024 Creating a Twitter Marketing Plan of Attack to Maximize ROI

024 Creating a Twitter Marketing Plan of Attack to Maximize ROI

This is part 1 of the 10 part series Creating Twitter Marketing Success

There is something to be said for having a Twitter Marketing Plan.  Most entrepreneurs fly by the seat of their pants when it comes to any social media usage and claim they get nothing out of the time spent on the networks.

Now I can say that I too was one of those people and that once upon a time I loved being in the world of bright shiny objects, A.K.A. distractions.

I have evolved from that dark hole and now truly see the value of business social media and you, as an entrepreneur should also.

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Let’s Define a Few Terms First

Twitter Marketing – At first glance Twitter seems to have fast pace news feeds, extremely short conversations and no clear way to connect with specific audiences.

That couldn’t be farther from the truth.  The core of Twitter marketing means guiding followers of a specific brand from Twitter to a place to make purchases.  That could be a store or a website.   Now Twitter is making it even easier to purchase with soon to be rolled out “Buy” buttons.

 

Twitter is also making preparations for the roll out of direct purchases with the addition of card, shipping and order history within the settings area of individual Twitter profiles.  Also customer buying styles analytical data has been added so entrepreneurs and businesses can make informed advertising choices.  These are only a few of the upgrades to the statical data which was rolled out May 27, 2015.

(Read also suggested resources for managing your Twitter business profile.)

Company representatives can increase brand awareness, create brand ambassadors and guide followers in the direction of the holy grail which is the “Sales Funnel:”

Dilemma Solution
Fast News Feed Create Twitter List
Short Messages Links / Comments / Quotes
Where is My Audience Advance Searching Techniques

ROI (Return on Investment) is what a brand expects to get back, monetarily for the cost of the time spent planning, monitoring and managing their Twitter Business account. This can be done by closely tracking the time spent on social media related task.  Twitter has a fantastic analytics dashboard for you to dig deep into the demographics of your audience.

The last part in this series will be dedicated to the topic of measuring ROI.

Then There Is The Plan 

The plan will be your road map and strategy to get those followers to purchase from you.  Strategy is the operative word.  Without a solid strategy brands spend much of their time spinning their marketing wheels and unfortunately most ultimately give up.

We’re Not Quitters…

The real question is who can benefit from using Twitter Marketing.  Any and all business types can find Twitter success IF they plan accordingly and not use Twitter as just a mouth piece.  Business users must also understand that you must give to get.

How to Create A Twitter Strategy

First things First – Know your brand’s objectives and social media goals.  All Twitter activity should be geared to achieving those goals.  As a business there should already be objectives and goals in place.  The next step would be to translate those goals into social media goals.

Dig Deep and Excel Twitter Marketing Action Sheets Guide
Develop objectives and goals with the Action Sheets Guide

 

Having a solid foundation means building from the bottom up.  That does not mean scrapping any accounts you may already be working with.  Some of the following recommendations may seem redundant and that is because they are super important.  Starting in the middle of a process won’t do any good.

Twitter Road Map for Successful Marketing

Twitter Road Map for Marketing Success
Download Full Twitter Road Map for Successful Marketing

I have illustrated here what a Twitter road map could look like for any brand.  It includes:

  • Complete Twitter Business Profile Setup.
  • Ensuring the overall look, feel and voice of the brand is incorporated into the design of the Twitter Business Profile.
  • Deciding on who will manage the account.  Will management be handled internally or outsourced.
  • Increasing Followers = Increased Visibility
  • Create a Twitter Editorial Calendar for Tweets, sharing and promotions.
  • Decide how the Twitter Account will be monitored.  Engagement is important to the overall success of any Twitter Marketing Strategy.
  • Keep in mind the 80/20 rule when promoting.  80% of the Tweets should be non-promotional in nature.
  • Analyze what works and dump what doesn’t lead to goal conversions.

Twitter Marketing Strategy Road MapDownload the full Twitter Road Map Here

Final Note: Why Following the Leader is Not Always Best

My professional experience as a social media consultant has led me down the road of explaining why Facebook is not the only game in town.  I’ve had to explain this over and over because there is a herd mentality rule that states if you intended to have social media success you have to be on Facebook.

First you may want to read Why We Dropped Facebook Marketing Services to Focus on Twitter Marketing Services.  This article has some solid data and reasons to not be so focused on Facebook marketing.

Facebook Advertising has it perks and yes there are advantages to having a presence on Facebook, but it is not always best to start there.   I say go for the low hanging fruit.  That would be Twitter, but understand how to make it work for your business.

There is no easy button.  If there was I would be using it myself.  The truth is it take some planning and persistence.  What social network doesn’t?  The real truth will be in the numbers.  Analyzing your brand’s statistics is what should be the underlying factor to understanding which social network to use.

Twitter is the easiest of all the social networks to master and it is extremely powerful when it comes to marketing.

Again it doesn’t matter if you are still in the decision-making process of starting a Twitter presence or if you already have an established account that may not be doing so well.  Now is the time to start using Twitter for business.  There is no easier and effective sales tool the Twitter network.

If you are still on the fence about what Twitter has to offer then the Dig Deep Twitter Marketing Action Sheets Guide is a great place to start.  The book includes as a bonus 14 worksheets to assist any Entrepreneur with learning how to take full advantage of what Twitter has to offer.  At the same time the actual actions sheets will walk you through what needs to be in place to make the most of your Twitter activity.

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Full Series:

Intro – 10 Part Series for Creating Twitter Marketing Success

  1. Creating a Twitter Marketing Plan of Attack to Maximize ROI 
  2. Increase Marketing Momentum by Increasing Twitter Followers
  3. Twitter Hashtags Guide, Increase Search Engine Visibility
  4. Learning What Tweetability Means and Grow Your Following With Quality Leads
  5. Brand Building with Real-Time Audience Engagements
  6. Create Structured Tweets for Higher Visibility and Increased Website Traffic
  7. Guide Followers into the Sales Funnel with Powerful Call-to-Actions
  8. Making an Impact Using Consistency (Coming Soon!)
  9. Boost Your Brand Promotions (Coming Soon!)
  10. Adjust, Adjust and Measure (Coming Soon!)

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