10 Twitter Marketing Tips for Small Businesses | Trade Show Planning Podcast #6

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10 Twitter Marketing Tips for Small Businesses | Trade Show Planning Podcast #6

10 Twitter Marketing Tips for Small Businesses | Trade Show Planning Podcast #6


Hi I’m Tina and this is the Trade Show
Planning podcast, the creators of Trade Show Basecamp. If you learn something new,
give us a like and click Subscribe below to find our channel quickly and to get
notifications when a new episode of this podcast becomes available. Twitter is
still a mystery for many businesses. This is true of both small businesses and big
well-known brands. Businesses are dying to know how to make Twitter work for
them by increasing their brand visibility, driving traffic to a website
or brick and mortar shop, and of course selling products. Maybe your small
business is failing to gain followers or interactions with your tweets. Or maybe
your well-established and well-known business has over 10,000 Twitter
followers but virtually no likes or retweets. In other words, people followed
you because they knew your brand but these followers aren’t engaging with
your tweets. They aren’t liking retweeting or even leaving Twitter to
interact with your products in the real world. In this podcast we’ll discuss the
top reasons why brands like yours are failing to engage Twitter followers and
what you can do to fix it. These twitter marketing tips will boost your chances
for success regardless of the size of your business. Let’s get started! My first
trade show marketing tip: to be a leader be a follower. Twitter is called social
media for a reason. While it may sound like a Zen cliche, a big mistake many
brands make with their Twitter marketing is not interacting with other Twitter
users or even their own followers. To be effectively promoted on Twitter you must
effectively promote others. What if you don’t have any followers? If you are an
account with very few followers the first thing you need to do is to start
following other Twitter users who might have interest in your product or service.
In addition to following these accounts find tweets they’ve posted that you can
both like and retweet. Make sure you mention their account by placing the @
symbol in front of their handle or user name. When
do this, the account you have followed will see a notification that you have
both followed and promoted them by retweeting their news to your followers.
It doesn’t matter if you don’t have many followers yet. You are showing the
accounts that you follow that you know how to scratch their backs by promoting
them. This will make them much more likely to follow you back! Another great
way to get followers is to make use of trending hashtags that have a
relationship to your product or service. Trending hashtags and Twitter appear
along your Twitter feed and you can research hashtags that will be promoted
on Twitter using your Twitter business account. Be sure to include a great call
to action when you tweet including a hashtag or even three. What if you have
followers but no traction? Let’s say you have the opposite problem. You are
already a well-known brand locally, nationally or even worldwide. You have
10,000 or more followers. You might think it’s important to your image to avoid
promoting others feeds or brands, especially smaller ones unless you have
an official partnership. The problem? If your herd of followers are not
translating into lots of engagements on your Twitter account likes retweets
and clicks away from Twitter on your posts, then your strategy is not working.
And I’m going to repeat that one more time because it’s just so important:
No engagement? Your strategy is not working. And there’s a reason for that.
Twitter is known as social media for a reason. It is more effective when you
embrace relationships with others. So swallow your pride and keep listening to
find out how to build a more effective Twitter marketing strategy. My second Twitter marketing tip? Create
visually appealing interesting tweets. One of the top reasons that businesses
fail to get engagement on Twitter whether they have followers or not is
that their tweets are boring. To be engaging, all of your tweets should
include a compelling image that appeals to your target market.
Tweets with images will almost always get more
engagement. Don’t be lazy. Many other social media platforms have auto-sharing
but if you don’t set them up correctly your snazzy Instagram vote posts will be
tweeted without a picture. And I can’t tell you how many times that I’ve seen
this. Your tweets should also include relevant hashtags. As you type your tweet
on a computer at least hashtags that are popular or trending will be suggested
and you can click on them. Be sure that you do click as spelling a
hashtag incorrectly will create actually a different hashtag and you may not end
up reaching your intended audience. Your tweet should include one or more at
mentions of other accounts on Twitter. Find clever ways to mention your
followers or accounts that you’d like to create Twitter partnerships with. And
finally all of your tweets should include a call to action. What do you
want people who see that tweet to do? Shop off Twitter by clicking on the link?
