New to Twitter and wondering what to do? Tweeting, but no one’s replying? Putting loads of effort into marketing, but no one cares?

You’re definitely not alone. I don’t aspire to a large Twitter following, but I wanted to enjoy more conversation and not feel like the lonely kid at the edge of the playground…

I decided to get advice from Keith Keller, founder of Global Social Media Coaching, who specialises in teaching businesses, entrepreneurs and creative professionals how to engage on Twitter.

I heard about Keith when I interviewed Natasha Younge. Natasha is the actor who publishes the only Paper.li to get into the top 10 of the Shorty awards (magazine) and is among Keith’s clients.

Keith agreed to share his expertise in a two-part series. In Part 1 he gives 10 tips to make Twitter work for your business. Read on or listen to our podcast if you prefer.

1. Most businesses can benefit from Twitter in some way

If you have a business with something to sell, or if you want to be seen as a thought leader with something to say, Twitter is brilliant for marketing. It doesn’t matter if you’re marketing around the world or around the block. There are 600 million people on Twitter: you can reach a relevant section of that audience if you play the game right.

2. Twitter is the most powerful mechanism for sharing information fast

Social media in general is a magnificent way to share information about what you do, but Twitter is so powerful because of the potential number of people you can reach.

3. You can achieve reach even while you are building up your followers

Your marketing message can reach many more people than your own followers. The ‘reach’ is the number of people who see your tweets when they’re retweeted by others. You can actually measure that figure.

I have 30,000 followers and I jokingly say that I can reach 30,000 people in 30 seconds. On a particular day a couple of weeks ago my tweets reached more than 2 million people, because I was retweeted by one of my followers – who has about 2 million followers.

 4. You need to get your brand right before you market on Twitter

Twitter is a secondary site. If you have nothing to say, if you don’t stand for anything, if you haven’t got your brand right – then Twitter could be a complete waste of time.

Create your brand, your message, your USP before you start. Know what you stand for. Be very clear about what you do and what you offer. That’s what you’re going to tweet about.

5.  Marketing on Twitter is not about your personal life, it’s about sharing valuable content

It is about sharing information, but not the fact that you had a sandwich on the beach with your best friend. The information you share is designed to build a loyal tribe who are interested in your services or your products. So you need to share relevant information that will be useful for them.

6. Marketing on Twitter is not about selling either

Twitter is not about overtly selling your stuff. This may sound counter-intuitive but it is the essence of social media marketing. I recommend that 4 out of 5 tweets should be useful, relevant content and only 1 in 5 sales-related. One in 10 is even better if you can manage it.

7. You don’t have to write all the content you share yourself

You need to tweet regularly and for that you need content to share. If you’re a prolific writer and you have a blog, you can write an article every day and tweet out your own material. But if you’re not a prolific writer, or you don’t like writing, you can still position yourself as an expert in your field, or a thought-lead of information sharing

Paper.li is a great way to do that. You curate information on your niche topic using a personal Paper.li, and then you tweet it regularly, either as an entire paper or one story at a time.

8. You can take the pain out of tweeting regularly by using a scheduling tool

You can tweet organically – at 9am, 1pm, 4pm and 8pm – if you want to. But  you’ve got to remember to do it, and while you’re tweeting you can’t do other things. Now you can schedule your tweets ahead of time and so be seen as a prolific tweeter – a prolific sharer – which builds your tribe, builds their trust, and builds the desire for them to retweet you. There are many scheduling tools – I use Buffer.

9. Even with the tools available, you still need to make time for social media marketing

Marketing is a very important part of business activity so that also applies to social media marketing. It’s a legitimate marketing strategy so it’s important to allocate time to do it, whether you train a staff member, or take a new person on, or you do it yourself.

10. Marketing on Twitter works if you are professional

I came to Twitter in 2006. I had been like many people are – I detested the job I had, and one day I said “I cannot do this any more”. I took some thinking time and went back to university to train as a career counsellor. And I decided that instead of printing leaflets and running around putting them in letter boxes to market myself, I would start an internet radio show, www.CareerSuccessRadio.fm

We decided to promote the radio show on Twitter and it worked. By December 2010 the show had been listened to in 120 countries and podcasts had been downloaded over 80,000 times.

Twitter was so successful in generating interest for the show that I decided to start teaching people how to use it to market their businesses and themselves.

Keith’s Top 5 Twitter Tips You Can Use Today

 

1. Write a strong Twitter bio that will inspire potential clients and joint venture partners to follow you.

2. Add a photo or company graphic. This is very, very important.

3. From this moment on “Be a resource not a salesperson

4. Check out Paper.li to curate content and use a scheduling tool to help you manage your tweets.

5. Share, share, share. Share great articles and interact with your followers. This is the Twitter 101.

Keith @keithkeller founded Global Social Media Coaching in his home town of Melbourne, Australia, and works with clients worldwide. He has more than 30,000 Twitter followers and is a popular speaker on radio, teleseminars and webinars across the US, Europe, Asia, and Australia.

In Part 2, Keith will share his course How to Crack the Twitter Code and Go Global. Don’t miss it – subscribe to this blog by RSS.

Question or a tip? Leave it in the comments below.

Main photo: Keith with Australian actor Erica Chestnut @EricaChestnut

Liz Wilson
Liz Wilson writes copy in the Marketing Communications team at Orange Switzerland and used to edit this blog. She likes talking about content, copywriting and social media on her personal blog.

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