20 Useful Tips On How To Create A Robust Twitter Marketing Strategy

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You crafted a solid Twitter marketing strategy, creating engaging posts, posting at optimal times, and consistently sharing your content. But then, you hit a wall. Your tweets are performing better than expected, and your audience needs to be more active. The numbers are disheartening, and you wonder how to go viral on Twitter. Sound familiar? If so, you're not alone.

Many Twitter marketers experience a plateau or even a decline in engagement after an initial boost or after making some changes to their strategy. Fortunately, there are ways to revitalize your performance. This guide will explore improving your Twitter marketing strategy to achieve your goals, such as enhancing your social media engagement and content performance.

One way to boost your performance and improve your Twitter marketing strategy is Megaphone's viral on-demand platform. This valuable tool helps you go viral on Twitter by getting your content in front of the right audience enhancing your social media engagement and performance.

What Is Twitter's Marketing Strategy?

Twitter marketing is a social media marketing strategy that focuses on the social media platform Twitter. Twitter marketing aims to connect with your audience by promoting your business on Twitter to increase brand awareness, gain loyal customers, and boost sales. Like any other social media platform, Twitter is a digital marketing channel that helps businesses reach their target audience more efficiently than traditional media.

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20 Useful Tips On How To Create A Robust Twitter Marketing Strategy

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2. Create an Impressive Brand Twitter Profile

When you use Twitter for business, you must have a captivating profile. Your brand voice, your brand’s “personality,” begins here. This is where customers come to see what you’re all about. So, if your Twitter business profile does not represent you well, it’s time to edit it.

Begin with your banner or header photo. It’s likely the first thing customers will see when they visit your profile. What does it convey to the viewer? Is it consistent with who you are as a business? If not, it’s time for a change.

Once you have that to your liking, look at your profile picture. Since it appears on every Tweet, you want it to be quickly and easily associated with your business, such as your logo.

Next, analyze your bio. You may only have 160 characters, but you must use them to engage your profile visitor with your brand. This is an excellent opportunity to let your brand voice shine through. And don’t forget to let people know what your company has to offer.

Finally, take a good look at your pinned Tweet. Does it reflect what’s going on with your company right now? Or is it last month’s news? Don’t waste this opportunity to make an impression on your profile visitors.

3. Tweet During Peak Hours

Certain days of the week or times of day are when users are more active on Twitter, meaning they’ll be more likely to engage with your posts.

By identifying those hours and days and posting during them, you’ll gain more impressions, boost engagement, and get tons of clicks.

Fortunately, many companies have already researched this topic, and you can use their insights to inform your Twitter marketing strategy. According to Social Sprout’s research, the best day and time frames are as follows:

Monday: 8 AM to 4 PM EST

Tuesday: 9 AM to 4 PM EST

Wednesday: 8 AM to 3 PM EST

Thursday: 9 AM to 12 PM EST

Friday: 8 AM to 1 PM EST

Saturday: 9 AM to 10 PM EST

Sunday: 9 AM to 12 PM EST

They found that Tuesdays and Wednesdays are the best days to post on Twitter, and Sundays are the worst days.

SocialPilot says tweets posted between 2 a.m. and 3 a.m. receive the most engagement. However, most retweets and favorites occur between 8 p.m. and 11 p.m.

Your peak posting times will depend on your specific audience, so test how your content performs on different days and times to determine what works best for your brand.

4. Find Your Brand Voice on Twitter

Audiences on Twitter are looking for brands that Tweet authentically and stay true to their brand voice. It is easy to jump on the latest trends to appeal to the masses on Twitter. But don’t do this at the expense of losing your brand voice. Your Twitter presence can be more playful and casual than LinkedIn or Facebook. However, it should still be authentic and consistent with your brand voice.

Innocent Drinks has nailed its brand voice on Twitter. Going through the brand’s feed, you can immediately see the brand’s persona shine through. The brand voice is fun, friendly, honest, and approachable. Remember, an engaging brand voice is essential, but don’t jump on trends just to stay relevant. Twitter users are incredibly astute when a brand is inauthentic in an attempt to generate attention. In other words, don’t try too hard to fit in; instead, stay true to your brand voice.

