Twitter is a place for people to
connect, share opinions and keep abreast of happenings around the world.
In addition to this, Twitter can also be used as a powerful tool to
market your business, because there is a prevalent discovery mind-set in
people when they are on Twitter, which makes them open to interactions.
We share eight ways you can leverage
Twitter to drive traffic to your business and bring new life and renewed
business purpose to your Twitter efforts.
- Pay adequate attention to your business Twitter profile
First, the name of your Twitter handle
should help people easily find your business. Also, your profile photo
should visually represent your business brand and should be consistent.
You shouldn’t constantly change your business profile photo.
Your profile bio should let people know
all they need to about your business and why they should follow you. It
should contain useful information about your business and a link to your
website.
Your header image should basically be
considered as a billboard for your business. You can use Twitter to
feature products, highlight your employees or spotlight events,
promotions or product news. In addition, pin an important tweet at the
top of your timeline and use the feature to ensure visitors to your
profile don’t miss out on the latest news, products, offerings or events
about your business.
Lastly, make sure you tweet regularly.
Regular tweeting is a sign of an active profile and it helps you stay
relevant on the Twitter medium. Daily postings and engagement is
recommended to help you remain ‘top of mind’ on a consistent basis. Be
sure to tweet relevant, useful and engaging content.
- Regularly interact with the influencers and experts in your target area(s)
You can use a ‘Twitter Search’ or a tool
like ‘Topsy’ or ‘Followerwonk’ to discover these influencers and
experts by searching keywords that relate to your industry. You should
then follow and interact with them regularly. In your interactions with
them, try to be casual and helpful, rather than promotional. Build a
relationship with them first, before seeking for ways to collaborate
with them. Remember to be wise and prudent in this pursuit. As much as
you are to interact with them and build a relationship, don’t overdo it.
Manage your interactions with them properly so they don’t end up seeing
you as a pest or stalker.
3.Pay attention to your content
Try to create tweets that incite
conversations and keep your followers, visitors and audiences engaged.
You can do this by keeping your tweets short and focused on a specific
message. If you have a longer message, include a link to your blog or
website on the post.
Also, try to use visuals (images, videos
or GIFs) in your tweet. Visual posts are usually more engaging and help
to increase tweet engagement rates.
In addition, try asking questions and
running polls to interact with your audience, bring readers into the
conversation and understand people’s opinions. Polls will help you to
survey on specific responses.
- Remember your co-workers
Marketing your business on Twitter
doesn’t have to be a ‘one-man’ or ‘one-department’ effort; you should
try to get your co-workers involved in the process. Encourage them to
follow your business Twitter handle and tweet, retweet, like and engage
with the business’ Twitter content. This will help to further build your
business brand and increase your visibility on Twitter.
- Be generous to your Twitter followers
Offer discounts and special deals to
your Twitter followers. Do this from time to time, alongside ‘Twitter
contests’ to drive traffic to your handle.
- Be interactive
From time to time, ask for some ‘Twitter
love’ and ask followers to retweet, mention and like your tweets. Track
brand mentions and keywords about your business to know what is being
said about you. Respond in a polite and professional manner to replies
and mentions, especially because many customers now post complaints and
queries on Twitter.
You can also set up Twitter searches for
terms relevant to your brand, and follow relevant trends/hash tags to
monitor conversations relevant to your business brand. Try to jump into
these conversations when appropriate.
For example, if your brand is a hotel
booking brand in Lagos, you can type in relevant search terms like
‘hotel booking Lagos’. Then, when you see a tweet there like, ‘Is there
any good hotel booking portal that I can use to get a nice hotel for my
sweetheart and I this Valentine at an affordable price?”, you can jump
in with something like, “Of course there is, visit [insert your website
link] for the best and most affordable hotels in your area. You are
guaranteed 100 per cent satisfaction!”
In addition, retweeting and liking the
tweets of some of the influencers and experts you follow, including some
of your own followers can go a long way in helping to build good
relationships with them. You can also tag your posts with one or two
relevant and trending hash tags to help you increase your visibility and
reach out to new users. Only use this sparingly, because overdoing this
can be seen as ‘Twitter Spam’
- Use Twitter analytics
Twitter analytics can help you grasp
what is and what is not resonating with your audience. It helps you
understand how the content you share on Twitter grows your business. The
analytics dashboard gives you information that can help you determine
the best days to tweet, the type of content that is more favoured by
your audience and the demographics of followers that are interacting
with your posts. This can help you determine and replicate what is
working for your business brand, and revaluate and rework what isn’t.
- Integrate Twitter with other marketing efforts
There is no rule that says your Twitter marketing efforts must stand alone. Twitter
marketing efforts are much more effective when integrated with other
marketing efforts. For example, you can occasionally let your email
subscribers know about Twitter promotions and contests that you are running.
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