become a twitter marketing expert

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Become a Twitter Marketing Expert

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Become a Twitter

Marketing Expert

Webinar Outline

The basics of Twitter

Why your business needs to be on Twitter

How to build a following

4 tips for Advanced Search

Content inspiration

Sample schedules

9 tips for success

Additional resources

The Basics of Twitter

What is Twitter?

Twitter is a real-time information network where people

discover what’s happening in the world right now, share

information instantly and connect with people/businesses

Click “reply” to respond to a tweet

A good way to build relationships with followers and join

conversations

Speak Twitter’s Lingo

Reply

Taking a tweet from someone else and tweeting it to your

followers

Gives the original author credit

Speak Twitter’s Lingo

Retweet (RT)

A great way to acknowledge/show appreciation for a tweet

Can also be used as a bookmarking tool if you want to find

the tweet again quickly

Speak Twitter’s Lingo

Favorite

Word or phrase (without spaces) beginning with the # symbol

Organizes conversations and makes it easier to view all

content related to a particular topic

Speak Twitter’s Lingo

#Hashtag

Bring a tweet to another person’s attention by including

@username in your message

Uses: asking a question, saying thank you or highlighting a

piece of someone’s content

Speak Twitter’s Lingo

@Mention

seach.twitter.com to find keywords and hashtags relevant to

your business

Find Your Customers on Twitter

Twitter Search

Create lists of community influencers and thought-leaders

Mention people in your tweets to build relationships and

extend your reach

Find Your Customers on Twitter

Build Your Community

Stay informed about what your competitors are doing

Find Your Customers on Twitter

Find Your Competition

Show users who you are with a logo or photo

Will appear next to the tweets you share

Ideal size: 400x400 pixels

Create a Profile that Attracts Customers

Logo or Photo

160 characters that describes your business

Give users a compelling reason to follow your account

Create a Profile that Attracts Customers

Your Bio

Add your location to help local searchers find you

Good way to join local conversations

Create a Profile that Attracts Customers

City & State

Drive traffic to your website

Adds credibility to your profile

Create a Profile that Attracts Customers

URL

Choose an image that visually represents your business

Can also include current promotions

Ideal size: 1500x500 pixels

Create a Profile that Attracts Customers

Header Image

Add a pinned tweet to the top of your profile page to showcase

a new product or promotion

Create a Profile that Attracts Customers

Pinned Tweet

Why Your Business

Needs to Be On Twitter

Find out what is going on in your industry

Learn what your customers are interested in

Use Twitter’s search function to listen to conversations

(and join if you feel inclined)

Become a Twitter Marketing Expert / Why Your Business Needs to Be On Twitter

Listen and Learn

Raise the profile of your business

Increase the impact of your marketing

Regularly communicate with your followers

Drive Awareness

A quick way to reply to issues

You can also use it for support queries

Helps you develop a good reputation and strong

relationships

Provide Customer Service

You can connect with anyone – even President Obama!

Join discussions with influencers

Start conversations with industry experts to raise the

profile of your business

Valuable networking tool

Connect with Influencers

Twitter Has a Powerful Audience

284 million active users

30% of users see tweets from SMBs

every time they log in

90% of users have engaged in

a conversation with an SMB

60% of users have made a purchase from an SMB

based on something they saw on Twitter

How to Build a Following

Share Valuable Content

How to articles

Company news

Upcoming events

Fun facts

Contests and giveaways

Polls and surveys

Videos and photos

Find customers already in your database

More likely to be followed by someone you already have a

relationship with

Email and LinkedIn lists are good places to start (export to .csv

files and import to Twitter)

Import Your Existing Contact Lists

Low-cost tools allow you to schedule tweets in advance

Maintains a consistent flow of content

Saves you time

Use Timesaving Tools

Weekly conversations on various

industries

Meet new people and network

Play the role of an industry insider

Join a Twitter Conversation

Notable chats include:

• #smallbizchat

• #CustServ

• #blogchat

• #HBRchat

• #mediachat

Engage People Share Your Interests

Respond to people who are interested

in similar content as you

Consider users who engage with a

specific post, follow a competitor or

follow your followers

Follow accounts Twitter recommends

(#Discover section of dashboard)

Promote Your Twitter Account

Install a Twitter widget on your website

that pulls from your feed

Include icons and links for your social

media pages

Available to advertisers and verified users

Can see how engagements, link clicks, retweets, favorites and

replies trend (28 day period)

Twitter also lets you export the data into an Excel doc

Use Tweet Performance Analytics

Growth starts out slowly

Be Patient!

4 Tips for Using

Advanced Search

Narrow your search

Connect with people who talking about you

Reach people that are within your radius

The Advanced Search Can Help You…

Tip #1

Shows you tweets sent to a specific username

Track Mentions with Username Queries

Shows you tweets sent from a specific username

Tip #2

Search by location to

discover tweets in your area

Search with Geo-Location

Tip #3

The exclusion filter ignores irrelevant tweets

To exclude irrelevant results, type the minus symbol (-) at the

beginning of a keyword

Refine Results with Exclusions and Filters

Tip #4

Search by Sentiment

Content Inspiration

Dos and Don’ts

DON’TS

X Post cryptic tweets

X Repeat old news

X Excessively use # and @

X Post links without

commentary

DOS

Be funny and witty

Create curiosity

Have conversations with

your followers (by

interacting, trivia and

rewards)

Be natural and organic

Case Study: Roger Smith Hotel

Invited (chosen) customers

to tweet about their

experiences

Frequently posted trivia

questions, coupons and

NYC pics

Offered discounts to

customers and reserved

rooms

Case Study: Sporting News

2. Keep Your Followers Interested

Why does this work?

Relevant to events

Funny

Uses Twitter # trend

Be Consistent

Growing your fan base is not

a sprint, it is a marathon

Every second counts, so don’t

be discouraged

You need to take time to

show your personality and

build trust

Balance Work and Fun

Bradbury & Partners, an executive

recruiting firm specializing in the

mortgage industry, has grown

their following to over 1,600

Why this Bradbury & Partners

tweet works:

Uses @ tags

Sharp commentary

Links to questions to Q&A

social network Quora

Niche-related jokes

Photo

Listen to Your Customers

JetBlue uses Twitter as a customer service platform

Have a team that monitors and responds to customer

questions, compliments and (yes) complaints

Promote Your Niche

Twitter is worldwide -- there will always be someone interested

in your business

Timing is Key to Success

BEST: Monday–Thursday, 1:00 pm–3:00 pm

WORST: any day after 8:00 pm (and Friday after 3:00 pm)

Use images

Tweets with images result in more clicks, retweets, favorites and

followers

Sample Schedule

Monday: Run a Special Promotion

Tuesday: Exclusive Content

Wednesday: Helpful Tips

Thursday: Highlight Others

Friday: Focus on Your Employees

9 Tips for Success

Tip #1: Connect with Real People

Tip #2: Stay Organized with Lists

Tip #3: Monitor Your Mentions

Tip #4: Send Traffic to Your Website

Tip #5: Use Tweets as Testimonials

Tip #6: Fast Customer Service

Tip #7: Capitalize on Trending Topics

Tip #8: Find Your Next Employee

Tip #9: Locate Local Customers

Additional Resources

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