5. Keep Hashtag Use to a Minimum and Use the Right Ones

Tweets that contain hashtags receive 2x more engagement than those that don’t. However, tweets with more than two hashtags receive a drop in engagement of 17%. It’s essential to use the right kind of hashtags without overusing them. Only include hashtags that add some context to your tweets. Some brands create Twitter hashtags for a specific campaign and use them in relevant Tweets.

They may even encourage their audience to share Tweets with that hashtag. One excellent example is LEGO's #RebuildTheWorld hashtag campaign. LEGO used the campaign to inspire people to express their creativity.

Additionally, it helped showcase the virtually endless possibilities that LEGO play offers. Within the first four days of launching the campaign, nearly 100,000 posts used the hashtag. Not only that, but there was a 35% lift in positive sentiment for LEGO-branded keywords. First launched in 2019, the #RebuildTheWorld campaign is now an annual event.

6. Run Twitter Ads for Optimal Reach

Twitter advertising is a great way to reach your audience more directly than waiting for organic reach. Promoted Tweets can expand your reach more quickly. They allow people to discover your profile, even if they don’t follow your brand or hashtags. When you use a promoted Tweet, your Tweets show up on the timelines of people who share interests with your audience. You pay a monthly fee if you want the promoted Tweet to stay up.

Users can interact with promoted Tweets as they interact with organic content. The only difference is that promoted Tweets are labeled, so users transparently know it’s a paid ad. Twitter advertising is objective-based, with your brand only paying for those actions that align with that goal. If your brand’s objective is reached, the recommended ad formats would be image, video, carousel, and moment ads. For this objective, you would pay for every 1,000 Tweet impressions. You can also set a cap on your CPM.

7. Run Some Advanced Searches

Wouldn’t it be nice to find people interested in your services or products now? Or figure out precisely what people are saying about your brand? Luckily, there is when you use Twitter's advanced search. Instead of sending promotional tweets or writing to your existing customers, find potential ones by searching through industry-specific terms. For example, if you’re a bakery, search for terms like “baker,” “bakery,” or “cake” in your area.

You’re likely to find at least one tweet from someone looking for a baker in your region or dealing with a customer service issue with another bakery. Advanced searches put new leads right in front of you. Reach out to those people and tell them how you can fix their problems or help them out.

8. Maintain a Content Calendar and Schedule Tweets

The right Tweet posted at the right time has the potential to generate massive engagement and virality. But you can’t possibly wait for your audience to be active every time you send out a Tweet. You are intentionally scheduling your Tweets ahead of time to make publishing more efficient. Knowing the right time to Tweet makes scheduling a consistent flow of Tweets much more manageable.

It’s essential to be as consistent as possible on Twitter. Best practices recommend Tweeting at least once daily, but some brands Tweet up to 15 times daily to stay in front of their audience. Best practices can differ across industries. How frequently you can create and publish new content on Twitter depends on your resources and social media strategy.

9. Add Images to Tweets to Increase Retweets

When you add images to your tweets, you’ll get more shares and clicks than the tweets without images. People are 3 times more likely to engage with tweets that include visual content. Make sure only to add compelling photos that are relevant and high-quality. Never use an image that doesn’t relate to your tweet just to add an image.

If you’re tweeting about a recent blog post, add an image from the article with a link where users can find more information. Or, if you want to tweet about a new product or service, include an image that showcases it. You may even be running a promotional deal where followers can get discounts. Use a tool like Canva to create a simple graphic (they have dozens of free templates!) and add it to your tweet.

10. Engage with Your Twitter Followers

Twitter is all about creating a two-way channel of communication with your audience. Creating content that encourages your audience to engage with your Tweets is essential. You want to create content that encourages your audience to engage with your Tweet, which can help you get more followers on Twitter. Meanwhile, you must ensure you’re engaging with people tweeting about your brand individually. If someone mentions your brand or responds to a Tweet, ensure you’re responding to their message promptly. Having a dedicated community manager handle these requests is a good idea. This will help prevent responses from falling through the cracks.

