Twitter Marketing Strategy

 

Twitter is a pretty powerful marketing tool, but before you incorporate it into your business plan, ask yourself – do you need it?

80% of the 330 million Twitter users are millennials, so if your brand is targeting users between the ages of 18 to 49, only then should you come up with a twitter marketing strategy.  

Then comes the question of why choose Twitter over other marketing platforms. 

On Twitter, video ads are 50% cheaper and the platform’s users spend 26% more time watching these ads as compared to Facebook and Instagram, which is why video engagement is higher and that too, at a lesser price. 

Apart from that, in my own experience as a marketer, I feel that Twitter is a great platform to tell your story. 

Most of its users are highly educated and likely to trust brands that are transparent and responsible; thus, it is a great way to connect with potential and existing customers. 

If you want to effectively market your brand through Twitter, it’s not as simple as setting up a profile and tweeting regularly. 

For achieving maximum Return on Investment, incorporate these tips into your twitter marketing strategy: 

#1. Determine the number of accounts you need 

The first part of planning your twitter marketing strategy is auditing your accounts. 

This depends entirely on the nature of your brand.

If your parent brand has sub-brands or co-brands, for example, Samsung Home and Samsung Electronics, then it’s best to create multiple accounts. 

Even if you sell different product lines, for example, Nike footwear and Nike sportswear, different accounts can be more effective than a single one.

This is what marketers call Twitter lists. 

You might be thinking, it’ll take double the effort to gain followers – but if your audience differs, your tweet timing and frequency will also differ. 

All of this impacts customer engagement, which makes it crucial to create and maintain multiple profiles for bigger brands. 

In order to measure engagement metrics, there are a number of platforms available – the first and foremost being Twitter Analytics itself:

If you’re looking for a tool to provide a more detailed overview, you can go for Buffer but some features require payment. 

#2. Construct the right profile 

There are 3 things that you need for a profile that is easily discoverable and retainable in customers’ minds: 

• Handle 

In order to fulfill the criteria above, your Twitter handle should be short and similar to your brand name, otherwise, you will end up confusing users. 

Celebrities often use the word ‘official’ in their handles because there are so many fan pages with the same names; thus, creating clarity: 

If you’re a blogger, you can also use your handle creatively to describe your profile:

Another reason why it is important to keep a short handle is that there is a 280 character limit on each tweet, so anyone who wants to retweet will avoid mentioning brands with longer handles. 

Make sure you eliminate any extra characters in your handle, for example, spaces, punctuation marks, numbers, etc.

• Profile and cover photo 

Most guides will tell you that your profile picture is extremely important – and it is. 

But most brands go for their logo when uploading a profile picture. 

All you need to do is make sure it’s high quality, clear and not pixelated. 

The colors of your logo should also be good enough to seem appealing. 

However, the real game-changer is your cover photo (or what some marketers call the header image) – because that is what creates the first impression of a visitor which goes a long way in determining whether they will follow your brand or not. 

In this case, go all out. 

Upload the most impressive picture that is either an extension of your logo, explains what your brand does, or anything else that is relevant to your brand. 

The retail brand Target is an inspiration to all brands out there when it comes to Twitter profiles: 

This look is so mesmerizing and gives out positive vibes due to the colors used. 

Plus, it is completely in sync with the brand’s logo (as seen in the profile picture), which is an added bonus because visitors will easily be able to retain this information; thus, increasing brand recognition. 

Similarly, British Airways opted for a simple yet elegant cover: 

A good shot of its plane is all that they needed for the right cover photo. 

It explains what the business does and reinforces the brand’s logo as seen on the plane. 

What you need to do is be creative and think out of the box so that you wow your profile visitors.  

Plus, unlike your profile picture, you need to change your header image frequently. 

It’s a great way to advertise new campaigns, products, events, etc. 

The frequency at which you should change your cover image varies depending upon the traffic that you get daily.

Changing it too often is also a bad sign because it can end up confusing visitors. 

Thus, depending on the traffic that you get, set the desired frequency at which you change your cover/header image. 

Lastly, the optimal dimensions for your cover image are 1500 x 500 pixels. 

Images uploaded on Twitter need to be under 2 MB so make sure they are compressed. 

The best file formats are JPEG or PNG.  

When uploading a cover image, make sure you fulfill these criteria for the best outlook. 

• URL

This is a small but very crucial part of your profile. 

