Twitter is one of the most powerful social media platforms for marketing.
If you’ve been using Twitter as part of your marketing strategy for a while now but are still struggling to pump up the number of generated and converted leads, it could be that you need some Twitter influencers in your corner.
Easier said than done, right?!
This article explains in detail the 5 best ways for Twitter influencer marketing to start raking in those conversions.
What is a Twitter Influencer Marketing Campaign?
If you’re an active Twitter (or even any other social media) user, you must no doubt have seen popular Twitter accounts sharing certain types of tweets advertising a product, service, or brand in general.
These aren’t retweets of advertisements; they’re organic tweets from the account holder (or their marketing team), usually singing the praises of a product or service they’ve recently used.
These aren’t just gestures of appreciation - they’re affiliated ads approved via Twitter, where a brand will approach Twitter users/ influencers with a big following (either a celebrity or a social media influencer) and ask them to promote something without sounding too salesy - to make it look organic; like the influencer can’t get enough of so-and-so’s new line of knitwear, for example.
It is a more powerful and authentic type of advertising than just any old retweet.
What are Twitter Influencers?
Twitter influencers are social media influencers with a Twitter account with a significant follower count on this particular platform who will typically collaborate with brands, designers, and other influencers to endorse a product or service (or themselves).
They will be paid by this brand for their promotion, but more likely, they will be given, for example, a year’s supply of a particular product or free access to services this brand may provide.
An example would be a local indie spa treatment facility that may reach out to a local Twitter influencer and offer them free treatments for Twitter endorsements.
Benefits of Twitter Influencers for Brands
Anyone with a large social media presence usually has the power to influence (hence the name) their followers to invest in certain products and services.
Most influencers’ followers are like-minded individuals, so carefully curated Twitter-affiliated ads are often very successful, as an influencer will not endorse a product or service not relevant to them, their aesthetic, or their audience.
The best part is, as we mentioned earlier, you won’t always even need to pay the influencer; you can send them products to use within the ad and allow them to keep them or send them vouchers or free access to your services for a period of time.
This is why influencer marketing is becoming increasingly popular - it is both cheap and usually highly effective for sales.
Other benefits include:
- Building brand awareness
- Earning authentic online reviews
- Boosting your brand’s social media
- Driving traffic to your website or social media channels (including YouTube)
5 Ways of Twitter Influencer Marketing
So, we know there’s much power (not to mention return on investment) in Twitter influencer marketing - but how do we go about it successfully?
1. Do Your Research
The most important thing you can do is find an influencer relevant to your industry - and one who is local.
It is absolutely imperative you resist the urge to reach out to any old influencer in any old location. That defeats the entire object of Twitter influencer marketing.
Instead, take a little time to research influencers in your area that are either directly within your industry or at least have some relevance to it.
A really quick and easy way of doing this is logging into your Twitter and putting relevant hashtags, plus your location, into the search bar - any influencer worth their salt will always be hot on using plenty of appropriate hashtags, so this should help you find local, relevant sources to reach out to.
2. Use Tools/Programs
Modern digital marketing often comes with an array of tools to help you elevate your marketing game for maximum potential; this could be software, apps, KPIs, and so on.
But did you know that there are now tools and services to help you find influencers?
If you want to generate an influx of lucrative, ideal influencers but don’t have the time to do it yourself - why not invest in an automatic influencers program?
3. Build a Rapport
Before you reach out to one of the new influencers you’ve generated, it can be wise to build a rapport with them before going in for the kill (which can be off-putting).
You’ll need to earn their trust and respect by demonstrating a professional interest and prior knowledge of their brand, its purpose, and its mission. Don’t go in blindly - do your research on the most prominent influencers in the business.
4. Play by the Rules
If you opt for a paid partnership through Twitter, you will need to make sure you follow all the advertising regulations because although using an influencer is cost-effective, you cannot legally advertise on a social media channel without playing by the rules.
Failure to do this will likely see your (and possibly the influencer’s) account suspended.
5. Create a Killer Campaign
Once you’ve bagged your dream influencer, you’ll have to get to work creating the campaign.
Here are some tips on how to ensure your campaign is a success:
- Work with your influencer on making the ad organic. This means making sure the text they use is organic and in keeping with their tone.
- Offer promotions within the tweets to garner more engagement.
- Chances are, the influencer will want to do their own photography to ensure it’s in keeping with their aesthetic, which is great - that saves you a job - but make sure you check it before it goes live, just to make sure the product/service is represented accurately, and there aren’t any other brands (particularly a competitor!) in the photo.
- Monitor your sponsored ad KPIs (as you would on other social media platforms).
- If your ad requires a lead to be converted on your website (AKA, away from the Twitter platform), make sure you use code tracking to monitor conversions on your website, as Twitter’s native KPIs won’t be able to do this.
- Take stock of what relevant influencers are doing with their Twitter account.
- Build a target audience to help you generate leads.
- Use relevant keywords.
- Seek advice from an industry expert.
If executed properly and in keeping with the above advice (as well as Twitter’s advertising rules), you will find that Twitter influencer marketing campaigns are cost-effective and extremely lucrative for building your brand’s reputation and generating and converting leads.