Photo by Sara Kurfeß on Unsplash
Building a brand on Twitter – a social media platform that limits messages to 280 characters – is particularly challenging.
However, should you manage to do it, the results are gratifying: at the moment, Twitter has 330 million users, many of which are your potential customers.
In this article, we will address seven best practices for building a brand identity on Twitter to attract new audiences and engage the existing ones.
Before setting out to post on your business’s Twitter account, you should create a full-fledged strategy by defining what your main goal on Twitter is.
In order to succeed on any social media platform and engage its users properly, you need to make sure that you invest your time and effort into what will drive results. Use your audience’s buyer personas to forge these decisions – remember that you can’t cater to everyone’s needs on Twitter.
When defining your Twitter goals, think about what you want to achieve. Possible goals could include:
A social strategy gains actionable goals once you know what your business objectives are. To get the results you want, you need to make sure the objectives are measurable and specific.
The most noticeable and immediate aspect of your Twitter’s brand identity is the brand name or, in this case, username.
During the account registration, make sure you provide the full business name or an alternate version of the name, that is relatable and memorable.
A Twitter profile username conveys a particular brand image, improves your business’ likelihood of appearing in social streams/trends and boosts your audience’s trust.
Besides coming up with a compelling username that reflects your brand well, you should also:
A well-defined brand voice is a crucial element of your social media messaging and audience engagement.
A brand voice that suits your company, your product and, above all, your target audience, is the number one factor in establishing a sense of trust with your consumers. It is also a tool that positions you uniquely in the crowded market.
Every piece of content and every tweet on your Twitter account should contain your brand voice, meaning a voice that reflects your brand personality.
Whether this tone will be formal and professional or more laid-back and humorous depends on the type of services you provide and the audience you cater to.
On Twitter, like on any other platform, your voice should align with the nature of your business and the type of people you are trying to attract.
Your Twitter brand voice must come across as authentic, not to confuse or alienate the audience, which is used to certain types of communication coming from your business.
This also ensures broader brand consistency and brand recognition.
The images you plan to post to your Twitter profile will come across as more professional, unique and engaging if they bear your brand’s visual identity.
Remember that branding is all about consistency – and consistency is extremely important when managing your brand on different digital channels.
Branded visuals create a link between your Twitter feed, website, online ads, Facebook profile and other digital platforms. They help you promote your business and gain recognition from your followers.
If your business has a brand style guide book, built by an expert digital marketing agency, containing instructions for applying your brand’s logo, colors and typography to all channels, it would be advisable to apply these to Twitter as well.
The most fundamental way to brand your Twitter visuals is by adding your logo to them or incorporating your recognizable brand colors.
Hashtags – phrases that indicate a specific topic or content – were invented by Twitter. Today, they are an essential component of any social media strategy and how businesses acquire relevancy and keep up with trends.
In fact, tweets with hashtags improve user engagement by 50% for brands.
Your Twitter brand identity should incorporate hashtags strategically to your advantage by grouping your content into different hashtag categories and making it easier to find.
The best practices for using hashtags on Twitter’s business pages include:
Getting engagement from your Twitter followers is not an easy feat.
After all, Twitter is one crowded place: over 350,000 tweets are sent through this platform every minute!
Knowing when to post during the day can boost your engagement metrics significantly. One recent study suggests that:
However, only you can get to the bottom of your specific audience’s habits on Twitter. If these general audience traits do not apply to them (or if you’re unsure if they do), follow these best posting practices:
As much as 82% of users watch video content on Twitter and have said they would even like to watch more videos from the pages they follow.
Multimedia, like videos, infographics, polls, etc., is a useful way to engage your users on social media.
Some of the ideas you can utilize in this respect include:
Your brand is your promise to your customer. It is critical that your business gets the right presence on Twitter, which is still one of the most popular social media networks for both B2C and B2B segments.
By building your brand for Twitter, you can connect with your followers in a meaningful way that will build trusting, lasting relationships.
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