How to Improve Your Twitter Marketing

Twitter is a great marketing tool when used with the right techniques. Some struggle to understand the benefits of Twitter, saying 140 character isn’t enough to get your message across. But the truth is there are 304 million monthly active Twitter users and you can directly interact with your marketing audience on this platform. For those of you who aren’t so keen on the Twitter lingo, use this for reference:

@handle – the @ symbol followed by a Twitter handle is used when mentioning or “Tweeting at” somebody.

DM – short for direct message. This allows you to send a private message to a person you’re following.

Following/Follower – someone who subscribes to receive your updates.

Hashtags – the # symbol followed by a word or phrase which organizes your updates for Twitter search engines.

Retweet – abbreviated RT, is the equivalent of sharing. You’re tweeting a Tweet already posted by another user.

Tweet – the updates you post to Twitter in 140 characters or less.

Now with these terms in mind, here are some tips to help up your Tweeting game:

  1. Follow and regularly interact with your industry experts and influencers. Just as you do in face-to-face networking, you want to build relationships with those important names in your industry. When you follow these people and businesses on Twitter, you are establishing your brand. Interacting with them on Twitter by Retweeting, mentioning, “favoriting” Tweets, or sending them a direct message builds important relationships. Better yet, you’re helping them and they’re more inclined to help you.
  2. Tweet regularly. Staying relevant and at the top of mind as a business on Twitter means maintaining an active and breathing profile. Tweeting just once a week or once a month isn’t going to cut it. This platform moves so quickly that what is trending changes from day to day. So in order for you to not only be remembered but grow your following, make it a habit to Tweet daily. Not only do you want to Tweet daily, but you also want to Retweet and Favorite tweets so that you’re getting noticed and being a part of the relevant activity.
  3. Use images and videos. Visuals increase clicks on Twitter. Including images and videos also makes your Twitter more interesting and people will more likely keep you in mind, and get you more Retweets and favorites.
  4. Offer special deals and discounts to your Twitter followers. Promoting offers such as “the next 25 followers to retweet this will receive a 25% off coupon” will get your Twitter abuzz. This sort of strategy can be used in tandem with other social media sites, having those sites direct more traffic to your Twitter page.
  5. Track your mentions and respond when appropriate. Twitter is a great way to bring customer service to the forefront of marketing. When people mention your business on Twitter, be sure that you’re keeping tabs on what’s being said about you. If someone mentions you with a compliment, you can thank them and engage with them further. If someone mentions with a complaint, you can address their complaint and see if you can resolve their issue. If people see that you handle customers on Twitter well, they’re more likely to keep up with you.

These are just a few suggestions to improve your marketing on Twitter. As your following grows, these tactics will continue to facilitate good marketing techniques. Remember that while a good Twitter presence is important, you ultimately want your Twitter to direct people to original content on your website. Posting teasers and links to entice people to read your content is the means to the ends of increasing your SEO (Search Engine Optimization) ratings.

Do You Have a Value Statement?

What is a value statement? A value statement is a declaration of a business’s top priorities and beliefs. These are used not only to remind employees of what a business’s goals are, but to connect with targeted consumers.

 

Your value statement, like your brand, will set you apart from other businesses. When it comes down to it, what do you really want to accomplish with your business? What do you really want to engage in your potential customers to make them identify with you? Remember, your business isn’t just about what you want, it’s also about what your customers want.

 

With so much media clutter out there, it’s important to be unique. If you look and sound like everyone else, then you are just going to blend into the clutter — and that’s not what great brands do. How can you set yourself apart? Think about it from a consumer’s point of view. If you were a consumer looking for the services your kind of business offers, what would you want that business to look and feel like in order for you to trust it? What kind of priorities would you want that business to have to earn your business?

 

Answering these questions will not only help you determine what your values are, but they will help you determine your target market as well. People don’t want just a service or product — a service or product is the bare minimum. People want a service or product that they can relate to and makes them feel something. A value statement brings in those feelings that help people connect a service or product to their business needs. So decide what it is you value, and what you think it is that your customers value, and create a statement that cultivates those feelings.

Brand Consistency: Why You Need It

Building a brand is tricky. You want people to think of your business uniquely. Ideally, you want to create a “vibe” that not only connects you with your market but associates a specific meaning within the mind of the consumer. In order to establish such a position, this requires a synchronicity between your brand strategy, brand message, and brand appearance. In other words, you need consistency.

 

Once you have established an idea for your brand, you begin to actualize this by putting out a message. Who are you? What do you offer? How are you different from the competition? These are the questions your message will answer. And once you have your message — stick with it. The longer you continue to put out your unique message, the more familiar it will become to people. And the more familiar it becomes, the more you build credibility. When it comes down to it, the consumer will seek out people and services that they recognize. So it’s important to be persistent with the same message — branding doesn’t happen overnight!

 

Your brand appearance should be consistent with the brand message. Think about it this way — the brand message is the meaning that you desire people to associate with your brand, whereas the brand appearance is how your message is actually perceived. You want to always be working toward closing the gap between your desired perception of your brand and the consumer’s perception of your brand.

 

Be aware that even the subtleties of your brand have an effect on the perception of your brand! If you’re a spa business and you want to brand your business with the colors black and red, your message may not be consistent with your appearance. Black is a very mysterious color often associated with fear and insecurity and red is often associated with high energy and sometimes aggression or anger. The associations that people have with black and red are not ones that would communicate a sense of relaxation and rejuvenation — the feelings you seek from a spa. So this would be an example of a lack of consistency between brand message and brand appearance.

 

Matching your brand message to your brand appearance is achieved through a brand strategy. Not all methods work the same for every message. If you are going to claim to be a “local” expert, then you need to do something truly local with your look and feel. If you’re a St. Louis local for example, one strategy to accomplish this might be to associate yourself with St. Louis sports teams like the Cardinals, the Blues, or the Rams. But this particular strategy may not work if you’re claiming local expertise as a bar owner, because most bars in St. Louis already associate themselves with the St. Louis teams. So another strategy to establish your brand message of “local expertise” may be in order.

 

When building a brand, cohesion is also key. However it should be noted that cohesion and consistency are not the same thing. By definition, consistency is doing the same thing predictably, whereas cohesion is doing things in a way that create unity. You can be successful in positioning your brand, having cohesion between your message and your appearance, but if you aren’t consistent your brand won’t last. Cohesion establishes your brand, but consistency builds it up. If you keep changing your message, people won’t be able to keep up with who you are and they will lose interest or forget about you.

 

Therefore it is important to find a look and feel and stick with it. Because the more you repeat a message, the more space it takes up in a person’s mind. Consistency is key!