Twitter is the best platform for B2B marketing. It serves several marketing purposes including brand awareness, public relations, listening, content curation, and relationship building.
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Brand awareness is high-level, less-tangible, and difficult to measure. It’s almost a word-association game. I say “tissue;” you say “Kleenex.” I say “photocopy;” you say “Xerox.” You want your brand to be able to be associated with your purpose. Recognition of the logo on Twitter because of your presence is a great way for a small business to compete with the bigger operations. The big guys rarely invest in social media.
You have news. People want to know it. Share Promotions, sales, new ventures, employees that join in, partnerships, case studies, etc. Write on your WordPress blog everything relevant to your audience and publish it on Twitter. Every brand has the ability to publish and gain influence and audience.
Listening is the most powerful thing you can do with Twitter. It’s so important to understand who you audience is and what they want, need, and how they think. This allows you to become a better communicator — meaning, you’re communicating in a way that resonates with them.
Once you’ve built your lists you now have the tool in place to curate content. People often ask me what tools I use to curate content. I tell them that I’m a People Curator — a People Broker, I say. I curate content by curating people. It really is that simple.
All business happens because of referrals and word of mouth. Think of the last time you had a new client. How did you acquire them? Think of the last time you found a new service. Did you search for them online? Google? Yelp? Almost no one does business with a total stranger. Use Twitter to build relationships. You won’t regret it.
You blog. But do you know your audience? Do you use Twitter analytics? Do you know how long should your content be? What should the grade level be? Is your well-crafted persona even correct? Let’s look at Twitter’s Analytics to see what kind of information is there.
Influencers need an audience. Businesses need an audience. The truth is that we all have audiences. We all influence someone. With the age of social media, we’re all publishers now. But who is that audience — exactly?
Do you find your audience and write for them or write and then find your audience? Which came first: the chicken or the egg?
I test the way I cook — it’s an experiment. It’s not formal. If someone likes it, I continue. If I hate it, I fix it. You can A/B test without heavily relying upon data.
I know what you’re thinking — that a post about analytics should be data centric. But what is data? Without context it means nothing. You can waste hours in Google Analytics or Twitter Analytics studying the wrong thing.
For example, 57% of my audience is interested in “fresh & healthy” lifestyle. That means I could experiment with writing about how I started using the Asana Rebel Yoga App and posting some of my Yoga photos from Instagram.
Traffic. Comments. (For example, after I started using Postmatic for email delivery and commenting, I’ve gotten a lot more comments. The comments encourage me to write more.) Comments also help give me ideas on what to write about.
You also might see those posts performing well in the Top Tweets of your Twitter Analytics.
How often should I look at Twitter’s Analytics?
I need gimmicks. So first, you need self-awareness. Then you need routine. I have Maintenance Mondays at my house. So I look at Twitter’s Analytics every Monday. For clients, I record data monthly in a Google Sheet. For myself, I go on intuition.
Start. What are you waiting for. You might be surprised.
If you have a business, you should have a Facebook Page and a Public Twitter Account. Optionally, you can share posts on Pinterest and Google Plus as well as your LinkedIn Company Page or personal profile.
Sharing your content is good but you should also share content from your audience. We call this content curation.
No one likes a person who only shares their own stuff. It’s like a person at a party who only talks about themselves.
So, You’re Blogging — Now What?
It’s very important to not just blog but to share you blog post on your social networking sites. People aren’t magically going to know that you wrote a new post. Unless, of course, you have people already subscribing to your RSS feed or email marketing program.
What should I blog about?
You should blog about your business, your passion, and the things that make you — well, you. No one wants a hard sell. If you’re a realtor, you may also play golf. If you’re a website developer, you may also attend Trivia Nights at your pub. Regardless, talk about your business and your hobbies.
I’m sitting here at the dealership trying to be productive while they change the oil in my Fiesta. And it occurs to me that I don’t often talk about maintenance when it comes to Twitter.
*What’s with the featured image, you ask? I had no idea until today that I could write a draft on the WordPress app on my iPad for my self-hosted install. Lame. I know. But just in case I’m not the only one who doesn’t know this, there you go.
Back to our regular story.
