Twitter influencer marketing has grown in importance over the last few years. Even the person currently referred to as the president of United States built his platform on being an influencer on Twitter. And this precedence was spearheaded by Pres. Obama being an influencer on Twitter as well.
If the power of Twitter can help decide the next president, I can certainly make an impact on your online marketing goals. Whether you are a business looking to advertise your products, or an individual looking to advertise yourself, Twitter influencer marketing will make an impact on your goals. Read about some definite steps that you can take to be 1.
Why being a Twitter influencer matters
If effectively using Twitter can get you elected president of United States, you can use it to help you help achieve nearly any goal. Don’t start writing your election night to victory speech yet though, you still have a long way to go to truly take advantage of Twitter influencer marketing.
Better reputation online
It doesn’t matter if you are pushing news stories, or trying to sell kitchen sinks, your online reputation will be judged by your influence on social media platforms like Twitter. Becoming a Twitter influencer can boost your online reputation, as people see you as more trustworthy.
Dwayne Johnson is a perfect example of a Twitter influencer. He has a very large, and engaged, audience. Instead of only talking about himself he frequently pushes his friends and their projects:
— Dwayne Johnson (@TheRock) January 19, 2017
Every now and then, of course, he will use this influence to push one of his own projects. Here he is pushing the Twitter handle of his HBO show:
— Dwayne Johnson (@TheRock) January 18, 2017
There’s nothing wrong with it, he’s just using his influence to promote his friends, and his own projects. His great reputation helps people trust him, and also trust his friends. This is what you can do with your marketing goals when you start taking advantage of Twitter influencer marketing.
Grow your following with less effort
Truly becoming a Twitter influencer means that other people will be advertising your account for you. They will tell people to follow your account because they trust you so much.
— Kemp Mullaney (@KempMullaney) January 14, 2017
When people start helping you build your Twitter following, everything starts to grow at an exponential rate.
More clicks on your website links
When you have more people following you, you cannot help but get more clicks on your website links. Being an influence or beans you don’t have to wait for someone more popular tweet your links. We would all love for Katy Perry to tweet 1 of our links:
— KATY PERRY (@katyperry) October 25, 2016
But if you look through the links of the biggest Twitter influencers you see that they rarely tweet out links to someone else’s website. This is because they only want their influence for themselves, or their very close friends, or charitable causes. This is why you need your own influence on Twitter.
Influence Twitter trending topics
Rather than just sitting back and waiting to jump on trends, true Twitter influencers can start trending topics and hashtags of their own. What’s more is your influence can drive you to the top of trending topics when people click on them from other accounts. The people behind the La La Land Twitter account quickly found that out:
— La La Land (@LaLaLand) January 24, 2017
When an important trend comes up, and you want the most influence possible, you can try buying Twitter retweets. This will help push your tweet up higher in the results for those looking at the top tweets, and you can also use this tactic with your Twitter Promoted Trends.
Twitter influencer marketing personality types
Knowing which type of Twitter influencer you want to become will help shape your path. There are three basic types that we will look at.
The citizen influencer
These are ordinary citizens who had built themselves up on Twitter. They will usually have another online platform which they’re using to prop themselves up on. This can include:
While they may not have a tremendous amount of influence, especially compared to the other two varieties will look at, they usually have a very loyal and close knit community.
An example of this would be Philip DeFranco who has privately built himself up to YouTube, and uses his Twitter account to push his content.
START THAT 10 MINUTE COUNTDOWN! Vid almost ready to go LIVE! pic.twitter.com/aT5o7xQB4W
— Philip DeFranco (@PhillyD) January 17, 2017
He does not quite fit into the traditional mold of a celebrity just yet, but he certainly has influence on Twitter.
The professional influencer
Professional influencers are those who gain credibility through their job. This can include a number of different professions:
- News anchors
These are people who are paid to be knowledgeable, and to share reliable information. Their ability to influence people on Twitter should be obvious as they are trusted in real life and should also be trusted on Twitter.
Many of them are also held to a code of ethics which helps separate them from citizen influencers. Bill Nye is one who you think would cross over into the celebrity area. What people forget is that still has a strong background in engineering and science, this forms his code of ethics:
— Bill Nye (@BillNye) December 5, 2016
His influence on Twitter is helped by his education, and his work as a scientist and science educator at Cornell University. That’s what being a professional Twitter influencer is all about.
The celebrity influencer
The most common type of influencer on Twitter that is used for Twitter influencer marketing is the celebrity. Their popularity exists entirely because of their ability to promote themselves and others, which makes them perfect for Twitter influencer marketing.
Most of the time you’ll see celebrity influencers on Twitter tweeting about their own content. They didn’t put all of the work they put into their account to make other people popular, unless it makes them some money:
— Kim Kardashian West (@KimKardashian) January 20, 2017
— Devin Brugman (@devinbrugman) January 18, 2017
— Selena Gomez (@selenagomez) May 7, 2016
I’m hoping you noticed that each and everyone of those was actually an advertisement disguised as a Twitter share…
This can be pretty decent money for celebrities as they can earn tens of thousands of dollars per tweet. Yes, you heard that correct: tens of thousands of dollars per tweet. This further emphasizes why you need to work on your Twitter influencer game.
