Throughout the UK and further a-field, organisations in a variety of industries and of various sizes are using Twitter to promote their brand, services and products. A study earlier this year suggested 41% of UK companies are now using social media as a form of professional marketing to win new business.

Whilst nearly half of UK companies recognise that social media is a great way to reach a wider demographic of audience members at the same time as gaining new business, it has been suggested that not all organisations are getting the most out of Twitter. Unfortunately with over 200million tweets per day being posted, this means that those businesses not making the most out of the platform and its benefits are being left behind.

JE Consulting understand the importance of social media and professional online marketing, which is why they’ve compiled the guide below which looks at four ways to optimise your Twitter account.

Be Personal:

It’s important to make sure your tweets come across as being human and personal, instead of business orientated. There are a number of ways in which this can be achieved.

  • If various members of your business are using the same Twitter account throughout the day, include a name on the end of each Tweet. If space is short, use initials. It’s a simple but effective touch!
  • Add photos. If you’re tweeting about an award your business has just won or a new product you’re introducing, why not include a picture of your team accepting the award or a member of the team testing the new product?Including “meet the team” pictures can also be beneficial and help to add a personal touch to your Twitter account without you having to remove your company logo as the avatar. Including a picture onto Twitter has become even easier in recent months, with a button being included just below the tweet that’s been written.
  • Each industry has jargon. Unfortunately not everyone will understand the technical language, so why not add your own writing style to your tweets and leave the jargon for important business documents?

Engage:

Don’t think of Twitter as just a platform for you to introduce new products and services to a target audience. Instead treat it like a conversation and engage your audience via the 140 characters on offer. You can do this by:

  • Making your tweets interesting. Don’t just promote your business, after a short space of time “followers” will tire of this and will “unfollow”. Instead engage followers in interesting discussions. This can be done by tweeting about industry specific news, but don’t just link back to your website – occasionally use other sources (this will help build up trust).
  • Along with relying on news stories, depending on your industry tweet things which are relevant. For example if you work within the accountancy/finance industry, leading up to important dates such as tax return deadlines, tweet friendly reminders or include tips and advice on how to fill in tax returns.
  • Remember Twitter is a two-way process, so listen to other users and engage them in conversation and offer help or an answer if possible.
  • Use the tools Twitter offers, including hashtags and promoting of other users (i.e. #ff for suggestions of who to follow (used on a Friday) #ww for those tweeters “worth watching” (used on a Wednesday) and retweets)
  • When relevant, include links in your tweets – but don’t always put these at the end of your tweet. A study of 200,000 random bit.ly tweets found that the best place to add a link was a quarter of the way through the post.

If you want to see how well your individual links are doing, a top tip is to create a Google account, sign into it and use the url shortner goo.gl – this will then give you feedback of how many clicks per day, week, month and lifetime each link has received.

When to Tweet and How Often to Tweet:

Having tweets which are personal and engaging is only half of the battle in making sure that your Twitter account offers your business an excellent return. With the content written, you now need to consider when to tweet and how often to tweet throughout a day.

For both these aspects there are various sides of the coin, and it’s often better to experiment yourself than to follow any one rule of thumb.

Frequency of Tweets: There are some experts who believe the more you tweet throughout the day, the better. Those that fall into this category believe in tweeting 5-20 times per day, scheduling some tweets via various platforms such as Hootsuite.

On the other side of the coin, there are those that think limiting the amount of times you tweet throughout the day is better as too many tweets can come across as spam which will put followers off.

When to Tweet: The overall aim of Twitter is to reach the widest readership at anyone time, whilst also engaging the readers. There are two ways in which you can go about this.

1) Tweet at random times throughout the day.

2) Use various websites such as “WhentoTweet” “TweetWhen” and “TweetStats” to help you find the optimum time to tweet based on when your followers are online and when you’re most retweeted.

Invest:

Along with investing time into the content you’re adding onto Twitter, it’s important to invest time into “follower” acquisition. There are 2 simple steps which you can take to do this effectively and efficiently.

1)      Optimise your blog and email signatures with “follow” buttons

2)      Reach out to/engage with influencers in your field who already use Twitter – these can be found using websites such as Klout and PeerIndex.

Whilst the guidelines above will help improve the influence you have on Twitter, every account is different and it’s best to have a play-around yourself to find what works best for you and your company’s online professional marketing strategy – have some other top-tips of how to make the most out of your company’s Twitter account, why not share them?

Categories: Blog