Is your Twitter programme something that you do when you get a moment or is it an integrated element of your business marketing? Many people we speak to see Twitter (and other Social Media) as something they need to do in their business without really considering the impact on their business. They don’t really try to use Twitter as a core marketing communications tool. They just do it! At the heart of marketing are 2 issues:
- What is your key business proposition?
- Who is your target market?
The marketing process is then about effectively communicating your proposition to your market. Twitter is really nothing more than a communications channel; a tool for getting your message out and with this in mind, you need to be thinking about what it is you are saying (do your tweets reinforce and promote your business ‘message’?) and second, are you communicating with your target market? The Twitter process is slightly complicated by having both followers (who listen to what you have to say) and following (who you listen to) There is much discussion about the whole subject of ratios when it comes to Twitter followers. Some people think that If they have many followers but follow few people themselves then they will be perceived as ‘important’. Conversely people who follow many people but have few following them may see themselves as ‘in the know’, the person with their finger on the pulse! But just what is the perfect balance between followers and following numbers? Particularly from a business marketing point of view. Here are my own ideas into the subject… When it comes down to it, a business will focus on 2 types of contact:
- Contacts who can benefit from you – You add value to them.
- Contacts who benefit you – They add value to you
On Twitter it’s no different, and in simple terms
- People follow you (Followers) Because you add value to them
- You follow others (Following) Because they add value to you
If you are running Twitter as part of your marketing, there should really only be 3 reasons why you would follow someone:
- They generate quality, relevant content that you think your followers will find valuable.
- They are in your target market, so they add value to your business by being potential clients. If your targeting is correct, these people should also see the potential for you to add value to their business, and so should be likely to follow you as well.
- They also engage with your target market, and so have the potential to amplify your message.
Take this to its conclusion and (assuming that your aim is to engage with your target market rather than simply to amass a large follower base) your aim should be to grow the People where you add value to each other. From a marketing perspective, this is the sweet spot, and is where your business opportunities are likely to come from. This is particularly true for Business to Business So what does this mean in terms of your Twitter strategy?
- Follow only people who add value to your business (see above)
- Rather than simply talking about yourself, focus on delivering content that adds value to your customers/potential customers. Remember – this will be about more than you and your business!
- Know who you are trying to reach, and measure success through your ability to attract these as contacts followers
- Monitor engagement in the sweet spot where there is synergy, this is where your best business should come from.
Follow these 4 simple rules, and can start to call your Twitter activity “Marketing” If you want to put more Marketing into your Twitter activity – get in touch