Choosing to become a Twitter influencer
Becoming a Twitter influencer doesn’t happen by accident, you have to choose to be one and work at it. This work is not a mystery. You have to follow the steps below and you will build your account to the point where you are an influencer.
Twitter influencer marketing: Your profile
The very first thing that anyone is going to look at is whether or not you’re truly a Twitter influencer is your profile. Your profile has to look professional. That doesn’t mean boring, it means that it has to be well put together.
This is where you going have to start thinking about your branding. Branding on Twitter comes down to a combination of:
- Your bio: You have 160 characters for your Twitter bio. Use it to quickly describe exactly what you are all about. An aspect of being found as a Twitter influencer is people reading your bio and wanting to follow you because you have something to discuss which they are interested in.
- Your profile image: A profile image should be clear when displayed at Twitter’s small size. Have a focus on your face, or on a brand logo. This is not the place to try to sneak in other details, it’ll just obscure the image and ruin your branding.
- Your header image: This is where you can display more information about your brand as you can add text over this image.
- Your social proof: People who find your Twitter account for the first time are going to look at things like the number of tweets you have sent, and the number of followers you have. They’re going to look to make sure you have tweeted often to be worth their time. But perhaps a much bigger aspect of social proof is how many followers you have. If you are lacking in follower numbers, our Twitter follower service will help you quickly improve this aspect of your account.
These four aspects all need to come together in a cohesive manner. Your bio and your tweets should match each other in tone. Your images should match each other, and it’s even better if you choose a color theme and stick with it. In short, your profile and your branding is everything about you on Twitter.
Here’s an example of Britney Spears getting everything right as she a header image which conveys a little more information about her, she has a glamorous profile photo, and even her bio is on point for the moment:
Twitter influencer marketing: Your audience
Trying to appeal to absolutely everyone on Twitter gets you nowhere. Not even the absolutely lovable and fabulous Katy Perry appeals to every single Twitter user, and she has the most followers on Twitter!
You will have covered some of this in your work on branding, but you have to know what it is you’re going to tweet about and who the audience is that’ll respond. As an example from Katy, she is probably not going to have the easiest time appealing to fans of Trump:
— KATY PERRY (@katyperry) November 19, 2016
But that’s okay, she did not choose to appeal to that audience. She has her audience of fans and that’s all that really matters to her, because you can’t please everybody. Ever.
The next thing you have to consider with your audience is what they are involved in, and on Twitter hashtags are important aspect of involvement. There are number of tools that you can use to discover hashtags that your audience is going to be interested in:
You can use these tools to discover different hashtags, and even sort them by location. You can then use a tool like HootSuite to track conversations centered around those hashtags. Be sure to focus on things that are not just trending, you’re going to be looking to build more lasting relationships. Try to find Twitter chats that are organized by hashtags as a way to establish long-term relationships.
Another aspect of knowing your audience is going to be people who are already using Twitter influencer marketing to their advantage. There are already tools built so that you can find those who are within your industry or genre:
Each of these tools can help you identify twitter influencers, whom you may go and begin engaging with to build your account. Keep in mind that these are the people who you want to be your peers, look to emulate some of their tactics.
Twitter influencer marketing: Your credibility
Those who are establishing themselves as professional influencers have taken care of most of their credibility. But even they could use a little bit off help in the form of:
- An established blog
- A professional website
- Guest posting on prominent websites
- An established presence on another social media platform
You need to help your Twitter account established its credibility. You only have 140 characters per tweet, it is difficult to get across anything but a small detail in that space. This is why you will find people cross promoting so often:
— Amazing Arabella (@Arabelladaho) January 15, 2017
Another aspect of your credibility will be found when people look at an accumulation of your tweets. When someone scrolls through your entire Twitter timeline do they find a recurring theme, or do they just find a bunch of random content? Them finding a recurring theme is going to do a lot to help you establish your credibility.
Making sure you double check your tweets before you send them out will also impact your credibility. While people are forgiving of smaller grammatical errors here and there, if you can’t get your big tweets right this will happen to you…
Betsy DeVos, nominee for Secretary of Education. Good luck America. pic.twitter.com/3aUay09Dvp
— Anonymous (@YourAnonNews) January 22, 2017
You can get embarrassed on Twitter very quickly, especially with its virality.
Ways to grow your follower numbers
Continually growing the number of followers you have is the most important thing for anyone trying to do Twitter influencer marketing. Not only do you have to have a lot of followers, but they also have to be highly engaged with you. This changes them from just being a number to being someone who actually helps you accomplish some sort of goal. Here are some of the common ways:
- Answer their questions: These can be both questions that are sent directly to you, and those which they ask in general. Part of your goal with this is too send them to either your resources, or someone else’s.
- Reply to mentions: This can be from someone using the @mention feature, or sending you a direct message. These people clearly want to talk to you, you can use that to your advantage to increase your influence over them.
