HOW TO GET MORE TWITTER FOLLOWERS · When you gain followers on Twitter, it helps you get more...

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1 HOW TO GET MORE FOLLOWERS ON TWITTER HUBSPOT HOW TO GET MORE TWITTER FOLLOWERS 10 Tactics from the Experts

Transcript of HOW TO GET MORE TWITTER FOLLOWERS · When you gain followers on Twitter, it helps you get more...

Page 1: HOW TO GET MORE TWITTER FOLLOWERS · When you gain followers on Twitter, it helps you get more customers. And it works! In a Small Business Customer Insight survey, Twitter found

1 HOW TO GET MORE FOLLOWERS ON TWITTER HUBSPOT

HOW TO GET MORE TWITTER FOLLOWERS10 Tactics from the Experts

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The Value of a Follower 3

Essentials: Create and optimize your profile 5

Tactic 1: Start following users and brands on Twitter 8

Tactic 2: Tweet often and schedule your Tweets 12

Tactic 3: Pay attention to what’s happening on Twitter 16

Tactic 4: Use captivating visual content 20

Tactic 5: Attend and/or promote hashtag-friendly events 23

Tactic 6: Incentivize user-generated content and engagement 25

Tactic 7: Make your profile easy to follow - promote your handle 27

Tactic 8: Accelerate your organic efforts with paid campaigns 29

Tactic 9: Gain followers through content campaigns 31

Tactic 10: Set up an advertising campaign of content, using content to get followers 34

Conclusion 37

Table of Contents

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The value of a follower

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So you’re new to Twitter. You’re in the right place. But first, it’s important to understand why your followers matter for driving engagement with your business online.

When someone follows you on Twitter they are opting-in to see your Tweets. They’re the ones who will see what your company is like, what you company offers, and what your company thinks is interesting.

They’re also the people that are likely to become brand advocates and will be engaging with your content through likes, Retweets, and mentions. Getting followers isn’t really your end goal. Your end goal is to get people to engage with your Twitter content, thereby engaging with your business, and eventually becoming loyal customers.

When you gain followers on Twitter, it helps you get more customers. And it works! In a Small Business Customer Insight survey, Twitter found that 75% of customers feel more positively about a business after following them on Twitter, and 69% of customers said they have purchased from a SMB after following them on Twitter.

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Essentials: Create and optimize your profile

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FIRST THINGS FIRST: You have to create and optimize your profile in order to build trust with users online. A well-optimized profile tells your customers exactly who your business is, what you’re about, and why they should follow you.

COVER PHOTOWhen people view your profile, one of the first things they’ll see is your cover photo at the top of your profile. This image should be 1500px by 500px and should represent your business in some way. Try using a graphic that corresponds with your profile image, a picture of your storefront, pictures of your employees, a promotional photo around the holidays, etc.

PROFILE PICTURE Your profile picture puts a visual to your handle and business name, so it’s important to use a recognizable, high-quality photo that represents your business. Using your logo is a great option!

HANDLEYour handle is the@word users will use to tag you in Tweets, making it incredibly important. Your handle should always, always, always be the name of your business or a close variation. A handle that doesn’t resemble your business name makes it harder for users to guess when they’re Tweeting at you and just generally makes your business harder to find.

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LOCATIONMake sure to add your location! This will help Twitter recommend users based on your location, and it will also help followers learn more about your business.

NAMEYour name on Twitter should only be the name of your business. If you’re a small business, you might consider adding your location in the name to help people quickly identify your business. Your name might be the same as your handle: that’s totally fine!

BIOYour Twitter bio is the perfect place to add a short and sweet description to help potential followers understand who you are. Your bio must be less than 160 characters, so keep it short, sweet, and to the point! Add a link back to your website, and use keywords and hashtags related to your business to help your profile show up in search results.

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Tactic 1: Start following users and brands on Twitter

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HOW TO GET MORE FOLLOWERS ON TWITTER HUBSPOT

Your second greatest lever for growing followers when you’re just starting out is to start following people first. Think about it. Your goal for generating followers is to find businesses and people that will regularly be viewing and engaging with your content.

In order to get your followers to engage with your business on Twitter, you have to give a little love in return. Twitter isn’t about spraying and praying information for your benefit alone. It’s about actively engaging and participating in your industry and community online.