11. Utilize Twitter Videos for Even More Engagement

Images get more attention than plain old text, but videos outperform images. Twitter video allows users to record a new video from a device or upload an existing one. Simply add a branded video to your tweets to get more attention. According to SproutSocial, videos get 5 times more replies, 2.8 times more retweets, and 1.9 times more likes than their non-video counterparts. Videos are a great way to share new information with followers, share behind-the-scenes content, elicit emotion, and give your tweets a longer lifespan. You can also go live with the live video feature. Live videos are automatically posted as tweets, which are still watchable once the live video ends.

12. Set Measurable Twitter Goals and Track Your Analytics

Your Twitter marketing strategy needs measurable goals to keep your plan on track. Instead of publishing Tweets and hoping for the best, set goals and objectives for Twitter. These goals help your business meet its overall marketing goals. Goals for Twitter can include:

Building an engaged following to increase brand awareness

Generating leads by directing traffic to an offer or email list

Increasing traffic to your website by posting links to blog content

Building brand loyalty by providing excellent customer service on Twitter

Networking with influencers and industry thought leaders to create more connections

Once you’ve determined your Twitter goals, set aside time every month to measure those goals and make sure you know which Twitter metrics to track for each goal. Then, you can analyze what’s working with your strategy and what needs tweaking.

Native Twitter analytics will allow you to see your profile growth and analyze your Tweets through metrics such as engagements, impressions, clicks, replies, and Retweets.

13. Conduct Polls to Interact with Followers

One of the easiest ways to create more activity on your Twitter page is to create a Twitter poll. All you need to do is click the Poll option from your home screen. Next, add your questions and choices. Polls aren’t just fun for followers to complete. They can also be used to conduct consumer and market research, get feedback, and initiate engaging conversations with followers. Anyone can create a poll, but creating unique and engaging questions takes a bit of thought. Look to other brands using polls consistently and successfully, like Domino’s Pizza, for inspiration.

14. Analyze Your Competitors

Competitive analysis is excellent for keeping track of your competitors’ marketing efforts on Twitter. What are your competitors posting? How often do they post? This information can help you shore up your strategy by revealing areas where you can improve.

The entire idea behind Twitter marketing is to drive sales, generate leads, boost clicks, and increase downloads. Creating posts to drive these actions can boost your engagement in tremendous ways when used sparingly. Adding a CTA to a few tweets is the quickest way to do this. You’re probably already using CTAs asking users to share my posts, which is excellent. But this isn’t the only CTA you should use on your Twitter profile. Use some adequate action words and phrases to get users to do other activities, such as:

Visit our site

Shop our sales

Download here

Learn more

Use the word “free” as often as you can, too. Everyone loves freebies. Using adequate action words and switching up CTAs will drive engagement, boost your CTR, send more traffic to my site, generate new leads, drive downloads, and increase sales.

16. Use Twitter to Double A/B Test Headlines

Twitter is the best network to test headlines. Testing headlines on Twitter is an excellent idea because the visual elements aren’t as prominent as those with a platform like Facebook. Buffer introduced this idea with a guide on how to write great headlines on blogs and social media. After you publish an article, use a tool like Tweriod to find out when your followers are online. Then, tweet three to five headlines with trackable links during those peak times.

Make sure that the headlines are different. Track the performance of each link. Next, put the same headlines into an A/B-testing service like Optimizely. Now, track user responses to the headlines there. You can compare those responses to the responses you got from the same headlines on Twitter. Using two sources gives you a more straightforward answer about which headlines perform best.

17. Reach Out to Influencers for More Exposure

Pitching your ideas to someone with a large following is now easier. If they like what you bring, they can change your brand’s world with a straightforward post. The first step to influencer outreach is identifying which influencers are out there for your specific industry. First, look at influencers that you’ve already been interacting with. Maybe they’ve liked a few of your tweets, or perhaps you’ve responded to some of theirs. Look at their profiles. Do their posts align with your brand message? How many followers do they have? If they seem like a good fit, send them a DM asking them to promote my company in a tweet.

18. Use Twitter as a Customer Service Tool

Business and personal Twitter accounts have different functions. A personal account is typically focused on getting more followers. Companies need to do more, however. Most companies provide direct customer service on Twitter, and many have a dedicated account just for that. Bank of America, for example, has a dedicated Twitter customer service team. These professionals can assist with account-related questions and treat Twitter like a phone call, email, or web chat. And since 64% of customers on Twitter say they’d rather message a dedicated support handle than make a phone call, it’s a must for your business.

