While what’s trending on Twitter usually makes great social conversations, it can be tough for financials brands to break through the noise and grow a loyal following. As this social network relies heavily on user to user interactions, it can be challenging to generate content while simultaneously connecting with followers. However, Twitter is a great way to show more brand personality — particularly if you use it correctly. Here are five reminders to keep in mind when building your financial brand using Twitter.
Repeat Your Tweets Using ICYMI
With so much noise happening on Twitter each day, it can sometimes be difficult reach your target audience. While some brands combat this by tweeting the same content multiple times a day hoping to gain profile visits or link views, this ends up spamming uses who are well connected with the platform and your brand. While it’s fine to post the same piece of content multiple times, there are ways to do that can help you learn more about your audience(s).
Solution: When reposting things you posted either earlier in the day/week, add additional context like in case you missed it (ICYMI) to show users that this is a piece of information they should read. Use different images/lead in text with new tweets on the same topic to help you learn more about when your users are on Twitter and how to best reach them.
Use Appropriate Hashtags
Hashtags are a great way to join the conversation on Twitter. Your target audience searches hashtags to find topics that of interest to them and these can be key to helping your brand get discovered by more people. However, moderation is key. Adding too many hashtags into one tweet — or irrelevant hashtags that aren’t useful to your brand — can confuse your message.
Solution: Pick one or two relevant keywords that relate to your content. This helps to establish your brand to identify and connect with followers. Look at what hashtags industry leaders like ICBA, CUNA and Financial Brand are using to see how your financial brand can contribute to the conversation. For example, #GoLocalWednesday is a great reminder to post that you support your community and encourage your followers to go local to support their favorite shops.
Ask Relevant Questions/Use Polls
While generic questions and polls aim to spark conversation with followers, the more generic the question, the less engagement you’re likely to see. Tweets aimed at generating conversations need to be specific and relevant to your community.
Solution: Try asking questions related to your audience. For #GoLocalWednesday, you may find that polling your audience asking how they support their community is a great way to gauge feedback. You may also want to solicit feedback, such as, “Are you using our mobile banking app? If so, we’d love to hear your feedback.” You could either link to a page to solicit feedback, ask for tweets or ask that users DM your brand.
Don’t Oversell Your Products
There’s nothing wrong with promoting your brand and advertising your products, but be sure to take time to share tips, ask questions and engage your community. Retweeting relevant content from organizations your customers should know about (like the FTC) will all make your page more relevant to consumers.
Solution: Plan out your content calendar to include a good mix of content, including product posts, financial literacy tips, community content, retweets from industry organizations and other relevant lifestyle content.
Tweet Often/Promote Tweets
One of the easiest ways to improve your following is by increasing the amount of times you tweet. Being absent from followers’ feeds may cause them to forget or unfollow your financial brand. Aim to tweet at least once a day, even if your content for the day is a retweet that is relevant to your audience. Make sure your brand has also set aside budget for Twitter advertising; you can also choose to promote your existing tweets or write new tweets solely for promotion.
Solution: Develop a content calendar to ensure regular social media posts. On days when you have gaps, favorite and retweet relevant content. Add commentary to your retweets (e.g., Check out these tips from the FTC to keep your personal information safe this holiday season) to make them more personalized to your followers. For paid content, optimize your spend for when your users are online; take a look at metrics to see how you can engage your existing audience and target lookalike audiences using your competitor’s Twitter accounts.
Twitter can be a tough social media platform to master, but understanding these basic foundations will help you reach your followers and ultimately grow your following. Tweet us @SocialAssurance and let us know how your brand uses Twitter. Don’t forget that we’re always here to help you grow your communities through targeted social media strategies and digital marketing solutions.