal sharing has left my account flat. That’s probably because I do share on topics that many avoid like politics and religion. Don’t believe the hype on transparency, it’s a great way to lose followers.
Marketing yourself or your business on Twitter is something that you can easily master, but it will take time. Typically, you won’t see great results from Twitter in the first few months of being on it, but after six months to a year, the results should be great. Neil Patel, How to Increase Your Twitter Engagement by 324%
This infographic from Quick Sprout provides a great deal of insight and stats associated with Twitter. It’s important to recognize that Twitter is improving its offerings for engagement, too. I especially appreciate how Neil sliced up the When to Tweet stats between engagement and volume. I’m a firm believer that most companies shouldn’t always be optimizing for peak hours on Twitter… but should focus on when their audience is far more engaged.
This research stems from a survey of 165 marketing, commerce and supply chain executives, and 12 deep-dive interviews with executives who reveal the ways they are rethinking their engagement strategy.