Everyone is talking about it and businesses are considering if they should be using it. But is Twitter just about following your favorite Radio 1 DJ or about incorporating it into your overall marketing strategy? The answer is both, but for it to be an effective marketing tool you need to consider the follow:
Decide on and find the people you want to communicate with. You should build a group of followers that are interested in your tweets i.e. if you work specifically in the Home Counties then these are the people that should be following you. Therefore you need to recruit them smartly.
- Look at Twitter applications such as
Tweepsearch and try to find out via keywords who are other twitterers that could be part of your target group
- Use other online media where you know your target group is and highlight the option of following you on twitter and what type of content you will be tweeting
- If someone looks like they could be part of your network then follow them for a bit – if not you can always un-follow – they will not be offended!
- Check out other peoples followers and Re-Tweets – they may be in the same target market
- Register with Twitter Business Directories like Twibs, Twellow, Twtbiz
Be Consistent in what you Tweet and the way you say it. Maintain an Image / Brand
- Decide if it is about strategy, marketing, interesting products or just personal information and fun
- Only Tweet when you have something useful / relevant to say.
- Ensure your target group is not getting the same information from a different source – be inventive and original.
- It is also about the art of listening and responding to other peoples Tweets – it is a form of communication and building a community around your business.
Integrate it with your other online marketing
- You are limited to 140 characters so make sure you have other online media you can use to communicate the rest of the message. Links to blogs / websites / associate organisations.
- Use url shortening services like bit.ly and tiny.url which will help you to integrate long web addresses into your tweets.
- Tweets are public so think beyond the tweet to other forms of communicating once the relationship has been established – Direct Tweets are not public and of course Email.
Monitor the results of your Twittering – it may be free but your time is valuable
- Have you achieved your original goal – reaching your target market
- Have you increased traffic to your website?
- Found new associates / suppliers?
- Had more subscribers? Votes? Bookings
If you consider Twitter as part of your overall strategy with the same planning and execution as you would any campaign then you should see it helping to generate a group of interested followers that may recommend you to others or ultimately become a valued client.
Taken from my Social Media Marketing Workshop I am running on two dates 6th and 13th July.