Twitter Tips for Businesses

Twitter is an ideal platform for businesses to listen, share, and connect – all key components needed to build lasting relationships with customers.

It’s as simple as that. The best way to catch the eye of a potential customer is to listen to what they say, understand who they are and where they want to go, and properly assess their business goals and objectives. Then, it’s time to share relative and targeted information that will help your prospective customer identify you and your company as thought leaders, “go-to” advisors, and as key industry influencers. Finally, you are ready to connect. Your credibility has been established and your prospect is ready to engage.

Building solid relationships with your customers begins way before the sales cycle begins. Twitter is an ideal place to start cultivating those relationships so that when a customer is ready to buy, they’re already sold.

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Content Mapping and Buyer Persona

As I continue to build and execute the social media strategy for Binary Tree, Inc. I’m continually researching ways to optimize, streamline, and align every single aspect of the B2B buyer/seller relationship. Right now, finding ways to optimize and map our content (current and future) to the buyer’s purchasing stage is at the top of my list. Blogs like The Content Factor discuss ways to develop and align content based upon the buyer’s persona and stage. Developing content with a call-to-action that speaks to the buying persona and stage is critical in order to nurture the customer thought the buying process.

The Content Factor does an excellent job explaining and providing examples of the content needed to propel the B2B customer along at each buying stage. Keeping their strategy in mind, I created a content mapping strategy specifically for Binary Tree. Take a look:


4 Steps to Create Your Social Media Initiative

When creating a social media community and networking initiative, follow these critical steps:

1.) Chose your AUDIENCE – Be specific. Do I want to engage with retail consumers, doctors, plumbers, working parents?
2.) Know your GOAL – What exactly do I want to accomplish or measure? What is the desired end result? Again, be specific.
3.) Set your STRATEGY – How will I accomplish my goal? Who will be involved on my end? Do I have buy-in/commitment from all the players on my end? What 3rd parties will be involved.? What is everyone’s role?
4.) Select the TOOLS that fit the strategy – What specific social media tools (when I say “tool” I mean outlets like Twitter, Facebook, YouTube, Digg, StumbleUpon, Bogging, White Label Social Networks, etc) will help me reach my goal?

Essential B2B Website Design Elements

B2B Website Design Elements

  • Should PROVIDE the visitor with a PERSONAL EXPERIENCE
  • Should have a CLEAR, CONSISE, EASY-TO-USE NAVIGATION
  • Should have an ATTRACTIVE VISUAL DESIGN, ELEMENTS, and ORIGINAL NAVIGATION
  • Should have a CONSISTENT DESIGN that’s APPEALING to a PARTICULAR VISTITOR
  • Should have RICH, STRONG TYPOGRAPHY
  • Should have a FRESH PERSPECTIVE (especially in a somewhat unfresh industry)
  • Should have a COMPELLING CALL-TO-ACTION
  • Should ALIGN the DESIGN with the MESSAGE
  • Should CHANGE MINDS and INCITE ACTION
  • Should POSITION the BRAND as EXPERTS
  • Should PROVIDE SALES with a REASON to ENGAGE
  • Should CREATE BRAND TRANSPARENCY
  • Should PORTRAY BRAND as THOUGHT LEADERS
  • Should encourage COLLABORATION, COMMUNITY, PEER-TO-PEER SUPPORT
  • Should be designed for the SOCIAL WEB
  • Should be CONSISTENT in LOOK AND FEEL across all CHANNELS
  • Should be DESIGNED and OPTIMIZED for SEO
  • Should have MEANINGFUL CONTENT

Social Media Strategy

Three Benefits of Twitter for Sales

I’ve been an avid Twitter user/fan almost since the beginning. I maintain a handful of Twitter accounts that I use for various purposes including personal, professional, hobby, etc. I could go on-and-on regarding its usefulness to me personally and professionally, but in order to keep it at a high level, here are what I see as the top 3 benefits of having a Twitter account for personal and/or business use:

1.) As a business development professional, my Twitter presence enables potential clients to connect with me as a trusted adviser and a valuable resource. It’s important to remember that Twitter is not a sales tool, rather it’s a resource tool that potential clients engage in to find relevant sources of information in order to make decisions. The key is for me to become a “go to” resource, gain visibility and credibility, and stay as visible and engaged as possible.

2.) Twitter allows me to be a “fly on the wall” and discover opportunities (via keyword or hashtag searches) that I would not be privy to otherwise. For example, if my business is real estate, I may do daily or even hourly Twitter searches (or set up Google Alerts or a TweetBeep account) to see whose talking about buying a new home in my particular area. I may chose to listen to them for a while, then follow them and the people they follow, and then gradually begin to offer advice, guidance, and become a trusted adviser and valuable resource.

3.) Whether you’re trying to build awareness for your personal brand or your business brand, Twitter is an invaluable resource to help you monitor who is saying what, when they’re saying it, why they’re saying it, who they’re saying it to, and so on. It’s a great tool for customer service, resolution, product development, business development, establishing brand credibility, learning, marketing, and creating overall awareness.

The bottom line is this …Twitter is a resource used to create awareness. Depending on how visible and credible your personal and/or professional brand is prior to participating in Twitter, it may take time to establish yourself as a key and credible resource, but once you do, the benefits (aka: sales) will be plentiful.

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