Twitter is what’s known as a micro-blogging platform and in business it can be seen as the top of your sales funnel. The use of Twitter for business is based on creating a network of ‘friends’ that share similar interests. An area of interest or ‘niche’ might be Social Media marketing, organic catering, IT support and solutions or Employment Law. Once you have decided on your niche/s, you can use various tools to search for online conversations, create new connections and connect with the people you already know who are using Twitter. You then create content that would interest your niche.

The result of a well managed Twitter following can be much the same as the result of a real world business networking group; a group of individuals who ‘know’ each other and, because they freely exchange useful information, begin to trust each other. Oftentimes the network will meet in the real world (tweetups) to continue conversations created in cyberspace.

The reason businesses are finding Twitter such a great tool is because it allows them to connect to a broader market using a softly-softly approach whilst developing social proof of their expertise. Twitter (and Social Media) has created a new route to market; some companies are finding that they can reach their customers though various Social Media platforms- these are B2B companies as well as B2C.  Other Social Media platforms might be a blogging platform like WordPress or Blogger, Linked In, Flickr, You Tube, Facebook and forums- there are hundreds of Social Media platforms each relating to specific niches.

Incorporating Social Media into your marketing has many benefits. For example, once you have started blogging about your business this information becomes ‘always on’ advertising thus creating a great way for a potential client to get to know you, your brand and your philosophy. Over the last few years the Internet has developed enormously allowing users to upload videos, images and podcasts to their websites, blogs or Social Media channels. This, once again is ‘always on’ advertising which allows a visitor to your blog get acquainted with your brand without you having to speak directly to them. They can visit your various channels and be reassured by your expertise. They may then follow you and be alerted by Twitter every time you publish a new blog post. You might also offer a series of pdfs containing useful information related to your business in return for their email address thus creating another more direct way to stay in contact and draw them further into your sales funnel.

It’s important to say hello personally to your new followers and get to know them, to find out how they found you and what you might be able to do to help them- just as you might ask a prospective client or new business contact. You can direct them to your blog or Linked In profile so that they can find out more about you and your company.

Further benefits of Twitter are the search features- especially www.search.twitter.com which allows you to search the ‘Twittersphere’ by keyword phrase- this is a great way to find people who are asking questions about your area of expertise. You might write an article, post it on your blog and direct that person to your solution. This is all done publicly and so may help drive traffic to your website and increase your rankings in Google.

Some rule of Twitter and Social Media Engagement

1. Do to others what you would have them do to you: meaning always be nice, truthful and respect the other individual. Never make fun of, or embarrass others online.

2. Once you post it, you can’t take it back: Besides not using foul language, be aware that an image from a party event posted online from your friend’s mobile phone might haunt you when applying for another job or wanting to get married.

3. Remember that your professional and private lives are linked in cyberspace: Friends and clients will find not only your corporate blog posts, but may also find your private Facebook page, and they will draw their own conclusions. So, be cautious before putting anything ‘out there’; if you use Facebook, adjust your privacy settings to maintain yours and your friends’ privacy.

4. Engage with others honestly and truthfully: Interact and connect with clients. If you cannot help someone directly regarding any of your services, products and so forth, send them to a friend who can. This will earn you respect in the community.

To Recap

• Twitter is a powerful tool for finding people talking about your products and services
• You can grow your network in the virtual world- this becomes even more exciting when you network in conjunction with other Social Media platforms such as Linked In
• As you post articles on blogs and engage with people on Twitter, your company’s online Social Proof (proof of expertise) increases
• When a prospect contacts you for further information regarding your product/service it can be assumed that they have already checked you out on your Social Media channels, therefore they’re better informed and closer to a sale

Lastly with all Social Media Be Smart- you are in a professional environment so listen first, decide on how you want your brand to be received and plan a strategy.