To paraphrase Jack Dorsey, cofounder of Twitter, “Commerce isn’t about money; it’s about conversation.”
200 million of Twitter’s 500 million userssend over 400 million tweets daily (nearly 60% through mobile devices). That’s a lot of conversations. While the numbers are impressive, it’s how people use Twitter that makes it a strong tool for lead generation.
On Twitter, people talk about what they care about and what’s happening around them – right now. It’s perhaps the most immediate of media. This creates context in which you can connect your message to what’s most meaningful to your customers in real time. Engaging with real-time tweets can influence those conversations in a way that can help build your business.
Here are ten ways your business can get the most out of Twitter:
1. Develop a plan
Keep “conversation” in mind as you develop a plan to guide your marketing efforts on Twitter. Specify your target audience, how you’ll attract followers, the content you’ll share, and how frequently you will tweet. As you develop your plan, remember that high quality content and frequent updates are critical for success on Twitter.
2. Learn from other companies that are already using Twitter
There are B2B companies successfully using Twitter to engage their buyers. Look at what the high-profile players in your target market are tweeting. Monitor your competitors’ tweets and assess their strategies, strengths, and weaknesses.
3. Build your Twitter profile
Write a concise, customer-centric description of your business, and link it to your website. Use a compelling profile picture and a background image that represents your business.
4. Seek followers
Start with three simple tactics:
- Follow existing customers, partners, and employees that you already know via other connections.
- Follow people you think may be interested in your product or service, including influencers, thought leaders, and experts in your market. When you follow someone on Twitter, they will often follow you back.
- Retweet and reply to people that you think should follow you. By engaging them socially, you will likely acquire new followers.
5. Make content the foundation of your tweets
You are what you tweet, so your timeline is the most important part of your profile page. Make sure that your tweets are relevant and engaging, and make sure that the majority of them link to high quality content such as blog posts, whitepapers, webinars, or videos, Tweets that include links to content see higher levels of engagement in the form of clickthroughs and retweets.
6. Tweet regularly, very regularly
Twitter is a high-velocity social network; many of your target customers are already being bombarded daily. That’s why you need to make sure that you tweet regularly. Start by tweeting twice a day – first thing in the morning, then again in the middle of the day. As you increase your tweet frequency, your target audience will be likelier to see at least one of your tweets.
7. Participate in the community
Often, there’s a preexisting community of your target buyers and influencers on Twitter. You should make an effort to participate in this community by following, retweeting, and replying to members of this community.
8. Make use of hashtags
Use hashtags for specific marketing campaigns that you run. For example, when hosting a webinar, you should create a hashtag and ask webinar attendees to tweet about the webinar using that hashtag. This creates a single stream of tweets about your event, enabling participants to have a conversation that enhances their experience. And remember that it’s all about customer experience.
9. Consider a Tweetchat
Tweetchats are virtual meetings held on Twitter; they can be a draw for people with similar interests. They’re generally held at a fixed day and time, often repeating over a week or month, and they’re identified by a hashtag.
Since Twitter fosters brand awareness and can expand your organization’s reach and exposure, hosting Tweetchats is an opportunity to help you develop an audience, gain new clients, win new customers, and greatly increase your social media visibility.
Want to see what’s available already before you jump in? Visit gnosisarts.com to see a list of Tweetchats by day of the week (default view), alphabetically, or by subject.
10. Promoted accounts, tweets, and trends
Twitter offers paid advertising by way of three types of promotions. You can target specific users based on criteria such as keywords, interests, or geography. It can be a cost effective way to gain new followers and attract target buyers to specific lead generation offers. You can promote:
- Accounts. This help build an active community of advocates and influencers for your business.
- Tweets. These are regular tweets which will be promoted to both current and potential followers you target.
- Trends. Trends are popular topics happening right now on Twitter. Because these trends are placed prominently next to a user’s timeline, they get mass exposure and give you broad reach.
11. Measure the performance of your page
There are a number of tools such as HootSuite and Buffer that you can use to track the performance of your marketing efforts on Twitter. For promoted accounts and tweets, Twitter also offers a rich analytics tool.