COVID-19 has taught us several valuable lessons, one of which is how vital social media is to businesses. Needless to say, every entrepreneur now understands the importance of including social media in their digital marketing strategy.
Social media is here to stay.
Through these platforms, brands can interact with consumers on a personal level.
With the help of the right influencers, businesses can increase brand awareness and build loyalty. When it comes to influencer marketing, Instagram takes the cake.
But Twitter is an underrated platform that also has a lot to offer.
Why should you use Twitter for influencer marketing?
Twitter offers a clear and concise means of communication.
The eye-catching nature of tweets makes them easy to consume, build relationships with others, keep abreast of the latest developments, and reach new audiences.
In 2019, Twitter had 330 million monthly active users in the United States. Of these, more than 40% of users used the platform daily.
But wait, there is more.
Partnering with the right Twitter influencers can boost customers’ purchase intention by up to 88%.
To help you harness the potential of influencer marketing on Twitter, let’s discuss some of the best practices you can use to interact with influencers.
How to approach Twitter influencers: a reliable guide
Before you submit a proposal, you need to do a lot of groundwork. Here are some social media marketing tips to get you started with Twitter influencer marketing:
1. Identify your brand’s personality
Developing a brand personality helps people identify with the brand. By assigning human characteristics to your brand, your business appears human in the eyes of potential customers.
For example, the Nike brand personality is associated with ruggedness and excitement, while Apple’s is more about sophistication.
Other brand personalities can include qualities such as quirkiness, sincerity, sharpness, and competence.
Based on your brand personality, you can search for individuals on Twitter who match your business. Plus, by developing a cohesive identity, viewers know what to expect from you. By providing engaging and entertaining content, you will be able to attract a large subscriber base.
2. Keep an active Twitter profile
The key to successful social media marketing is to engage consistently with your target audience. This helps deepen relationships, making it easier to reach consumers and improve your brand’s online presence.
In addition, maintaining a strong presence has a double advantage. Increase the number of your subscribers and engagement rate can help attract influencers looking for more followers and more reach for their own brands. This is a strong incentive to collaborate with them.
Using a social media management tool like Agorapulse will help tremendously.
3. List the important criteria
On social media, anyone can be an influencer. But when it comes to finding an influencer for your brand, you want to collaborate with someone who has a social influence on their followers. List the criteria that are important to you.
This list may include:
- Engagement rate
- Content quality
- Content tone
4. Filter influencers
Finding the right influencers who will amplify your brand’s message and help you through the market funnel can be a challenge. But specialized platforms for influencer marketing can help you filter the top Twitter influencers based on your niche, number of followers, or other criteria.
Take a look at the good old #hashtag search technique as well.
Ideally, seek mutually beneficial relationships. The characteristics of your influencer should help you achieve your marketing goals, whether it’s building brand awareness, boosting brand image, increasing engagement, etc.
It starts with being clear about what you want from your Twitter influencers. Consider defining your ideal influencers by audience, topic or campaign. Typically, those who share similar interests or tweet posts relevant to your industry, product, or services can best influence the target audience.
5. Engage with your shortlisted influencers
Before contacting a online influencer, make sure you like their posts or comment on them. It can be a great way to break the ice.
To grab the attention of influencers, you need to be creative.
@Mentions and retweets are great ways to get noticed by an influencer. Answer their questions or share the relevant content they’ve created.
While this can help you get noticed by the influencer, it can also help drive more engagement and traffic.
After interacting with them several times, you can even send them a direct message. Communicating with them can help you better understand their thoughts and preferences.
By asking industry-related questions, you can gauge whether an individual will be able to properly communicate branding. And the more informed you are about an influencer, their niche, their habits, etc., the better your position will be when you make your pitch.
Remember to only ask relevant and meaningful questions that can help an influencer establish themselves as authority figures. Appreciating them and explaining why they are important to your brand can get the ball rolling.
6. Offer incentives
Once you’ve decided which Twitter influencers you want to endorse your brand, you need to offer compensation for their services. It is obvious that established influencers will prefer monetary compensation for their services.
However, many, in particular micro-influencers, are more than willing to agree to other methods of compensation such as:
- Yell – You can help them get more recognition.
- Gifts and discounts – Offer free products or discounts in exchange for tweets about their experiences.
- Commission – An influencer who generates significant sales might agree to work for a commission.
7. Identify trending topics
Twitter is a hot topic.
To create content that can go viral and get the most engagement, you can get into the trends. For this you need to actively listen to the topics that are trending in your niche.
By identifying the topics that get the most engagement, you can come up with content ideas that you can work on. It’s also an easy way to find influencers who may already be creating such viral content.
8. Use TweetDeck
To make it easier for you to manage your influencer marketing campaigns, take advantage of TweetDeck. Add all the influencers you want to work with on TweetDeck.
It can help you keep tabs on their latest posts. It’s a platform that displays a stream of tweets and retweets from all the accounts you’ve added to your list. Basically you have to manage your flow.
Staying up to date can help you start conversations and instantly reply or comment to their posts.
Sometimes influencers can approach you directly. Don’t ignore them. If they show interest in working together, move the conversation forward to see if you can work together. It can save you a lot of time and effort.
When it comes to influencer marketing, Twitter is like a dark horse among all other social media platforms. It’s a platform that can help you grab your audience’s attention in just a few words. If done right, Twitter influencers can help generate more traffic and leads.
Before approaching an influencer for a collaboration, make sure you’ve done a background check. Once you’re sure they match your needs, start engaging with them on Twitter. Keep in mind that your goal should be to establish a meaningful, long-term relationship with them.
Do you have questions about the Twitter influencer approach? Please leave them in the comments section.
You can read more about influencer marketing in Ultimate Guide to Social Media Marketing available now.