19. Always Analyze Your Campaign Progress

Data is critical to any successful marketing initiative. $173 billion was spent on social media advertising in 2022, and an ROI needs to be tracked to justify this ad spend. Twitter Ads have several ways to track this, including transaction values and key conversion tags. Twitter Analytics offers in-depth insights into your audience, much like Google AdSense. You can see demographics like gender, marital status, household income, interests, buying styles, and even the wireless carrier used to access mobile Twitter.

Using transaction values and key conversion tags on your website, the transaction is imported into Twitter analytics whenever a Twitter user clicks a link within a tweet to purchase on your website. Other interactions to track on Twitter include impressions, likes, retweets, replies, followers, URL clicks, and profile views. When tracked over time, these metrics provide an overview of how your brand is performing on Twitter.

Interacting on Twitter, using hashtags, replying to people, and retweeting content attracts followers. These are great ways to grow your audience and raise awareness for your brand. Wendy’s excels at this and is known for humorous tweets and tweet replies.

Benefits of Twitter Marketing For Your Brand

Direct Messaging: Building Authentic Connections

Twitter's direct messaging feature allows for private conversations between users. To initiate a chat, two accounts must mutually follow each other, creating a barrier that ensures exchanges are worthwhile. This aspect of Twitter DMs is vital for brands looking to connect with influencers or other industry players.

For instance, Gary Vaynerchuk (@garyvee) engages his followers via direct messages and creates personal and authentic interactions. His open and responsive approach has helped him cultivate strong connections with influencers and his audience, making him a widely respected figure in business and social media.

Tags: Boosting Engagement

The @ symbol on Twitter goes a long way. It’s the key to sending other users a notification that almost guarantees your tweet, or the tweet you wanted the @ recipient to see, gets viewed. Also, it’s easy to attribute a quote or an article you share on the platform. Twitter has branched into content discovery, so users now see occasional tweets from people they might not even follow. This is more likely if multiple users in a network like a tweet. The algorithm then guesses you might also want to see content similar to what’s already in your network.

With this feature, your tweets with engagement can end up in front of new eyes, thus increasing reach and engagement. Elon Musk (@elonmusk) is famous for tagging other users and companies, whether he's debating with other tech innovators or sharing memes. His tweets often get amplified as they are tagged by users in the tech and finance communities, helping his content gain immense reach.

Frequency: Posting Multiple Times Per Day

According to data averaged from multiple studies, Twitter is the only social network where marketers are recommended to post up to 15 times per day. Unlike its main competitors, Facebook and Instagram, Twitter is still heavily chronological. Tweets have such a short lifespan in the ongoing feed of posts that regular updates are necessary to stay relevant. Marketers should take this opportunity to integrate a varied mix of content that entertains and educates their Twitter following and keeps them engaged.

The platform allows text, images, video, live video, and polls that can all encourage conversation in different ways. Chrissy Teigen (@chrissyteigen) is well-known for her frequent and varied posts. Thanks to Twitter's fast-paced nature, she blends humor, personal moments, and advocacy, keeping her audience engaged with multiple daily updates without seeming overwhelming.

Brand Voice: Showcase Your Personality

With a more robust posting schedule, Twitter is a network where a brand can develop its voice and public personality. Tweets can have an authoritative voice or even a sassy tone, depending on the industry. Fast food companies have transformed branding with Twitter in an especially notable (and comedic) way, from the rap battle between Wendy’s and Wingstop to the clapbacks from Taco Bell. Even forgotten brands like MoonPie have been resurrected via Twitter; now MoonPie has a strong following of 279,000 that looks forward to its self-deprecating humor daily.

Your consistent brand voice is also archived for prospective customers using Twitter to research how you interact with your followers. Twitter’s open format leaves nothing to the imagination, and some have experienced the fallout when old, problematic tweets resurface at inopportune times. Wendy’s (@Wendys) has become legendary for its sassy and humorous Twitter persona. The brand engages in playful banter with customers and competitors, like their famous Twitter roasts, which keeps their audience engaged and entertained, enhancing brand loyalty.

