An article in today’s Wall Street Journal mentions a Forrester’s survey about the marketing usefulness of Twitter. In short, the article implies that the social media tool leaves a lot to be desired, that marketers use it but don’t know if it’s worth it. That is, 60% of those surveyed use Twitter for marketing purposes, but only 55% of those are “satisfied with their returns.”
The article closes by saying if Twitter can “create genuine connections between companies and their customers” then the tool would be more valuable. Twitter, the article concludes, needs to allow companies to “deepen ties” with their customers and “take advantage of what Facebook left behind.”
That’s it. No more.
But that’s ok. This is where Mentor Marketing Talk comes into the discussion.
I believe Twitter is good for building awareness. I also believe in deepening customer relationships with all available tools, including Twitter. So how should a company go about “deepening relationships” using Twitter?
Here are three steps:
1. Tell Existing Customers More About You.
Let’s say you’re dating. Your going to want to find out more before moving the relationship towards marriage, right? It’s the same with your customers. They’re going to need more information about you before deepening their relationship – buying from you again or buying different products or services from you again. Go ahead, tell them about you! But be professional about it.
2. Use Twitter To Link With Customers, Rather Than Non-Customers.
It sounds obvious, but when the Twitter logo is plastered on the same ads and the same places where companies get new customers there is definitely a disconnect. Tell them about Twitter after the sale. Get an exclusive following and keep it going.
3. Track, Promote, And Test With Twitter Like Other Marketing Options.
If it does not work, change it. If it does not work again, change it again. If it does not work after several attempts, re-evaluate your strategy and tactics – is Twitter the issue or is it something else? If after all the testing and marketing you find Twitter does not work as a marketing tool, well simply drop it. But . . . most companies drop a marketing tactic after trying it once or twice with poor results, with out changing anything, without testing. So test, test, and re-test.
Twitter, like other social media and digital marketing channels might be the greatest thing since sliced bread. Or for your company or industry, there could be better marketing options. Only time, testing, and good marketing will determine if Twitter is a marketer’s flop or favorite.
Good Marketing To You!