If visitors like your profile, they will not only want to follow you but also purchase from you.

Instead of making them carry out the effort of looking for your website, add it to your profile just below your bio: 

If you’re a blogger that doesn’t have a website yet, you can always create a URL through your twitter handle: 

#3. Schedule posts 

In such a fast-paced world, it’s impossible to manually handle business operations now. 

With COVID-19, everything has shifted to online marketing which makes automation even more crucial for business survival. 

Platforms like Buffer and Hootsuite allow you to schedule posts beforehand. 

Not only does this reduce your reliance on employees, but it also improves accuracy.

For example, you may forget to send out a tweet to followers wishing them a Happy Christmas, but with the help of tools for digital marketing, you can add it to your calendar in advance.  

Plus, you don’t have to be tied at the office to send out a tweet at the right time. 

You could be enjoying the holidays with family and the tweet will be uploaded automatically. 

In the long run, this will cost you much less as compared to paying employees to handle your twitter accounts. 

#4. Create a unique bio 

You have 160 characters to describe everything that your brand does, so make it count. 

Just like the pictures on your profile, your bio is a major factor in determining the first impression of visitors. 

Since you have a lot to tell and very little space to tell it, only add key points i.e. what your business does, talk about your best sellers and if you can manage to, tell your story. 

Your goal should be to create a unique bio. 

If every clothing brand talks about selling high-street fashion or casual-wear, stand out of the crowd and offer something unique which will go a long way in creating an impression on visitors’ minds. 

Plus, the best Twitter bios always have humor incorporated in them: 

Notice how Carrie Brown managed to write full sentences while explaining who she was, a family description and all that with a touch of humor. 

#5. Timing is key

If you have any experience with social media marketing, you’ll know that every platform has peak hours and days during which, if you post something, you’ll get the highest engagement rates. 

If there’s one time you want to avoid when posting a tweet, it’s between 3-4 PM. 

The best hours, on the other hand, are between 11 AM-1 PM. Posting after 12 PM will get you the highest engagement. 

This makes sense since intellectual individuals are the majority users of Twitter who wake up and check their feed first thing in the morning or while they’re at work. 

This is also why the worst times to post are before 7 AM, especially on weekends, because Twitter is not exactly an entertainment platform as compared to Facebook and Instagram. 

The peak days to post on Twitter are weekends i.e. Friday to Sunday. 

This information is highly crucial so that you can schedule tweets accordingly for the best engagement rates. 

According to Neil Patel, some studies also suggest that peak hours to post are 4-6 PM. 

However, it depends entirely on your audience. 

If they use Twitter for fun, they’re likely to fall in the second category. 

If they’re work individuals looking to stay updated with the latest news and trends, it is best to post tweets in the morning. 

#6. Use interactive marketing techniques  

Your Twitter marketing strategy is not effective until you use the right marketing mediums. 

The platform provides much better click-through rates as compared to others, but only if your brand’s target audience is active on it. 

With that being said, you have better chances of maximizing ROI by using interactive marketing techniques like visuals and video.

Tweets with photos are much more likely to get retweeted as compared to tweets with just text. 

Plus, video content is even more engaging than pictures, so much that it is currently on the list of the biggest marketing trends of 2020. 

Last year, videos accounted for 80% of all internet traffic, and the number keeps getting higher each year – which goes to show that it is a powerful marketing tool and it keeps gaining momentum so you need to invest in it as much as possible.  

#7. Trending hashtags are a must for your twitter marketing strategy 

Hashtags are like the SEO for social media platforms. 

The algorithms of platforms like Twitter and Instagram are designed to discover content with hashtags quicker, which means it ranks higher. 

You can use the Keyword Tool to find out trending keywords that have high search volume and CPC. 

It’s a paid tool, but you’ll definitely need one if you want your content to be discoverable. 

However, if you cannot afford one, a great way to use the best hashtags is to follow competitors and see what they are using. 

This will give you a better idea about the type of hashtags that are currently popular in your industry. 

Make sure you do this frequently because the most trending hashtags vary from time to time. 

Another thing you can do is to create your own hashtag.

This is your brand’s own hashtag that customers can use when they post something related to your brand. 

It’s a great way to boost user-generated content which in turn creates brand awareness. 

However, to make sure that people actually use it, you need to make it trendy enough that your customers want to be included. 

Lays came up with a witty hashtag for it’s new flavours that went viral:
  

And with that, they managed to create brand awareness at the lowest possible cost just because of a catchy hashtag. 

