People come to Twitter to discover what’s happening in the world right now, to share information instantly, and to spread their message to the world.
The statement above is exactly why Twitter is a great tool for business promotion and growth regardless of whether the strategies employed are paid or organic. At its core, Twitter was and still is built for sharing information, and that is why it works for business.
Businesses need to create awareness for their products and services and to continue keeping that information flowing. On the other hand, as a social platform, Twitter attracts people from diverse backgrounds, fitting into different demographics. Thus, the reach capacity is already there you only need to tap into it.
While it’s getting harder to get organic traffic from platforms like Facebook and Google due to intense competition, algorithm changes, and hogging by the big sites, Twitter still provides an opportunity for organic discovery, and this is all tied to its working model.
The platform encourages you to navigate away from the site by clicking links associated with the different tweets that are constantly being updated in your feed, but at the same time, it ensures engagement through its Trends and Hashtag feature where you can continue interacting through sharing on the platform. This blend keeps it in the green for both social and business functions.
There are different strategies that you can employ to reach your target audience and objective. For both B2B and B2C models, relevant Hashtags can be used when posting a tweet. Engaging in the Trending topics also helps, especially for B2C.
I personally use DMs and Tweets @ to reach out to my target audience because I am in the B2B industry. Additionally, I combine my strategy with B2C strategies to establish myself as an expert in my field (PPC/Analytics/Content strategy).
Twitter also provides you with an opportunity to boost your reach through advertising (Twitter for Business). The best part about advertising on Twitter is that the users expect the ads, which makes them less intrusive.
Like all other links in tweets, the ad can also navigate away from the platform, making the experience similar and natural. The 140 character tweet limit just communicates the platform’s intentions and reinforces the overall experience.
This is a unique aspect, especially in the digital marketing field because it can shorten the funnel without compromising the effectiveness of the campaign similar to search ads.
Theoretically, the other platforms present the challenge of ensuring the ads are less intrusive or behave naturally, which ultimately increases the distance traveled in the buyer’s journey.