Retweet another account that you’ve mentioned? Give your company feedback?
Make sure you tell your followers directly. For instance if you have a food
brand or if your brand is used to make food your followers mostly want to see…
food. They want images that inspire the senses that motivate them to make or eat
something delicious. Despite this, many food brands insist on posting
uninteresting images like this. Uninteresting shots of food growing and
way too much text, newsletter cover images also including way too much text,
distant shots of food growing and farms, event photos featuring chefs or vendors
that nobody knows or cares about or worst of all? Their tweets include no
images at all! While there are a few niches that texts tweets could work for,
all text tweets are virtually useless on Twitter for most brand. I mean, I get
it. Your business might not have the staff or capability to create compelling
images that will engage your followers. But these days you don’t need to be a
professional photographer with a professional camera to take pics that
grab attention. Most smart have great cameras these days and here
are a few tips to help you step up your game. Make sure you’re always taking your
photos in HD, always use great lighting (either strong natural lighting or you
can buy some cheap pro lighting—and I’ll include some links below for some
affiliate links for products that you can find on Amazon that do the job). You
also want to always make sure you apply some post-production filter on your
photo and that means using software that usually comes with your computer or
phone such as preview iPhoto or similar to simply apply an enhance filter to
kick up the contrast and make your photos look a little bit better. This
one-click can do wonders to bring out the colors and contrast in your photos
turning them from blah to Wow. And here’s an example actually of a food
photograph before and after simply applying an
enhanced filter. Or to get great photographs, you could check out stock
photo size or sometimes even free photo size like pixels com have the photo that
you need. Or, you could rely on your Twitter partners! While there may only be
so many ways to photograph a Bosch stovetop, there are infinitely
interesting ways to photograph dishes that were made with that stovetop. And
there are countless kitchen interiors by interior designers that would look great
with a Bosch stovetop. So by leveraging Twitter partners who are producing
appealing images that are or could be made to relate to your brand, it’s easier for
you to keep engaging tweets coming. So what exactly is a Twitter partner? I keep
repeating this so you probably want to know what it is. And how do you create
Twitter partnerships? Keep listening and I’ll show you how! My third Twitter
marketing tip? Find Twitter partners and nurture those partnerships. I’ll be blunt:
to large degree twitter is an I’ll scratch your back if you scratch mine
ecosystem. Have you ever wondered why some relatively unknown Twitter users
seem to get 40-plus likes and retweets every time they post even when their
photos aren’t that great? It’s because their followers like
and feel personally engaged with them. Those users have likely promoted other
people’s tweets and those feeds are happy to return the favor with ongoing
support in the forms of likes and retweets. Everyone reaches a larger
audience and everyone is happy. Here’s an example of a food (a food blogger account)
who’s great at fostering partnerships and the results speak for themselves. So
who makes a great Twitter partner? First off let me be clear. When I say partner,
in this case I’m not necessarily referring to an official partnership
that you need the executives of your company to approve. I’m referring to
informal partnerships that you create through your actions on Twitter. A great
potential Twitter partner is a Twitter account that isn’t directly competing
with you but that could be made to relate to your
brand or indeed does relate to your brand. For instance if you were a food
brand, potential Twitter accounts that could be potential Twitter partners are
appliance brands that can be used to make your food or ingredients that often
go with your food, recipe bloggers that feature ingredients that your company
offers, recipe bloggers that promote you with an @ sign or a hashtag, accounts
that praise your brand, or nutrition or educational accounts that are in line with
your brand’s philosophy—for instance something like organic or vegan or slow
food. Now you might be thinking: “But what are they bringing to the table? I have
more followers!” if in fact you actually happen to have a lot of
followers at this point but are lacking engagement. But first of all it’s always
better if others toot your horn. In other words, another account carries
much more credibility in promoting your brand than you do. Secondly if you aren’t
able to deliver the kinds of content or the photos that your followers want to
engage with, you use partner images to do that. For instance, a delicious looking
recipe featuring potatoes could be used to promote your potato brand even if the
tweet hasn’t explicitly mentioned your brand. While it’s even better if they’ve
mentioned your brand with @ sign, it doesn’t really matter one bit if
that picture didn’t use your ingredient. If that recipe is in line with your
brand, take advantage of it! It’s free content of the type your followers are
craving. My fourth Twitter marketing tip? Like and retweet! In Twitter marketing,
there’s a huge difference between simply liking and retweeting another tweet. If
you simply like tweets that mention or hashtag your brand but never retweet
those posts, those Twitter accounts will likely stop promoting you. Why? Only by
retweeting (preferably with a comment) are you returning the favor by giving the
tweets account through that tweet access to your followers.
