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Twitter: 5 marketing strategies to put into practice

Ramón de Moya

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Ramón de Moya

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Using social networks is very important today, above all because a large number of people interact with each other in real time wherever they are. For this reason, today I am going to talk about some of the main Twitter marketing strategies that you could use or focus on.

twitter cifras

Twitter is mainly based on short 140-character messages that are published and seen by a profile’s followers. The reasons why people follow a profile can be:

  • Information and news.
  • Customer service.
  • New products or services.
  • Promotions.
  • Conversations around common topics.

Twitter marketing strategies

analisis

Before you start managing your communication and strategies on Twitter, it is vital to be committed to the platform. Like any social network, it takes dedication to plan, manage and run specific communication and content.

For this reason, today I am going to explain possible strategies you could carry out, with practical cases.

1.- A customer-centered strategy

One of the best at this strategy is Starbucks, which develops its digital strategy to generate loyalty and engagement with its customers.

Starbucks seeks to sell a good product together with outstanding customer service. It is also an example of how offline strategy goes hand in hand with digital, adding actions in both areas that win consumers over. The customer is the basis of all its ideas.

They practice excellence in emotional marketing, looking for an emotional connection with their customers and building a large community of consumers loyal to their brand.

Example of a promotion:

2.- Promotions, giveaways and conversation with customers

Brasayleña take advantage of many opportunities to launch promotions and special actions that get users to take part, such as Valentine’s Day, Christmas, 2×1 on Thursdays, free dinner giveaways, etc.

They know who their target audience is, so they use a youthful tone both in their special promotions and in their daily posts, full of freshness and good vibes. They also retweet customers who mention one of their venues.

And of course, all these actions on Twitter must be backed by good work in the restaurant itself. This increases the online impact, since many customers choose to share their good experiences through photos, comments or mentions.

Example of a promotion:

Example of customer participation:lientes:

3.- A strategy with a high posting rhythm and dialogue with users

Llaollao has a very active and intense Twitter strategy that constantly looks for user participation. They combine topics that interest their community with tweets about their products and brand, using other topics as an excuse to show what they want.

They have many followers, but they also follow many of them. They believe that knowing their customers lets them talk with them about topics they find attractive, an interesting way to start the relationship with the customer when they are in the inspiration phase, and they are certainly not wrong.

A large part of Llaollao’s activity on Twitter is about handling the requests and mentions of its users; the other part is dedicated to its own content, contests and promotions.

This gives them a good connection with their users, who can enjoy their favorite flavors or new toppings that often come from their own online suggestions. The customer is right at the center of the strategy.

Example of a tweet with product feedback:

Example of a giveaway:

Example of light-hearted tweets:

4.- A strategy to connect with consumers through participation

Telepizza is based on the ability to create content with engagement and to start conversations with its customers in a friendly and fun tone, alternating with continuous promotions and discounts for users who interact with the brand in some way.

They take advantage of any situation to bring the brand’s voice into all the information and noise that the hottest topics generate on social networks.

When it comes to recommending or selling their products, they try to make their users part of the conversation and the action by interacting with them, for example with romantic photos to win free pizzas on Valentine’s Day, good customer service through Twitter, and format innovations such as live broadcasting the whole ordering process…

Example of the live process:

Examples of events, Birthday greeting:

5.- A strategy to grow followers and interaction

Its Twitter strategy at Tagliatella is to outline a content marketing strategy that highlights the quality of the products offered in its restaurants with the know-how of Italy, without forgetting the tastes of its customers and the way they enjoy their free time.

The key is to turn everything related to Italy into an object of desire for its community, taking the user to this type of cuisine through the dishes and the atmosphere of its restaurants.

Example of a contest:

Examples of product promotion:

Negative aspects of Twitter

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Now that I have explained which strategies you could consider for your Twitter account, you should also know that Twitter has several negative factors to take into account, such as:

  • Difficult to use for new users
  • Impossible to delete mentions from other users.
  • Open platform.
  • Only 44% of users are active.

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