Article
Twitter
is a place for people to connect, share opinions and keep abreast of happenings
around the world. In addition to this, Twitter can also be used as a powerful
tool to market your business because there is a prevalent discovery mindset in
people when they are on Twitter, which makes them open to interactions.
Jumia
Travel, in this first part, shares 8 ways you can leverage Twitter to drive
traffic to your business and bring new life and ‘renewed business purpose’ to
your Twitter efforts.
Pay adequate attention
to your business twitter profile
First,
the name of your twitter handle should help people easily find your business.
Also, your profile photo should visually represent your business brand and
should be consistent. You shouldn’t constantly change your business profile
photo.
Your
profile bio should let people know all they need to about your business and why
they should follow you. It should contain useful information about your
business and a link to your website.
Your
header image should basically be considered as a ‘billboard for your business’.
You can use twitter to feature products, highlight your employees or spotlight
events, promotions or product news. In addition, pin an important Tweet at the
top of your timeline and use the feature to ensure visitors to your profile
don’t miss out on the latest news, products, offerings or events about your
business.
Lastly,
make sure you tweet regularly. Regular tweeting is a sign of an active profile
and it helps you stay relevant on the Twitter medium. Daily postings and
engagement is recommended to help you remain ‘top of mind’ on a consistent
basis. Be sure to Tweet relevant, useful and engaging content.
Regularly interact
with the influencers and experts in your target area(s)
You
can use a ‘Twitter Search’ or a tool like ‘Topsy’ or ‘Followerwonk’ to discover
these influencers and experts by searching keywords that relate to your
industry. You should then follow and interact with them regularly. In your
interactions with them, try to be casual and helpful, rather than promotional.
Build a relationship with them first, before seeking for ways to collaborate
with them. Remember to be wise and prudent in this pursuit, as much as you are
to interact with them and build a relationship, don’t overdo it. Manage your
interactions with them properly so they don’t end up seeing you as a pest or
stalker.
Pay attention to your
content
Try
to create tweets that incite conversations and keep your followers, visitors
and audiences engaged. You can do this by keeping your tweets short and focused
on a specific message. If you have a longer message, include a link to your
blog or website on the post. Also try to use visuals (images, videos or GIFs)
in your tweet. Visual posts are usually more engaging and help to increase
Tweet engagement rates.
In
addition, try asking questions and running polls to interact with your
audience, bring readers into the conversation and understand people’s opinions.
Polls will help you to survey on specific responses.
Remember your
co-workers
Marketing
your business on Twitter doesn’t have to be a ‘one-man’ or ‘one-department’
effort; you should try to get your co-workers involved in the process.
Encourage them to follow your business Twitter handle and tweet, retweet, like
and engage with the business’ Twitter content. This will help to further build
your business brand and increase your visibility on Twitter.
Be generous to your
twitter followers
Offer
discounts and special deals to your Twitter followers. Do this from time to
time, alongside ‘Twitter contests’ to drive traffic to your handle.
Be interactive
From
time to time, ask for some ‘Twitter love’ and ask followers to retweet, mention
and like your tweets. Track brand mentions and keywords about your business to
know what is being said about you. Respond in a polite and professional manner
to replies and mentions, especially because many customers now post complaints
and queries on Twitter.
You
can also set up Twitter searches for terms relevant to your brand, and follow
relevant trends/hashtags to monitor conversations relevant to your business
brand. Try to occasionally jump into these conversations when appropriate. For
example, if your brand is a hotel booking brand in Lagos, you can type in
relevant search terms like ‘hotel booking Lagos’. Then, when you see a tweet
there like, ‘Is there any good hotel booking portal that I can use to get a
nice hotel for my sweetheart and I this Valentine, at an affordable price?”,
you can jump in with something like, “Of course there is, visit [insert your
website link] for the best and most affordable hotels in your area. You are
guaranteed 100% satisfaction!”
In
addition, retweeting and liking the tweets of some of the influencers and
experts you follow, including some of your own followers, can go a long way in
help to build good relationships with them. You can also tag your posts with
one or two relevant and trending hashtags to help you increase your visibility
and reach out to new users. But only use this sparingly, because overdoing this
can be seen as ‘Twitter Spam’
Use twitter analytics
Twitter
analytics can help you grasp what is and what is not resonating with your
audience. It helps you understand how the content you share on twitter grows
your business. The analytics dashboard gives you information that can help you
determine the best days to tweet, the type of content that’s more favoured by
your audience and the demographics of followers that are interacting with your
posts. This can help you determine and replicate what’s working for your
business brand, and revaluate and rework what isn’t.
Integrate twitter with
other marketing efforts
There
is no rule that says your Twitter marketing efforts must stand alone. Twitter
marketing efforts are much more effective when integrated with other marketing
efforts. For example, you can occasionally let your email subscribers know
about Twitter promotions and contests that you are running.
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