- Who you follow: You obviously do not want to follow back every single person who follows you. There are, however, definitely advantages to following back other people who are influencers. Following these important people will also give you a chance to see what they’re tweeting about and reply to them.
- Who to follow: The accounts that Twitter recommends you follow are quite useful. You can use them as part of your strategy of who you are going follow because they are usually recommending important accounts within your areas of interest.
- Trending hashtags: This is your chance to participate in larger conversations. It will help you find new followers, while also entertaining your current ones as they will enjoy joining in on trending topics as well.
Engaging with your followers is becoming huge on Twitter. Everyone important on the platform has come to the conclusion that it is is not a broadcast platform, it is very much social. This has lead to major brands participating in trending hashtags:
— Cartoon Network (@cartoonnetwork) January 24, 2017
Brands creating support accounts specifically to talk to people:
Oops. Didn’t mean to close that tab 😳? Reopen it in Safari without searching. pic.twitter.com/XSQGbvMQV3
— Apple Support (@AppleSupport) January 18, 2017
And you can even find major brands having conversations with one another:
— Old Spice (@OldSpice) November 6, 2013
Each little conversation is a way to sway influence more in your direction. This will not happen overnight, but it will happen if you are consistent in your efforts.
What to do as a Twitter influencer
Becoming a Twitter influencer is one thing, but doing Twitter influencer marketing is another. You have to make your account useful, and utilize your power appropriately.
What you will tweet
Now that you have this large following you have to be aware of the fact that any mistake you make will be put under a microscope. You are going to have to double check everything you tweet out before you press the button to send it.
— Khaver Siddiqi (@thekarachikid) January 5, 2016
The bigger your audience, the better chance there is that something will notice even the smallest error. You’re going to have to proofread twice, and tweet once.
To really keep your account going you may want to hire on a social media agency. This will help keep your account active at all times. If you do not want to do that then you can get a scheduling tool, examples include:
These tools will allow you to schedule tweets in advance, and keep your audience engaged even when you are asleep.
Creating and pushing trending topics
One of the best things about being an influencer is that you have the ability to push trending hashtags and topics. These trending topics can be ones that you find interesting, or ones which you create yourself. If they are ones that you are creating to be sure to:
- Make them unique: Throwing hashtags on #single #words is pretty much pointless. You will be lost quite easily, nor will it be memorable to your followers. Try to make your hashtags at least two words, and have them relate to your branding in someway.
- Keep them short: Finding a mix between a unique and a short length can be difficult. You want them to be reasonably short so that people have an easy time inserting them in their own tweets.
- Have a focus: Creating random hashtags can be fun, but they’re much more effective when they center on a campaign slogan, or some marketing that you’re trying to push. Making them part of an overall campaign, that has a clear focus, will push them even further. You may even want to include them in your bio, or push them on other social platforms.
Every major influencer uses hashtags at some point. There are brands which use them to drive marketing goals very clearly:
— Coca-Cola (@CocaCola) December 30, 2016
There are also individuals that use them to drive marketing goals as well:
— Jennifer Lopez (@JLo) January 20, 2017
These accounts are very different in that one represents a beverage, and the other represents …well, JLo. They may appear to be quite different on the surface, but they are both using Twitter influencer marketing with hashtag campaigns that are focused on clear goals.
Website clicks and conversions
Having all of the Twitter influence in the world doesn’t really mean anything unless you getting people onto your website. Your goal now can be to get people to read articles, in view your ads, or lead to sales and conversions.
Sending out tweets which accomplish this can be tricky. Most Twitter users are on there for entertainment purposes, not to be advertised to. This is why it is important to make your tweets which drive people to your website useful in some way. You don’t want to put in all the effort of gaining followers only to turn them off.
Here are a few examples of how you can get people to click on your website links. The first one is with an offer or sale:
— RJSolo (@herovillaintoys) January 21, 2017
They can encourage people to learn more:
Learn more about the infrastructure behind Twitter in our blog series, focused on Scale https://t.co/KD5OneBwMh
— Twitter Engineering (@TwitterEng) January 19, 2017
The other thing you should consider doing is making these tweets more attractive by using pictures, GIFs, and video.
— Michael Kors (@MichaelKors) December 22, 2016
Even true Twitter influencers only have so much influence over their audience, but using these tactics you will be better able to assert that influence.
Twitter influencer marketing make you matter
Becoming a Twitter influencer brings with it a number benefits whether you are an individual or a company. It isn’t easy, and can take months or evening years of work. There are, however, ways which you can cut down this timeframe:
- Know the 3 different types of Twitter influencers, and how you fit into them.
- Determine who your audience is, and how you will create content for them.
- Always consider your credibility on Twitter.
- Work on growing your Twitter audience with direct engagement tactics.
- Have a plan for hashtags, both personal and trending.
- Know what you are going to tweet.
- Create and promote trending hashtags and topics.
- Have a plan for clicks and conversions from your Twitter marketing.
Your goal of becoming a Twitter influencer is attainable. It will take some time, a whole lot of tweeting, and maybe a little bit of help from something like our Auto Engagements Service. Follow the steps above consistently and your Twitter influencer marketing goals will take off.