So how does following people help you generate followers?

When you follow someone on Twitter, they get a notification saying that you’ve followed them, and Twitter makes it easy for them to follow you in return. Social psychologists call this the principle of reciprocity. When you give something to someone, they often feel socially obligated to return the favor.

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This doesn’t guarantee everyone you follow will follow you back, but it will help you get started.

It’s never a good idea to get on Twitter and start following thousands of people you don’t know. Your goal on Twitter is to build an engaged audience, not an audience that isn’t a good fit for your business in the first place. Your Twitter following should match the demographics of your ideal customer: people who are actually interested in the content you’re sending out. So you should be following accounts that are posting and interested in similar content.

When it comes to following it’s important to stay focused on quality rather than quantity.

Keep in mind that you should be maintaining a healthy follower-to-following ratio. When you’re just starting out, try to follow fewer than half the number of users that are following you in return. As you grow your presence, try and follow fewer than 5X the number of followers you’re gaining. Don’t worry about this too much -- it’s not an exact science. The point is, don’t artificially try to follow tons of accounts just to get followers. Focus more on quality than quantity.

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11 HOW TO GET MORE FOLLOWERS ON TWITTER TWITTER & HUBSPOT

INFLUENCERS AND THOUGHT LEADERS Twitter is great for expanding your audience, but it’s also great for keeping up on industry insights and innovations. Make sure to follow thought leaders and influencers to stay up to date on industry standards.

BRANDS IN YOUR INDUSTRY OR COMMUNITY Follow similar businesses in your industry to check out what they’re doing. This can help you establish relationships (in case you ever want to start a co-branded partnership), and also helps you stay up-to-date on what other businesses in your industry are up to.

YOUR CUSTOMERS THAT ACTIVELY PROMOTE YOUR BUSINESS Do you have customers that rave about your product, or are actively engaged with you online? Follow them! Never hurts to give delighted customers a little love and see how they’re engaging with your business and others on Twitter.

EXISTING CONTACTS A great way to start building your Twitter following is to import your existing contacts into Twitter’s import tool. You can start following those customers and businesses you already interact with face-to-face or elsewhere online. They’re already engaged with your business, so following them will help you get a bunch of new followers fast.

USE TWITTER’S “WHO TO FOLLOW” TOOL As you start to follow people, Twitter recommends similar businesses or users to follow. Use this to discover great new influencers, businesses, or news channels to follow.

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Tactic 2: Tweet often and schedule your Tweets

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Now you’ve setup your profile and followed people on Twitter, but you aren’t sure how to grow your already existing follower base.

The best way to grow your following is to actually participate on Twitter.

What happens on Twitter doesn’t stay relevant on Twitter. If you log into Twitter now, and then again in an hour, new Tweets will bury the ones published earlier (provided you’re following enough users). This makes staying in the loop difficult for marketers with limited time for browsing social media all day.

Twitter users post a ton of content, which means to be active on Twitter, you need to be actively Tweeting throughout the day, everyday.

While you may not need to Tweet 24 times a day to stay active on Twitter, you do need to stay active on Twitter when your users are on Twitter, which may not always line up with when you’re available to be Tweeting for your business.

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So what’s the solution?

Schedule your Tweets with Twitter Dashboard or marketing automation software like HubSpot.

Scheduling your Tweets ahead of time allows you to curate and plan out content to share when it works for you. With Twitter’s new Dashboard app and desktop experience for businesses, you can schedule your Tweets and better engage with your audience.

If you’re a HubSpot customer, you can also use HubSpot’s social inbox right in the social inbox app within the platform.

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HOW TO GET MORE FOLLOWERS ON TWITTER

WHAT SHOULD YOU BE TWEETING?

• Ebooks, whitepapers, and guides• Templates• Checklists• Webinars and videos• Photos and images• Blog posts• Timely Tweets - Tweet about a current

event and relate it to your business• Images• Articles• Medium posts• Retweets of industry content • Event registration links• Content from thought leaders• Curated content from outside partners

(and tag them, of course)• Trending topics and hashtags

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Tactic 3: Pay attention to what’s happening on Twitter

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Being active on Twitter isn’t just about posting. It’s also about staying in the loop with what’s happening in the world and online.

