The practice of Marketing is in essence the envisaging of your business through the eyes of your customer, and then being able to present back a desirable product or service that meets their wants and requirements.
Twitter, (the phenomenally successful micro-blogging site with 645,750,000* users) is quite frequently the most effective and popular source of interaction between a business and the public. Once considered a playground for students, journalists and those with too much time, perception has greatly changed. 59-64 year olds are now the fastest growing user age group – a group that tends to have higher disposable income and greater brand loyalty.
This ‘10-step guide’ will be invaluable to those of you wishing to start marketing your business on Twitter, and hopefully a great resource for those of you more experienced but wishing to refresh the fundamentals and grow your Twitter following and success.
Twitter holds untold possibilities for your business if used effectively. At Rubber Lips PR we have seen great results from Twitter accounts that we have managed on the behalf of an unbelievably wide-ranging portfolio of business types.
So, without any further hesitation – here are the ‘Rubber Lips PR’ top ten tips for Twitter:
1 – Use and understand Twitter for yourself
There is perhaps no substitute for learning how Twitter works from a business to client perspective greater than simply using Twitter for your own personal enjoyment first. Understand how ‘hashtags’ and ‘trends’ work and follow successful and engaging users and businesses. This will give you a deeper understanding of the medium and what it takes to engage people in 140 characters or less.
2 – Establish your brand ‘personality’
For a new business this is a case of deciding how you want your business interpreted by the public. Do you want to present a modern, informal brand? If so – tailor the language to present your brand as exciting, up-to-date and forward thinking. If you wish to present a more traditional brand that is backed by years of experience and industry knowledge, perhaps use language that instills trust and formality.
If creating an account for a well-established successful company, it may be worth taking note of the current ‘tone-of-voice’ used by the company through their other marketing processes. Although there may be license to provide a more personalised approach, Twitter is always best used in conjunction with other Marketing methods.
3 – Identify your potential clients
Twitter encompasses such a wide demographic that it is highly unlikely your potential clients are not well represented. Discover and interact with groups that these clients may be a part of. If appropriate, consciously search and follow good clients. Genuine client accounts that follow you should always be followed back and responded to – this is an ideal time to communicate with clients who may in turn promote your Twitter account through retweets and visible interaction.
4 – Identify active local businesses
Across industry it is almost always worthwhile generating local contacts, being active in the local area and interacting with local business. A bit of research will likely identify active local businesses that you may or may not do work with. These businesses may have established large followings that you can get exposure to if the business interacts or ‘retweets’ your tweet. Similarly local news outlets can pick up on your news stories and provide further exposure.
5 – Identify active industry ‘insiders’
Similarly to local businesses, industry ‘insiders’, such as major fans, bloggers, online industry magazines may all have established twitter followings that are well worth tapping into. This can be of great benefit to your business as you could be connecting to people engaged in that industry and receptive to your products and services.
6 – Use alongside other Social Media formats
Twitter can often be used to a fuller extent in conjunction with other social media platforms. It may be the case that your business achieves a greater response from Youtube, Facebook or LinkedIn pages. If all your Social Media streams support each other you will present yourself as an in-touch, informative brand.
7 – Make full use of valid and popular Twitter ‘forums’
For many users, (especially for a business looking to connect with other businesses) Twitter ‘forums’ can be particularly fruitful. They are groups that you can be involved in by including a simple hashtag, making your tweets visible to anybody searching for that hashtag. These groups can be very popular and lead to a lot of interaction and growth in your account. #Northeasthour is an example of a popular forum, held 8-9pm on a Monday.
8 – Make sure use is consistent
A Twitter account is what you make of it. Twitter is a medium that can help you market your brand in a positive way. Similarly, a neglected Twitter account is an inherently unattractive thing to behold.
A strong argument for maintaining a Twitter account is to have it embedded on your company homepage. This constant refreshing of news via the Twitter feed keeps Google interested in your page and keeps up the listings. For some this is the main benefit to having an active Twitter account! Appearing higher in search rankings is a huge benefit to any company.
9 – Let people know that you Tweet!
Publicise that you have a Twitter account. Include the twitter logo and your Twitter ‘handle’ on business cards, vehicle graphics, your webpage or blog – anywhere you can think! Encourage users to your Twitter feed by offering free promotions or competitions.
10 – Drive traffic to your website or blog
At the end of the day if you use Twitter for your business, you want to see your time rewarded. You want to make more money. Here is the crux of it – Twitter is a great tool to establish interaction, brand loyalty but it can also generate traffic and interest to your website or blog. By writing interesting tweets that engage your audience and result in links followed to your webpage, you have then instantly presented your product and matched with somebody interested in your product.
PR Account Executive
Follow us: @RubberLipsPR
* Figures courtesy of http://www.statisticbrain.com/twitter-statistics/ (August 2014)