I’ve managed Ahrefs’ social media accounts for 9 months now—and it’s been a journey, from experimenting with content material codecs to determining what engages folks the most.
To preserve issues succinct, I’ll be specializing in our main social media platform: Twitter.
I’ll additionally make it clear now that I received’t cowl my content material creation course of in an excessive amount of depth, since many individuals expressed extra curiosity in studying about our progress technique and the way we measure engagement.
Twitter’s a handy solution to construct camaraderie, lead conversations, get rapid suggestions, in addition to reply rapidly to mentions and/or associated information. Mind-blowing, proper?
Now let’s get to the explanations for Ahrefs’ deal with the social media platform:
It’s the place for entrepreneurs to be
If you’ve been within the Search engine optimisation house for some time, you’ll know that many distinguished entrepreneurs and influencers spend their time on the platform, together with Lily Ray, Rand Fishkin, Amanda Natividad, and scores extra.
It “humanizes” us
We get to work together with our followers intently and in a extra informal method. This reminds folks that we’re actively listening to their considerations and engaged within the Search engine optimisation house.
In all, 47% of people that go to a Twitter profile additionally go to the web site linked in that profile. In our case, we get a median of 113 hyperlink clicks per day throughout our tweets.
For versatility’s sake
We’ve received all kinds of content material and sources: product updates, weblog posts, movies on Ahrefs TV, free programs in Ahrefs Academy, and free instruments like Ahrefs Webmaster Tools.
Twitter permits us to amplify all of those in recent codecs, plus cowl them in each breadth and depth. They’re additionally simply shareable (e.g., through RTs and quote tweets).
And as a result of it’s not possible for us to cowl every little thing inside our personal content material, we generally create threads primarily based on others’ content material—I’ll get to this later.
Cracking the Twitter algorithm
It’s widespread information that so long as you utilize a social media platform, you’re on the mercy of its algorithm. So find out how to crack it? Is there a components to win the recreation?
The Twitter algorithm is continually evolving, similar to our social media technique. So your greatest enjoying playing cards are experimentation and gathering suggestions out of your followers.
For occasion, I attempt to publish every weblog put up in at the least two codecs on Twitter and stagger their publishing dates to scale back content material fatigue.
Take these examples which can be primarily based off a weblog put up on selling your web site totally free.
As you possibly can see, numbered lists are one format that constantly will get a good variety of likes and RTs. That’s one measure of success in our books.
Still, the key isn’t to stay to at least one components that works. Rather, it’s to maintain discovering new formulation again and again. That’s as a result of repeatedly utilizing the identical format might tire out your followers by making you appear uninventive and boring. (Fight me on this one!)
In reality, a few of my largest hurdles embody two key issues.
First, discovering a solution to inform efficient tales via tweets and threads. Capturing an viewers’s consideration a few times is nice, however getting them to view Ahrefs’ Twitter account as a go-to for Search engine optimisation-related matters is the larger problem.
Second, not pandering to traits. Memes aren’t actually our factor, and neither are snarky tweets. My colleagues, Si Quan Ong and Rebekah Bek, set the tone for Ahrefs’ social media pages early on—and finally, we’ve type of caught to it.
That isn’t to say issues received’t change, although. Our CMO, Tim Soulo, and I’ve mentioned adopting a extra informal tone of voice within the coming months and probably experimenting with non-educational tweets. It’s all about making an attempt issues out to see what sticks.
(I kinda like someof what Shopify is doing on Twitter. Would you be averse to that if we took cues from it? Our DMs are open to solutions. 👀)
Still, these realizations armed me with some classes that can aid you to sharpen your Twitter advertising and marketing technique.
Lesson 1. Develop a thick pores and skin
I initially joined Ahrefs as a content material marketer, with a deal with producing and peer-reviewing content material for our weblog. Sure, I did issues on the aspect—like run our Instagram accounts—however my information of Twitter greatest practices was embarrassingly paltry.
After all, I hadn’t been lively on Twitter since 2016 and solely had a primary basis of Search engine optimisation to get issues rolling.
So once I transitioned into taking care of all of our social media pages, it was daunting—particularly when it got here to responding to our customers, seasoned SEOs and, generally, trolls. 🥲
If you possibly can relate to this, I’ll encourage you to talk with individuals who’ve been within the trade for some time.
That could embody reaching out to your colleagues or entrepreneurs whom you admire and even placing out a tweet (#DidABraveThing).