Influencers: Tap Into Their Audience

In 2019, there’s no doubting the potential of the influencer, a modern-day social media celebrity. Marketers have found that influencer campaigns yield an average return of around $7.65 for every $1 spent. However, Instagram is oversaturated with individuals pushing products, making influencer campaigns much fresher on other social networking sites. Twitter, in particular, has massive potential for marketers. That’s because there’s a 2x increase in purchase intent when consumers see tweets from brands and influencers.

Also, 49% of Twitter users responded that they rely on recommendations from influencers, and 40% have purchased solely based on an influencer's tweet. The numbers don’t lie; they show an opportunity marketers can’t find elsewhere. Fashion and beauty influencer Jackie Aina (@jackieaina) has collaborated with numerous brands, including Too Faced and Anastasia Beverly Hills, to promote their products on Twitter. Her recommendations drive significant engagement and substantially impact purchase decisions due to her trusted voice.

Profile: Drive Traffic to Your Website

Social media profiles are the new homepage. As mentioned earlier, Twitter is the place to develop and showcase a brand voice, so users will often visit a brand’s Twitter profile to get a better feel for the brand. About half the time, that visit will inspire further research because 47% of the people who visit a Twitter profile also visit the website linked to that profile.

Marketers should remember that brand voice should be consistent and smooth across channels, so a playful Twitter account shouldn’t lead to a landing page with overly serious language. Otherwise, consumers will end up confused and leave the page without converting. Pat Flynn (@PatFlynn), founder of Smart Passive Income, uses his Twitter profile to drive followers to his website to access courses, blogs, and podcasts. His profile reflects his personable and educational brand, smoothly transitioning followers from Twitter to his website.

Audience Insights: Develop a Follower Persona

Twitter users are given native analytics within the platform, and they’re some of the best across social media sites. In particular, the Audiences tab helps marketers paint a picture of their average followers. Audiences have four categories: demographics, Lifestyle, Consumer Behavior, and Mobile Footprint. The data delivers insight into your followers' interests and how they interact with brands, which is helpful to know before launching a campaign.

With your follower persona in mind, you can aim directly for Twitter users who match the kind of people following you already. Neil Patel (@neilpatel), a marketing expert, frequently uses Twitter’s analytics to understand his audience better. He tailors his content strategy based on insights about what his followers engage with, making his tweets more relevant to his target audience.

Advertising: Low Cost, High Impact

Advertising on Twitter costs as little as one dollar per day, but its real strength is optimization. Twitter Ads guides marketers of all experience levels through the campaign creation by suggesting parameters to maximize impact. Then, if the setting is selected, the platform will pace spending based on results to ensure marketers aren’t spending unnecessarily. As you gain experience, you can also experiment with A/B testing using different campaign types or other settings. It’s customizable and incredibly user-friendly.

The best part? Independent research shows that Twitter marketing campaigns can deliver a 40% higher return on investment when compared to other media channels. Dollar Shave Club (@DollarShaveClub) launched targeted Twitter ads with minimal spending to raise awareness and drive traffic to their subscription service. Their campaigns were so successful that they disrupted the shaving industry and rapidly grew their business through a mix of organic and paid efforts on Twitter.

Community Management: Use Hashtags to Build Your Brand

Hashtags are still the king of social media discovery tools, mainly when marketers use branded hashtags. Created by brands to give consumers a way to share their experiences on social channels, branded hashtags comprise 70% of the total hashtag space. Marketers can use these niche spaces to follow their brand communities online easily.

Whether it’s to participate in a Twitter conversation or to find user-generated content for future tweets, there’s tremendous potential. Nike (@Nike) often uses branded hashtags like #JustDoIt, encouraging users to share their workout journeys and athletic achievements. This helps Nike track user-generated content and engage directly with its community, fostering a solid brand-consumer relationship.

Virality: Anyone Can Go Viral on Twitter

One of the best parts of Twitter is its capability to spread a message like wildfire. Anyone who uses the platform regularly sees multiple tweets per day reach viral status because they’re funny, relatable, or newsworthy. Those tweets can come from anyone, no matter how few followers they have. Brands can similarly go viral with a tweet, which immediately increases reach, traffic, and conversions.

All it takes is a well-timed post that resonates. The sky—or, should we say, the 280-character count—is the limit. Alexandria Ocasio-Cortez (@AOC) is a prime example of a politician who has used Twitter to go viral. With sharp, concise, and often humorous tweets, she has managed to shape conversations and get her message out to millions, usually reaching far beyond her immediate follower base.

