It’s Tweet Tweet, Not Sell Sell!
posted on Thu, 11/29/2012 - 23:15 by
Using Twitter for business marketing could be compared to an elevator pitch on speed. A company must sell their product in just 140 characters – not 140 words, 140 characters. So, every comma, long word or question and exclamation mark needs to earn their place in the product selling tweet. And regardless of what language it’s written in, this is near on impossible to achieve in one go.
Yet, that said, companies shouldn’t rule Twitter out as a way for engaging with consumers and building brand awareness. The stripped nature of a company’s messages makes them more likely to capture the interest of their audience, both current and prospective buyers or users. There’s no space for PR spiel, so followers know it’s just the cold, hard facts. Here are a few Twitter marketing tips for turning followers into consumers:
1. Company Photo – Twitter, like Facebook, has now introduced a top-image that sits above a series of tweets. Although not compulsory, companies that don’t use it to promote their latest news or show seasonal interests, that sort of thing, are really missing an opportunity. Choose an image that sums up the brand – pick it carefully and don’t be shy in changing and keeping it fresh.
2. When compiling a tweet, don’t use all of the 140 characters. Though this is extremely tempting (there isn’t much space to play with in the first place!) it does reduce the chance of a tweet being retweeted in full. Aim to use around 120 of the maximum to give followers the chance to retweet and spread the message.
3. Never blanket tweet celebrities. This should be rule number one, but either way, it’s one that all companies should abide by. Not only will it look like a blanket tweet, but other celebrities can see previous Twitter activity and know that their message wasn’t actually individual and personal – just another in a long list. Choose celebrities that have the product, website, cause, whatever it is, close to their heart. If it means something to them, they are much more likely to take action.
4. Twitter is all about engagement – and much more so than Facebook. It’s about a two-way conversation with followers, random readers and those that observe but don’t get in touch. By retweeting, commenting on relevant mentions or being the bearer of news that’s relevant to their sector, companies make themselves a point of reference not just for their product, but for their field in general. And being the leader of the pack ain’t so bad for sales either!
5. #notthebestidea – Twitter really has put the hashtag on the map. But be careful before mashing words together and putting the search-friendly hashtag in front of a tweet. Companies can find themselves in hot water and a much wider trending topic that doesn’t really relate to their product through incorrectly using a hashtag. Though great, proceed with caution.
6. Finally, don't be scared of tweeting in another language. Start slow – begin with one Twitter account and tweet every other time in another language. For pre-planned tweets companies can consult translation agencies to maximize their 140 characters and create the perfect tweet. Once confident, companies can have various Twitter accounts across numerous languages.
