Chauncey: Alright, welcome back to The Being Found Show. Your guide to being found by more buying customers, that’s us. This is our platonic love letter to Andrea, the other member of our team, whose voice does not appear on our show, but she does all the social media. In this platonic love letter to her, we are showing her that we care about social media and we are getting interested, and we are sharing some of those messages. First up here, we talked about some Pinterest and then we talked about some Instagram and now we’re going to talk about 16 creative ways to use Twitter to help your small and medium-sized business.
Chauncey: First up here is organize whom you follow with lists. Twitter allows you to make lists of the people that you’re following, and you can separate those into customers, people in your industry, social media teachers, and people in professional organizations. This will allow you to find those conversations in each of those situations in order to better market to them, and frankly to be marketed to by them. I don’t know, is that a proper sentence?
Chauncey: Where’s Kara when you need her? Is that a proper sentence?
Jake: I do not know. It sounds okay to me.
Chauncey: Alright, we’ll take it.
Chauncey: Because some of these professional organizations and social media teachers, these are people who are teaching you. It can be kind of difficult, you’re using one account and you need to switch hats while doing it, and these lists will help you do that. Alright, what else do we got on this list? Create a conversation list. People who inspire your business, people who inspire you personally, and people who are fun to talk to with.
This might not seem very business-y to have this selection, but just like with other social media, you are not here to solely sell. You are here to solely sell a physical item or service, you’re here to sell a brand, and I know it seems weird to local businesses and small businesses to sell a brand because it can be very expensive because you have your smaller market. Social media creates a really inexpensive way for you to do that. If you have these lists of business, personality, fun to talk to, it sort of humanizes you across the board, so that if somebody inspects you, there you are.
Jake: And you know, Chauncey, it’s striking to me as you’re going through this lists and reading off all these how, really, what these are, these are all very classic sales techniques but they’ve been updated and revised to work on social media.
Jake: Earlier you mentioned you’re not really selling the product, you’re selling the lifestyle. Ten years ago I took a marketing class and one of the things they told us, you know, as you’re a salesperson, you talk about the benefits of the product, not the product itself.
Jake: Nobody wants a half inch drill bit, they want a half inch hole. Talk about that.
Chauncey: That is a beautiful, beautiful simple statement.
Chauncey: That is true, yes, nobody wants a half inch drill bit, they want a half inch hole.
Jake: It’s impossible to sell a half inch drill bit. You’ve got to tell them how to get the best half inch hole.
Jake: And so, listening to you go through these, I’m just constantly reminded if you have a sales background you have an edge. You just need to learn how to apply it to these social media accounts, and this is a great comprehensive set of lists to help you do that. Small business people, you already have an edge, just learn this connection.
Chauncey: Right, right. Yes, absolutely. Sell the outcome, not the product. That makes sense.
Chauncey: Okay, so update your profile picture. This one is pretty obvious, we’re going to move across this, but realize that your profile picture shows up with your tweet on a regular basis. If it can’t be read at the size that it is, you probably need to change it. Change your visual branding, of course, that one’s pretty obvious as well. You need to make sure that it fits what’s on Twitter and that it really conveys who you are and it conveys, once again, the outcome.
Chauncey: Rewrite your Twitter bio. This one goes with the next one after; create a Twitter landing page. Rewrite your Twitter bio, obviously, it’s basically saying write a good Twitter bio, and that makes sense. You don’t have many characters, so if you’re just doing a bio and you’re a local business, you want to include where you’re at, phone number, how to get in touch with you and what you do. A sentence about what you do, contact information. But this next one’s interesting; create a Twitter landing page. Most people from their Twitter account, they link right to their homepage and then people get there and they’ve got to figure it out, but if you think about it, people at Twitter are there for specific reasons, they’re dealing with specific things, you can send them to landing page on your website that’s more geared towards the type of person who’s coming from there. Here are some Twitter tips from Twitters business blog:
Focus on building conversations
Don’t just broadcast company updates or share fun content. Use Twitter to build conversations and create deeper engagement around the topics that matter the most to your audience.
Here are a few ways you can build conversations:
- Ask questions
- Respond to follower content
- Use Twitter Polls
- Host Tweet chats
Know your brand’s story, customers, and goals
It’s important that social media managers really understand the brand and target audience. Take time to dive into the customers’ journey at your business. Ask how you can create content, engagement, and support strategies that align to different stages, from brand discovery to driving purchases.
