The Basics of Twitter Marketing in 2017
It is no secret that Twitter is powerful to deliver and quickly share messages and ideas. Did you know it can also help grow your business? How, you say? Twitter is still the dominate force when it comes to “insta-sharing” of information. Sure with the likes of Facebook and others duplicating the idea of the #hashtag and the @mention, Twitter is still around pushing out over 500 million Tweets every single day, it is another way to communicate with your client base (and potential clients).
Learning to Crawl
If you haven’t used Twitter for business (or at all), you will probably want to check out the Intro to Twitter for Business section of their site to get acclimated to the workings of Twitter for Business.
Tap into Twitter to expand your reach.
There are many ways Twitter can help your business. On their Introduction to Twitter for Business page, Twitter mentions several ways that your business can leverage Twitter:
- Discover what’s happening right now
Twitter gives you access to what’s going on in your industry, community, and around the world. Use Twitter search to listen to the relevant conversations that are happening and jump in where you can add value.
- Increase your brand awareness
Raise the profile of your business and increase the impact of your marketing by using Twitter to regularly communicate with your followers. Extend your reach even further with Twitter Ads.
- Provide timely customer service
People often talk about the products they use on Twitter, so it’s a natural place to provide customer service. In fact, 85% of SMB Twitter users said that it’s important that businesses provide customer support on Twitter. Use it to quickly and easily respond to support queries. That will help you develop a good reputation for your business, and strong relationships with customers.
- Connect with potential customers, brand advocates, and influencers
Twitter allows you to follow and interact with people outside of your personal network. It’s a great way of joining or even starting discussions with influencers and industry experts to raise the profile of your business and build valuable connections.
85% of SMB Twitter users said that it’s important that businesses provide customer support on Twitter.
If there was no other takeaway from the bullet points that Twitter mention, the quote above should be enough. People that use Twitter pretty much expect support via Twitter among other traditional avenues of support. This could be anything from simple notifications of statuses if you’re running a subscription-based website to responding to direct messages needing assistance.
Value in a Tweet
A Tweet can come in many forms: sharing a link or information, acting as a customer service portal or just networking with other like-minded users. Twitter may not be the behemoth marketing outlet like Google AdWords, but can still serve a purpose reaching a specific audience that traditional online marketing cannot do.
Many brand-awareness strategies try to create a lot of content and essentially flood their Twitter account with it. This can be offering different services and different aspects of the business, all while keeping a consistent theme in the brand.
Twitter lets businesses check their overall reputation among their client base
There are so many options that Twitter gives to businesses that it’s like a kid in a candy store (assuming the kid likes candy). There can be a lot of marketing that can be done by Twitter, but it can also be a quick and painless way to get client information.
It’s your turn
Have you created your Twitter profile for Business yet? Hopefully, that was just a rhetorical question. Perhaps you have created it, but you haven’t started using it (properly). Sure, most people can fill out a sign-up form with an email address, and BOOM — you have a Twitter account.
Does the Twitter account represent your business well?
Isn’t that the question? Here at PPC Town we have saved numerous clients from Twitter-black eyes for their business. The scenario was the same for all of them. The business thought: we need a Twitter account. The problem: no one planned on how to Tweet out to their followers and the Twitter-verse in general. Without a plan, you may as well not have a Twitter account. Not keeping your Social Media up to date can be just as bad as an outdated website.
If you are just getting started with Twitter, they have a page for Establishing your Twitter Presence which is great for businesses just starting out.
Now that you have your Twitter account for your business setup and running with the basics, it’s time to get some strategies going (yes, it’s not a single strategy).
Here are a few strategies to think about:
- General Tweets / Sharing Content
Seems simple enough. Just communicate your brand on a regular basis and share content that your followers (and the Twitter search engine) may find useful.
- Promoting Tweets
Now were cooking with grease. Have an awesome share or sale? Promote it to extend your reach on Twitter. (very similar to “Boosting” your post on Facebook)
- Customer Service
Why not? It may be a mental shift for some companies, but the fact is that you can send direct, instant messages to a client in real-time. No spam folder to worry about and most tech-savvy Twitter users have a smartphone app for Twitter. Just as quick as a text message.
Success on Twitter usually doesn’t come overnight. (unless you have something really, really good that people share) The beautiful part about Twitter these days versus the days of old is that Twitter has their powerful search engine now that can easily find (and suggest) your business/brand to those looking for it. In addition, you have the ability to promote Tweet to the Twitterverse to engage current and potential new clients.
Follow the Analytics
Did you know that Twitter has Analytics built-in? Check out the analytics for your twitter account to see what we’re talking about. Of course, if you clicked that link and haven’t setup your Twitter account, there may be nothing to see.
Following your Analytics on a highly-active Twitter account is just as important as the other Social Media sites, and also your primary website. They all work as your online brand. You can’t always tell how potential clients may find you, so you have to be consistent. Watch the traffic.
Twitter Cards (developer)
If you are a developer, have developers or have a website where you can add code, then you may be able to take advantage of Twitter Cards. With Twitter Cards, you can attach rich photos, videos and media experience to Tweets that drive traffic to your website. Simply add a few lines of HTML to your web page, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers.
- Drive engagement from your Tweets
- Drive app downloads from your Tweets
- Measure results of your Cards
Twitter cards are awfully similar to Open Graph. The reason behind this is that they use the same methodology as Open Graph. Here is an example of code with a Twitter Card and Open Graph:
Cool, huh? Taking advantage of widgets, analytics and any other useful tools that websites like Twitter put out there for the masses is already putting you ahead of those that do not take advantage. The name of the game has been consistent branding for some time now, and that will probably never go out of style.