Twitter For Business: How to Power Up Your Brand's Social Marketing

By
Mandy Movahhed
August 20, 2015

Twitter is a streaming window of multiple opportunities for your wholesale business. You might not have thought about it as such; perhaps it doesn’t seem obvious how 140-character chatter can make an impact on your business. Well, for one thing, Twitter can help raise brand awareness. It can help you publicize events and announcements, and open up a world for your buyers and customers to communicate with you. Little by little, 140 characters at a time, it’s possible to dominate on Twitter so much that your competition will be left wondering how you did it in the first place. Here are some tips on how to set up a Twitter account for your business and use it effectively.

How to Use Twitter for Business

Your Twitter Account

We’ll skip over the basic account setup and head straight to where it matters: your Twitter handle, bio and profile. When choosing your Twitter handle, make sure that it’s memorable, easy to read, and easy to type. The best way to go is to use your brand or company name. If it’s a bit long, shorten it in as intuitive a way as you can. If you’re using an acronym, make sure that it’s easy to understand, and free to use capitalization to make it easier to read. When it comes to your Twitter bio, condense your brand’s offering in a few words, so that people can immediately understand what you do. You can also use this space for a marketing message, promotion, or offering. Finally, when it comes to the rest of your profile, remember that Twitter was built for individuals to use and communicate. Companies using Twitter in a business context can tend to be a bit boring. To be effective on Twitter, your company needs a human voice. No one likes to interact with faceless brands. Share relevant information that others will also share. Listen to what’s going on in your industry and what your customers are interested in, and weigh in on the conversation.

Start Talking

According to Twitter, more than 400 million tweets are sent out each day. With this huge volume of Tweets running through people’s feeds, remember that you can steer relevant traffic to your brand with hashtags. Let’s say you are a wholesaler of outdoor camping and rock climbing equipment. You could start with with hashtags like these: #outdoors #bouldering #rockclimbing #nature #adventure Don’t feel limited to these more straightforward hashtags, however. Find others that are trending and latch on! Outdoor recreation apparel & equipment brand Moosejaw is a great example of a brand that is able to use Twitter to their advantage. With over 25,000 followers, Moosejaw’s quirky, funny approach to their social presence has garnered them a lot of attention while also staying in line with the brand’s distinct tone of voice. Find relevant tweets you can engage with and start talking. Remember, you may not see the effects of these efforts right away. The purpose of a strong Twitter presence is to have a forum upon which to communicate with the public and build relationships with influencers who can spread the word about your brand.

Build Curated Lists

People are always looking for information, but building curated lists on Twitter is often an overlooked activity. Start by collecting Twitter handles that matter. As a wholesaler, let’s say your target customers are primarily convenience store owners and operators. Build up lists of Twitter Handles that have and share the kinds of information that can make a convenience storeowner’s life easier. Your lists could be as simple as “Convenience Store Trends” or “Food & Beverage Influencers.” In essence, your lists can act as mini-hubs of people, companies, and communities that help convenience store owners. Plus, each time your list is referred to, you’ll be remembered. Who knows? You might get a call from one of those convenience store operators one day. 

Inspire, Inform, and Build Authority

Your Twitter account is your ticket to creating trust, building authority, and dispensing information. Becoming a “thought leader” on Twitter can get your tweets shared, retweeted, and favorited more often. This goes back to the idea of “social listening.” Follow the trends and conversations that are happening in your industry, and throw your hat in the ring. Share interesting content and insights, and people will follow you for it. From an ROI point of view, you’ll get increased engagement, a sense of credibility, and more.

Generate Leads

You are a business owner, and you need results. No matter how chatty, engaging, or generous you get on Twitter, you still need to get something back for putting in that effort and time. Enter Snip.ly, a web-based tool you can use to embed a call-to-action on absolutely anything you share. Snip.ly is a nifty tool that helps you share content and links (as you should), but it also allows you to drive the audience from other people’s content back to your own. Let’s assume you shared this post from KissMetrics on Ecommerce Stats. See how it looks when you use Snip.ly:

sniply

Notice the bar at the end of the article? It has a message and a call to action. When clicked, users can go to your home page, a landing page, or a product page. Now, that’s making Twitter work for your business. Of course, Snip.ly also helps you track analytics for each call to action you create and also helps you to customize the bar and the button. Every piece of content you share on Twitter to build your brand and enhance your presence can now work to your benefit. How do you use Twitter for business? Let us know in the comments. Want more Twitter advice? See our post on the Do's and Don'ts of Twitter marketing at trade shows.