Can I be totally honest with you?
In this day and age, if your company is not present on social media, it may as well not exist. Your customers need you online to figure out their needs, keep them up-to-date with your offer and communicate with them in real time. Building profiles on certain channels is no longer an additional piece of marketing effort – it is now obligatory for success.
Twitter is one such channel. Now, I understand that you may have avoided it because you’re not sure how to use Twitter for business. The good news is that it is not such a hard process, and it’s absolutely worth it. According to a ConstantContact’s survey, 60% of a brand’s followers are more likely to perform purchases or recommend products after following the brand on Twitter. Twitter can help you increase your reach and brand awareness, grow a positive relationship with your customers, generate leads, and increase sales. All you need to do is invest some time and effort.
When using Twitter for business, your major goals should be:
- Growing an account with relevant followers
- Developing an engaging relationship with followers
- Generating leads
Let’s jump right in.
1. Growing an account with relevant followers
Building a killer profile
Having a well-optimized profile is the key to achieving Twitter success. There are several things you must pay attention to:
Choosing the handle
The handle is your profile’s name. For a business profile, you should use your brand’s name as the handle. However, bear in mind that it shouldn’t be too long, so if your company’s name is lengthy, come up with a unique abbreviation. Finally, your followers will eventually use your handle in their posts, so it’s a plus if it is easy to spell and remember.
Writing the bio
It is essential that you include as much info as possible. This will be your way of introducing yourself, showing your future followers who you are and what you do. It’s a good idea to use your keywords here, as well as some industry hashtags. Just don’t get too carried away and use too many – your bio needs to be natural, not spammy.
Setting up the images
Visuals matter – never forget that. Both your profile and cover images must be HQ and related to what you offer. The most common practice is using your company’s logo as the profile picture. As for the cover image, use something related to your brand, and also add the logo or some text to it. For all image size dimension tips, read my guide.
Don’t forget the links
Twitter is not where you sell, it’s the place where you promote your brand and collect leads. This is why it is important to include all the relevant links. Your website URL should be the most prominent, but you can also add other important pages, your LinkedIn profile, etc.
If you run an international business, you can skip this step. However, for a local business, adding the location to your profile is of major importance.
Now that you have created a profile, you’re ready to make a strategy for developing it. No social media profile can succeed without a clear, well-defined plan. To maximize your effectiveness, you should post several times a day, preferably at peak time. This will be hard if you do it manually, so I recommend Buffer – it’s a handy tool for scheduling posts.
Find the right followers
This is the part where you start building your audience. It is crucial that you get the right followers – those who will be interested in your brand. How do you do this? It’s no brainer, really.
- Think of the topics that are interesting and related to your industry, and use search to find people talking about them. The same applies to hashtags, they are a great way to find potential customers.
- Find influencers in your branch and reach out to them. Also, enter a tweet posted by an influencer and follow the people who commented and retweeted. This way, you will reach the people who are not just interested in your industry, but who also regularly respond to the content they like.
- Spy on your competition. Look for users mentioning them in a negative way, who might be dissatisfied with their services. Follow these people and offer them a good alternative (that is to say, you and your services).
While you are doing all this, you should also post several engaging tweets, so that when those you’ve followed come to your profile follow you back. Moreover, create lists to segment your followers.
Try to keep the number of followers and those you are following balanced. It’s OK to unfollow someone who doesn’t relate well with what you’re offering.
Important note: NEVER follow someone and then unfollow them the very moment they follow you back. That’s a certain way of gaining a bad reputation.
2. Developing an engaging relationship with your followers
Now that your profile is designed for maximum engagement, it’s time to start working on it.
Share content that your customers need
If you want to attract people to your page, it has to revolve around them. Think of your prospects problems and needs, and then post your solutions. Don’t oversell. If you want your followers to fall in love with your brand, write 20% of promotional tweets and 80% of content interesting to your audience.
Stay up-to-date with the conversations
When someone mentions you in their tweet or sends you a Direct Message, you don’t want to miss that. Always reply promptly and thank people for retweeting your content. Monitoring tools such as TweetDeck and Hootsuite might help you with this.
Format your tweets
A tweet is limited to 280 characters, so be careful to use them to their full potential. While textual tweets do perform solidly (quotes especially well), my suggestion is to focus on pictures and videos. They are far more dynamic and will engage your audience. Why not air a live video? Or express yourself using only GIFs? Also, don’t forget to add a couple of hashtags.
Attract them with links
People like to find new, relevant content on social media. That’s why you should regularly post links to various articles and pages. These can be your own blog posts and offers, or posts by some authority figure of your industry.
Beware though, Twitter doesn’t automatically create link previews, so if you just copy the link, your post might go unnoticed. That’s where ShareGuru comes in handy – use it to create eye-catching links that will attract engagement. Another option is using Twitter cards. This is a solid option, but for that, you need to either be familiar with the code or have an IT associate help you.
Real-time customer service
Encourage your customers to contact you via Twitter. You may solve their issues much faster this way. Additionally, ask them for honest feedback from time to time. That way, you will gain valuable insights about the product or service you’re offering.
We’ve reached the final stage of your Twitter campaign. It’s a great lead generation resource and can help you collect information about prospects such as their email addresses, get people to your website and turn them into your future customers. If you have followed my advice from the previous two sections, you’ve probably generated some leads already. Here are some additional tips:
A pinned tweet will stay at the top of your profile as long as you want it to. Only one tweet can be pinned at a time. This is why you must choose it carefully. My suggestion is to pin a tweet with a link to your landing page that contains a lead magnet. Another good option is to pin some gated content.
Everyone likes contests! Have your followers post images with a specific hashtag or ask them some questions. Be creative and make it fun!
Landing pages are very important in online marketing. That’s why I think it’s a good idea to create a landing page only for your Twitter followers to show them how much you appreciate them.
Twitter has several ads options and great targeting features. Investing in good ads always eventually pays off.
There you have it. Now that you know how to use Twitter for business, give it a try. Remember to be patient, social media success doesn’t happen overnight. Good luck and let me know how this worked for you.