You’ll also notice how brands incorporate hashtags into their tweets very casually, which is exactly what you need to do: null

Make it sound natural enough while optimising your content for Twitter so that it ranks higher.  

Conclusion

So that sums up everything that you need to know for your Twitter marketing strategy. 

While following these steps and incorporating them into your strategy, make sure to keep in mind that every business is unique and you will have to tweak them according to your business’s needs. 

For example, posting a tweet has some set peak hours, but within those you will have to find the ones that your audience is most active in. 

Thus, use your research and development department to get to know your followers and plan your strategy accordingly.

Original POst: https://expresstext.net/blog/twitter-marketing-strategy/

The Psychology of Colors in Marketing

 

The power of colors in marketing can not be underestimated. Companies make use of color combinations to appear more visually appealing to consumers. Color theory is utilized to influence a consumer’s desire to buy an item. The color, look, and feel of a product can affect a consumer’s desire to buy an object by 93%. Let’s dive deeper into the psychology of colors in marketing.

So, what is color psychology?

Color psychology is the study of how colors are known to impact a consumer’s perception and behavior. In marketing, colors leave an impression on consumers and can ultimately sway their decision towards buying a product. For the success of a new product or brand, a marketing manager should understand the meaning of colors in marketing and branding.

Studying the psychology of colors in marketing should be taken into account before any major rebranding or product release. This is because the initial impression of a product, which relies largely on the color, can lead to tipping the scales in the brand’s favor.

The effects that individual colors have on consumers:

With the influx of new brands and products that keep cropping up in the market, it is vital to make your brand as visually appealing as possible. In marketing, first impressions can lead to a greater level of consumers being interested in your brand. Understanding the science of colors in marketing will help make your message and brand stand out

Check out these 4 ways through which your brand can make a killer first impression.

Making use of the psychology of colors in marketing and understanding its nuances can take your brand above and beyond. Listed below are some of the major colors that are used in marketing, as well as their psychological underpinnings:

#1. Red: Red is perhaps one of the most popular colors used in marketing. The psychology of color red in marketing has an intense appearance that catches the eye of individuals and it is thought to increase appetite, symbolize intensity and passion.

In marketing, the color red induces a sense of urgency in the onlooker and targets impulsive shoppers the most. It is used by Target, Heinz, YouTube, Netflix and many fast-food chains like McDonalds and KFC.

Red in large quantities can give the brand an angry or aggressive vibe. Overindulgence in the color red should be avoided for this very reason.

Red is a fairly gender-neutral color with women tending to prefer it slightly more than men.

Here’s how Target used red in its branding strategy:

This simple bullseye has been so effective because you’ll notice consumers no longer type out the brand’s name.

Instead, they use this symbol when talking about Target, and the color red plays a huge role in this because it’s intense which makes it unique.

Similarly, you’ll note an interesting thing about Coca Cola’s logo:

Despite changes in the font of the logo over time, the one thing that remained consistent about Coke’s logo is the color red.

That’s because our brains process visuals 60,000 faster than text, which is why colors get imprinted on our minds.

Coca Cola’s red logo portrays love and happiness (which only true Coke addicts can understand!).

It’s one of the few brands that has pulled off marketing an intangible feature of a tangible product.

#2. Yellow: Yellow is thought to be the happiest color on the spectrum, and it is linked to the increase in positive and friendly feelings. In marketing, yellow is used to represent clarity, optimism, and creativity.

For this very purpose, yellow is marketed towards a younger audience, as it is the color that infants react to the most.

It is among the most psychologically complex colors on the spectrum and stands out quite a bit.

Using the right balance of yellow can succeed in gaining attention from window shoppers.

Yellow is used by DHL, IKEA, and CAT. If yellow is used excessively, then it can signify fear, caution, anxiety, and even irrationality. That’s why so many hazard signs have yellow backdrops!

Men tend to prefer yellow more than women, and it can be even more effective if it is used with darker colors.

#3. Blue: The psychology of color blue in marketing is thought to curb appetite and lend an air of sophistication to a brand. It promotes a sense of security and is often used in office spaces to impart an air of calmness.

Blue is a very non-invasive color, and in gendered marketing, it is targeted primarily towards men.

The color blue is used to retain a greater number of customers and increase brand loyalty. It is used most famously by Facebook, JP Morgan, LinkedIn, and Dell.

