In order to receive the maximum benefit from social networking, it is absolutely imperative you have a plan in place. Connecting with consumers on Twitter can offer long-lasting benefits, but only if you approach the platform with the mindset of a military sharpshooter going into battle. Creating a Twitter marketing strategy will allow you to set targets and measure your brand’s growth against those targets. If this is the year you put a Twitter growth plan in place, here are five top tips you should bear in mind.

1) Be clear on your target audience before you start building your business on Twitter. Far too many businesses spend oodles of time engaging on Twitter without connecting with leads who might someday become customers. Use hashtags relevant to your industry and share content that can help solidify your reputation as an industry expert. Customers buy from companies they trust; make sure the content you share is helping grow your reputation (especially since tweets are now indexed by Google).

2) Twitter analytics are crucial for social media success. If you don’t know what your long-term goals are and how you plan to achieve those goals, you can’t possibly measure your progress to-date. Track everything, from retweets and replies to link clicks and profile visits.

3) Content is a critical part of any Twitter marketing strategy. Just as you wouldn’t put signs in your windows without having stock in your store, don’t bother tweeting if you’re not directing traffic to content-rich owned media like blog posts and company landing pages.

4) Twitter marketing is all about the personal touch. Sure, you’ll see so-called Twitter thought leaders sending out hundreds of automated tweets per day, but your target audience isn’t likely to respond when they are bombarded with automated posts. Interact with prospective buyers on Twitter (it’s called social media for a reason).

5) Don’t attempt to build a brand on Twitter and expect to see return on your investment overnight. Just like any good relationship, Twitter marketing takes time and patience. A one-night stand might be enjoyable at the moment, but it’s likely to leave you feeling a hollow over the long term. The same theory applies to Twitter engagement; build long-lasting connections if you hope to convert leads into sales.

Developing a solid Twitter marketing strategy is crucial if you hope to use the platform to your advantage. Random posts with no plan-of-action will not do your business any favors over the long haul. Will you be applying any of these Twitter tips to your social media marketing plans?