Many blog posts about social media marketing say categorically that your content will get more engagement if it includes images or video. We won’t do that.
In many industries, rich media can actually be detrimental to engagement.
Plus, this type of advice can potentially discourage smaller companies that don’t have the resources to create high-quality media for social media.
In reality, many brands achieve success with mostly written content.
The best advice is for you to test different types of media.
Try text (long and short), images, video, gifs, and polls, check which gets you the best results, and figure out what works best for your company and industry.
Have you wondered why Twitter doubled the character limit from 140 to 280 characters?
Because they figured out that longer content tends to get higher engagement.
Many companies and personalities have started leveraging “tweetstorms” to do deep-dives on specific topics.
Tweetstorms consist of several tweets threaded together, which Twitter users can read as a mini blog post. Tweetstorms have become super popular because of the higher engagement they receive.
Create a Twitter Pod
This is a tactic a lot of successful Twitter accounts use, but no one likes to talk about.
We don’t think there’s a reason to be secretive about it.
A Twitter Pod is a group of people that get together and agree to post content shared with the pod to their own accounts.
Using a Twitter Pod can give your content an initial boost of distribution compared to just posting it on your company account.
Think of it as engineering word-of-mouth.
The problem arises when someone in the pod wants everyone to share low-quality or spammy content. To solve this, try to keep your pod small and agree that everyone will share just high-quality content that’s not overly promotional.
This one is not strictly necessary to be successful on Twitter, many people gain massive followings and achieve success on Twitter without ever getting verified. But if you have the option to get your brand or company account verified, you should probably go ahead and do it.
A verified account usually commands more trust and get Twitter followers easier than non-verified accounts. Plus, as you grow, you will protect yourself from potential scammers trying to impersonate you or your brand.
The Best Twitter Tools
There are dozens of tools that promise they will help you grow your get more Twitter followers “on autopilot. That’s rarely true. Your strategy is way more important than any tool.
However, you can leverage this Twitter marketing guide, and the right tools, to make the job easier to manage, especially as you start getting some traction. This is a list of our recommended tools for Twitter marketing.
With Quuu, you can easily discover interesting content to share on your social media account. Plus, you can also promote your own content to be shared through a network of accounts that also use Quuu to find content to share.
You should spend a considerable amount of time crafting the copy of your tweets—this increases the chances of people clicking through to your website. You can use this free tool from CoSchedule to analyze your copy.
In most social media accounts, there is a limited amount of links you can include in your profile section—this tool fixes that. With Linktree, you can add a single link that will take users to a curated list of your best content.
If you want to add a link to your Twitter profile to your email signature, you can use this free tool from Hubspot to create professional-looking signatures.
How to Track the Results of Your Twitter Strategy
None of these tactics or tools matter unless you can effectively measure the results they are generating. If you don’t know what is and isn’t working, you might as well buy a lottery ticket and wait for the money to hit your bank account.
There are two main ways to track the results of your strategy.
Use Twitter Analytics
Twitter gives every user the ability to check their activity and performance on the platform.
With Twitter analytics, you can easily track the growth of your audience, the engagement of your content, or the reach of your content.
Use Google Analytics and UTM Parameters
If you want to track the results of your campaigns beyond Twitter, you need to use Google Analytics and use UTM parameters.
When you add UTM parameters to the URLs you share on Twitter, you’ll be able to know exactly what the visitors who come from Twitter are doing on your site, as well as how much revenue they are generating.
Finally, if you want to check the domain authority of a site before evaluating their social media presence, or find archived versions of their site for inspiration, use the DA checker or the Google cache search tool.
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Tommy Griffith has been doing search engine optimization for almost 10 years. He was previously managing SEO at PayPal and Airbnb.
He feels weird writing about himself in the third person, but admits that it sounds slightly more epic.