When it comes to Twitter, we primarily talk about being social and lists and doing things that are fun like chats.
But maintenance. No one likes that. I mean, it’s me and one other lady here on a Friday night. This is not what people want to get done on the night traditionally known as “date night.” For me, this is the most convenient time, and I like the quiet.
What can I say? I need a gimmick.
So on Mondays, I do all things maintenance. Once a week. Done.
I sign into ManageWP.com for WordPress updates. I also sign into my Twitter accounts, unfollow the unfollowers, and take a look at the analytics. It also happens to be trash day, but that’s irrelevant.
Why do I unfollow people?
I discuss this in depth on the post about Twitter Lists (read this post here) but Twitter enforces ratios. They don’t tell the ratio explicitly, but if you don’t have. 1:1 ratio, you can’t follow anyone else once you hit 2k, 5k, 9k, 14k, and 19k followers. At least, that has been my experience.
Twitter itself has great analytics. You can either navigate to Analytics.Twitter.com while signed in or select Analytics from the drop down. You can see your top tweet, mention, follower, media, and card tweet.
Here is a GIF navigating through the different parts of Twitter’s Analytics.
You can also see your 28 day snapshot for followers impressions, engagement, and links. If you have Twitter cards enabled on your site (which you should – it can be done in Yoast SEO), you can see the top posts being tweeted from your site and the most influential tweeters.
This isn’t all. Twitter will show you social data like gender, household income, and top interest categories of your followers. Below are screenshots of the different sections.
What about Google Analytics?
Of course you should still use Google Analytics but really it’s an “indexing and benchmarking tool” as Jason Knill says. You’re not going to get quite the detail about what tweets really hit home from Google Analytics.
Or maybe you can. If you know how to do this, leave me a comment.
What about Mobile?
If you quickly want to see what is going on with your account, just log into Twitter Analytics.
Unfortunately, you can only see this information on desktop. On mobile, you can see the activity on a tweet by tweet basis.
Why does this matter?
If you’re a brand, say, and your audience skews 65% male, you may want to include more masculine information (sports, men’s fitness, etc). You can decide this based upon the data.
Taking a look at your Twitter analytics can be an easy way to find out what is resonating with your audience.
Buffer recently wrote a thorough piece on the top 10 tweets from their account. The binding theme, for them, is that they are fun and include a self-explanatory graphic.
Again, if you feel like you’re in a Twitter Rut, maybe you should take a look at your analytics. See what people like. Try doing more of that.
When I feel too “linky,” meaning sending out too many things that require reading to respond, I’ll just post a photo tweet or a text only tweet. There’s nothing wrong with that.
Top tweets are more likely to be recycled, as well. So fill up your Hootsuite, Buffer, or other preferred Tweet Scheduler. If there is any social media platform that tolerates both volume and repetition (within reason), it’s Twitter.
What kind of things do you do in the way of Twitter Maintenance? I’d love to hear your ideas to keep things fresh and new.
You already know how to setup an account. (If you don’t, go here.) But now you want to know if an account looks good. You may want to know to decide if you’ll follow them, hire them, or do business with them.
Good is subjective.
What’s good to you? I’ll tell you what I look for in accounts in this post with setup and engagement.
So, your bio should make sense. What is it that you do? Does your 96-year-old grandmother understand it?
Your account should have a header, a clear photo, a website, and a bio. This should happen before you start following people. As a bonus, I also look to see if you’ve created lists.
She has a header photo that is relevant. It’s the baseball diamond for the SF Giants. She’s in the Bay Area.
Her photo is recognizable even on mobile. At least half of Twitter users are on mobile and there your Twitter avatar is about 1 cm squared. That’s pretty small.
Her bio makes sense. It tells you something about her hobbies and her business. (She is a gym mouse and a conscious soul.) But also, she blogs for startups (what she does). Bonus points for her Pinterest Link and Twitter Chat info.
Location is filled in and makes sense. It’s not vague or a GPS number. Seriously, stop it.
Link is her website.
She follows almost 15,000 people and has 20,000 followers. This is good. Personally, I aim for a 1:1 ratio because Twitter is one of the only social networks that enforces following/follower ratios.
She has lists.
Bonus points for a pinned tweet of her latest blog post.