If you don’t retweet the person who has mentioned you, that tweet
never reaches your followers and you’ve communicated whether you intended to or
not that you don’t really want to be promoted in the future. Worst yet, you’ve
lost a potential Twitter marketing partner who will be forced to promote a
similar competitor who knows how to return the favor.
In our example below, the vendor always for instance likes tweets they’re
mentioned in but rarely if ever retweets. This communicates intentionally or
unintentionally that they aren’t looking to partner. The result? They have a
respectable amount of followers however their own tweets rarely crack two
likes or retweets. In other words, they have no engagement. My fifth Twitter
marketing tip? Always use relevant hashtags and @ mentions
hashtags are used to participate in popular topics of interest on Twitter.
Twitter will even suggest trends for you based on your accounts interests and
topics. By adding relevant hashtags to tweets that you post, that tweet becomes
more visible to accounts not currently following you. Thus, you have the chance
to gain new followers. As we’ve discussed @mentions are used to tag other
accounts in your tweets. It’s a great way to let an account know that you’ve
promoted them or commented on them. So what about promoting a unique hashtag
specifically for your brand? You can also promote
unique hashtag in your Twitter profile to give followers a way to talk about
your brand. Put this in your Twitter profile bio. This marketing strategy is
usually more effective after you have a respectable number of Twitter followers.
If you are hosting or organizing a trade show, you absolutely should be
mentioning what hashtag you or your followers should use to talk about the
upcoming show. In the example below, for instance, we see that the trade show
account has indicated a hashtag. However if you do promote a unique hashtag in
your Twitter profile, be sure to track who is referencing your hashtag by
clicking on it and clicking Save Search. This will let you quickly see who is
referencing your hashtags in their tweets. Now why would you want to do this?
Well it’s extremely irritating for your followers when they’ve promoted your
brand using the hashtag that you’ve indicated for them and you fail to
retweet their tweet—even if it’s relevant. We’ve seen major brands
encouraging a brand hashtag promising followers that they’ll retweet and then
never do it. This is a very bad Twitter etiquette and you want to avoid it. In
fact, when trade show marketing for your business, be sure to see what hashtags
are being promoted at the official trade show
Twitter account. Use those hashtags to promote what you’ve got going on at the
show. And if you are representing the trade show itself and you have a Twitter
hashtag for the show, be sure to retweet those mentioning your hashtag—especially
if they have paid to exhibit at your trade show. My sixth Twitter marketing
tip? Pin a tweet. Twitter gives you the option to pin one of your tweets at the
top of your account. This means when others check out your page to learn more
about you it’s the very first thing that they’ll see under the account header.
Pinning is really important because there’s a chance to put your best foot
forward by showing new followers or new potential followers the best that your
feed has to offer. Also pin posts that you want your partners to retweet. A big
mistake that I see accounts often make is following all the advice that we
discussed here today about liking and retweet
but then offering those that they’ve promoted no easy way to promote them. In
return, by pinning a tweet and changing it often, you give your Twitter partner
something quick that they can do to return the favor when you promote them:
by retweeting the pin tweets. My seventh Twitter marketing tip? Tweet regularly.