Most users on Twitter are in exploration mode -- they’re looking for current events and pop culture, and they’re browsing the content that’s being curated and shared by the people they choose to follow.

In the Twitter world, #hashtags are used to link Tweets about the same topic together.

Hashtags pop up everyday based around internet memes, responses to current events, hashtag-friendly events -- you name it. If you aren’t actively paying attention to Twitter, hashtag trends are easy to miss.

But when you do take the time to stay plugged into Twitter, you can build a following easily by participating in these Twitter events.

Try to use Twitter the way individual people use

Twitter. Don’t just blast out your content to all your

followers. Ask questions, engage with your

followers, and participate in conversations happening

on the platform.

PRO TIPS

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In August 2016, songwriter Marian Call posted a simple question asking people what their first seven jobs were and used the hashtag #firstsevenjobs.

Pretty soon, the hashtag went viral, and everyone -- including big-name celebrities -- was responding. This is a great example of a short-lived, light-hearted hashtag that you can participate in and it’ll help build your following organically.

Hashtag trends come and go quickly, which means hopping onto the bandwagon in a timely manner is essential.

When you participate in hashtags or post funny, shareable Tweets (rather than just links to your content all the time), it makes people want to follow you. It’s not just that you’re offering them information, you’re also an engaging business that participates in the entertainment on Twitter.

If you use Twitter events to engage with your followers, you’ll increase you following organically.

Staying in the loop on Twitter isn’t always easy because so much content is spread everyday. Luckily, Twitter has a helpful features you should try.

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TWITTER MOMENTS is a useful tab on your Timeline that makes it easy to pay attention to what’s been circling on Twitter since you last logged in. The stories that happen on Twitter don’t ever happen in a single tweet, so Moments captures the most important tweets and content to tell a story about what’s happening in the world and online.

Paying attention to the rest of the world on Twitter is super important, but it’s also important to pay attention the users’ interactions with your business in particular.

Luckily, Twitter has a new feature for SMBs to make this process easier. With TWITTER DASHBOARD, you can now set up custom feeds to pay attention to how your customers are interacting with your businesses. This is useful way to see when people are Tweeting at you, but Dashboard is more than just an engagement view. You can also schedule your Tweets and get Tweet ideas and inspiration from Dashboard’s built-in tips.

Dashboard helps you get right to the Tweets that matter and engage more with your customers and community. Start by creating a custom feed to find out what’s being said about your business — not just the Tweets mentioning your account.

PRO TIPS

Engaging with your followers is crucial -- especially early on. Take the time to reply to any incoming tweets, even if

it’s just a quick ‘thanks!’”

Social Media Manager, HubSpotFOLLOW HER @HiThisIsMarissa

MARISSA BRETON

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Tactic 4: Use capitivating visual content

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Images display automatically in Tweets, which means you can use creative visuals to make your Tweets stand out among all the others in user’s feed.

The more your Tweets stand out, the more attention your profile gets. If HubSpot’s social media manager doesn’t have pre-made images to work with, she’ll spend the time creating one.

Can’t decide which photo to use? You can attach up to four photos to a single Tweet.

Try incorporating an image into every Tweet your create if it’s relevant. Images draw users’ attention, and visuals help people process information faster and better than just text alone.

Need help creating better visuals? Try Canva. Canva is a great tool built for marketers who want to create images for social media but who have limited design skills.

Canva has premade templates, stock photos, shapes, graphics, etc. that you can use to make stunning visuals stand out on your audience’s twitter feeds.

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DON’T HAVE TIME TO CREATE NEW VISUALS? Try using gifs, charts, or stock photos if it works well for your audience.

Use images that RESONATE WITH A USER EMOTIONALLY for the best chance of interaction. Text should be in clear white space for images.

TEST COLORS AND VISUALS that work for your business. They can make a big difference.Experiment with GIFs. These animated images can add a touch of personality to your Tweets, and also lead to higher Tweet engagement rates. Use the GIF button in the Tweet compose screen or create your own.