The Potential of Megaphone to Go Viral on Twitter

A sophisticated engagement network

Private engagement pod service (coming soon),

Diverse creator partnerships for sponsored posts, X spaces, and newsletter ads (coming soon).

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10 Brands With Notable Twitter Marketing Strategy

1. Wendy’s (@Wendys): The Queen of Twitter Roasts

Wendy’s is known for its sassy and witty Twitter persona. The brand regularly roasts competitors, interacts with followers humorously, and creates viral moments through playful banter. Their Twitter strategy has turned them into a social media icon, making fast food fun and engaging.

Notable Campaign

Wendy’s “#NationalRoastDay” invites followers to get roasted by the brand, sparking colossal engagement.

2. Netflix (@netflix): The Pop Culture Reference King

Netflix uses Twitter to engage fans with pop culture references, memes, and behind-the-scenes content. They focus on humor and relatable posts to entertain their audience while promoting new shows and movies.

Notable Campaign

Netflix's interaction with fans over popular shows like Stranger Things and Squid Game often go viral, boosting viewership.

3. Taco Bell (@tacobell): The Fun Voice of Fast Food

Taco Bell has mastered a fun, lighthearted voice on Twitter. They frequently engage with followers through humor, memes, and trending topics. Taco Bell also uses Twitter to announce new menu items, promotions, and pop culture collaborations.

Notable Campaign

Their playful tweets, such as collaborating with other brands like Doritos and the cheeky “Taco Bell Wedding” promo, drove colossal engagement.

4. Spotify (@Spotify): The Personalization Pro

Spotify leverages Twitter to create personalized experiences for its users. From sharing trending music content to tweeting about special playlists, Spotify ensures it is part of its followers' daily lives.

Notable Campaign

The #SpotifyWrapped campaign encourages users to share their most-listened-to music from the year, turning personalized user data into a viral trend.

5. Nike (@Nike): The Motivational Twitter Brand

Nike uses Twitter to motivate and inspire its audience, often leveraging emotional storytelling and social causes. Nike’s posts are designed to reflect the brand’s core values of perseverance, equality, and athletic excellence.

Notable Campaign

Nike’s campaigns, such as their partnership with Colin Kaepernick, sparked conversations beyond sports, resulting in massive engagement and media attention.

6. Oreo (@Oreo): The Real-Time Marketing Guru

Oreo excels at real-time marketing. It responds to events as they happen, such as its famous "You can still dunk in the dark" tweet during the 2013 Super Bowl blackout. Oreo's approach combines timely posts with creative, fun visuals that engage users across the platform.

Notable Campaign

The #OreoHorror campaign during Halloween taps into pop culture by creating spooky Oreo-centric content.

7. Charmin (@Charmin): The Toilet Humor King

Charmin uses humor and toilet-related puns to engage its audience in a fun way despite being a brand of toilet paper. Its humorous, playful Twitter personality makes it one of the most engaging brands on the platform.

Notable Campaign

The #TweetFromTheSeat campaign encouraged users to tweet while using the bathroom, turning a potentially mundane product into a trending topic.

8. KFC (@kfc): The Clever Brand

KFC’s Twitter marketing is known for its cleverness and consistency. Their 11 herbs and spices joke, where they only followed 11 accounts (the Spice Girls and men named Herb), went viral, showing the brand’s attention to detail and humor.

Notable Campaign

The reveal of who they followed with the 11 herbs and spices joke gained KFC enormous media coverage and praise for its creativity.

9. Skittles (@Skittles): The Brand That Embraces Randomness

Skittles is known for its surreal and offbeat humor on Twitter, using randomness and playful content to engage fans. Their tweets often feel like a continuation of the whimsical style seen in their TV commercials.

Notable Campaign

Skittles’ quirky tweets often encourage user participation, such as their #TasteTheRainbow challenge, boosting engagement through games and interactive content.

10. Amazon Prime Video (@PrimeVideo): The Show Promoter

Amazon Prime Video uses Twitter to share show highlights, communicate with fans, and offer exclusive content. They actively converse with followers, using humor and gifs to promote their series.