Leveraging Twitter for Your Small Business

Leveraging Twitter for Your Small Business

Twitter is an excellent real-time marketing tool. Here are a few key considerations when building a strong Twitter presence:


Develop a Strong, Enticing Twitter Profile

1. Your Twitter @handle is how you/your business will be tagged and mentioned in tweets so it’s vital that your Twitter @handle is easy to remember and relates to your business.

2. Twitter allows users to upload an avatar. This avatar is super important because it shows up alongside every tweet you send out. It is an opportunity to associate an image with your business so using your business’ logo makes sense. Alternatively, you could go with a professional headshot instead which helps to make your brand more human. The custom profile background is yet another opportunity to offer valuable information about your business. Don’t let it go to waste.

3. You also have 160 characters for your profile summary. The best Twitter profiles will clearly explain what you do (using relevant keywords for Twitter searches) and link to your company website or blog.

4. If you want to be able to connect with locals, be sure to provide your location info.

5. Tag your profile as public. You don’t want to limit your profile’s exposure.


Connect with, Follow and Engage Customers, Partners, and Peers

6. Use the Twitter search function (or a tool like Tweetpi) to find people who operate in the same sphere as you. Look through their feed. Check out the kinds of posts that are getting the most engagement. Check out the people who are engaging with those posts.

7. Start following those within your professional circle as well as those in related spheres. This could include customers, partners, competitors, peers, suppliers, and trade organizations. Aim to follow for quality over quantity.

8. Regularly check for @mentions of your business or brand and retweets of your content. When someone engages with you – be it by asking a question, offering a compliment, retweeting a tweet, or even flagging a dissatisfaction with your product – take the time to respond and to nurture that connection. Always.

9. In the same vein, take the time to recognize the value of the content that your Twitter community put out there with retweets or likes.


Share and Curate Interesting and Valuable Content

10. Compose properly formatted tweets- start your tweet with text, add a link, attribute your source with @mentions (where relevant), and then add hashtags and an image. Note: When you tweet with @mention first, only the people who follow both accounts will see the tweet.

11. A good rule of thumb before tweeting is to ask yourself if the tweet is something that someone else – a customer or an industry influencer – would want to retweet to their followers. Does it add something original to a conversation? Does it pose an interesting question? Does it offer commentary on industry news? Is it funny or interesting or surprising? Twitter moves quickly, and if your audience isn’t compelled to engage with your Tweet right away, it will be a missed opportunity.

12. Bearing the right format in mind, think of multiple ways to tweet the same information in order to add variety to your Twitter stream (and to achieve coverage across different time zones). As an example, instead of simply re-tweeting a blog title, pick out an interesting quote or statistic from the article and credit the author or the person who shared the information with you.

13. Strike a balance- offer content relating to topics that you are known for but also introduce some variety. Share quotes and articles by other individuals if you think it will be valuable to your own community of followers.

14. Used the pinned tweet option as a way to build your brand and generate leads. Are you hosting an online summit? Have you got a time-sensitive promotion running at the moment? Or, do you have a lead magnet that has done incredibly well? If so, try pinning your tweet to the top of your profile so that the event/offer is the first thing everyone sees when they land on your profile (here’s how!).


Research, and Start a Hashtag Conversation

15. When a word or phrase is hashtagged, it turns into a link which takes you to all other tweets carrying the same hashtag. For this reason, hashtags are a great way to get your tweets in front of people who are searching for or discussing specific keywords.

16. It is best to research and find the most relevant tags for your business and to then use them in moderation. To do this, you can use a tool like Hashtagify, which pulls hashtags related to the one you’ve chosen and ranks them in order of popularity. To extend your tweet’s reach, you could use any of these related hashtags or combine several of them for each tweet.


Help People Transition Across Your Online Profiles Seamlessly

17. Make it easy for people to find you on Twitter by featuring your Twitter handle across all business/marketing materials. This would include your website, email signature block, email newsletters, business cards, bio sheets, receipts, invoices etc.

18. Use a Click to Tweet WordPress plugin to embed content boxes in your blog posts. This makes it easier for your site visitors to tweet your content, which in turn, can expand your reach and potentially attract new followers.

19. Get a Follow Me button on your website or embed your Twitter timeline on there.

20. Promote your Twitter account on your other social media accounts. There are lots of ways of doing this. On Facebook, for example, you could include a link to your Twitter profile in the About section of your profile or better yet, create a custom tab featuring your Twitter feed.


Even if you incorporate only a few of these tips, your tweets will have the capacity to grow legs and travel far. And whether your aim is to listen more, or to share your original content with new audiences, Twitter can be an incredibly powerful addition to your overall digital marketing strategy.