Twitter is the social platform for news and events. When news stories unfold, details often come out first on Twitter. When events take place, it’s the platform where people share takeaways. If your small business is involved with news and events at any scale or level, Twitter is a platform to use.
Getting Started with Twitter
Start by defining the content that is best shared on Twitter. This may be a channel that is useful everyday, or just during particular times when news and events occur. Define your calendar of topics and timing.
Next, consider what unique value you will bring to Twitter. Retweeting what others are saying isn’t enough. What talking points and insights can you contribute? What voice will you bring to the conversations?
Focusing on who you’re Tweeting to is essential if you want people to interact with your content. Have a clear picture of who you’re talking to and what they care about.
Set Goals and Measure Success
The only way to know if your Twitter marketing strategy is working is to set goals. Once you have defined your goal, then determine how you can measure progress. Twitter analytics is a source of data. Your website metrics may also help monitor impact. Pick the metrics that provide you with insight.
Post Effective Content
On Twitter, there are lots of different options to interact with customers. Regular text tweets are common, but you can also tweet videos, polls, images, and GIFs. Try out different formats and see what works best for your business’s marketing strategy.
Engage on Twitter
You need to do more than post to get value from Twitter. You need to engage with your audience there as well.
Monitor your Twitter notifications and respond to mentions, good and bad. This will help you build a community on Twitter and you’ll get useful feedback too.
Make sure your customers know you’re on Twitter and ask them to follow you. When a customer mentions your business in a Tweet, always reply and retweet as appropriate.
Establish customer service approach to guide you when a customer has questions. Document your approach to determine what warrants a response and how that response will be composed.
A good small business Twitter marketing strategy should be real and resonate with your customers and prospects, and highlight your brand relevance to news and events. It should be monitored and measured to assess impact on your goals.