To achieve your Social Media Marketing goals, it’s essential to look at Twitter as a powerful tool that will help you reach new audiences and connect with various demographics. Through a successful Twitter marketing strategy, brands can get real and genuine consumer insights and take advantage of great opportunities that will allow them to win new customers, build an authentic and relatable brand and drive sales. It’s a fast-paced social channel, so getting results will require a very effective marketing strategy and attractive content creation. To do so, it’s essential to understand how the channel works, what your audience would expect from you on Twitter and what your competition is doing on the platform.

Audit your Twitter account and set your goals


The first step to a successful marketing strategy and presence on any social platform is conducting a thorough audit of your current account and researching your competition. You will need to look at factors such as your engagement rate, how often do you tweet, and how many followers do you have. You should also audit brand compliance by looking at the handle, profile picture, bio and make sure all information is up to date and all creatives are in line with your brand’s current look and feel. Also, don’t forget to review your competition by looking at Twitter accounts of your industry competitors. Analyzing their social media will enable you to refine your own, by spotting weaknesses or gaps in their strategy, and finding ways in which you can distinguish yourself and stand out.

After understanding your current performance, you will be able to address the next stage, which is setting clear and measurable goals that will help you succeed on the channel. When you have an image of how your presence on this channel should benefit your business, you will be able to put in place a successful strategy to follow on a daily basis. Align your goals with your business objectives, be it driving traffic to your site, gaining new customers or creating brand awareness. You can measure those goals by looking at smaller and more immeasurable indicators like your average click-through rate, your followers’ number or your engagement rate.








A great choice for your Twitter business profile would be your logo or wordmark. Next, you will need to look at your header image, consider something relevant to a current campaign or use this space to provide more information about your brand’s culture.

As for your Twitter bio, please keep it quick and straightforward by using a tagline that shows off your brand’s character. In the URL section, you will be able to add your website, and maybe update it every once in a while during certain events or special campaigns. However, make sure you change it back to your website’s main page URL once this event or campaign is over. Finally, add a location to make sure your profile feels more genuine, especially if you have a physical store that you want customers to find easily.

Create a Twitter account or complete an existing one


Making sure your account is on-brand, and professional-looking will help you ensure an excellent first impression by new followers. All the elements in your account should align in a way that reinforces your brand image to inform the audience about your business. One of the most important profile elements on any social media channel is your handle or your account name. The best practice is to have a consistent handle across social media platforms, one that includes your company name.

Another essential element is the profile picture; it is one of the first things that the audience will see when you post or when they visit your profile. It appears next to every tweet; hence, it should look sharp and clear, using the right dimensions.


Creating a Twitter content calendar

Now that your profile is optimized and you’re ready to tweet, it’s important to have a certain schedule or posting strategy when it comes to planning content. The calendar will also help you align your content across all channels, by planning ahead, you will find many timely opportunities in which you can tweet interesting and well-thought content. When creating your content calendar, you will need to decide how many times you want to post, when are the optimal times to tweet and what type of content you want to focus on.

By looking at a complete content calendar, you will be able to assess if your content is diverse enough or if you’re just sharing too many promotion tweets. Make sure to strike a balanced mic of tweets promoting your business, personal and insightful stories and informative content related to the industry or to a certain occasion that affects your niche. Make sure you also reply to mentions, replies and DM’s that will probably increase after each tweet, since tweeting will make you more visible to your audience. 



It is also important to follow some basic guidelines in your tweets and interactions with your audience. A style guide will help keep communications consistent and clear, especially if more than one person is handling community management. These guidelines will cover both overall brand style and identity elements and also specific tips on how you want to use Twitter. Meaning, it should be clear to all your social media team members what are the branded hashtags you want to use, how you format your links and how you use emojis.

Designing visuals for Twitter

Across all social media platforms, creative visuals and video content are a very attractive medium that your brand will want to take advantage of. And with the characters limit on Twitter, the image you attach to your tweet will be a valuable space to be more informative and provide more details. And when you post an image, you will be able to communicate more to your followers, or even compliment a rather dull and informative tweet with a chart or infographic.

Videos can help you capture your audience’s attention, which is essential when you’re tweeting about new product launches, campaigns or large changes in the company. And of course, video and image content is guaranteed to get your more engagement from your audience when compared to only text tweets. Make sure that when you post videos and images on Twitter that they are optimized for mobile since most Twitter video views are through mobile devices.

Increase engagement and attract more followers

Once you have a strategy in place and a content calendar guiding your posting schedule, try to even enhance your performance on the platform by following these simple tips!

Use Twitter poll feature

Twitter is focused on sparking conversations through replies, mentions and endless tweet threads. That’s why a Twitter poll is a great conversation-starter that can help you boost engagements. Polls are fun and straightforward; they can help you get genuine insights and feedback from your audience or have them express their strong opinions about a topic that is relevant to your industry!


Master the art of Hashtags!

This feature exists on every social platform, but it was born on Twitter. It is a very important tool that can remarkably increase your discoverability and boost engagement. To really gain the powerful impact of using Hashtags, you have to find the right ones for you. Choose hashtags that make sense to your industry and niche, get inspiration from competitor accounts. And of course, use your own branded hashtags that will help you promote campaigns and find users that interact with your brand.



Scheduling your tweets ahead

Scheduling tweets ahead of time is a great way to streamline the time you spend on the social channel and stay consistent with your posting calendar. It will also help you make sure you post in the most optimal times to guarantee better engagement. Measuring your performance through Twitter analytics and insights will help you decipher what the best time to post for you is.

Use Twitter ad campaigns

In addition to attracting followers organically through posting relevant content and engaging with them, you can try to run an ad campaign for even more success on the platform. Twitter advertising can help you a lot when it comes to promoting new products, raising awareness, driving traffic to your website and growing your audience. It will allow you to target your audience very selectively, and measure your ad’s performance through detailed analytics on campaign results. Hence, you can reach the right people and easily learn what campaign messages and types of content are most effective.

Finally, dedicate more time to measuring your channel’s performance through Twitter insights and to testing and experimenting with new things to understand what works best for you on this specific platform. Keep an eye on your tweets’ performance to learn from your mistakes and monitor your account’s growth overall and pay attention to follower count, audience demographics, device reports and locations or traffic sources. All these factors will help keep your Twitter marketing strategy up to date and successful!


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