Twitter as an effective marketing weapon

A Guide To Social Media Marketing For SMEs (Part 1)

Twitter has been around since 2006 and today boasts over 200 million account registrations with over 65 million tweets being recorded every day – if used effectively, it can provide SME marketeers with a powerful brand, sales and communications touchpoint.

Whilst Twitter is something that millions use on a daily basis as a way of staying in touch, sharing knowledge and embracing technology – it can be quite a useful marketing vehicle (with an added bonus of providing something for free, in real-time, engaging and with fantastic marketing reach).

This blog is not intended to tell you in minute detail how to do things – it is simply to advise you how it can be used at a basic and yet practical level. You will have to invest a little time doing your own research into using Twitter for your business.

How you achieve maximum reach for your tweets will depend on a number of simple things (your account followers and how you use hashtags in your tweets). There is no point boasting over 1000 followers if indeed these people are in no way connected to your business; what is important is that you are marketing to the right people – therefore having 50-100 quality client/prospect followers is more important and effective). Make sure you check who your followers are and assess whether they are the type of people who you feel would add value to your Twitter approach. You can also boost your followers by inviting people to follow you (click here to find a few other ways for getting more followers on Twitter).

As a brand marketing professional who has spent the last 6 years working agency side, the below are just a few practical examples of how Twitter can be used in an SME environment.

Free PR
Twitter is a great way for sharing useful information with your target market. If you have a press release, published article, best practice feature, new product update, upcoming event or indeed anything that is interesting enough to shout about – use your Twitter account as an additional means of doing this. To gain more exposure on your tweets use relevant hashtags which will allow your tweets to be viewed by anyone following a specific trend/topic or subject matter. Click here to find out more about hashtags.

Keeping your Twitter account topical, interesting and up-to-date is important. Putting a little effort and time into this area is needed at the start, but once you are up and running – the rest will be easy enough and quite low maintenance.

Account Management

In my opinion, nothing beats face-to-face dialog and your business should always strive to achieve this at all costs via effective account management. Twitter should never replace your traditional account management but can and should be used as an integrated tool for staying up-to-date with your clients/prospects, industry news/media partners and the key movers and shakers within your industry.

Example:
If company (A) is a target for your business – then try following the official company twitter account for company (A). To complement this further – establish the key decision makers at company (A) and follow their own personal feeds as this can provide you with a real-time status on what they are tweeting about as this can also enhance your account intelligence for the next stage of your follow-up.

Industry/Competitor Intelligence

Twitter is a great way of staying abreast of key trends and updates within your marketplace – so make sure to follow your competitors and the key media/news partners (as this will develop your market awareness of what is happening now!). To make this easier, you can create bespoke lists on Twitter i.e. create a list for competitors and in one view – you can monitor all competitor activity in real-time.

Customer Insight
Twitter is a great source of real-time customer insight and with the trend/search settings available on the social media site.Simply monitor what is being said about your company, competitors or stay abreast of any comments on a topical industry issue by using the search or trend settings available. You can create a number of simple lists which will allow you to follow specific tweeters and/or you can save a trend which may be relevant to your company – saving this trend using the appropriate hashtag available i.e. #iPad (you will be able to track all comments across Twitter for any mention of iPad.

Promote your Twitter Account
There are a number of ways this can be achieved and the following are a few examples: promote your Twitter account on your website (make it easy for clients/prospects to follow you); add your Twitter icon on your company e-newsletter; add to your company email signature and have all your employees who are using LinkedIn promote your Twitter account (I will cover LinkedIn in my next blog).

The next installment in my blog on “A Guide To Social Media Marketing For SMEs” will look at how you can use LinkedIn as part of an integrated marketing approach for your business.

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