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How to use twitter for small business marketing

Using Twitter, or social media in general, can be complicated if you do not know the basics. We have therefore produced a Twitter guide to help you get off to a great start.

1. Rule 1: I will tweet regularly

Using Twitter effectively (in other words, to promote your SMB or to communicate with your customers) requires a regular editorial schedule.

Twitter is a social media that offers everything instantly. Hence, the “lifespan” of a post is extremely short (less than an hour). As such, the duration of user engagement can only be reduced with it (measuring based on the level of interaction with a tweet): this “engagement quota” directly defines the effectiveness of your digital profile, and thus, that of your business.

You will appreciate that having a Twitter account but only tweeting once in a blue moon is absolutely useless! You need to adopt a regular, organized approach in terms of the number and frequency of your posts. We recommend that you tweet daily, at a rate of about three tweets each day.

There are a number of automation and scheduling tools out there that are useful to use. But be careful, try to not rely on them too heavily: it is important for your account to retain a human face and to remain lively.

2. Rule 2: I will post high-quality content

It's great to post three daily tweets a day. But if they are of little interest because the content is of poor quailty, you will be losing out. It’s therefore highly recommended to tweet relevant content that show your expertise and your subject area.

To share relevant and pertinent content on Twitter, start by defining your target audience. Their expectations and interests will define how you should construct your tweets. Relevance is subjective; the aim is to create engagement on the part of your leads and existing customers.

Aside from all that, we could recommend that you keep things brief, because tweets are limited to 140 characters! That said, keep things concise by only sharing a single piece of clearly identifiable information in each post.

Although there is no golden rule that says you must tweet on Twitter, post varied content that retains its link with the industry that your small business operates in. Insert images and video, publish surveys, and get your followers to take part.

3. Rule 3: I will use popular #hashtags

Hashtags are a key factor in the success of your Twitter account and thus for your small business as a whole. They are a way to attract more traffic, greater engagement and, thus, greater visibility. In short, they need to be selected with care.

Choose hashtags that are both popular (“trending” and/or connected to the news) but that are also connected to the industry or sector you work in. Avoid going off topic at all costs. Your Twitter account must demonstrate how professional you are and the value that you add, and must thereby reflect a consistent set of ideas (at least to a certain extent).

For example, you can take a look at your competitors’ accounts and let their hashtags inspire you.

You should also be aware that a number of different web platforms exist, gathering the most viral hashtags, while tools are also available to generate hashtags based on one or more keywords.

4. Rule 4: I will engage with the Twittersphere

Don’t forget that Twitter is a social network: it’s not enough to create a good profile, tweet high quality content and post daily for your small business to succeed.

It is important to be active and have a presence: in other words, to engage with the community and make a mark by:

5. Rule 5: I will carry out an audit of my Twitter account

Finally, we advise you to audit your Twitter account regularly, making sure that you change what doesn’t work well, while ensuring that what does work is left alone.

A wide range of different tools, both free and otherwise, exists to measure the performance of your SMB’s Twitter account. Use them to identify:

In short, an audit is an excellent way to improve your marketing and communications strategy, drive traffic, boost your sales, and so on.

While our Twitter guide, with these five key rules, should help you to join the twittersphere with confidence, don’t forget that you also need to create a high-quality profile!