Many businesses are now using Twitter for marketing. Take that back. Many businesses think they’re using Twitter for marketing. But making money with Twitter requires more than a parade of tweets scrolling across the screens of followers. Thoughtful Twitter marketing strategies are essential for effective communications.
Have you ever wasted hours of time reading through useless, thoughtless and ineffective Tweets on Twitter? You know what I mean. As microblogging continues to soar in popularity, marketers and advertisers pound out 140 character tweets on their keyboards like teenagers sending text messages to their friends. Have we created another monster on the Internet that eats up our time producing little of value? Have we forgotten the rules of marketing and advertising: create a conversation, develop a relationship and then sell.
From perusing Twitter tweets on several of my sites (MobiMarketing, MobileBeyond and MobiChirp), I’ve observed five types of people who market products and services. Let me describe them.
- Information Gatherers and Dispensers These folks really aspire to journalism. They believe that scouring the Internet, selecting articles of interest to them and dispensing them via TinyURL links, like medicine, will impress people to follow them. It’s a matter of degree. Certainly, like other Twitter followers, I enjoy hearing about interesting information and commentary. However, many Twitter gatherers and dispensers overdue it, spewing forth links to publications and articles that most followers already read. I guess this Twitter strategy is intended to impress followers. But it frequently fails unless it’s combined with comments clearly showing the value of a linked article.
- Incessant Promoters Unless you’re about ready to release the next “iPhone killer,” it’s a wise decision to avoid tweetering out your audience with constant promotion of your products, services or ideas. Many publishers and online e-tailers are guilty of this practice, which can lead to follower drop-offs and blocking. Instead of constantly promoting, intersperse your tweets with questions and enlightening comments. Followers might even become impressed with your brilliance and take a peek at your website.
- “Slap you on your back” Conversationalists: These types of marketers has spent too much time on FaceBook and MySpace and think their lives and comments are as valuable as the King James Bible. While people who know them may find their weekend ski jaunt terribly fascinating, most of their dwindling audience doesn’t care. Tell me something unique or valuable to improve my business or make my life easier and you’ve got me. Don’t tell me your favorite song. Quite frankly, I don’t care.
- “Squeeze Page” Marketers These Twitterers are usually the Internet Marketng e-book types who, like the incessant promoters, believe in the depths of their hearts they’ve just discovered a way to make you rich in three days. Their “in your face” approach, combined with website domain names such as “MakeYouRichInThreeDays.com,” causes me to immediately click the block button, the nicest way I can get rid of them without insulting their intelligence.
- “Give me 10,000 Follower” Types. You’ve seen the numbers of Twitter users who claim they’re following 10,007 people and 5,007 people are following them. Although the clear purpose is to create an online email list of followers, it’s not exactly a double opt-in list of devoted followers. In fact, I’d wager that the vast majority of followers, unless they’re following Britney Spears, clicked to follow someone like they click on Google Adsense ads, never intending to buy anything. Some squeeze page Internet marketers are currently selling digital products that claim to build your follower totals to immense levels within days. Avoid these folks. Most will soon go away when they discover another quick buck Internet scheme.
So, you ask, what’s the right approach? As a legitimate mobile or Internet marketer, what’s the best strategy?
Many experts would recommend in our Web 3.0 age that you first engage followers on Twitter so followers WANT TO HEAR your tweets. Here are a few suggestions for better communications with your FOLLOWERS:
- Concentrate on quality, not quantity. It’s better to have 200 followers who deeply share your passion and approach than 3,000 followers who are mostly lukewarm. Pandora Internet Radio is a good example. The company and its social media managers encourage engagement, curiosity and follower response because they’re passionate about music and Pandora’s service.
- Encourage conversation and dialog while avoiding a monologue. While Jay Leno gets away with five minutes of opening banter, he’s a television entertainer. You, on the other hand, are a marketer. While it’s a great idea to let followers know about an interesting new company blog post, new product or service, sprinkle your tweets with engaging questions or intriguing statements leading to conversations. Some examples: Publisher: “Guess what, our customers asked us to offer article summaries in our new health magazine. When you get a chance, check out our new summary section in the current issue starting on page 46.”Computer Software Company: “If you use the old version of our gaming software program, we’d really like to hear from you about how players are rated and who wins. Fill out our quick survey at www.softgood.com.” Mobile Advertising Firm: “Just read a fascinating white paper about mobile advertising in Scandinavia. After reading it, we’d love to hear your comments and recommendations. Click on the ‘reply to’ or send us a direct message.”
- Reply to or send a direct message to PEOPLE YOU FOLLOW. In addition to asking for follower responses, CREATE CONVERSATIONS by replying to those you follow. Just hit the “reply to” button to the right of the tweet and write something. “Hey, John, great comment about raising brand awareness using SMS.” “Mary, just wanted to let you know five of our researchers read you lead development paper and loved it.” However you do it, make it REAL and SINCERE. Do NOT use automated systems for response. I just received this reply to a “reply to” comment I made: “Thanks for the follow. We hope you enjoy our tweets about XX (the subject) and XXX (the organization)” It reminded me of those emails you get from online customer support departments.
Do you see the power and authenticity of this approach? As social media marketers–regardless of your products or services–your job is to reach beyond your followers and those who follow you to other audiences. As you engage new people outside your immediate sphere, you influence increasing numbers of people who will DESIRE to follow you. It’s the difference between lead generation and demand generation. In addition to “you follow me, I follow you,” which is really a dumb idea, it becomes “I engage you, you engage me” or “I converse with you, you converse with me.”
Google and the other search engines LOVE this dialog. It will increase your search engine organic hits. An example:
Here’s a repy to I sent to Martyk, who follows me on MobiMarketing: Reply to Martyk
Here’s Martyk, whom I follow, responding to my reply to him: Reply to MobiMarketing
Do these strategies and techniques make sense? Do you see how you can engage your followers as they engage you?
If you do, you’re using best practices marketing on Twitter that will engage your audiencees and help you reach your goals.
