Since 17% of non-client referrals come via social media, leaders must look good online to gain that business. Learn how to dominate Twitter.
For business leaders intent on raising their visibility and promoting their company, Twitter can be one of the best tools to use if your buyers are active on Twitter. To determine whether prospective buyers tweet, type your top competitors into the Twitter search bar. If your competitors’ Twitter handles pop up, click on them. Are they tweeting frequently, or at all? If so, be assured your audience is on Twitter.
According to Hinge Marketing, 17 percent of non-client referrals come from social media. These come from people you may not know or have done business with, but referrals from people who have never worked with you, but know about you via your online presence, which includes your website and yes — your social media presence.
Too many business leaders avoid Twitter because they do not understand the platform and feel inundated with pointless tweets when logging in. Though Twitter may feel overwhelming at first, you can learn how to filter the noise and only pay attention to conversations that matter. But first, you must be on Twitter.
The basics list below includes everything you need to do to get started, but it will not set you apart from other business leaders. It’s critical to work through these steps before proceeding to the Tactics list.
With the tactics list, be prepared to spend more time and resources. Some business leaders will train their personal assistant or enlist the help of another team member to implement the tactics. Using these, you and your brand will get noticed. It all comes down to showing up consistently.
Twitter basics for brand awareness
- Check your company Twitter account. This assumes your company already has a Twitter account. If you don’t have a company Twitter account, you must set a company account up first. If you do have a company Twitter account, you should tweet at least once per day, ideally two or three times per day. Meet with your social media manager to find out how they are approaching Twitter, and sync your strategy with theirs.
- Set up your personal Twitter account. According to Domo’s Social CEO Report, only 39 percent of executives are active on any social media channel. You should be one of them. When buyers are researching your company they often search for you and your company’s Twitter handle. If they can easily find you, it’s a win. Here’s how to set yours up.
- Start using your personal Twitter account. On LinkedIn, you can post only once per week and be considered “active.” On Twitter, you will need to tweet at least once per day, ideally three to five times per day. Consistency is the key, no matter what number you choose. The most popular tweets are industry-related news, your insights on business or the industry, photos, live events/appearances and company news.
Twitter Tactics for Brand Awareness
- Schedule tweets. Twitter accounts posting multiple times per day are not tweeting in real-time. They are using a social media scheduling service, like Buffer (my personal favorite) or Hootsuite. Buffer helps you keep your queue filled with great content to share and reminds you to refill your queue when it runs out.
- Increase your followers. Twitter differs from LinkedIn when it comes to building a network. On Twitter, you can go broad with whom you choose to follow. Since you want people to see your updates, you must increase your followers. Some business leaders are selective about who they follow by hand-picking each account. Others are open to connecting with strangers, and they often use a Twitter management tool, like ManageFlitter (management tool) or SocialQuant (growth tool) to help them build their following.
- Engage in real-time. Join a Twitter chat. Like, retweet and reply to other tweets. Occasionally reach out with a direct message for a one-to-one conversation. Even if you engage in real-time once to twice per week, you can make an impact on Twitter.
- Invite your employees to join. Employees are more likely to participate in a social media advocacy program if you set the example by consistently posting and engaging on Twitter. The more people share your content and your company’s content across social media, the better.
- Monitor activities. If you do not know how to find and participate in trending conversations, your Twitter feed will inundate you with irrelevant noise. Set up a monitoring system, where you keep track of industry news, keywords and specific hashtags. Hootsuite and Tweetdeck are two good tools to help.
- Use Twitter Ads. If you are serious about promoting a piece of content, an important event or brand message to your target audience, Twitter ads are a good option. You could experiment with different price points, but a range of $5 - $20 per day is a good start.
What should you do next?
Reboot your Twitter presence. Move through the basics first using this checklist.
- Does your company have a Twitter account?
- Do you have a personal Twitter account?
- Do you tweet consistently? (at least once per day)
- Does your company account tweet consistently? (at least once per day)
- Assign someone to monitor your personal and company accounts, as well as respond to activity on those accounts.
Can you check all five of these items? Once those are done, share a tweet from your personal Twitter account. Then, look at the other advanced tactics and choose one of them to try next.
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