When considering whether to promote your brand or even follow you,
the first thing many potential Twitter partners do is look at your accounts
feed for three things: how recently have you tweeted. Iif it’s been more than three
weeks you won’t be considered a reliable partner. You want to stay current by
tweeting or retweeting something at least once every week or a few days. Do
you retweet. If all of the past 10 tweets on your feed are your own most, users
will assume that you don’t want to be promoted and don’t or won’t understand
how to return the favor if you are. And finally they’ll look at the quality of
your tweets. You will attract more followers in more Twitter partners if
you’ve demonstrated that you understand how to tweet and engage your followers.
For instance that you know how to use hashtags to expand your tweets reach,
that you get likes on your posts and that you have engaging photos. My eighth
Twitter marketing tip? Post to Twitter using Twitter. Almost every social media
platform has a way to integrate that account with other social media accounts.
However sharing to Twitter from another platform like Instagram often has
unexpected results. Here are just some of the bad things that we’ve seen when
using other platforms to share Twitter: the images don’t get imported. For
instance, I constantly see posts imported from Instagram that don’t include the
actual photo which of course is the whole point of Instagram! As a result,
those tweets appear as all text and Twitter and have absolutely no impact on
Twitter. Also I’ve seen that posts imported from other sites typically are
not optimized with #hashtags or @mentions This means that they are not optimized for
Twitter. Every social media platform has different popular hashtag
and even brand accounts you know like what when you put the app mention
sign, there aren’t always the same across platforms either. So you want to make
sure that you’re always posting to Twitter using Twitter. My ninth Twitter
marketing tip? Look at engagement stats on Twitter. Make sure that you’re looking
at your Twitter account in analytics frequently so that you know whether your
strategy is working or not so. How do you do this? Once you’ve created a Twitter
account you can choose to make it a Twitter business account and once this
is done you will have an analytics link in your Twitter navigation. Clicking on
it will allow you to see in-depth actionable statistics about your tweets
like engagement rate clicks, followers of your account with lots of followers, as
well as information about your audience and Twitter events and recurring Twitter
hashtags that you can post about to reach new followers. Since this is the
Trade Show Planning podcast, my tenth and final Twitter marketing tip is how to
use Twitter in your trade show marketing! These days almost every trade show
organizer has a Twitter account. Also most promote one or more hashtags.
to encourage discussion about upcoming to encourage discussion about upcoming events. If you are planning to attend a
trade show, make a list of all relevant hashtags that might help you reach your
target market. Free tools like right tag dot com can help you with this research. But
don’t wait till the last minute. You want to let that audience that you found
through your hashtag research know which trade shows you’ll be at. Also you want
to let attendees going to a trade show that you are planning to attend know
that you’ll be there too and where they can go to find you—like your booth
number—using the official hashtag that the tradeshow has promoted to talk about
the show is your best bet. If you are the tradeshow organizer for
goodness sakes be monitoring the hashtag that you are promoting for the event and
of course you’ll want to retweet those exhibitors and attendees who have helped
promote your event by referencing it with a hashtag. If exhibitors who have
paid you are using your hashtag promote their attendance at the show, you
especially owe it to them to retweet. And while we’re on the topic of trade show
marketing, remember that training staff is critical to your trade show marketing
success. And that’s why we created Trade Show Basecamp. The first online video
course series of its kind, Trade Show Basecamp will walk you or your staff
through the basics of having a successful face-to-face sales
conversation at a trade show or a similar event in just five easy steps. This affordable course can teach you the basics of trade show exhibiting in just
a few short hours and it includes extensive sales roleplay to help you gain
confidence in applying the face-to-face selling skills that you’ve learned. Have
you learned anything in this podcast that you didn’t already know? Give us a
thumbs up below to let YouTube know that you like our content and to learn more
about Trade Show Basecamp, visit trade show planning com. Thanks for listening
to the Trade Show Planning podcast. Don’t forget to subscribe and visit us at
trade show planning com.

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