To be honest: I do not use Twitter personally! Every person would ask me a really logical question: How do you do Twitter marketing if you’re not using the platform?

While I was working as a freelancer, my clients used Twitter just for the sake of being present on it, without a clear strategy. Some clients bought followers before so they can “sell their services better”, others were using Twitter only for customer support and did not focus on brand development. This is why Twitter wasn’t my highest priority.

However, everything changed on the 24th of April this year – the day I started working for Hashnode as a Social Media Manager.

NOTE: This article is based on my experience managing our company profile, which is a tech startup. Of course, if you tailor the methods I used for your industry, I’m pretty sure you’ll get outstanding results as well!

 

How it was before?

Kako organski rasti na Twitteru - Lazar Pavlovic

As I mentioned in my previous article, if you constantly focus pitchy and sales content, you’ll not get good results.

Every post contained a link that led to our website. Since we were constantly sending users off the platform, Twitter limited the reach and results were not that good. Organic Growth Potential wasn’t reached, which is why I decided to spice it up a bit! 🔥

 

Organic Growth Strategy

While I was creating a brand positioning strategy on Twitter, two facts truly opened my eyes and helped us achieve bonkers growth in just three months:

      • 85% of SMBs are on Twitter to provide customer support,
      • 74% users are on Twitter because they want to read news and interesting content.

Hashnode is an online community for developers that aims to motivate them to share their experiences, work on their personal brand through Devblog in order to help them grow professionally. So: 

      • We have a product (Devblog),
      • We have content from developers from all over the world.

Based on this, I grouped all activities into three main pillars:

      • Value-driven, original content
      • Engagement-bait social media content
      • Growth based on RTs

 

Value-driven, original content

I’ll be completely objective… Hashnode really has unique content that encourages interaction. Two types of original content we create are She Inspires – a series of interviews with leading women in tech and AMA – Ask Me Anything with renowned developers and companies in the IT industry.

Why?

She Inspires – We want to promote women in tech. We do this by targeting Twitter influencers, conference speakers, C-level execs and decision-makers. The goal is to motivate young people to be successful and to strive for excellence.

AMA – Well-known companies, creators of programming languages, influencers, C-level execs, and decision-makers share their experiences and answer every question that developers ask on the platform. We want to help them be better day by day by learning from the experiences of successful people. 

Everything is focused on having a meaningful conversation with our community and providing value so devs can get involved in the discussion both on the platform and on Twitter. What really helps us is that people who are guests at AMAs or leading women in tech share content on social media, contributing to our brand growth, which is basically free influencer marketing.

 

Engagement-bait social media content

There is one very powerful tool – Audiense, which analyzes audiences on Twitter based on keywords, location, and competitors. The free version analyzes up to 10.000 profiles based on the parameters you set.

Since our focus is expanding into the US market, the research was based on the following parameters:

      • Keywords: Programming, Developer, Software Engineer – our audience that uses our platform
      • Keyword: DevRel – Developer Relations is a person responsible for promoting tech companies worldwide. These are our ideal Devblog users.
      • Profile: DEV.to – One of the leading online developer communities

Based on these parameters, Audiense generated me a report that looks like this:

Kako organski rasti na Twitteru - Lazar Pavlovic

I gained valuable info about our audience, how do they describe themselves, what brands they follow, what influencers they follow and what’s their main source of information. After analyzing the content these pages publish, I realized what type of content gives the best result:

      • Memes & Rants – realistically speaking, memes and rants are the main sources of high engagement.
      • Twitter Chats – a lot of brands use Twitter Chats (Twitter Discussions) to supercharge their engagement.

However, we’re not able to do these things because of three main reasons:

      1. We’re explicitly against memes because we are backed by VC – Accel Partners. Therefore, we need to keep it professional,
      2. We do not have a high amount of followers to host Twitter Chat,
      3. If you want to have a successful Twitter Chat, you need a really high budget for Brand Awareness, which we don’t have.

When I took over Twitter, we had 4706 followers, the budget was non-existent and I had to “hack” my way to stardom. We started to improvise.

The community building approach plays a crucial role in brand development. I focused on three types of content:

      • Timeless content – historical moments and quotes that shaped the tech industry,
      • Fun FActs – interesting programming facts used to generate high engagement,
      • Featured posts – articles from Hashnode that generate high engagement.

How does it look like?

