Grow Your Twitter Following to Advance Your Business
- August 14, 2016
- Posted by: Elena Lockett
- Category: Opinion, Social Media
Although Facebook is still heralded as the biggest name in social media, Twitter is becoming more and more important in the business world. Everyone focuses on Prince Charming and often forgets about the seven dwarves. But, despite its growing audience, many small businesses aren’t utilising the platform, with only 83% of marketers using Twitter compared to 94% using Facebook. Facebook is usually seen as easier to manage by small business owners when, actually, Twitter can be more effective and easier to master.
So, how do you go about making the most out of Twitter?
1. Be Active
Being active is especially important on Twitter because it’s very easy to follow and un-follow accounts on a whim. If you’re quiet for too long, people will probably lose interest and forget you exist, like how everyone forgot about Sleeping Beauty so much os that she became a myth. Try to aim for around 10 conversations (a public discussion using Tweets) a day (if it’s easy for your business area) or find a number that suits you better, whether it’s more or less. That way, you’re more likely to build and maintain a Twitter following.
Talking on Twitter can be a bit different to other social media platforms, due to its fast-paced nature, and because of Twitter’s famous character limit. Before jumping straight into conversations and Twitter Chats – a public conversation around one unique hashtag – you can just sit and observe what other, similar companies are doing. You can learn what to do, and then jump in when you feel comfortable taking part.
2. Build a Following
To help build your following up, find your target audience by looking at your competitors’ current followers and following them, so you can be there to provide them with useful information and answer any questions they may ask. But, don’t jump into conversations directly mentioned by your competitors or you could come into some bother. Do this with the aim to raise your brand awareness – the more often people see your name, the more they trust you.
Alongside answering customers’ questions, ask some of your own! Nobody knows everything and it’s a great way to show the human element of your business, not to mention you can use it to conduct essential market research with minimal effort and cost.
3. Be Current
Tweeting constant information about your business is important too, to ensure your followers remember who you are and what you do. But, mix it up sometimes and engage in more light-hearted conversations, such as jumping on to a relevant hashtag or tweeting about how great the weather is today! The great thing about Twitter is it allows you to show off the business side of your company and also the more personal elements too, through sharing opinions (as long as they’re not too opinionated) and joining in on any popular topics on the day.
4. Host Promotions
Hosting promotions that are only available on Twitter is another way to utilise the social media channel, even if it’s just something as simple as a free/reduced delivery. For example, the online clothes retailer, Bonobos, used their account to offer a one-day-only Twitter sale, called ‘Twixclusive’ and built momentum by only launching the sale once a certain number of retweets had occurred. What did this equate to in terms of engagement and sales for Bonobos? 80 retweets in 8 minutes, 100 first time buyers and 1,200% Return on Investment. Not only did it end in these results, it was also 13 times more cost-effective than any other marketing effort they’d previously tried.
Twitter allows users to share content very easily through retweeting and with this tool available, it means promotions advertised on Twitter can spread faster than on other social media platforms. You can even use promoted tweets to reach users who don’t follow you, so you’ll be able to promote to those who may have been previously unaware. If you’re considering something similar to this ‘Twixclusive’ event, try teasing your promotion a few days in advance to raise interest by utilising a hashtag users can access easily. You can then respond to users who voice their excitement for the event and make sure you remember to continue tweeting once the promotion has launched.
If you want an easier way to promote your business, you can simply advertise a Twitter-only promotional code on your account that you can only receive by direct message after clicking follow. It may not mean that your followers increase, but it will get people viewing your profile and with a bit of luck, lead to conversions. You can even increase your average order value with restrictions on voucher code usage to orders over a certain amount like 10% off when you spend over £50.
5. Be Personal
Getting to know the people behind a business is an easy way for a customer to build a lasting relationship with that business. Many consumers seek out personalisation in the businesses they deal with day to day so they avoid faceless organisations. This is perfect if you are trying to compete with bigger brands who you cannot match up to in terms of prices. So, rather than hopelessly attempting to match your competitors at their current price point, use your business’s unique tone to add something personal to your Twitter account.
Scottish-based craft beer company, Brewdog, responds to every single mention and tweet that comes its way with friendliness and good humour. Although this can be a very time-consuming and resource-consuming strategy, the same can be implemented on Twitter, just on a slightly smaller level.
The main point is to listen to people and chat to them, especially if they’re actively trying to engage with you in the first place, but also make sure you’re quick to respond as, on average, 60% of consumers expect a respond from brands within the hour.
6. Get Everyone Involved
Want a quick and easy way to implement personalisation across your Twitter? Get the employees who work on your business’ profile to sign off every tweet with their name so customers know who they are talking to and can put a ‘face’ to the name, especially if they need to return for more information at a later time. The seven dwarves managed to mine a whole diamond all by themselves – teamwork makes everything easier.
Twitter is a platform that can help you gain a further understanding of your target audience, from what they are interested in, to the issues they might be having with other businesses. It can boost your connections and website traffic and hopefully lead to conversions. Making the effort when you’re a smaller business will pay off later on as you continue to grow and could hopefully lead to becoming a bigger and better company! Establishing yourself on Twitter when you have a smaller amount of customers and fewer products can be hugely beneficial as you become bigger and other priorities start to take shape.
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