Who’s Following Who?
One of our marketing strategies that have resulted in fantastic business for our clients as well as our own business is Twitter marketing. In addition to producing conversations that have converted into business, Twitter also accounts for nearly 15% of our website traffic at DBrand – that’s huge!
The fundamental approach is to grow our account with as many targeted followers as possible. Marketing your business on Twitter is all about volume. Your tweets will race by your follower’s timeline quickly so you need hundreds if not thousands of targeted followers in order to attract some of them to your website or maybe even a twitter conversation that leads to new business.
So how do we grow a Twitter account? First, we target Twitter users based on what is good for business. For some businesses that is all about location, others it might be about certain interests. Twitter and other services offer great search tools that allow you to discover your target audience. We then follow these targeted users and most of the time they will follow us back and we grow our audience. The great thing about this approach is that most “spammers” (Twitter users not interested in engaging their audience but only in sending them links) are not interested in following us back so our accounts stay pretty clean.
But that does bring up an interesting question – how do we keep who we follow and who follows us free from “unsavory characters” and does it even matter? First off, you cannot control who follows you on Twitter or any other social network unless you start blocking folks and that kind of defeats the purpose of using social media in the first place. Whoever wants to follow you will follow you, that’s the deal. Next, we need make a distinction between a Twitter account for personal use and one for business use. If I am using an account for personal reason then I would like to keep the number of people I follow to a minimum or else it makes it hard to stay caught up with what everyone is tweeting. However, Twitter knew that you might start following a ton of people so they created lists. This allows you to create lists of only people that you really want to listen to without unfollowing people (which is considered quite rude on Twitter, as is not following someone back who has followed you!)
For Twitter accounts being used for business, however, we just want to follow as many of our targeted audience as possible in hopes that they will follow us back and get engaged with our brand and message. When we are trying to grow our twitter audience we follow everyone that our target search brings back. Does that mean that we might follow someone who is not really in our target audience? Sure? Does that really matter though? Not really. For starters, they are not going to comment on our timeline. Second, if they are a spammer then they will be banned from Twitter in a matter of weeks or months and the “problem” solves itself. Third, almost no one looks at or cares who you are following when you are a business!
So let’s say we are marketing a local business in Houston. If we can grow our Twitter following to 1,000 then that is a very good thing. Could 200 of them be folks who are completely out of our target, say Indonesia or a spammer? Sure. But that means that 800 of them are Houstonians very possibly interested in our message. That is an awesome, free, targeted marketing opportunity! Now, do the math if we grow our account to 5,000, yep – you’re getting it!