Although the post starts off by reminding readers that Twitter success will depend on the kind of business doing the Tweeting, Twitter has done a really good post on the format and content of highly promoted Tweets. The features of Tweets, as opposed to keywords or industry-specific content, are key here. They focus on “action-oriented campaigns.” These are Twitter marketing campaigns that ask the followers for an action; basically, you get them to do something besides passively read your Tweet. This encourages engagement and a memory of the Tweet, instead of it just being another 140-character blip on the feed radar.
The first strategy, to put a download link into the Tweet, is a good one. I can see the thinking behind it. Unfortunately, it’s a tricky one to incorporate into some businesses. Unless you have an app, document, or code that needs to be downloaded, this could end up feeling gratuitous. So use this carefully; make sure you’re offering something that people will really want to download and use. When you’ve got the product, then keep the Tweet itself clean: just the context and the link, no @’s or #’s. That blue link needs to stand out and draw the cursor (or finger on a touchscreen) to it.
The other three hints are to ask for a retweet, a follow, or a reply respectively. You have to offer some kind of incentive– retweet to be entered in a contest, follow to receive a special offer code, reply to a question and maybe win something if you’re the first person to reply. Like the download link strategy, these ask for an action from the followers. They encourage interaction and start a relationship between the business and the followers.
Remember, Twitter is about conversation. Reserve the calls to action above for your most action-oriented campaigns.
Twitter shouldn’t be a platform for relentless advertising. Use it to talk to your customers and engage with them on a personal level. When you’ve proved you can do that, then use the above strategies to generate action in your campaigns.