An Easy Way to Evaluate Your Marketing Tweets:
How To Test Your Tweets:
Lots of companies love Twitter as a way to communicate with customers and generate interest in different parts of their marketing campaigns. Of course, for every one of those companies, there are a dozen others who think that it’s useless and could never actually lead to new leads, sales, or other measurable forms of progress. This is good news for your operation because it means there are fewer competitors whose tweets you’ll need to overpower.
The difference between the two is typically in the kinds of tweets they are sending. In fact, there is an easy way to look at your marketing tweets and decide whether they’re going to do the job or not: Ask yourself whether they would make you want to do something.
What that “something” is could depend a great deal on the message itself, and your overall goals. Successful Twitter marketers generally use their tweets to create an action like:
- Get the reader to re-tweet the message – make your messages so interesting, no reader could possible resist re-tweeting it. Humor and cleverness often win out in this department, but there are plenty of other strategies. Keep your tweets fresh, interesting, and engaging.
- Convince them to click through a link for more information – if there’s a link you want to share via tweet, you want to get as many clicks as possible. This can be easier said than done. Make sure you always use a reliable URL shorten-er, and keep your taglines intriguing, yet accurate. While you want clicks, you also want your audience to trust your links are worth clicking on in the first place. This means they need to be accurately and clearly represented.
- Compel them to respond or start a conversation – don’t be afraid to push conversation. The best way to get re-tweets or mentions is to start a conversation. Try to send out tweets with lively queries to get your audience chattering.
- Simply get them thinking for a few minutes, or have them save the idea for the future – you don’t have to see immediate results. Some marketing campaigns take time. Tweets are an excellent way to succinctly develop more complex ideas over time.
We could go farther and add more to this list, of course, but the point is that successful Twitter marketers don’t send out tweets simply for the sake of doing it – they don’t treat it like a chore, and they don’t bore their followers. Effective tweeters know that their message must be interesting and enticing enough for users to share it or click a link in it.
Social media marketing in general, and especially Twitter, requires a spirit of innovation and engagement. The more you bring that to the tweets you send out, the easier it is to break out of the avalanche of “background noise” that currently exists and to get people to stop what they’re doing and take the action you want them to.
How many of your tweets would be worthwhile, if they were judged on those criteria? Try to make sure all of your tweets in 2013 meet the bar.
