Interested in Twitter for Business? Check out Optify’s Twitter for Business application. It’s Free!
Twitter campaigns organize your tweets around a specific event like a press release, product launch, webinar, conference or other event. We’re seeing tremendous interest by companies to use Twitter to promote their events, handle Q&A for live events like webinars and schedule tweets in advance for maximum effect.
But what’s the blueprint for a successful Twitter campaign and how do you measure success?
1. Choose the right words
The words you use in Twitter can have a big impact on your success in attracting attention. With the integration of Twitter feeds into Google and Bing, the words you use for Twitter should be words you expect your audience to search.
For example, if your webinar is about online marketing, should you use the term Internet marketing, online marketing or web marketing? A quick look at the search volume on these terms will show you that internet marketing is used four times as often than the other two terms. Optify’s Keywords Application enables a quick start on this type of research.
Make sure you’re consistent in your tone and style. Write a few drafts, send them around for people to comment, verify your tone and style are aligned with who you’re and what your brand is all about.
Your Twitter account is part of your brand. Treat it accordingly.
2. Give the right (and useful) information
Give accurate, true, and reliable information about your event. Check your links, check your landing page, make sure your landing page reflects what your tweet is saying and vice versa.
Don’t forget to give the technical information – day, date, time, and the appropriate link to all the information. Point links from Twitter directly to your registration page.
3. Tweet frequently but not obsessively
Don’t over tweet about your event. A good frequency about an event is once a day in the days prior to the event. Frequency should be lower if your event is more than a week away. You want to build excitement but not overdo it.
4. Use a unique hashtag (#)
Think of a unique hashtag to your event that will help people follow the traffic that is associated with your event and not get lost in the cluster of tweets about the subject of your event.
Verify that your hashtag is not being used at the moment to avoid confusion. Make sure it’s related to your event.
We endorse using a hashtag to flag questions and communicate during your event via Twitter. Followers of your followers will see your questions and answers so you get potentially a big impact from a few questions.
5. Plan and schedule your Twitter campaign
Twitter is a real time service, but it doesn’t mean that you can’t plan ahead. Optify enables you to schedule your Twitter campaign in advance. This means you can stay connected even if you’re offline and you won’t be chain to your PC (or Mac).
Optify’s Twitter for Business application enables you to schedule and automatically launch your campaign. Don’t forget to add a reminder on your schedule as well. A common and good practice is to drop a reminder on the day of the event and 30 minutes before the event starts.
6. Point to a great landing page
A great landing page is critical. There should be a logical link between your tweet and your landing page. It should be easy to read and understand and provide all the information right away.
Don’t make anyone jump through hoops to get the info they need. If you’re using a registration page, give enough details about the event so people want to register. Make registration easy and fast.
Note about webinars: if you’re using a hosted service like GoToWebinar, capture lead information on your site before sending them to a hosted page.
7. Track > Monitor > Analyze > Repeat!
Using Twitter for business can have a big impact generating leads for your business. The most important thing is to experiment and learn from your mistakes.
Track your Twitter traffic, monitor it, and analyze your performance. Happy tweeting!
Check out our post 5 Most Important Metrics to Analyze From Your Twitter Campaigns to learn what metrics you should track, monitor, and analyze.
Any other Twitter campaign rules? Share them with us.
