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How to Gain a Competitive Edge With Twitter

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Twitter Marketing 101

I’m often asked “What the heck is Twitter? I just don’t get all the hype about it!” My response…Twitter is like liver, that is until you learn how to use it for marketing purposes. Then, it becomes ice cream!


Turning Liver into Ice Cream

In order for any marketer to use Twitter in a meaningful way, some basic best practices need to occur. They include:

  • Define your goals.
  • Set up a personalized profile.
  • Develop a content strategy mindset.
  • Develop an engagement mindset.
  • Learn the Twitter etiquette rules of engagement.
  • Learn how to use Twitter and associated management tools.
  • Learn how to measure Twitter marketing results.

In order to use Twitter effectively as a marketing tool, there are four principles you need to understand.

Twitter Success Requires a Content Strategy

Effective Twitter marketing for a company or individual requires a content strategy. The strategy should center around a theme.  For example, my tweets are generally  about internet marketing stuff. Your focused theme should be derived from the definition of your goals. I want my audience to consider me a trusted authority on internet and social media marketing. Once your goals are established, the theme you select will drive your content strategy. Another good example is a customer support theme. This theme might call for daily tweets pertaining to ways customers can use your products differently and more effectively. It should include links to educational articles about how to use your products to reinforce customer support value.

Twitter is a Marketing Communication Channel

You post comments to Twitter (tweet) to share thoughts, comments and links to relevant articles.  Twitter marketing requires a commitment to tweeting daily about meaningful things that align with your content strategy. For example during events, tweet what you learn. Give public “shout outs” to people you meet. During a routine day, tweet relevant experiences and links to relevant articles. Always be interesting to your target audience. Serve your audience and your audience will serve you.

Your Twitter Profile Should Tell a Story

Let your Twitter profile communicate who you are and what your purpose is on Twitter. Whether your Twitter profile is for you or for your company, you should humanize your profile. People want to connect to interesting people and interesting brands. Be interesting! Complete your profile description entirely. Upload a photo and select a design that shows your personality. The same principle applies to branded Twitter profiles. Check out the Find and Convert Twitter profile as an example.

Twitter is About Reach, Engagement & Relationships

Twitter is all about following other people and getting others to follow you. That’s how you see other people’s Tweets and how they see yours. As you encounter people on Twitter it’s important to engage with them at a human level. Twitter etiquette calls for a friendly, engaging demeanor that is conducive to conversation. Don’t hesitate to engage with people and take a conversation offline whenever it becomes appropriate.

Whether your Twitter goals are monetary or not, there are many ways Twitter can be profitable for your business. Twitter marketing works best when it is integrated into your strategic marketing plan. Twitter alone is rarely an effective marketing strategy. It should be part of your marketing mix. A cog in your marketing wheel.


Want to learn “What the heck is Twitter?” and how to get started in a one hour video tutorial?


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