Twitter marketing 101 part 1

20 10 2010

Okay here is part two of my guide to social media marketing. Yesterday’s guide focused on YouTube and today I’ll be covering Twitter, the guide ended up pretty big so I’m going to split it into a two-parter.

I’m sure we all know what Twitter is, but just to cover my bases; Twitter was created in 2006 and currently has over 100 million users. Technically Twitter is what’s called a Microblog, allowed for 140 character posts in a blog-esque format.

Some of you may use Twitter personally but the question today is how to apply it successfully to business marketing?

Most marketers currently use Twitter to drive traffic directly to their website with the most common marketing tactics being direct linking to websites or promotional pages. But it’s uses are for more diverse than that:

Very recently Twitter launched promoted accounts http://blog.twitter.com/ for paid advertising which I covered recently in a news update.  It’s probably too early to tell the effectiveness of this tool, but I may revisit this as more information becomes available.

Good ways to use Twitter:

Driving sales through value adding:

Dell has one of the leading Twitter accounts as far as providing value for their customers, by offering Twitter exclusive promotions and coupons. This also makes it easy for them to track how many sales Twitter is driving by tracking coupon codes.

Exclusive content can also be presented by giving Twitter users content before regular consumers.  This is especially valuable in time sensitive areas, for example get the latest property market trends before everyone else.

Brand management:

In the B2B space however Twitter can be used as a brand monitoring tool, 36% of B2B marketers are actually using Twitter to directly contact users who are Tweeting negatively about their brand.

The B2C space can basically be operated in the same way for reputation management. Some marketers argue that brand management is the most effective use of Twitter over driving sales.

Humanize your brand:

My last news post focused on the fact that only 16% of people trust social media despite the massive following it has. Try to engage with your users on a human rather than a corporate level, colloquialisms don’t hurt.

Social Media synergy:

Use all of the tools you have at your disposal to cross-promote your social media. Like our Twitter, become a fan on Facebook. The more engaged your user becomes in your brand the better. Any online presence can be leveraged to springboard into social media.

Tweet often:

The more active you are on Twitter the more likely you are to gain followers internally through Twitter. Every Tweet you do comes up on the Twitter public timeline, so upping your numbers ups your exposure, however do not spam, see below and try to stick to one topic, users don’t want to be hit with a flood of disconnected content.

Tweet at peak times: Use information you already have or make intuitive leaps to figure out when your users are most likely to read your feed, at work? When they get home? When they get up? On the train to work? Use automated software like Hootsuite to program Tweets to appear at peak times.

Use the language:

Twitter has an official Twitter 101 on key twitter terms, it’s all very straightforward. http://business.twitter.com/twitter101/learning Bit-ly and others like it are expected on Twitter, essentially they offer shortened links to get more out of your 140 characters.

Grow your Twitter base:

A million followers would be great but remember that like webpage traffic, followers do not necessarily equal sales. Having lots of followers has it’s advantages, but followers who are interested and engage with your Twitter are far more valuable than the disengaged masses.

A company called Sitepoint was able to get 13,000 followers in a week by value adding, a book publishing company (dead-tree variety) converted their best-selling title to a pdf and made it freely available to anyone who followed them on Twitter within 14 days. Obviously only people interested in books would be tempted by this offer so not only did they gain followers they gained relevant followers. They called the promotion a Twitaway, opened a website called Twitaway.com and referred Twitter traffic towards it.

The most widely used method for getting someone to follow you, is to simply follow them first in the hopes that they will see you as someone of value, and follow you back. This can be done manually or using software.

Make sure to include a follow me icon somewhere visible on your website or blog.

A subscriber list can also be used. Include a follow me icon or link at the bottom of your emails.

User interaction:

Users are more loyal if they feel like they are involved, try to solicit feedback and encourage participation.

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20 10 2010
Twitter marketing 101 part 2: How to not suck « Digital Marketing blog – SEM & SEO tips and basics

[…] Twitter marketing 101 part 2: How to not suck 20 10 2010 Continued on from part 1: […]

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