By Thomas Griffin, co-founder and president of OptinMonster

When trying to get the word out about your business, you might feel discouraged by all the competition out there. Thanks to the rise of social media over the last decade, Twitter and platforms like it are no longer just for user entertainment; rather, businesses can benefit from using them to promote their brands and further their reach. With more than 330 million monthly active users, there are endless opportunities to meet your objectives.

Twitter is a valuable resource you can use to reach your desired business goals, but if it isn’t used correctly, you’ll fail to see positive results and return on investment (ROI). It’s a great asset to have to promote your business because its users are constantly looking for new, fresh content to devour from brands they love, and that brand could very well be your own. 

Let’s look at the different ways you can leverage your Twitter profile to promote your business and drive results. 

Lay out your goals.

No matter where your business is at in terms of success, it’s essential when you create your business account that you know what you want to accomplish with it. Without a clear idea of the results you want to see, it’s difficult to form a marketing strategy that helps you reach your objectives. 

What do you hope to achieve through your Twitter account? A few common goals businesses have with their profiles are:

  • Providing customer service
  • Furthering reach
  • Increasing sales
  • Building brand awareness
  • Keeping up with industry trends
  • Improving engagement rates

Once you know exactly what you’re trying to accomplish, it’ll be that much easier to create content that brings you closer to reaching your goals.

Optimize your profile.

Promoting your brand doesn’t just have to do with creating a content marketing strategy and posting as frequently as possible. If you don’t have a solid foundation to go off of first and foremost, very few people in your target audience will be able to find you in the first place. That’s why you need to optimize your Twitter profile.

There are several components to pay attention to within your Twitter profile, including the:

  • Bio
  • Header image
  • Profile picture
  • Location
  • Website

It’s important to note that while filling out all the information you can is important, offering value straight off the bat is the most important thing you can do for your profile. Instead of simply stating what your business does or what niche it’s in, go a little further and tell users how it benefits them. 

Turn on Twitter analytics.

How beneficial would it be if you could see exactly how your followers interact with your social media content? Thanks to Twitter analytics, you can monitor user engagement, explore your audience’s demographics and measure individual tweet activity. With this information readily available, you’re able to decipher what they’re most interested in and what they don’t care much about, which helps you create a refined content marketing strategy that boosts your following. 

It’s essential to track your social analytics and monitor them regularly because, just like your brand grows, so will your audience’s interests and needs. Without staying on top of the content they’re most engaged with, you won’t be able to optimize your content marketing strategy accordingly. 

Add video.

If you want to increase engagement on your posts, incorporate more video content. Twitter reports that tweets with video are six times more likely to be retweeted than tweets with photo and three times more likely to be retweeted than GIFs. Your videos should be relevant to the post you’re creating and spark interest in your audience enough to boost engagement.

Coca-Cola used video in its ads and, as a result, received a 53 percent viewing rate from its target market. Video, and visual content in general, outperforms other types of media because it’s good at catching people’s attention and keeping it there. Make sure your video content isn’t too long, preferably no longer than a minute, so users don’t lose interest and are encouraged to check out your brand further.

When done correctly, businesses can use Twitter as a valuable avenue to increase engagement, improve ROI and build brand awareness. It’s essential to optimize your profile, monitor analytics and incorporate video into your content marketing strategy if you want to have the best possible chance of reaching your target market and achieving your goals.

Thomas Griffin is co-founder and president of OptinMonster. He is an expert software architect with a deep knowledge of building products for the mass market.