Make it clear you’re seeking to study after which construct out your community from there. And ask questions, as a result of no query is foolish.
I additionally get common suggestions from the group about my printed tweets—together with from Tim.
When writing threads primarily based off weblog posts, I share my drafts with the respective authors through Typefully too; then I refine them accordingly.
Keeping a good suggestions loop helps me study extra rapidly.
Lesson 2. Normalize making errors
Sometimes, you will inevitably stuff up. Think about it: The extra you put up, the upper your possibilities of making a mistake… however that’s a part of the method.
Here’s a tweet I put out that divided our followers—but gained loads of engagement.
Regardless, it was a mistake on my half as a result of I omitted some context when writing it. My intention hadn’t been to be divisive for the sake of it.
Lesson 3. Talk to folks exterior your circle
I additionally started lurking in advertising and marketing communities to have a look-see at what folks have been discussing and checked out prime tweets for related hashtags (e.g., #Search engine optimisation).
After doing this for a while, I observed some patterns.
Relevant beneficial reads.
The “I’ve been a [marketer/SEO] for XX years. Here are XX lessons I’ve learnt” format.
Infographics and clear charts/visuals.
Google updates—these are nearly at all times a speaking level.
To learn issues that reaffirm their factors of view or are so grossly contrasting that they’re irked sufficient to go away a response.
In reality, the latter statement holds true whatever the subject you’re broaching. But don’t do it only for the sake of it.
You want so as to add worth to the dialog, like this tweet by SparkToro’s Amanda.
It takes self-discipline to stay lively in communities—and guts to succeed in out to seasoned entrepreneurs! But preserve at it, and also you’ll quickly see how a lot you’ve discovered from shifting past your consolation zone.
You could even begin your individual advertising and marketing group, like what I did. (Drop me a DM via Twitter for invite particulars!)
My content material planning course of
And now to the enjoyable half!
If you’re establishing a Twitter web page from scratch or are recent into your position as a social media supervisor, it’s possible you’ll marvel: How to get traction?
That’s a loaded query, however I’ll try and information you by sharing my workflow.
At the beginning of every week, I plan the content material schedule for Twitter, LinkedIn, and Facebook. Doing this weekly as a substitute of month-to-month makes extra sense, as issues transfer so rapidly at Ahrefs and within the Search engine optimisation house.
As a part of my analysis, I look at:
Our upcoming publishing schedules for Ahrefs TV and the Ahrefs Blog.
Product updates and bulletins (in Slack).
The most up-to-date version of our e-newsletter, Ahrefs Digest.
Brand mentions on Twitter.
Top-performing tweets on our account.
Past Ahrefs weblog posts and different items of content material which may be price sharing.
In my opinion, you’d be remiss to maintain all social content material on-brand. Sharing content material from others is a win-win: You can amplify different voices whereas introducing your followers to new concepts. (Obviously, use your discretion when doing this!)
This is why I additionally look into selling exterior content material, together with:
A content material calendar isn’t a necessity
I’d initially maintained a content material calendar in a spreadsheet however quickly discovered it to be needlessly time-consuming.
My present course of includes writing and scheduling content material straight in scheduling instrument Hypefury—then adapting my tweet for LinkedIn and Facebook. Much of the content material is mirrored, albeit in several codecs.
If it feels counterintuitive to neglect sustaining a content material calendar, you’re proper to have your doubts. Still, my present system works higher for me.
My recommendation: Do this solely after you’ve discovered how typically to publish content material and at what occasions of day.
I established these by learning Ahrefs’ Twitter analytics. Our weekly natural impressions are inclined to peak on Wednesdays and Thursdays, so I attempt to queue at the least 5 (or extra!) items of content material on every of these days.
Refine the method
Speaking of giving my content material calendar a large berth—I’m engaged on an SOP doc to enhance my workflow.
My intention is to iterate every step of the method (plan → write → schedule → replace Notion playing cards with copy → promote → observe engagement) in order that, ultimately, I’ll have a leaner and extra environment friendly system for planning our socials.
Many of you confirmed curiosity about how we analyze efficiency.
Our essential objective is to take care of regular progress to our Twitter web page. A bigger viewers means we get to showcase the utility of our toolset, content material, and concepts to a wider pool ofentrepreneurs.
The finish objective will then be conversions. For occasion: get folks to strive Ahrefs Webmaster Tools, set up our Search engine optimisation Toolbar and, ultimately, convert right into a paying buyer of our toolset.
