How to use Twitter for business
Author Natalie Weaving
Tues 13th March 2018
How to use Twitter for business
Prospective clients often ask how to use Twitter for business. Without giving too much away, here are a few “How to’s” to help you use Twitter for business purposes.
TIP. People on Twitter are constantly looking for what’s new and fresh – they desire great content from the businesses and brands they have interest in. When using Twitter for business, keep this in mind!
Ultimately, Twitter is not for everyone – but small businesses are growing at a fast rate on the platform. Did you know that a massive 93% of people who follow small to medium sized businesses on Twitter plan to purchase from them, according to a report from Twitter and Research Now. 69% have already purchased from an SMB because of something they saw on the network.
- With 330 million monthly active users, Twitter is the place to have a presence. (*)
- Twitter serves more than two billion search queries per day, according to recent developer job postings (*)
- A third of users who follow an SMB have retweeted a business tweet. 83% of people who tweeted an SMB and got a response came away feeling positive about that business. 50% of followers visit the URL in their profile!
- Twitter and Google are in partnership and with access to Twitter’s stream, Google can show selections of posts show in searches. (*)
The Twitter Algorithm & Changes
When Twitter caused mayhem by changing the algorithm (from chronological order to showing the Tweets they’re more likely to have interest in), some businesses were rightly concerned. However, this is a change we can still welcome. This format essentially rewards brands that share regular, relevant content that their audience actually wants to read, resulting in higher engagement. The more engagement your tweets attract, the more visible future content become within your audience’s feeds. And with the introduction of 280 characters, there’s increased opportunity to truly promote your business! Gone are the days of sacrificing punctuation to fit in more content, but don’t abuse this privilege with too many hashtags or words for words sake… keep it clear! For 2018, even bigger and better changes are coming. According to a Bloomberg report, Twitter is currently developing a tool to make it easier to post video instantly, similar to Snapchat.
Twitter for business – Tip & update ideas
Start with your profile
If your Twitter profile isn’t receiving as much attention as you’d like, ask yourself:
- Do you have a simple, straightforward call to action in your profile? (We include emails and phone numbers.)
- Do you have a link to your website? It doesn’t have to be your home page. Think about where you want to send you twitter audience and make sure it is mobile responsive!
- Do you have a high-quality, professional headshot as your profile picture?
- Do you have a high-quality professional cover image that showcases what you do?
These small simple changes can really change the way people view you on Twitter. If deemed professional, customers are more likely to approach you online.
It’s all well and good sharing a link to your latest blog on Twitter, but just the once simply isn’t enough to make a lasting impression. Cleverly tweeting the same content multiple times throughout the week or month will gain more attraction from new readers. Create links to your website by sharing these blogs, or perhaps new products or services, but know when enough is enough! Ensure each tweet is creative, and try uploading them at different times of the day throughout the week to reach different audiences. Why not go the extra mile and create your own hashtag? This is a great way to keep all of your interests in one place. Implement it into your marketing to help new followers find your business easily. Using a specific hashtag will keep conversations and clients in the same place.
Photos, GIFs and polls… Video?
Spice things up a little! Twitter allows people to add up to four photos to their posts. Why not create business branded graphics to support your posts? Having the ‘human’ approach by being relatable through photos and gifs is a great way to connect with followers over competitors. Twitter even has a built-in gif keyboard, but it’s important you only use them when it’s relevant! Search a keyword and choose a clip that best suits your update.
Engaging with followers is the main goal on Twitter. It’s the best option to keep people interested in your brand. Crafting a question and selecting responses in a poll will get people voting, therefore interacting with your business and others! A study by Buffer found that sharing images on Twitter increases retweets by 150%. In fact, research shows that users engaged at a rate 5X higher when an image was included. Did you know 82% of Twitter users watch video content on Twitter? With the rumours of Twitter introducing a new video feature, it’s not a surprise to us considering video content is going to be huge in 2018.
Does your business attend any events? Live tweet it. Live tweeting is usually when a user will tweet their reactions during a live event as it is happening. For example, here at TFG we often live tweet at Networking events or when we attend awards ceremonies such as INSPIRE(link to inspire blog). With most events, the host will often create their own individual hashtag to use and share with attendees to encourage engagement.
Twitter chats are great for small businesses to interact with other companies as well as potential clientele. A Twitter chat is when a group of Twitter users discuss a specific topic concurrently using a shared hashtag. Usually, one Twitter user will host a chat at a specific time and prepare questions and/or discussion points. The host will tweet these questions, often with “Q1” or “Q2” at the beginning (numbers vary depending on how many questions you’re asking) preceding the questions, and other participants will respond with “A1″ or A2” and their thoughts.
Now you know what to do, there are a few things you should avoid when using Twitter for business purpose
– 4th March The 90th Annual Academy Awards 5B Tweet Impressions
– 8th March International Women’s Day 838M Impressions
– 14th March National Pi Day 61M Impressions
– 17th March St Patricks Day 17M Impressions
WHAT TO CONSIDER
Are you talking to your audience? Twitter is a social media outlet, the key is to be social and build relationships with your audience.
Auto DMs? Don’t do it. There is nothing more frustrating than receiving an automated direct message that has no thought or effort put into it! A study from Hubspot stated that over 30% said that they would unfollow a brand if they received an automatic message.
Death by hashtag. Use the maximum of 2 hashtags per post! This still stands even with the extra character allowance. Buffer has stated that 17% of tweets that use more than two hashtags show a 17% drop in engagement
Overselling. If someone enjoys your content they will naturally buy from you. Don’t force it by overselling, people are less likely to want to purchase from you if you’re suffocating them! In the Hubspot study, 45% said that they would unfollow a brand on social media because of too much self-promotion. Keep it 80% helpful 20% sales.
Scheduling tweets is great, but if your recent tweets look too ‘generated’ people aren’t going to follow you because your account will look like spam.
Followers in vs out. If you follow thousands of people and only a couple of hundred follow back it doesn’t look good on the spam scale. Concentrate on earning a few credible followers before you go crazy!
It is safe to say that Twitter for business can be a powerful marketing tool to get your company out there in front of a huge audience. The key is to use it properly and stick to your goals and brand guidelines when doing so.
Here at The Typeface Group we can manage your social media accounts for you. Get in touch with the team to discuss further.
Click to read more about why asking your friends and family to share your content is not a sensible marketing strategy on our blog.
In this blog, we concentrate on the realities of running social media for your business and what your business can expect from social media. Click to read.