Timeless content

Kako organski rasti na Twitteru - Lazar Pavlovic

 

Featured post

 

Fun Facts

 

Why these three topics? If you scroll back up to the report from Audiense, you’ll see the following:

      1. One of the top influencers is CodeWisdom – a page that only posts quotes – reason why I used a quote from Alan Turing,
      2. One of the top brands is Node.js – that’s why I posted a link to Node.js discussion on our platform,
      3. Where did this fun fact come from?? 95% of GitHub users have a linked StackOverflow account. Developers are really active on StackOverflow, because they get a lot of useful information needed for their daily tasks. Each year, StackOverflow does research where they present interesting facts about the tech industry. That’s where I got the fun fact from.

You may also notice what the call to action looks like – encourage people to engage in discussion.

 

Growth based on RTs

Three activities that help you get more retweets to achieve organic growth are:

      1. Media Tweet,
      2. Targeted hashtags and
      3. Mentioning relevant profiles.

 

Media Tweet

Why is it important to have a picture, video or GIF in your tweet? Statistics say:

      • A tweet that contains a picture receives 34% more retweets than a tweet without a picture,
      • A tweet that contains a video receives 10x more engagement than a tweet without any media,
      • A tweet that contains a GIF has 55% more engagement than a tweet without any media.

Each tweet I created for Hashnode contained either a picture or a video. I tried one video that was made for boosting our engagement and it worked perfectly. However, my focus is more on the pictures right now.

How did I get top-notch pictures? There are a lot of profiles on Instagram whose content is based on so-called desktop setups. The images I choose have over 1500 likes and over 50 comments because I want to post a picture that has already generated very high engagement. Basically, I’m focusing on content curation.

Because of these dope images, people engage and retweet them.

BONUS TIP: Let the original content creator know you’ve shared his picture and ask him to check it out on Twitter. You’ll see how your number of engaged followers increases.  😊

 

Targeted Hashtags

I utilize hashtags on Twitter on a similar principle to Instagram – meaningful, targeted and in-line with description to keep them relevant. Just like hashtags can help you increase reach and engagement on Instagram, they help you to get more clicks, besides reach, engagement and new followers on Twitter.

I’ll explain it to you through the following tweet:

This is an article from our platform – a tutorial for beginners on how to create a blazing-fast and secure website using Hugo and Netlify. This is a project from a developer and he is also working for Hashnode. Three hashtags that I used in this post are #100DaysOfCode, #301DaysOfCode and #JAMStack.

      • #100DaysOfCode – The most famous hashtag on Twitter that developers use to find and promote interesting tutorials so they can learn independently and find inspiration for new projects.
      • #301DaysOfCode – Twitter community for beginners who want to read the daily challenges of developers working on their own projects and 
      • #JAMStack – tech stack of Netlify – JavaScript, API and Markup.

Why did I use these hashtags? #100DaysOfCode and #301DaysOfCode because it’s related to tutorials for developers and #JAMStack because it’s related to Netlify.

 

Mentioning relevant pages

As you can see in the tweet above, in addition to the hashtags I mentioned official pages of Hugo and Netlify. Since this is a featured post from our platform, it has really high engagement, which makes it relevant and top-notch. They retweeted our tweet and shared it as a post on their profile, which helped us gain exposure.

Since Netlify and Hugo have authority in the tech industry, this article ended up in various newsletters and thus contributed to our growth.

 

Results

      • Even though we lowered the number of tweets, our impressions grew by 137%
      • Profile visits increased by 78%
      • Number of new followers skyrocketed. Compare it with the picture at the beginning of the text.
      • Average engagement rate on Twitter is between 0.02% and 0.09%. Ours is 1.8% 🔥🔥

 

Conclusion

Quality before Quantity – Various articles on the web suggest you to increase the number of tweets. However, in our case, you can clearly see that we have reduced the number of tweets and more than doubled our growth. Quality above all!

Community-building approach – Instead of spamming with links, we focused on skyrocketing our engagement by having a friendly approach with our audience and encourage them to engage in meaningful discussions. Because of this approach, our number of clicks tripled!

Twitter Social Authority – smart fellas from Moz made an awesome tool for Twitter – FollowerWonk which helps you to understand your audience and competitors better. One of the most important metrics you need to track is Social Authority – a metric focused on content rather than followers. Social Authority shows how your content affects your audience, no matter how many followers you have. Although, we currently have 6220 followers, our authority on Twitter is greater than StackOverflow’s, and they have 70115 followers. 

Value-driven approach – Your audience will engage only if you create relevant and personalized content which will solve their problems.

 

P.S. Did you find it useful? Feel free to write me in the comments below or in the chat. You can also put a reaction on it. Also, if you think this article would help someone, feel free to share it! 😊

P.P.S. Take a look at the chat window in the bottom-right corner. I have a really important question for you 😉

Like
Like Love Haha Wow Sad Angry
1083