Marketing directly to consumers has become easier than ever before, thanks to the innovation of social media tools. One of the most accessible, effective, and fun ways to market your business is through Twitter. The social media platform’s brevity (tweets are limited to a 140 character maximum) and real-time practicality can provide your business with unique marketing experiences, inspiring consumers to learn about your products and other companies to do business with you. That it’s free to use doesn’t hurt either.
Develop your voice
It is essential to understand your business’s voice in order to communicate effectively on Twitter. Is it young and hip? Knowledgable and wise? Funny and conversational? Once you figure this out, the fun begins.
Search for your business on Twitter. What do you see? If you already have an online presence, hopefully you see people discussing your business or product. Retweet and comment on positive posts, even if the tweet was not directed to your specific Twitter handle. Start conversations. Follow people, especially people who follow you. If your business or product is not mentioned on Twitter, search for your competitors and see what people are saying. This is a great opportunity to offer your services and showcase what you do differently. Don’t be shy, but don’t be negative, either. Aim for having fun, interesting, and insightful conversations.
Updates are crucial
As with any social media tool, it is essential to regularly update your Twitter. Don’t become the dreaded account that last tweeted in August 2012; we’ve all seen them. It conveys that you are out of touch with today’s world, don’t really care about sharing and interacting with consumers, or worse: are out of business. You do exist and you are worth it, so tweet away.
Sharing prolifically in order to keep an account fresh comes with a caveat: don’t share so often that you flood your followers’ feeds to the point of annoyance. No one wants to follow that account (unless, perhaps, you are giving away free stuff all the time or are truly hilarious), so try to strike a healthy balance.
Some days you may tweet more depending on the content (like real-time giveaways) you have available and as a result of interactions with followers, and that is not only fine but encouraged. Just don’t over-tweet dozens of promotions or repetitive, impersonal content. People are following you on Twitter because they are interested, enjoy, or do business with your company, so be personable and avoid sounding like a promotion-spewing bot.
Giveaways, special discounts to followers, and insider tips are all good ways to promote your business on Twitter, and tweeting them on a regular basis is a valid strategy. However, there is more you can do on Twitter than simply share deals: hold a Twitter party! Twitter parties are virtual events where fans of your business can tweet questions and comments to your handle. It’s a more involved meet and greet, and a great way to interact with and learn more about your customers.
To organize a Twitter party:
-Create a short, unused hashtag that refers to your business, like the company’s name or product. This allows for other users to search for you and your Twitter party.
-Set a date, time, and duration for your Twitter Party. Make sure you (and ideally a coworker or two) will be available during the time slot to answer, respond, and retweet questions.
-Promote the Twitter Party with the hashtag, date, time, and duration on all your social media accounts. People without a Twitter can either create one and interact, or view the party online without an account. This can still help to help you to gain new fans.
Offering a giveaway can attract more people to participate in your Twitter Party as well; try offering a free, exciting product to the person who asks the most interesting, unique question or tweets a favorite comment.
Who’s popular on Twitter
An excellent example of an effective corporate Twitter account is that of Taco Bell. The company’s account boasts more than 500,000 followers, but still makes an effort to reply to comments in a very personable way, whether the comment is from a celebrity or a small town teenager. That Taco Bell doesn’t differentiate its fan base and makes a point to interact with everyone uniquely is quite impressive and attractive. Of course, its tone is friendly, quirky, and colloquial, giving it great flexibility when interacting with others.
Or consider Target. With more than 600,000 followers, Target responds to customer complaints and comments in a very friendly, straightforward and effective fashion, even if someone tweets something negative or nasty. As a major retailer, nastiness is unavoidable, but Target handles it with grace.
Today, effective use of social media is an essential PR tactic. For some consumers, especially younger ones, it is one of the foremost ways they connect with the world, including your business. Don’t miss out on this new platform – follow these basic guidelines and dream up even newer ways to connect with your target demographic using Twitter.
Sara Collins is a writer for NerdWallet. She works to help her readers stay informed about every topic, from social media marketing to prepaid tuition and college savings plans.
Copyright © Anthony Mora Communications 2013
Kotenko, Jam. “Twitter” Photo. Digital Trends. 13, Mar, 2013. 26 Jun, 2013. <http://bit.ly/17ht74Z>.