There’s the old saying, “If you build it they will come” — not so much in today’s hyper-contented digital world. Once you build it, you better tell everybody about it. In the B2B world, a misconception still exists that social media does not require promotions or a paid media element.That’s just wrong. I recently found Ian Schafer’s Promoted Twitter presentation through Augustine Fou which inspired me to write this post.
Out of all the social networks available to businesses today, I still maintain that Twitter is one of the best and fastest ways for a business or an individual to amplify their message, product and services. Twitter has published best practices for small businesses and how they can participate in the Promoted Accounts Program. Having used the program, here are a few tips to get you going:
1. Strategy- You need a strategy before launching a presence on Twitter. Review your business and marketing goals and don’t over complicate this preliminary step. Think about what social media can do for your business and how it is being used within your industry. More often than not social media can find a place within your digital marketing efforts. Think about….
- Why you are using Twitter? Customer research? Support? Branding? Awareness? Reaching a specific target or segment?
- Do you have enough content? Do you have any relevant content?
- Are there synergies with other digital outlets? Advertising? Education? Sales? Product?
- Do you have a dedicated resource?
2. Goals and Measurement – Establishing goals and measurement will help you define what success means for your business. It is very easy to measure surface level data (clicks, retweets, sharability) — go beyond surface level data and look at engagement, cost, tone and topics.
3. Content – Remember like all social media Twitter is no different–you need relevant, fresh content. Your content should relate your business and to your audience. Social media is a unique place for you to reach your audience in a more meaningful way. Get creative and weave in content that isn’t directly related to your business and is important to your clients.
4. Brand – If you are at a large company check in with your brand team to ensure message and your content plan align. If not, make sure you are aligned with your brand message and image. When clients find you on Twitter your content and image should be a similar experience to visiting your other digital properties.
5. Content Plan – Taking the time to create a content plan will alleviate a lot of headaches down the road. Think about when you will publish your blog posts, what are the topics you will write about?, can you re-purpose content? The content plan should be a framework and structure.
6. Frequency - Frequency depends on your industry and your audience. You will need to test this and determine when your audience consumes content on Twitter. Is it early morning? Evening? Lunchtime? Twitter works best when you choose time frames during the day and stick to them.
7. Get a Promoted Account- Twitter now has a partnership with American Express for small businesses to try out the Promoted program at a lower level. My advice is to set a budget and commit to a time frame.
8. Set a budget – Determine how much you are willing to spend and test drive Twitter’s paid media program. Start small and add more budget once you are comfortable.
9. Promote Your Account – There are two ways to use Twitter’s Promoted Program – promoting your account surfaces your brand to people on Twitter that are similar to you. Twitter “suggests” your profile as a user to follow. You’ll need to use keywords in Twitter’s back-end to augment your search and profile.
10. Promote Your Tweets – You can promote individual tweets that Twitter will mark as “promoted”. This is a great way to gain more traction on an event you’re hosting, a new product launch, news worthy press item – any content that you want to surface to a wider audience.
These are just a few tips to get you going. Utilizing Twitter’s Ad program will increase your followers and extend your presence. Remember, to measure and test and re-test. Make sure to revisit your goals and make changes given your performance. Document your findings – it’s painful but can be very useful in understanding what content is sticky and what content doesn’t work.
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