Excess usage of the color blue can make the branding look cold, unfriendly, or even emotionless.

 For instance, Nivea heavily uses dark blue for a wide range of its products. Note how some products targeted towards women like Pearl and Beauty are predominantly colored baby pink.

#4. Orange: Orange is used to signify enthusiasm and warmth.

Brands that use orange as their major color can be associated with economically priced goods.

Orange can be utilized like a call to action as it instills shoppers with a sense of urgency. Thrift stores like Payless, Home Depot, and Amazon make use of orange to entice impulsive shoppers.

An overindulgence in orange can negatively impact branding by signifying frustration, immaturity, and even sluggishness. Orange is a pretty gender-neutral color, but women tend to dislike it more than men.

#5. Green: The color green is meant to showcase health and tranquility. It can even be used to imply new growth or signify wealth.

Generally, it can be used in marketing for eco-friendly, or healthy brands. Green is used by the Holiday Inn, Land Rover, and Whole Foods.

The color green, if used abundantly, can have some negative connotations like envy, boredom, or even stagnation. Green has some gender disparity, with men preferring it substantially more than women.

#6. Purple: The color purple denotes royalty, success, and wealth. It is said to have a calming effect in marketing and is used by cosmetic brands quite frequently.

Purple lends an air of sophistication and luxury to any product and it is used by Cadbury, Hallmark, and Syfy.

Purple in large quantities is thought to indicate moodiness or even suppression, so it is important to not go overboard with this particular color.

Purple is shown a clear preference by women and additional tints to it can make it even more feminine.

#7. Black: Black is used to enhancing a company’s sense of sophistication, class, and power. It is a relatively subdued color that is still quite attention-grabbing.

It can be marketed towards consumers that are a bit more reserved.

High street brands like Hugo Boss, Puma, and Gucci use this color heavily.

If black is used excessively, then it can negatively impact the branding by denoting coldness, oppression, or even mourning.

Black is quite gender-neutral and no clear preference is shown for this color. It is thought to be more suitable for some industries like fashion.

#8. White: White or silver colors can amplify the feeling of cleanliness, purity, and lend a minimalistic air to a product. In marketing, white is used a lot as a contrast and can declutter the branding of a product.

Brands that utilize the color white include Adidas, Sony, and Apple. If white or silver is used in excess however, it can give off a sterile or empty feeling, so it is important to use white sparingly.

As white is a fairly neutral color, it is not particularly liked or disliked by either gender.

The Adidas logo is super simplistic, which highlights the minimalistic and functional element of the sports brand. Set against a backdrop of black, the white becomes much more eye-catching.

#9. Magenta: Magenta, or pink, is the color that is most highly associated with femininity. It can also be used with other colors to add a more youthful look to the brand.

Magenta is a positive color and can inspire consumers with imaginative, caring, or creative air. If used in excess, however, it can signify impulsivity or rebelliousness.

Some brands that make use of magenta include Barbie, Victoria’s Secret, and Cosmopolitan.

Why the Psychology of colors in marketing doesn’t always work

Although it may seem fairly simple to make use of the psychological effects that individual colors invoke, the color theory can be up for debate. The fact of the matter is, the effect of each color can have a vastly different impact which depends on an individual’s own set of experiences. Aspects such as culture, preferences, and even upbringing can result in the same colors having vastly different effects on people.

For instance, the color green is said to instill a sense of calm and tranquility in a person. However, its effect is highly reliant on the context it is being used in. Green can, therefore, be used to bring awareness to environmental issues or it can also be used to signify wealth and finances.

Similarly, brown can give off a rugged appeal for brands like Hollister. In different contexts, it can be used in collaboration with other colors to give a more inviting or indulgent feeling like chocolate advertisements.

The important thing to remember is that there are no best colors to use in marketing. However, there are ways to decide which colors will suit your brand the most.

Choosing the right color for your brand

When choosing the color for your brand, you should pick something that fits your product or signifies what your company stands for. In order to make the best decision, conducting a small customer survey can really help you understand which colors the majority of your audience react positively towards. Consumer research will help you get a better understand of the psychology of colors in advertising and marketing, including how to use the psychology of colors in marketing and branding.

To get a better understanding of this you must answer some questions:

#1. What does your brand stand for?

In choosing a color for your brand, you should take note of your brand’s personality. The colors of your choosing should align with what the brand stands for.

