The Top 30 Twitter Marketing Tips For Law Firms

Social media is one of the most powerful growth vehicles for small businesses. If you have a small business with little to no Twitter presence, now is the time to start. There are hundreds of digital marketing strategies that can grow your brand. Keep reading for the foundational 30 Twitter marketing tips. These 30 tips will optimize your brand, grow your audience, and increase conversions.

Let’s start with the basics of social media marketing. To appear legit and increase your following, you must have a completed profile. It’s your audience's first impression of you when they visit your Twitter page. Choose a handle that is easy to remember and consistent across your platforms. Use professional photos or your brand logo for your profile image and cover image. You can update your cover images can more to promote or educate your small business. Come up with a provocative bio that shows your brand personality. Add your location to inform your followers of your location and provide a sense of personability. Small businesses with storefronts can use this as a way to help customers find them. Lastly, always include a link to your website, if you have one (which you should). 

Your voice and values are the driving factors of your digital marketing strategy. They make your brand recognizable and memorable on social media. Your voice is the manner in which you communicate with your audience. This tone should be consistent across all tweets. Your values are the core of who you are as a company. What impact do you want to have and why? What is your “why?” Write these things down and refer to them often.

Define your target customer. What are their interests? What content do they want to see? This is the content you should focus on. Check that this content is converting into engagement from this target audience. Get to know what your audience is like by interacting with them and getting their feedback. Follow your target customers as well. 

To be successful in Twitter marketing, set clear goals. SMART stands for Specific, Measurable, Attainable, Relevant, and Time-bound. Start by choosing 3 SMART goals. Use them as benchmarks to measure the success of your digital marketing strategies and guide future moves. Break down high-level objectives into manageable milestones. For example, you want to increase your sales by 10% this year. To do so, you need people to visit your website. A good SMART goal for this would be to increase your website click-through rate from 2% to 3% in two months.

Brand guidelines and standard operating procedures (SOPs) are critical to meeting your SMART goals. SOPs are step-by-step instructions on how to run your small business's social media marketing. SOPs should be detailed. They should include formatting procedures, brand style procedures, backlash response protocol, and more. Clear branding guidelines will make it easier to onboard a Twitter marketing team.

A thorough review of key metrics and guidelines will do wonders for your Twitter account’s performance. Use your branding guidelines and SMART goals to evaluate your account’s performance. If you have an existing account, start by cleaning it up before getting into other marketing strategies. From there, periodically audit your photos, posts, bio, branding, and engagement. Make sure they still align with your guidelines and SOPs.

Twitter offers many insights into posts. You can’t tell where you are going if you don’t know where you are now. So, keep track of these insights for every post to see what is working and what isn’t. Engagement is anything from likes and retweets to profile visits and clicks. While it’s a good idea to keep an eye on all these metrics, you should focus on the metrics that relate directly to your social media marketing SMART goals. 

Urchin Tracking Module (UTM) parameters are short text codes that help you to hone in on your traffic and conversion metrics. You add these text codes to your links to get details on the source of your traffic and conversions. UTM parameters get specific with how effective your Twitter marketing strategies are. HootSuite has tools to help you add UTM parameters to all your posts, influencer campaigns, and more.

You will hear this about any social media platform: consistency is key. Whether it is your voice, your posting schedule, or your content, consistency is key. Consistency builds trust between businesses and audiences. Growth takes time. Posting consistently and keeping your branding consistent will make the most of that time.

Twitter marketing experts recommend posting 5 to 20 times per day. The average lifespan of a tweet is 18 minutes. Posting more keeps you relevant and gives each post a higher probability of making an impact. It is better to keep the majority of your posts short and sweet. Consumer behavior on Twitter favors the quick and easy to digest. Keep in mind that you still want to regularly provide useful and valuable information to your audience.

Making a content calendar is a beneficial strategy for several reasons. It helps you plan ahead for special promotions, holidays, or events. It saves you the work later on and allows you to be more intentional with your content. Since you have your content planned, all you have to worry about is responding and participating in conversations. Content calendars also help you to assess and find gaps or imbalances in your content. Try planning your content out at least one month in advance. For any larger campaigns, up to 3-6 months ahead is a good idea to start planning. 

Make your Twitter marketing more efficient by scheduling tweets. This way, you can batch your content at one time and then let the software do the rest. It eliminates the possibility of human error. Use software like HootSuite to schedule tweets according to your content calendar. Think about when your target audience is engaging on Twitter and try tweeting during those times.