Recognize that timeliness matters
One study showed that people who complain on Twitter want responses within an hour. Timeliness matters. Social media managers need to stay connected to what’s happening on Twitter. Use dashboards that allow you to track brand mentions, including common misspellings, and relevant keywords so you can respond to positive and negative feedback in a timely way.
Chauncey: I wish I had read this statement back in the Pinterest one because I felt that a lot of people were coming from Pinterest and dropping because they’re going from pictures to words. Maybe if they came to a picture heavy site, they might like it more, and once again here with Twitter, let them land on something that is palatable. People who are on Twitter, 148 characters, 280, whatever it’s up to, don’t have them land on a block of text, don’t have them land on a whole bunch of images and a search box where they’ve got to start over. Have them land on something with small blurbs that they can scroll through and find exactly what they want.
Chauncey: Rethink your follow strategy. We talked about this a little bit on Instagram. Don’t just follow anybody, don’t just follow anybody that follows you, especially in this day and age of bots and foreign influence and whatever is going on out there. I don’t know. There’s a bunch of buzzwords for what’s going on out there, but really it’s people who are trying to sell you something that you don’t want. So, go through. Here’s a funny little list of things for when you check somebody to follow or not follow them:
Chauncey: Don’t follow people with an egg picture. That’s the default profile picture on Twitter, it’s an egg, don’t follow those. Check their numbers. An account that follows many people, but only has few followers, is probably a spammer. Review their tweets. Are they all retweets or quotes? Did they send the exact tweet to many users over a very short time? It’s probably a bot. They say it’s a bot in their bio. Apparently, that happens.
Jake: Well, at least they’re honest.
Chauncey: And no favorite tweets or lists, basically they’re not using the other aspects of it, all they’re doing is blasting out their message. Take a couple of extra seconds and take care of that, and then also listen carefully and follow. When people make the effort to reach out to you and communicate with you and you’ve decided that they’re a human being, follow that person back, because they’ve got something to say, they have an interest in your business, you want them in your feed. Publicize your Twitter account, means get it on your website. Anybody coming to your website who is interested in Twitter might just move on over. I was a little surprised that, do you know what the number two search engine is?
Jake: I would assume Bing.
Chauncey: It’s YouTube.
Chauncey: And that equated to me that some people just want the videos, they want to do it all with videos, that’s what they want, and so they have their option to communicate with you and get your services but go to where they like to be and where they’re used to being, we need to give them that option. That means your website, your email signature, newsletters, even your business cards, paperwork, get it out there. Don’t have it take up a huge amount of space, there’s a lot of social media out there, but a lot of people are Twitterers, Twitter-pated. Make sure you’re following your customers, we already covered that. Stop following people who don’t tweet, we covered that. You want to check them out, you want to see, hey, is this a human being? Not too long ago in the news, they were basically talking about how there’s something like a billion Twitter users, but one-third of them are inactive. So no point in filling up your feed with people who aren’t involved.
Chauncey: Put Twitter to work solving your business challenges. That basically means that you can use it to, specials to only the Twitter people, reward people who retweet you with some specials, use it for FAQ. A lot of people use Twitter as their customer service source, so following your hashtags and when people complain, you hop right in there and you make sure that they’re taken care of. Add photos to your tweets. This is a big one now, it didn’t used to be, but I think at this point the link from your photo no longer takes up your characters. Originally, we used URL shorteners, but I think, I might be wrong on that, I don’t know. Send me hate mail if I’m wrong on that. No such thing as bad publicity. Bookmark tweets you want to keep. Why would you want to keep a tweet?
Jake: I don’t know. Tell me.
Chauncey: Well, you might want to keep a tweet because you want to share it later, you might want to keep a tweet because it has valuable information, and you might want to keep a tweet because it has a link to valuable information that you want to learn and a resource for you to tweet more in the future. Review and renew your tweet topics, so you’ve got a list of topics that you like to hit, you want to hit that on a regular basis. That’s marketing in general. And finally, expand the Twitter conversation to your blog. Any way that you can create a link between your Twitter and your blog and your other marketing sources is absolutely a great way to go. You’re listening to The Being Found Show, your guide to being found by more buying customers. Come on back, and we’ve got a little bit of the news for you.
All right, so you are listening to The Being Found Show. We’re gonna take a break here, and then we’re coming back, and we’re talking about some social media. This is The Being Found Show, your guide to being found by more buying customers. You can listen to the full show here: Being Found Show Episode #73