How many of my fellow web marketing and social media consultants have heard these three infamous words spewing from their clients mouths? “Twitter doesn’t work!” And they go on with ” Twitter doesn’t work for my business or my industry because I am not getting any business from it”. Even talking with some fellow businesses who employ inbound marketing strategies, it seems like the moment their twitter strategy cannot be monetized, all bets are off.
But why? What is the disconnect? Are we not setting reasonable expectations or are we putting too much pressure on the sales creation aspect of twitter marketing? After all, I have found there is MUCH more to twitter than gaining sales. Used properly, in conjunction with your compelling content, twitter can be your daily multi-vitamin; quietly working in the background without saying a word, but giving you all the nutrients and energy to grow. Here are the 5 benefits to using Twitter that I will always love even if I never get a sale again!
1. Traffic. A well crafted twitter feed can bring your website boatloads of referral traffic from twitter each and every day. When that traffic arrives at your site, and most likely your blog content, there is a good chance that any compelling, remarkable content will be socially shared, including being retweeted out to thousands of other users in the twitterverse.
Of course, more traffic to your website means that your call-to-action offers will be screaming “Hey, over here. Look at me. I’m ready help you”. Now twitter becomes a social tool for generating leads from all that traffic.
2. Inbound Links, Grass-roots Marketing Style. Okay, now we have all that potential traffic to feed us from twitter. That traffic is seeing your compelling, remarkable content. They are socially sharing it, and also signing up for your offers. What next? They actually may like it enough that they link back to it from their websites and blogs. Twitter will allow you to create inbound links, the 75% of your SEO link authority, naturally.
3. Credibility. As far a social networks go, twitter is the one that is mostly about sharing relevant information. Your twitter followers become your followers because of the relevant, timely information you provide. As you consistently continue to share and educate, you will grow your twitter credibility along the way. That credibility, which nowadays is being measured as twitter clout (Mark Schaefer wrote a terrific article on the subject), if maintained and properly cared for, can bring you all the fruits of what I’ve mentioned here prior…and more!
4. Relationship Building. I think unfortunately one of the reasons twitter gets a bad wrap, is that most social media marketing is presented as being utopia, the place that the moment you engage, all your marketing and sales woes will go away. Unless I’m being completed crazy and shut-off here, please tell me one marketing strategy that hasn’t taken time, testing, patience, and relationship building.
Aren’t your best customers and clients who they are today because of the relationships that you have invested and built with them? The same holds true with twitter. You might not develop your best customers and clients on twitter, but you can develop everlasting valuable relationships with people who care about you and your success, and vice versa.
5. Lot’s of Free PR & Press! Would twitter be of any value to you or your clients if they could obtain some free exposure, PR, and press? Well, all of that if very possible!
I’d like you to think about the last time a major news story broke. It mostly likely broke on twitter first. Because of the “twitter news effect”, news organizations are not only monitoring twitter for breaking news, but also for upcoming articles they are researching.
Just in the past year, my small business has been featured in several trade magazines, and news publications because of twitter! I’m not saying we are God’s gift to twitterdom or anything like that, but more like if we can do it, so can your small business.
As I wrote this blog, several other benefits of twitter hit me. Instead of writing about them, let me instead point out one by saying THANK YOU to all the awesome folks who have shared their knowledge and relevant remarkable content on twitter. I have learned much from all of you! I look forward to continuing and growing our relationship!
Have you ever been questioned by your clients about the value they are receiving from twitter?
Have you put your small business on twitter only to give up a few months later?
What are your twitter success stories?
image credit: Journalist Toolbox Daily