Incorporate materials from other marketing - EMAIL GRAPHICS, PRESENTATIONS, FLYERS...etc. You don’t have to reinvent the wheel

There are lots of FREE STOCK PHOTO SITES like Pexels.com, StockSnap.io, and Unsplash.com full of gorgeous pictures you can use in your Tweets. There’s no excuse for not using any images, or even worse, sharing cheesy stock photos.

Set aside some time every week to DESIGN NEW IMAGES for Twitter. Take an hour at the end of the day to just play around in Canva and come up with some new stuff. HubSpot’s social media manager always notices posts with new images do better than old images!

Use images that are CLEAR, CONCISE, AND EASY TO DIGEST when quickly scrolling. It should be eye catching without having too much text.

DESIGN PRO TIPS Social Media Manager, HubSpotFOLLOW HER @ChelseaLikeNY

CHELSEA HUNERSEN

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Tactic 5: Attend a hashtag-friendly event

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The next best bet for growing your following is to attend a conference or join a Twitter chat -- any event where attendees are likely to be conversing around a specific hashtag.

Hashtag-friendly events result in a wave of new followers because attendees are more tuned in to the conversation. By participating, your Tweets reach an attentive audience with greater frequency.

When you have plans to attend a conference, make sure you monitor the event hashtag, follow other attendees, and respond when you have something meaningful to say. Each interaction is like a target advertising to follow you.

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Tactic 6: Incentivize user-generated content and engagement

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PRO TIPS

You can also leverage hashtag events yourself to drive engagement directly with your business.

Ever host webinars, conferences, or promotional events? Use a hashtag to encourage your attendees to interact with your business about the event online.

You also can try to encourage user-generated content by promoting a specific hashtag around a topic specific to your business.

Try using Twitter polls or asking a question to your followers and get responses. It’s a great way to generate conversion online and get people interacting with your business.

We use polls to help give us a sense of what our audience cares about, and how

they feel about certain topics. Plus, Twitter sends a notification to everyone who voted

in a poll when it closes- so that’s a great way to stay top of mind!”

Social Media Manager, HubSpotFOLLOW HER @HiThisIsMarissa

MARISSA BRETON

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Tactic 7: Make your profile easy to follow - promote your handle

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A simple way to create opportunities for new followers is to ensure all your web properties - website, blog, and other social profiles - link to your Twitter account.

At the very least, place a Twitter follow button on your website homepage, your About Us page, and your blog homepage sidebar. For even more exposure, add a link to your account in your email signature and within the About section of your other social profiles.

You can also add social sharing buttons to gated offers, like ebooks, that you create. Ask people to follow you on the first page and link directly back to your profile. This helps build that relationship with your business. They’ve already seen your content, adding them into your social ecosystem just helps you build that relationship even more.

If you write blog or other types of content, add social sharing buttons and Click to Tweets to make it easy for people to find, follow, and Tweet at your business.

Make click-to-tweets visual and easy for the use. When you add a click-to-tweet next to a stat or a quote, add a Twitter icon next to the copy. It’s super suggestive (in a good way) that the user is supposed to follow the action.

It never hurts to ask. When you’re promoting a new piece of content, ask your audience to share if they like it. It’ll also give you a good sense of what your

audience really cares about.

PRO TIPS

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Tactic 8: Accelerate your organic efforts with paid campaigns

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So far this guide has covered all of the organic tactics you can use to generate followers. But when you want to expand your following fast, Twitter also has paid features that you can use to target users and help grow your user base.

Twitter allows you to set up ads and follower campaigns with robust targeting options, so you can grow your following withthe right audience for your company. Good targeting is important to growing a healthy follower base.

Within the Twitter Ads platform, you can set up different kinds of campaigns based on your goal. These include follower campaigns, website click campaigns, mobile app engagement, and more.

To grow your follower base, we’ll dive specifically into engagement campaigns and follower campaigns. But don’t forget to try out the other types of campaigns if you want to drive traffic to your website and mobile apps as well.

Want to learn more about using paid ads on Twitter for Business? Check out this ebook.

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Tactic 9: Set up a follower campaign

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When you set up a follower campaign, you’re paying for Twitter to display your business in targeted users’ “who to follow” discovery section.

This is an easy way to expand your audience and get more followers. When users are looking for new businesses and content curators to follow, your business could be one of them.

