Twitter is one of those mysterious social media platforms for some small business owners, who often struggle with designing the perfect Twitter campaign to capture prospects and sales. When they achieve this, the rewards can be clear. For instance, the perfect strategy will yield some of the following results:
- Higher Google ranking.
- Quicker indexing of content on Google.
- More website traffic.
- More leads.
- Better social standing in the community.
So what are the tricks to designing the perfect Twitter campaign? Here are our thoughts on it.
Firstly, Forget About Sales
The first thing to think about is your goal for the campaign. While most small business owners think of sales, this is the wrong approach. Research has shown that 80% of sales come from five or more interactions and social media only accounts for 1% of all online sales. Social media and Twitter are rarely going to directly earn you money.
However, they can be used to increase your web presence on Google and other search engines as well as generate prospects, who can be sold to via email marketing. Therefore, you should shift your focus away from content based around selling and develop more ‘deep content’.
What Do We Mean By Deep Content?
Deep content is your thoughts on certain issues within your industry. Is there a topic that is currently being debated or controversial? Are there new regulations? Talking about the latest trends and news is one way to show that you are an expert in your field and can support your Twitter campaign; propelling you into becoming known as an industry expert.
Deep content doesn’t have to be hosted just on Twitter either. You can create blog posts, ebooks or whitepapers, and link from your Twitter updates to those materials to generate leads and web traffic. Other options for deep content could include:
- Explainer videos
- Auto-scheduling emails
Don’t be too selective when you are choosing the second medium to engage your audience. What can be described on one channel can often be described on another. And what one audience segment may prefer, another audience segment may not. Ensure you give your audience options on how they can digest your opinions and expert advice.
Third Party Content In Your Twitter Campaign
Another element to your Twitter campaign should always be third party content. This is where you share viewpoints of other experts in your industry. Some people say that this can detract from your brand image and place you in a worse position. However, with the right sharing, you can actually entice followers from other experts and get them to follow you as well.
In fact, our own experiences have found that sharing third party content can double the follow rate and decrease unfollowing rates.
The number of shares per day should be equal to the number of messages that you promote your own content with, and the two types of content should be mixed. Always ensure you are giving credit to the original owner as well.
Finally, you need to add on conversational tweets. It surprises me how many brands don’t do this. However, conversational tweets can add another level to your Twitter campaigns. If you are stuck on what to say, here are a few ideas:
- Thank you for following.
- Thank you for sharing your content.
- Commenting on blog posts.
- Commenting on news articles shared.
Once you’ve got the hang of conversing with your fellow Tweeters, you’ll soon see that your brand’s exposure online will grow, as will your rank on Google.
Creating the perfect Twitter campaign is about three key elements: deep content, sharing third party content and conversational content. While the odd tweet can be used to promote products and services, the uptake of these is often very low, and they should be limited to a maximum of one per day. When you use the three key elements, you will see your following grow, your Page Rank increase and the number of leads increase.
How many followers do you have on Twitter? How many have you added in the past month?
Let us know in the comments below.