To pick the right color, you can try to figure out which niche your brand fits in. Does your brand’s personality denote sophistication, excitement, competence, ruggedness, or sincerity?

#2. What is your brand’s target audience?

Another major point of note is your brand’s audience. Is it comprised mostly of men or women?

Different colors in the spectrum can target different genders. It is up to your discretion whether your brand would benefit from sticking to the gendered norms or if it went against the norms and chose colors that can improve your brand’s individualistic nature.

The figure below outlines the colors that are favored the most by men and women:

#3. What is the branding color of your major competitors?

Another way to stand out amongst the crowd is to make note of the branding colors of your competitors. By choosing colors that are dissimilar from your competition, you can carve your brand’s niche in the market and create your own audience.

For instance, the main branding colors for McDonald’s are red and yellow, but Taco Bell’s colors are purple. Taco bell, which became a fast food chain much later than McDonald’s, made use of the purple more predominantly so it could stand out when compared with competitors like KFC and McDonald’s.

#4. What are the names of the colors you are choosing to represent your brand?

Colors do have a major impact on a consumer’s first impression. But the name of colors can also elevate your brand substantially.

For instance, although the colors brown and mocha are essentially the same, consumers being surveyed favored the color mocha more. This trick is used often by makeup and cosmetic brands to improve a brand’s relatability and attractiveness.

For instance, the makeup palette pictured below has a wide range of shades that can be used for everyday looks. Yet colors like lilac are named “Magic” and other neutral colors like brown are called “Stunner” or “Opulent” or “Mystic”.

Naming the colors like this can lead customers to react to the palette in a more positive way. It can also make the product more attractive as compared to a palette with simple shade names like brown or blue.

Choosing the Right Color Schemes for your brand:

#1. Monochromatic: Making use of a singular color in varying shades can be easy on the eye, and is often used online. It can give your brand a minimalistic yet sophisticated design.

#2. Complementary: This particular strategy employs two colors from the opposing ends of the color wheel. This can draw onlookers and is suitable for your brand if you want to show off a wider range of products.

#3. Triple Color Scheme: This method uses three colors that are equally spaced on the color wheel. The usage of such colors can showcase a harmonious effect. It can be implemented to create a bolder outlook for your brand.

Perception of Color:

Color studies show that varying tints and shades can induce different reactions from men and women. Adding black to colors can result in darker shades while adding white to colors results in softer, lighter shades.

Males reacted more positively to bright colors and females favor soft colors

The results of using the psychology of colors in marketing:

It cannot be said that color is the sole deciding factor that can lead to your brand’s success. This is because it is a combination of marketing techniques and online branding techniques that can ultimately help your brand be successful.

It is, however, undeniable, that making use of the psychology of colors in marketing can help your brand receive much-needed recognition. Various studies conclusively state that ads that are colored perform 42% better than those same ads without color. Brands that understand the psychology behind colors in marketing have recorded significant success when they launch a new product.

Ultimately, nearly 80% of consumers hold the belief that colors help make a brand gain more recognition while 90% of consumers state that their first impression of a brand or product was based largely on color. The colors that you choose to identify your brand with can even influence a consumer’s retention and purchasing patterns. 52% of customers will not return to a store if they don’t like the aesthetic of the store.

Marketing on online platforms is widely different from in-print marketing. Make sure to do your research and learn how to appropriately market your e-commerce venture.

What is the psychology of colors in marketing?

Color theory can be used to influence a customer’s desire to enter your store or buy an item. The look, color, texture and feel of a product can affect consumers’ desire to buy objects by 93% or more.

What effect does the psychology of colors in marketing have on consumers?

Different colors affect people in different ways, and can be used to drive customers both toward and away different places and products. For instance, the color red symbolizes appetite, intensity and passion, and is thought to induce a sense of urgency in the onlooker.

How do I use the psychology of colors in marketing to attract customers to buy?

While you can use the color red to symbolize intensity and urgency, other colors like yellow can mean happiness, clarity or optimism. Orange is a warm, enthusiastic color that often signifies discount brands. And green can signify health or eco-friendliness, making it a good color to associate with healthy or environmentally conscious brands.

Does using the psychology of colors in marketing work?

Just making a product a certain color and expecting people to buy it rarely works, but used in conjunction with other design elements like space, shape, texture and more, you can create a winning combination that will draw people to your product.

Original Post: https://expresstext.net/blog/psychology-of-colors-in-marketing/