Are you looking for tools to analyze and automate your marketing strategy on Twitter?
That’s great, because in the following article, we’re going to introduce you to some of the best tools that can help you get the most out of the social network symbolized by the blue bird. These tools will allow you to focus on the creation and implementation of your marketing strategy on Twitter by saving you time in all aspects and areas of your work that can be automated, such as analyzing your audience segments, scheduling and optimizing the distribution of your publications, etc.
1- Optimize your scheduling and posting on Twitter with Buffer
Buffer is a scheduling tool that can help any business, e-commerce or online store. It provides detailed statistics on performance and publishing times, and streamlines the process of publishing your content.
With the free package, it is possible to connect multiple social media accounts, but only one per platform (a Twitter, a Facebook, an Instagram, etc.). You can also store 10 posts scheduled to be broadcast at any time for each account.
While some tools require you to set a specific time and date for each post, Buffer makes it easy with its queue feature. You simply create your publishing schedule, and then Buffer pulls it from your queue to publish at the specified times.
After logging into Buffer, go to the “Content” tab and select “Queue”. Next, choose the Twitter account on which this content should be posted and enter the text of your tweet. Your message should be as short as the character limit imposed by your platform. In the case of Twitter, that means 140 characters maximum.
When you’re done, click the arrow to the right of the “Add to Queue” button and choose one of the scheduling options, depending on your needs:
“Share Next” will add the tweet to the top of your queue so it will go out at the next scheduled time.
“Share Now” will publish your tweet immediately, as if you were publishing it from Twitter.
“Schedule Publish” will open a calendar where you select the time and date you want the tweet to be published.
After adding posts to your queue, you’ll need to choose when Buffer will publish this queued content. To access your publishing schedule, click “Settings” and select “Publishing Schedule” from the drop-down menu.
Then click “Add a Publish Time” and choose the day and time that works for you.
The best times to post to Twitter are between 8 and 10 a.m., around noon, and between 4 and 7 p.m. These suggestions are great starting points, but you’ll also need to do your own research to determine when your tweets get the most engagement.
2- Refine your campaign delivery by analyzing personalized audience segments with Audiense
Audiense is one of the analytical tools that leaves no stone unturned in your social media marketing efforts. It allows you to access your community analytics, manage your social media campaigns and listen to the social conversations that are taking place at any given time. With this tool, you will be able to know when you should tweet and who you should target when executing a direct message campaign. You’ll get even more functionality with the Pro package.
To create an audience to analyze, start by creating an audience. Click on the “Audiences” tab and select “Audience Manager”.
In the pop-up window, give your audience a name and then set criteria. For example, you may decide that the Twitter biography of the members of this audience must include the word “entrepreneurs”. Select additional criteria to make this segment even more specific. When you are done, click “Finish”.
Depending on the size of your audience, Audiense may take several hours to load the data into your system. But once it’s done, go to the “Analytics” tab and select “Community Insights”.
Audiense gives you access to a wide variety of features to refine your strategy based on your audience segments. Click on “All Criteria” to see options to send a direct marketing campaign to an entire segment, get an analytics report for a specific group or find out the best time to send a tweet to a specific audience.
3- Schedule your content by category with MeetEdgar
MeetEdgar is a popular social media management tool for many marketers because it allows you to tailor your publishing schedule by category. This means you can post certain types of content at specified time slots, depending on your audience’s presence on Twitter.
The features offered by MeetEdgar are extremely useful if you plan to publish a lot of content. Remember that according to recent studies, B2B companies are more likely to succeed when they tweet at least 20 times a day, which is a significant amount of content.
It is possible to try this product for free for two weeks. The paid version allows you to link a total of 25 accounts from Twitter, Facebook and LinkedIn. You can schedule an unlimited number of posts, so you will never have to delete content from your library.
Adding content to your library is relatively simple.
Once you’ve connected your Twitter account to MeetEdgar, choose a category for the content you want to add. There are six different categories offered by MeetEdgar:
Inspirational or funny posts, which are intended to engage a wide audience
Your blog posts, which link to your website’s blog.
Promotional posts, for selling your products to your audience
Questions, which remain an effective way to engage your audience by asking them for answers
Tips, which are quick suggestions
“Use Once, for content that is published only once and does not need to be recycled in your queue
This categorization feature is a great way to vary the type of content you publish. The best social media accounts produce content for each stage of the buying journey. This means that only a portion of your content – 20-25% – should be focused on selling products. The rest should be used to educate and engage your future customers, which is where, for example, the “inspirational or funny posts” category comes in.
4- Develop an optimized audience by evaluating the behavior of your Twitter users with Followerwonk
Moz’s Followerwonk tool analyzes the behavior of your Twitter followers and finds the right people for you to follow on the social network.
Moz offers several pricing plans for Followerwonk, including the “Target” plan, which allows you to connect up to three Twitter profiles to your account. If you have a Moz Pro account, you can add the Followerwonk application and link it to all your Twitter profiles.
To analyze the followers of a Twitter account, first log into your account and then click on the “Analyze” tab.
In the boxes provided, enter the Twitter username of the account you want to analyze and indicate whether you want to analyze the users this Twitter account follows or the users who follow this account.
From there, you have access to a bunch of statistics about the followers of this account or the people it follows. For example, you can view a map of users’ geographic locations on your dashboard, or see a graph showing when that account’s followers engage most often on Twitter.
If you scroll down the page, you can take a look at the words that come up most often in that account’s content, which could be useful in defining your own content and improves engagement with your followers.
These are just some of the analytics you can get for any Twitter account with this tool. You will also find graphs about social authority, age of accounts, percentage of tweets that link to web pages, etc.
