7 Ways to Market on Twitter

When a company decides that it wants to take that step and take their marketing campaigns into the social media world they often ask themselves how they can effective accomplish this transition. Many small businesses are hesitant on taking this initial step due to either the lack of knowledge on how to market in those areas or unsure of the potential revenue that can be achieved through the new channels. Without proven ROI through the channels it’s hard for them to see the benefits of marketing in that channel.

Here are some examples of companies that have taken that step and how they are choosing to market in social media.

1. Promotions

One of the things that Biltmore Estate is using their Twitter account for is to promote various holidays and specials that the run during those holidays. An example would be this upcoming Fathers Day. By having specials and promotions around holidays it gives people ideas of things to do or buy especially since it’s a time when people are already looking for things to do or gift ideas.

2. Industry Information

Blue Sky Factory is known for their industry related articles. By putting out articles that reflect their knowledge regarding the industry that they are in Blue Sky Factory is becoming a leading expert. People that utilize email marketing campaigns look to them for the most recent information on how to effectively market within their email campaigns. By becoming a leading expert in their field Blue Sky Factory is building the trust of their clients and potential clients. In turn the potential clients will turn to them when they need an email marketing solution.

3. Contests

By advertising you company contests on you social networks it will help increase brand evangelism. The company can capitalize on their loyal clients and in turn the clients can help make the product that they love that much better. The companies are ultimately wanting to make their products or services better for their clients and entice new clients to want to buy the company’s products or services. Completed contests give the companies leverage for future contests as examples on what can be accomplished.

4. Events

Promote any events that you’re attending on the company’s social networks. By promoting the events that the company is attending it can increase attendance to the event plus get words out to those attending to stop by and visit the company. Some company’s will reward those clients that visit them at the events with discounts.

5. Case Study

If you notice a client doing exceptional well promote them. Doing case study’s on your clients will help show other clients and potential clients what they can achieve by using your product or service. Be proud of those clients and advertise their achievements not only on the company blog but also through your social networks. This will extend the reach of who will access the case study.

6. Customer Support

Your clients are on social networks talking about your company and their experience with the products or services. Maximize your impact on the company’s social networks by including customer support. Best Buy has done an excellent job of employing a customer service base within their twitter account. This lets your clients know that you care about their experience and that the company is reaching out to them through various channels to ensure that their experience with the company is a pleasant one.

7. Inspirational

When the world is starting to think more “green” show that your company cares about what happens in the world by posting what your company is doing to help. Some companies offer volunteer time for their employees to use to volunteer within their community; post updates on this. Some companies are known for their contributions around the world. Toms Shoes is an excellent example of this. By posting messages on what their recipients say in regards to the company’s contributions it inspires the clients and potential clients to follow in their footsteps.

With a variety of methods in which a company can market on social networks there really is no way that you can fail. Establish a solid plan on what you want to achieve, what methods you want to utilize in order to reach your core clientele, and goals to reach. Once those have been established you are ready to take that first step into your social networks.

21 Rules of Engagement in Social Media

In Brian Solis‘ book Engage!, he highlights the 21 Rules of Engagement in Social Media in Chapter 17. I feel that repetition is necessary in order to remind us that it’s critical for businesses to have meaningful interactions with their consumer base via their Social Media channels.

Rules Of Engagement

Discover -

all relevant communities of interest and observe the choices, challenges, impressions, and wants of the people within each network

Participate -

where your presence is advantageous and mandatory, don’t just participate anywhere and everywhere or solely in your own domains. (Facebook Brand Page, Twitter conversations related to your brand, etc).

Determine -

the identity, character, and personality of the brand and match it to the persona of the individuals representing it online.

Establish -

a point of contact who is ultimately responsible for identifying, trafficking, or responding to all things that can affect brand preception.

Customer Service -

representatives require training to learn how to proactively and re-actively respond across multiple scenarios – don’t just put the person familiar with social networking in front of the brand.

Embody -

the attributes you wish to portray and instill – operate by a code of conduct.

Observe -

the behavioral cultures within each network and adjust your outreach.

Assess -

pain points, frustrations and also those of contentment in order to establish meaningful connections.

Participate -

in each community you wish to activate, move beyond marketing and sales.

Speak to Audiences -

Don’t use canned messages, introduce value, insight and direction through each engagement.

Empower -

your representatives to offer rewards and resolutions in times of need

Act -

don’t just listen and placate – do something.

Ensure -

that any external activities are supported by a comprehensive infrastructure to address situations and adapt to market conditions and demands.

Learn -

from each engagement and provide a path within the company to adapt and improve products and services.

Create -

contribute and reinforce service and value.

Earn Connections -

through collaboration and empower adovcacy.

Clarity -

don’t get lost in translation, ensure your communication and intent is clear and that your involvement maps to objectives created for the social web.

Nurture -

establish and nurture beneficial relationships online and in the real world as long as doing so is important to your business.

“Un” campaign -

create ongoing programs that keep your part of day-to-day engagement.

“Un” market -

by becoming a resource to your communities.

Give back -

reciprocate and recognize notable contributions from participates in your communities.

Marketing’s 10 second timeframe

This week in class our professor asked “What is the ten second rule for building a website? Do you still think it applies in today’s world of high-speed connections – why or why not?”. Of course, there were several answers in regards to companies having 10 seconds for their website to establish a visitor as a potential customer by keeping them on their website. Typically that’s how long it takes for us; as visitors, to decide if we are going to remain on that website or move on to the next company’s website.

This, in turn, spurred a debate on whether or not this was still relevant in today’s high speed internet world. I believe this rule doesn’t only apply to how quickly the website loads for a visitor. It is about reaching the customer on a level in which they are intrigued enough with what your company is about, what services your selling or what your message is about that they want to stay and perhaps eventually buy into what you’re selling. And by “buy into” that could mean physically making a purchase or signing up for an email campaign distributes your message. For example, I subscribe to several blogs regarding marketing, viral marketing, social media and brand reputation. Their message on their blog caused me to want to read more. Due to their 10 second capture of me as a reader they now have me as a subscriber.In marketing, this 10 second rule is crucial!

Luckily, marketing and communications departments have Web 2.0 technologies like Twitter and Facebook in order to help capture the attention of potential consumers prior to those consumers making their way to the website. So in some aspects the 10 second rule doesn’t necessary apply. However, when it comes to SEO and reaching those visitors that are coming to your website through alternate channels other than Twitter or other Social Media avenues then it’s imperative that the marketing site is optimized for speed as well as content.

You will know when you are doing it right when you have consumers spreading information about your brand. Good marketing/good company will breed “brand evangelism”.