3 Effective Twitter Tactics to Improve Search Marketing
Social media sites like Twitter give consumers a platform to voice their opinions and publicly influence others. By monitoring what consumers say on Twitter, marketers can learn what people think about their brands, identify social influencers and brand ambassadors, and respond to consumers and their needs strategically.
Twitter’s massive user base can even help marketers improve search performance. Here are three Twitter tactics marketers can take advantage of:
1. SERP domination
Marketers can use Twitter to better dominate search engine results pages (SERPs). Search engines only show two natural results for a native website per query, but marketers can publish content elsewhere to control more of their SERPs and stifle competitors’ rankings.
Pushing content out to sites like Twitter can pull users back to marketers’ sites to take some action. It's great to build off-site communities and microsites, but ultimately marketers want to bring engaged traffic back to their own sites. Marketers should view their total efforts as wheels, with their websites as hubs with different social media spokes. Direct, point-to-point communication helps marketers reduce the risk users will drop off before returning to their sites.
2. Monitor consumer sentiment
Twitter also helps brand marketers gain competitive insights while improving sales and marketing. Social listening can help marketers understand how consumers talk about their brands to better inform natural or paid search copywriting and landing page strategies. Analyzing sources at the venue and audience levels informs targeting and messaging, and alerts marketers to positive or negative brand chatter. Plus, consumer insight-driven ad copy leads to greater relevancy, higher clickthrough rates and more qualified traffic.
3. Keyword mining
Tools like Twitter Search offer free and easy ways to observe recent conversations or brand mentions, monitor keywords or products, and grow keyword portfolios connecting marketers with topical trends from the human conscious.
When major news stories break, marketers can glean near immediate reaction from the Twitterverse. Major search engines (e.g., Bing) are integrating information from Twitter into search results. BingTweets combines Bing search results with the latest conversations on Twitter, allowing visitors to view trending topics on Twitter and separate them into categories alongside standard search results. Bing also tracks searches on prominent Twitterers, but not nearly all tweets, according to a source from Microsoft.
Social media sites increasingly will influence SERPs as more Twitter results get included. Until then, the engines likely will continue to adjust the way they balance relevance and timeliness in search results. Meanwhile, savvy online marketers can use Twitter to inform search strategies, connect with users, and manage their reputations and consumer relationships. Just like search and display advertising, Twitter should be in every marketer’s toolkit.
Craig Greenfield is the vice president of search and performance media for Chicgao-based Performics, the performance marketing division of the Publicis Groupe’s VivaKi Nerve Center. Reach Craig at firstname.lastname@example.org.