So you’ve created an amazing Twitter profile for your company, complete with an eye-catching branded cover photo and profile image. You’ve started following key companies as well as industry influencers and bloggers in order to stay ahead of the competition and keep on top of what’s new and exciting.
You’ve started sharing cool tweets and updates of new products and tools you have, cool infographics and fun events and people are responding to them and sharing them with their networks. So, everything’s great on Twitter, right?
Well, you’re gaining followers and fans but you still feel like there’s more that you could be doing to help gain more of an audience and stay ahead of the competition via Twitter and other social media channels.
That’s where I come in. With this post, I’m going to give you a few secrets on to optimize your branded Twitter page for search and then bust a few myths about marketing on Twitter along the way.
Later, I’ll also give you some tips and tricks on how to attract customers by incorporating Vine into your marketing strategy.
6 Steps to Optimize Twitter for Search
1) Keep Your Handles Spam Free
You can change your Twitter handle at any time, but make sure to keep it professional and unique. Don’t put too many numbers behind it because Google could mistake it for spam because there’s no way to differentiate between which ones are real and which ones aren’t.
2) Include Keywords in Your Bios
To improve SEO, include at least one keyword about your industry in your bio, but don’t overstuff it with keywords because it’ll look forced. A few keywords in an attention-catching bio deployed in the right way to help you increase your visibility on search results.
3) Build Your Reach
Gaining an audience of high-quality followers in important for SEO purposes. Google checks the authority of every user who’s tweeting content, so make sure you share great quality content with legitimate Twitter accounts in order to raise your search ranking.
4) Create a Subset of Keywords
Your business should have a set of keywords it tries to rank for, but not all of them translate over to Twitter. Analyze the keywords through various tools and pick a smaller subset that are easier to tweet on a semi-regular basis to raise your ranking.
5) Keep Tweets in the Safe Zone
To make sure your SEO-optimized tweets aren’t deleted when someone re-tweets them, try to aim for status update lengths of between 120-130 characters. That way, re-tweets have some leg room and you’ll also improve click-through rates (CTRs) on your tweets.
6) Fuel Your Inbound Links
Posting updates that people love retweeting will boost your optimization efforts and Google analyzes the number of followers who retweet your content and ranking your retweeted link-the Twitter equivalent of an inbound link. So make sure whatever you share catches enough attention that people want to retweet it.
Busting Twitter Marketing Myths
Myth #1: Having a Twitter Account for Longer Time Period is Better than a Shorter One
Your presence on Twitter isn’t measured by how long you’ve been a member, but the value that you provide which translates into followers and engagement. To increase your value, make sure you provide high-quality content and don’t spend all your time simply trying to sell your products and services.
Myth #2:Tweeting every second of the day is better than tweeting fewer times
Everyone knows that tweets have a short shelf life but that doesn’t mean you should be tweeting every single second. When you tweet every second, your older updates will move down your followers’ news feeds and having constant updates can irk your followers pretty quickly. So remember that tweeting too many times can irk your current fans and decrease the likelihood of getting more followers.
Myth #3: Following industry influencers is better than following customers
Many businesses will follow industry leaders to gain insights into what they think and follow competitors to keep on top of what they’re doing, but they ignore customers. Don’t ignore your customers, if they care enough to like and share your content, you should give them some of that love and respect back and reciprocate by following them to see what’s been going on.
Now that you have a better grasp of how to master Twitter, here are some tips on how to incorporate Vine into your marketing strategy
How to Incorporate Vine
By now, you’ve probably heard about Vine. It’s an app that allows you to capture and share short videos that are 6 seconds or shorter. It compliments the 140 character limit on Twitter nicely and gives you more of a chance to be creative in a shorter timeframe.
You can use Vine to expand your video library and incorporate more videos into your marketing strategy. You can also share them via your Twitter updates quickly and easily. Unlike longer videos, Vine’s ability for quick uploads and easy-to-use interface gives you the freedom to experiment with different topics and images without having to worry about video production quality.
6 Ideas to Inspire Vine Videos
1) Sneak peeks to promote an upcoming event or webinar. (ie. speaker clips)
2) Product demos featuring a particular feature or tool
3) Clips showing new gear and products in action
4) Behind the scenes look at the office culture
5) Short case studies of customers using your products
6) Clips highlighting your company participating in community events
A great way to encourage engagement with your followers with Vine is to pose a question to all of them and post the answers in the form of short and snappy Vine videos, as a video Q&A or shortened version of a Google Hangout.
Once the questions come in, a moderator will tell your followers which questions are being answered and when to expect the video. Once a video is produced, you can automatically share it via Twitter. In an hour-long Twitter chat, you can produce anywhere from 15-20 short video responses.
If you’re going to do a Vine Twitter chat, make sure you have one person monitoring responses via Twitter, one person in charge of the filming and one expert on camera answering the questions. Make sure you always have a backlog of good questions collected from Twitter on hand so you can produce the videos faster AND when you post the video make sure you use the chat’s hashtag AND include the expert’s Twitter handle.
How to Measure Twitter and Vine ROI
Twitter has two purposes that you need to be measuring: Business Generated through Leads and Twitter Database/Follower Growth.
To measure business growth from Twitter, you need to look at two elements: how many visits you’ve had to your website through links you’ve placed on Twitter and how many new contacts (ie. sign up for an e-book, enter their email addresses, contacted you) those visits have generated.
You can measure your Twitter database growth using 3 different metrics: Measure how many followers you gain from month and month (which allows you to see which campaign tactics have been working and which ones haven’t), daily follower growth and how many link clicks you’re getting from these followers. You can use a tool like TwitterCounter to help measure your follower growth over time.
Tracking Vine is a little trickier, but there are a couple of ways. You can add hashtags to status updates with links to Vine videos and hashtags are trackable using tools like TweetReach. You can then search for the custom hashtag you used for the Vine video and see how many tweets the hashtag received, how many impressions and how many people it reached. You can also see the month-to-month growth of followers on your Vine account.
Stay tuned for more posts on how to better utilize Vine and Twitter in your marketing strategies!