Refer to the digital marketing strategy called the Rule of Thirds. One-third of your content should promote your business. One-third should be personal. One-third should point to insight or knowledge from other experts in your industry. Keep this rule in mind when planning your content calendar.

Responding to DMs and mentions should be a priority for small businesses. Interacting with your customers and with high-visibility tweets. Doing this gets you exposure, builds trust, and increases engagement. Do these things daily. Assign this role to someone within your small business for consistency. 

It is important that you are clear on your niche as a small business. Research competitors in your niche on Twitter. What strategies can you tell that they are using? Where are they leaving gaps for you to fill? What are their strengths and weaknesses that you can improve on? 

Create your own lists or follow other accounts’ curated lists that align with your small business. Lists help to focus on conversations that are relevant to your business. 

Go outside of Twitter to up your Twitter marketing. Tools like Canva can help you make engaging content that is consistent with your brand guidelines

Photos help your Twitter posts stand out. Choose photos that are relevant to the post, aligned with your branding, and engaging to followers.

There are millions of tweets going out every hour. Anything to make your audience stop scrolling is going to help your social media marketing success. Include conversation-starting and relevant gifs and videos to keep your audience engaged. 

Hashtags are one of the strongest tools you can use to expand your reach. They help you find your target audience and define your niche. Be intentional with your hashtag use. Research popular hashtags that are relevant to your industry. This kind of research can be as simple as searching different hashtags and seeing how much they are being used at the time. Look at what hashtags your competitors are using. The golden number of hashtags per tweet is three.

Growing an organic audience is vital. Once you’ve done so, and you get to know this audience well, paid ads can take you to the next level. Knowing your organic audience will help you to target ads more effectively. Promote your entire account to grow your audience and drive up website traffic. You can also promote individual tweets to increase campaign visibility, promote a project, and more. 

While Twitter is a great channel to grow your small business, it shouldn’t be your only channel. Have at least one other account running in tandem and cross-promote them. We recommend starting with Instagram. Youtube, LinkedIn, and Facebook are also great options. Each favors different varieties of content. Many of the digital marketing tips we are sharing here apply to all social media channels. Do your research into the specific types of content that thrive on those other platforms. 

Influencer marketing is a $16.4 billion industry. Influencers aren’t only those with multi-million followings. As a small business, you can start by recruiting micro-influencers, those with 10,000 to 50,000 followers. Target influencers with your target audience and contract them for a few posts a month. It is likely you will see positive conversions.

Polls are a simple way to engage your audience, and they can also give you useful information! Be intentional with the polls you produce. Try to sprinkle them into your content calendar a few times a week. 

Send our tweets that your audience genuinely wants to interact with. Conversation starters prolong the impact timeline of your content. 

Twitter marketing is not all about putting content out, it is about being in tune with the Twitter ecosystem. Stay in the loop. Pay attention to conversations about your business, your competitors, industry hashtags, and relevant trends. HootSuite has advanced monitoring tools you can use for social listening.

Make your customers feel seen and valued. Lead nurturing means engaging back when customers engage with your Twitter account. Ask for feedback and apply it. Respond to messages, mentions, and replies. Always keep your finger on the pulse of incoming leads. 

Don’t let your Twitter presence get stale. Try one new thing per month. One month you can experiment with memes, the next you can launch a campaign series, and the month after that you can do a giveaway. Follow your marketing intuition. The more you know your audience, the more you can predict what they will respond positively to. Try some things out and see how they impact your business bottom line. If something goes well, try integrating it into your regular posting routine. 

Don’t be afraid to step outside the box. It’s good to go with trends, but breaking the mould is also a great strategy for growth. If done correctly, a bold tweet can skyrocket your engagement and conversions. This doesn’t mean completely straying from your branding, voice, and values. This means using that voice to push your message in an innovative way. Twitter marketing is about striking a balance between consistency and pushing boundaries. We encourage you to not shy away from innovating and finding new pathways. All trends have to start somewhere. Maybe the next one will start with you. 

As a small business, it's good to set strategies. However, you need to be malleable as you grow. Analyze your SOPs often to understand how you can continue optimizing your Twitter marketing.

Don’t be overwhelmed by all the information out there. Take it one step at a time. Follow even a few of these tips and your small business will see growth. Social media marketing comes down to consistency, knowing your audience, and using content tools. Share these 30 tips with your small business’s team and assign someone to put them to action. You’ll be happy you did.