At the end of last year I read a really good book by Michael Stelzner called Writing White Papers. So when I was reading a post on Copyblogger, and realised it was written by Michael, then I knew it would be worth reading.......and it really is!
I don't know about you, but I am having to find myself both explaining Twitter to people, telling them how good it is, as well as defending its viability as a business tool ( especially after they have read stupid articles like this in The Daily Mail!!) If you haven't already, don't forget to follow me!
Here’s what you need to know. According to the State of the Twittersphere report, each day 5 to 10 thousand new people join Twitter. Current estimates of total users top out around 5 million. That’s a lot of opportunity.
Twitter allows you to post updates (called Tweets) as often as you want (and limited to 140 characters). When you follow other people on Twitter, you see their tweets. When they follow you, they see your tweets.
It’s a constant stream of communication. The good news is you can turn it on or off as often as you like. Twitter also keeps a public record of all updates, which can be mined with Twitter Search.
Twitter is not just a fad. When very high profile folks begin evangelizing Twitter, it’s worth closer examination.
The Twitter Plan
Cindy King, an international sales specialist, saw a huge boost in business inquires by implementing a strategic Twitter plan.
“Following the right people on Twitter was key. There are some people very gifted at building relationships on Twitter. As I followed these online community builders, I realized that some of them are also excellent direct response copywriters. They get their Twitter followers to take action,” said King.
“Light bulbs went off, and I spent a weekend putting together a tweet marketing plan and entered in 6 weeks worth of tweets, 5 a day, using TweetLater. I used a mindmap, created categories, varied times on tweets and used BUDurls so I could track results and improve my tweet plan the next time around. That was a month ago,” explained King.
When King finds a spare minute between projects, she logs into Twitter and watches what folks are talking about. When she Tweets, about 90 percent of the time she presents useful information and resources to her followers. The remaining tweets are surveys and questions. Following this strategy, King saw an 800 percent increase in inquiries about her business after she setup her Twitter campaign.
Getting Traffic and Leads
Pam O’Neil, VP of Marketing at BreakingPoint said, “Twitter has all but replaced our PR agency as a large percentage of our followers are press and analysts. A writer for ZDNet wrote about us and linked to us based on something we tweeted and that resulted in a huge spike in web traffic and at least one deal with a major service provider.”
And if you get addicted...
And just in case you get addicted to Twitter, here’s some advice from one of the leading authorities on Twitter. Chris Brogan says, “Most people who see Twitter the first time either flat-out ‘get it,’ or they say, ‘why bother?’ Here’s what people miss. They believe one should read every single update that rolls across your screen of choice. Don’t. Just let it roll past like a stream.”
This is just a small part of a great article, go on an read it!