Data-Driven Marketing Content by Lee Wilson

Author:Lee Wilson
Language: eng
Format: epub
ISBN: 9781789738193
Publisher: Emerald Publishing Limited
Published: 2019-02-18T16:00:00+00:00

Social surveying. You can gather informal and open surveys by asking a question or complete more defined and closed surveys through the use of Twitter Polls. The purpose of this type of Twitter content is twofold. Firstly, you open communication channels to anyone following Twitter trends tied to keywords or hashtags used in your post. Secondly, you gather unique audience insights and direct business marketing data which can be used to improve current marketing content, grow your social following and impart company expertise form brand building and more.

Templating the brand. You can reinforce the brand through the hashtags used and branding on visuals. This should not be over the top and obvious, but subtle and encouraging of increased brand research and discovery, should the Twitter community decide to take the communications further. Logos on images and other brand-based visuals can increase the value derived from your content efforts.

Answering questions. Solving problems and answering questions can be fantastic exposure opportunities for businesses. Ideally, your experts would have active business Twitter profiles and be provided with a framework from which they are able to quickly engage on Twitter, knowing what they can and cannot say.

Direct messaging (DM). DM can be used for damage limitation (for example, public expressions of dissatisfaction and complaints), as well as for nurturing people trough the buying cycle. As a company you can request people to follow you to DM them and steer the conversation closer towards more meaningful and deeper (non-character-restricted) conversations. DM can be used as per closed audience email conversation and to drive telephone communication, trial and content downloads, plus other items including meeting scheduling and more.

@mentions. When people become increasingly aware of your brand plus the main experts inside your company, they will begin to mention you directly within tweets using the @example-profile-name mention functionality. Mentions should be dealt with as a priority over other scheduled updates as these are effectively active audience members waiting from reply. There tend to be more customer service requirements with @mentions too, so combining fast replies and frame-worked approaches with direct messaging can be important.

Integrating tweet CTAs. Twitter and other social media mediums need to be seen as an integral part of all your content efforts. Embedding Twitter CTAs (actual ‘click to tweet’ embedded code for easy Twitter single click posts for people reading and interacting with your content) will increase the social reach of your business content. Including key statements and opinions within content that visually stands out is a great means to increase perceived blog post quality, and push the content and the brand out to wider audiences.

Audience selection. The ability to find, follow and name check influencers in your marketplace means that as a business you can cultivate the audience you desire in Twitter. The trap businesses regularly fall into with social media marketing is the numbers game; the more impressions and clicks, the better. This is actually a false positive. Twitter is about targeted content marketing, placing the best and most relevant content in front of the most influential and ready-to-engage audience as possible, as frequently as you can.

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