I must admit, of all social media, Twitter is the one I “get” the least. Don’t believe me? Check out my whopping 59 Twitter followers. (Oops, make that 60!) So if you want talk about RTs and #hashtags, this won’t be the read for you.
On the other hand, if you’re looking for something more basic, like “How can I market my business with Twitter?” then read on!
In my last post, I explained the basic reason why people use Twitter. And it’s not so different from why people use other media, even traditional media: to get information that’s valuable to them. Think about why you use Facebook, if you do. My parents, who live 2,395 miles away, can see photos of their grandchildren as I post them. That’s more than valuable; it’s priceless.
At its most basic level, Twitter is simply content marketing, which is all about providing information your target audience finds valuable. If I’m a celebrity, my target audience (i.e., my more devoted fans) finds the minutia of my daily life interesting and valuable. By the way, do you think all those celebrities tweet just because they’re self-centered? Or do you suppose it’s a calculated form of marketing, to insure their celebrity status? I’ll let you decide.
When it comes to content marketing, it’s all about the almighty list. For years, catalog merchants obtained targeted mailing lists (usually based on what magazines you subscribed to) so they could market their goods through beautiful, full-color catalogs delivered to your doorstep. That concept has evolved into email lists with content delivered to your inbox. (How often do you visit a site where that “subscribe to my newsletter” box pops up?)
So think of Twitter followers as another form of building a mailing list. What would you use such a list for? What “valuable information” can you, the average small business owner, offer your target audience?
The number one reason people follow a brand on Twitter or Facebook is “to get special offers or deals.” The second highest reason is because they are a current customer. If you’re going to ask current or potential customers to follow you on Twitter, you must offer a compelling reason for them to do so. Perhaps “special offers or deals” doesn’t fit your type of business. What else could you offer in return? Figure that out and the rest of your “Twitter marketing” is merely semantics.
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