Why You Need to Rethink Your Twitter Marketing Strategy

If you’re treating Twitter the same as every other social platform, you’re doing it wrong. Twitter, more than most other social networks, is all about interaction.

Think of every social media platform like places in a city: In this analogy, Instagram would be the local art gallery. Pinterest would be the shopping mall, and Facebook would be each individual’s home/business.

Twitter is a widely misunderstood social platform. Tweeting is often referred to as “microblogging,” but even that term doesn’t really capture the idea of what makes Twitter special.

And Twitter? Well, Twitter be the town hall of social media city.

It’s where people gather to discuss issues, raise objections, share news, and meet new people. While other social platforms are used mostly for sharing personal updates, Twitter users tend to be more interested in coming together and talking to one another about current events in politics, entertainment, and news.

Unlike Instagram, Pinterest, or Facebook— Twitter isn’t so much about pushing your content. It’s about connections. In fact, if we could give one piece of advice to every business to help them better understand how to use Twitter for marketing, it would be this: Prioritize conversations.


5 Reasons to Use Twitter for Business Marketing

Twitter is a widely misunderstood social platform. Tweeting is often referred to as “microblogging,” but even that term doesn’t really capture the idea of what makes Twitter special. As a result, a lot of businesses ignore or gloss over Twitter as part of their larger social media strategy, which means they’re missing out.

Birds sitting on a wire

Still skeptical? Here are 5 reasons why Twitter is good for small businesses:

1. Increase Sales

According to a study conducted by Constant Contact and the research firm CMB, consumers who follow a brand on Twitter are more likely to purchase and recommend that brand’s products. It’s simple: The more people feel connected to your brand, the more they trust it. The more people trust your brand, the more likely they are to make a purchase.

2. Generate Leads

Having an active Twitter presence helps potential customers discover your brand, which, in turn, helps you make new connections. Pushing out content, adding links to your Twitter bio, and running ads are all methods that small businesses can use to drive traffic to their website.

3. Monitor Online Reputation

Do you know what your customers are saying about you? Increasingly, consumers are taking to Twitter to engage with brands and share their experiences—both positive and negative. Twitter can help you guide the conversation by responding to customer inquiries and comments.

4. Increase Engagement

Twitter is built around interaction. It’s the perfect platform to start a conversation and engage with your customers. By searching out relevant hashtags, replying to other users, or tweeting out questions to your followers, you can spark a discussion and position your brand at the center of the conversation.

5. Share Updates

Twitter is the place where people go for breaking news on everything from world affairs to celebrity pregnancies. That’s what makes it the best platform to share up-to-the-minute updates on important events and happenings related to your business. Whether you’re throwing a flash sale or you’re reminding customers to make reservations for Sunday brunch, Twitter is the best place to get the word out.


Friends sharing content on phones

How to Maximize Twitter Engagement

Discussion is the lifeblood of Twitter, so a good rule of thumb is that around 30-40% of your tweets should be replies to other users. #MichaelsWilder #socialmediamarketing Click To Tweet

No one likes to be around the guy whose favorite discussion topic is himself—his interests, his opinions, his ideas. The same goes for businesses and how they interact on Twitter. Those that only focus on self-promotion, rather than genuine conversations and interactions, will fall short when compared to those that prioritize interactions with other users. Discussion is the lifeblood of Twitter, so a good rule of thumb is that around 30-40% of your tweets should be replies to other users.

If you’re not sure where to start, check out these quick tips for making conversations a bigger part of your Twitter strategy:

1. Include a question in your tweet.

When you post an article or a news story, it’s your responsibility to set up the discussion. Asking a simple question to get the ball rolling is the best way to do that.

2. Respond to questions and comments.

Twitter is the go-to platform for customers to get quick responses to their questions and complaints (especially if the traditional customer service route hasn’t worked for them). Don’t let those comments go unanswered.

3. Retweet positive feedback, relevant articles, or current events. (And don’t forget to comment!)

Engage with the larger community by following related accounts and retweeting quality content. And, of course, don’t forget to add to the discussion by commenting or asking a question on your retweet! If you simply retweet without adding your own commentary, then you haven’t really been paying attention to what Twitter’s all about.


It’s time to rethink the way you approach marketing on Twitter. Twitter is a unique platform that prioritizes thoughtful, engaging written content and meaningful connections. You can’t just rely on your traditional sales copy to attract and convert. You need to dive in and engage with Twitter’s users and the topics that are currently commanding their attention.

Focus on providing valuable discussion first and selling your business second.

Mike Speer Administrator
Director of Digital Experience, Michaels WIlder

Head of Digital Experience at Michaels Wilder and an entrepreneur since before the average person knew what that even meant, Mike has helped countless businesses build effective sales and marketing strategies. His philosophy is, “If you’re not thinking 10 years ahead, you’re already behind.” Mike’s content has appeared in Forbes Magazine, Inc. and Apple News. He has also been featured numerous times as a “Top 10 Writer” worldwide on the Q&A content site, Quora.

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Mike Speer Administrator
Director of Digital Experience, Michaels WIlder

Head of Digital Experience at Michaels Wilder and an entrepreneur since before the average person knew what that even meant, Mike has helped countless businesses build effective sales and marketing strategies. His philosophy is, “If you’re not thinking 10 years ahead, you’re already behind.” Mike’s content has appeared in Forbes Magazine, Inc. and Apple News. He has also been featured numerous times as a “Top 10 Writer” worldwide on the Q&A content site, Quora.

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