You don’t have to feel lost in the void of social media marketing.
At the top of the Inbound Marketing funnel is the word “Attract”. To attract your ideal customers, a brand needs to provide good and relevant content — this content is often delivered through blogs, website pages and emails. There’s another place to share content though, but many brands have trouble breaking into the fray. Social media.
The mystery of social media comes from a brand’s first entry onto a platform. Twitter is notorious for scaring off new users, due to a high entry level. The signal to noise ratio can be overwhelming for startup brands and businesses, and it can be discouraging when trying to find followers.
By following the principles of Inbound Marketing, you never have to worry about being invisible on Twitter.
The most important step when beginning your entry into Twitter, is to remember your brand messaging and your personas.
- Take some time to research your potential customers.
Twitter has a search bar at the top and by researching hashtags and usernames, you can learn a lot about what your ideal customer likes on the platform.
- Keep your brand messaging consistent.
Messaging on Twitter is limited to 140 characters — your user profile is also limited. Review what has worked to attract customers to your website through blogs and emails and refine it. Build a database of tweets to schedule for later use.
- Review who you choose to follow.
Who you follow says a lot about your brand on social media. Follow customers and companies that align with your brand philosophy.
Twitter is about conversations and successful marketing comes from interacting with your customer base.
- Don’t just spam hashtags, be strategic.
Most people don’t follow things like #inbound on Twitter. There are trending hashtags on the dashboard, be strategic and see if you can work your brand into the trending conversations. If not, make sure to use only 1–3 hashtags in your tweet. Hashtags are a way of categorizing content, and using relevant hashtags will allow you to be seen for months after your initial post.
- Be responsive.
If someone responds to a tweet, have a conversation! By not interacting with your audience, you won’t be heard.
- Be pro-active.
Like above, it’s okay to comment and retweet (just as long as you stay within your brand messaging goals). Don’t just add users to lists or send links, engage in a conversation and provide insight. The goal is to drive them to check out your profile.
- Don’t forget your campaigns and blogs!
Twitter is a great place to share the content you’re creating. Post tweets promoting a recent blog you’ve written or a content offer. It’s okay to repost old blogs as well! Since Twitter’s feed is a constant conversation, you may get a visit from someone who missed it the first time.
Constantly keep note of which posts are performing best and which hashtags are successful. Referencing these notes give you a gauge to measure future tweets.
Giving your brand a sense of character, a personality, on Twitter is incredibly important. Twitter is a public forum and engaging with your audience helps you stand out from the noise!
Next time, we’ll take a look at Facebook.