In fact, 85% of people believe Promoted Accounts help them discover new businesses on Twitter.

The key with Twitter ads is not to spend a fortune spraying and praying. Instead, you should use Twitter’s targeting features to your best advantage.

One way to target your follower campaign is based around timing. With Twitter Ads, you tell Twitter how much you are willing to pay to place targeted ads on users’ feeds. Twitter then decides how much that ad costs, and anyone whose bid is higher than the price gets placed.

Most audiences have specific times that they’re looking at Twitter. Are your customers business professionals who spends most of their time on Twitter during commuting hours? Try setting up a follower campaign based on those times. Twitter will then run your ad during specific times and help you get more bang for your buck.

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HOW TO GET MORE FOLLOWERS ON TWITTER TWITTER & HUBSPOT

Using time as your qualifier can help you target users efficiently based on when they’re most likely to be on Twitter to see it.

You can also set up a follower campaign using targeted interests to reach users who have already indicated they’d be interested in a business like yours.

Twitter for Business’ Audience Insights feature helps you understand your followers interests, demographics, and follower growth. Understanding who your followers are and how they respond to your content will help you better plan and promote paid ads to get more followers.

There are many options for targeting users by interest. Some of the most popular are based on keywords, people they follow, behaviors, actual interests, and more.

The best way to set up a follower campaign is to use both timing and interest-based targeting features in one campaign. Your goal with an ad campaign is to target those users whose interest match the ad at the time of day when they’re most likely to see it.

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Tactic 10: Gain followers through content campaigns

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People on Twitter are in exploration mode. They’re looking for the latest and greatest content to like, share, and engage with. When they see content they like, they often follow those businesses and users posting it in order to get more great content from them later.

You already know that you can generate more followers organically by sharing great content for this reason. The better the content you’re posting, the more people will want to follow you.

But sometimes it’s all about getting the right content in front of the right eyes.

This is another way you can use Twitter Ads to get followers. Except instead of just using follower campaigns to get followers, you can use Tweet engagement campaigns to increase your engagements on top-performing content.

Tweet engagement campaigns are basically normal Tweets that you can pay to put in front of people who haven’t followed you yet.

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Let’s say you share a piece of content that performs incredibly well on Twitter organically. You’ve gotten lots of Retweets and likes, and overall it’s doing really well among your followers.

Still, that piece of content is only going to be in front of your current audience’s reach. Why not try to expand it?

By using paid campaigns, you can pay to share content beyond your current followers’ audience and target that content to users who may like that content.

These campaigns are meant expand the audience that sees your content, which helps increase user engagement with that content. But using these campaigns you will also boost your following. Why? For the same reason we’ve discussed in previous tactics. The more you engage and post on Twitter, the more people will follow you.

Want more in-depth info on using Twitter’s paid features? Check out this ebook here.

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Conclusion

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We’ve arrived at the end of our recommendations for building your Twitter following the right way: without spamming others or buying fake followers.

Now it’s time to grab your printable tip sheet that came with your download so you can write in the margins and use it as your go-to guide for cranking up your follower count. Good luck!

SOURCES:

• https://business.twitter.com/en/basics/what-to-tweet.html• https://business.twitter.com/en/basics/twitter-followers.html• https://business.twitter.com/• https://business.twitter.com/en/success-stories.html• https://business.twitter.com/en/advertising/campaign-types/increase-website-traffic.html• https://blog.twitter.com/2016/tweettip-3-ways-to-tap-into-trending-topics-on-twitter• https://blog.twitter.com/2016/whitepaper-how-valuable-are-your-followers• https://blog.twitter.com/2016/introducing-twitter-dashboard• https://business.twitter.com/en/basics/manage-your-business-account.html• https://business.twitter.com/en/resources/follower-insights.html• https://business.twitter.com/content/dam/business-twitter/resources/Customer_insights_2016.pdf• https://business.twitter.com/en/targeting.html• https://business.twitter.com/en/advertising/campaign-types/increase-tweet-engagements.html• https://business.twitter.com/en/analytics/audience-insights.html

Page 39: HOW TO GET MORE TWITTER FOLLOWERS · When you gain followers on Twitter, it helps you get more customers. And it works! In a Small Business Customer Insight survey, Twitter found

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