Ask any successful entrepreneur and they’ll tell you that building an audience for your product should precede your marketing and selling efforts. Even Joe Pulizzi, the “godfather of content marketing” has the same advise for business owners today.
The same principle holds true when embarking on social media as a tool to talk about your business. Here are some simple steps to get you started on building your Twitter audience.
1. Create a consistent, focused message
Twitter should be an extension of your business, delivering the same professional brand experience you'd give a customer on your website, in a brochure and any other space. While the platform offers an opportunity to engage with your audience in a unique space, you should maintain the same personality and tone that you use in the store, your brochures and marketing materials.
Also remember to be concise in your messaging, even though the platform is considering increasing tweet lengths from the standard 140 characters to 10,000. This is because the audience on Twitter, like many other social networks, prefer short, bite-sized content.
Whatever unique tone of voice you have for your business, Twitter is the place to help further establish it. It might help to write down a few bullet points that define your voice and remind yourself of them when composing a new Twitter post.
2. Build, organise and curate your Twitter experience
On Twitter you can do more than just communicate with your customers. You can also engage with industry insiders, businesses and people who inspire you as well as trends that may be applicable to your SME. Twitter lists allow you to manage, sort and categorise this information so that it doesn't overwhelm you. Use lists to stay up to date on trends and engage with an audience beyond your own followers.