Here’s the factor, although:
We don’t measure our objectives or observe conversions
(Phew, that deserved a subheading in itself!)
We don’t observe any of those objectives. These embody click-through charges to weblog posts or YouTube movies which, frankly, is a superb load off of the advertising and marketing group. This permits us to deal with constantly creating high quality content material that resonates with our viewers.
Tim elaborates on the rationale behind this course of:
That is why right here at Ahrefs we don’t even observe what number of leads we get from our articles organically, not to mention what’s the CPA of operating paid site visitors to our articles.
Measuring these issues could be simply the tip of the iceberg…
We do, nevertheless, attempt to establish profitable posts—tweets that get >100 likes or extra RTs/feedback/quote tweets than the typical put up. But we don’t obsess over numbers.
This brings me to my subsequent level.
Vanity metrics aren’t our last supply of reality
“Likes,” follower numbers, and impressions are helpful indicators of what our followers and potential followers (actually) like, however they nonetheless are self-importance metrics. So they aren’t our solely markers of success.
Not all of your content material can or will resonate with all of your followers at any given time. Relinquish the heavy obsession with numbers and deal with sharing useful but distinctive content material as a substitute.
For occasion, I dug into Ahrefs’ previous tweets to establish content material codecs and matters that have been price pursuing.
I then categorized them in a spreadsheet and repurposed a few of them accordingly:
Reporting on efficiency
Every 4 weeks, Tim and I assessment the previous month’s tweets and their engagement. Our discussions focus on content material codecs that labored, what didn’t work (and why), and the varieties of matters that received traction.
The third part (“tweets”) is additional categorized into:
Guest tweets/threads (exterior content material sourced from newsletters and Twitter).
Many of you additionally requested about operating adverts on Twitter and the way a lot they contribute to our progress.
Hold your hats, as a result of I’m about to ship yet one more disappointing kicker: We don’t observe advert efficiency all that intently.
(Breathe! Let that sink in, then learn on.)
Amplification is just part of the method, and it helps in elevating consciousness concerning the worth we will convey to the consumer. But similar to self-importance metrics, we don’t rely purely on adverts for progress.
Every three weeks or so, I examine our advert efficiency. Then I revisit promoted tweets that achieved an engagement charge of 20% or increased.
Doing this has helped me develop a greater understanding of what our viewers needs.
Of course, this technique could change within the close to future—however for now, it’s what we’re rolling with.
We additionally promote every of our weblog posts and YouTube movies at the least as soon as, no matter how effectively the unique tweet carried out organically. Each advert sometimes runs for at the least three weekdays.
If one thing performs astronomically poorly (e.g., 10 likes or fewer after a number of RTs from our account), I rewrite it in a brand new format and observe its efficiency earlier than operating an advert for it.
We’ve additionally received a barely increased funds for operating adverts for product updates and have releases. Unlike our content material, I attempt to promote every announcement at the least twice (as soon as with a static picture and one other time with a screencast video).
Tracking the long run
I’ve additionally begun trying into:
Studying entrepreneurs’ prime tweets.
Brand mentions (through Sprout Social).
Responding extra actively to customers’ tweets, together with technical questions and unfavorable suggestions. (This is a group effort! Some questions proceed to baffle me, which is the place Tim and the advertising and marketing group assist to fill the gaps.)
Bonus: Our Twitter toolkit
If you’re curious, these are a few of the instruments to make my workflow a bit bit simpler.
Hypefury is nice for writing and scheduling tweets and threads. Also contains an auto-RT perform.
This enables you to create, preview, and share draft tweets and threads. Typefully is very helpful in case you’re seeking to get inner suggestions.
Loom is helpful for screencast recordings (with or with out audio). You may trim your clips. I take advantage of these primarily to create easy product tip movies and to focus on product options.
I’m tinkering with Sprout Social and Napoleon Cat to trace model mentions (particularly once we aren’t tagged straight on Twitter).
Recommended studying:13 Top Digital Marketing Tools (Incl. Tips on Using Them)
By the time this weblog put up is printed, our technique will probably have shapeshifted in a roundabout way. No Twitter advertising and marketing technique is foolproof after all.
Once you’ve discovered a components that appears to resonate together with your viewers, you could preserve experimenting to search out extraformulation that work. Iteration will yield outcomes.
If you present that you just worth your followers—and might provide them worth and options via your content material and product—you’ll have a much better probability at success.
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