Brian Nicoletti, co-creator of SelfGrowthMarketing.com, continues as our guest blogger today! Brian explores how DellOutlet can show even Mac users how to leverage Twitter to promote their products and services, and Langosta Lounge in Asbury Park puts this approach into practice on a local level. Brian’s insights on how various companies use social media in creative and successful ways will appear on Thursdays here at VoxPopNJ.
In my last post, I talked about the importance of using Twitter as a platform for engaging with your customer. I received great feedback from our readers and want to expand on the concepts introduced.
So your business is on Twitter? Your getting followers from people who dig you’re style, you’re getting recommendations on Follow Friday, and you’re website traffic is up. So…what’s the next step?
All of your social media networks can be utilized as a direct line to potential customers to let them know about your products and services. You should make audience engagement a priority, but be sure to highlight your products and services as well. I recommend a 60/40 split – 60% of the content you post on Twitter should serve for relationship building purposes, and 40% should be business-centric content.
A national company that uses this strategy very successfully is Dell Computers through their @DellOutlet account. Dell’s Twitter strategy is a mix of customer service and online product promotion. Now, I realize Dell Computer is about as far removed from local Jersey Shore businesses as you can get, but the strategies they use to highlight deals on their products can be emulated by any e-retail company no matter what the niche, even if you’re a Mac user!
The key takeaways from this case study are:
• Provide exclusive offers through your social media presence – It may take you some trial and error to find the perfect tone, but don’t be afraid to self-promote your business to your followers. Be careful not to over do it, and remember the 60/40 rule. Once people know that your Twitter account is the place to watch for exclusive product information, you’ll see your following grow.
• Create urgency to drive followers to action – @DellOutlet commonly includes expiration dates for many of the deals they post. When your followers know that you’ll be posting exclusive deals that they could potentially miss, they’ll pay even closer attention. A local example of this strategy in action is @langostalounge , who regularly posts specials on their Twitter account.
• Track Your Efforts – If you’re not keeping track of the business coming your way through your marketing efforts, you’ll never know if it’s working or not. The benchmark for measurement can be whatever you’d prefer – but you need to set a goal and attempt to reach it. It can be something like new traffic to your website (measured by analytics software), signups for a newsletter (measured by your email management applications), or clicks on the links you post (measured by URL shorteners like bit.ly). You can even keep track of how many customers come up and tell you, “I found you through Twitter”!
These proven strategies are very common for small businesses just starting out on Twitter. The frustration sets in when the 60/40 split is ignored and impact on the bottom line isn’t or can’t be measured. Even for @DellOutlet, the revenue did not start rolling in instantly. Remember that with your social media marketing efforts, time and dedication will be an important factor.
About the Author :
Brian Nicoletti is the co-creator of SelfGrowthMarketing.com – an Internet Marketing boot camp for businesses in the Self Improvement industry. His training programs cover social media marketing, email list building, search engine optimization, and e-book creation and marketing. If you are interested in a personalized social media game plan for your business, drop him a line.