Nick Chowdrey works in the editorial department of online accounting firm, Crunch. Here, he tells us how they took advantage of Twitter during the 2014 Budget to attract new customers.
Mastering Twitter marketing is one of the most beneficial things you can do for your business. Attracting followers, especially high quality ones, is a great way to create a platform for generating leads.
One of the best ways to engage in the ‘twittersphere’ is by participating in trending topics. By including a trending hashtag you add your tweet to a live feed of tweets on the same subject and will appear on searches for that hashtagged topic.
This increases your exposure and therefore your chances of getting retweets, favourites and mentions, which in turn could get you more followers and, ultimately, more customers.
The only problem is that sometimes a topic gets so popular and there are so many tweets per second that it becomes really hard to get noticed. This is known as a ‘Twitter storm’ and, if you want to take advantage of it, you will have to find some way to stand out from the crowd.
These ‘storms’ are often created by big events. For example, during the 2014 Budget on 19 March the hashtag #Budget2014 was mentioned 150,000 times, with most posts containing duplicate information. This makes it harder to say anything original.
At Crunch we wanted to get the information relevant to our target audience noticed by our target audience. Here are some of the ways we did it.
1) Real-time content
We had our writing team on standby all day, writing up news articles on issues relevant to our clients as and when they were required. We tried to get these written and posted within 10 minutes of the announcement in order to be one of the first publishers to issue full news reports.
We also made sure to tweet any important figures that were released throughout the day.
2) Real-time comment
We also made sure that we were offering our own comments on the budget news throughout the day. Coming at things from a unique angle makes your content more original, and therefore more shareable. We shared our thoughts with other companies too, who in turn shared to their followers.
This is one of the reasons why Twitter works so well. Users are encouraged to share tweets that they think their target audience will find interesting. By promoting others you are also promoting yourself and what you have to offer to followers.
It makes sense, therefore, to put some time into creating the best Twitter content you can. Think hard about every tweet, asking yourself ‘who would want to share this?’ and use mentions and hashtags to get the message out.
3) Take advantage of multimedia
This is a great example of how to create shareable Twitter content.
Amidst a long list of text-only tweets, an image can really stand out. We designed branded Twitter cards ahead of the budget based on information we already knew about the announcements and posted them throughout the day.
We used Twitter analytics to see how our Budget 2014 content strategy affected traffic to the site. The results were very positive.
Visits were up 58% on the previous Wednesday, which is great, but what’s even better is that 52% of these visitors were new and had never seen the site before. This is around 10% more new visitors than we get on most days.
More remarkably, our traffic from social shares was up 844% and our Twitter analytics told us that 54% of our best performing tweets from 2014 were about the Budget. This was great news for us, as it showed that all the work we put in to our content creation really paid off.