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Twitter, the free microblogging platform that allows users to post short messages in 140 characters or less, is steadily becoming the primary means of marketing for small businesses with little or no budget.

It's easy to set up and use it’s perfect for networking and communicating with contacts old and new, and because many small-business owners tend to work on the floor not in the marketing department Twitter’s intimacy suits them well. First launched in July 2006 it now has over 200 million users.

However, while many business professionals realise that social media marketing is the future, a good number are still confused about Twitter.

“It’s something that celebrities use,” or “Why should I tell strangers what I had for lunch?” are typical views.

So why promote your business with Twitter?

The benefits of promoting your business with Twitter are many-fold... Twitter is much more than a platform for idle chitchat or just another a means to send short messages. Like most other social media platforms it is outfitted with the ability to subscribe, share and follow other Twitter users.

In addition, developers are creating tools that allow users to bend and twist their feeds in creative ways. For example, everything you do inside Twitter is watched and ranked by Google. So if you are “tweeting” regularly and other users are sharing, or “retweeting”, your messages, Google will start ranking your posts in search results.

Like any social networking platform you first need to determine if Twitter can benefit your business. What it is particularly good for is networking, short announcements, sharing news, inside information, instant communication and interaction with your customers.

BUT It isn’t the best tool for direct sales.

Instead of outwardly promoting a product or service, the trick with Twitter is to offer tantalizing and pertinent “tweets” that get people talking. You should also incorporate a link that users are compelled to click on. This might take them to a press release, feature or extended article, and it is here you can be a little more up-front - providing an opt-in to your newsletter, for example, before showcasing your wares.

With Twitter you rely on your customers to talk to each other helping to spread your reputation through word of mouth. Small businesses typically get more than half of their customers this way and Twitter is the digital manifestation of that.

Twitter is where customers sell to customers, where they create personal viewpoints and feel compelled to tell anyone who will listen.

Marketing on Twitter is different from other types of marketing...

Yes, you can take the initiative and get the ball rolling and be involved in the debate, but ultimately you no longer have complete control of what is being said, which isn’t necessarily a bad thing. Ideally, you want customers to be writing glowing accounts, and they will so long as your business is providing a positive experience, but if they are unhappy then you have an opportunity of redressing their dissatisfaction immediately.

Large companies have dedicated employees who do nothing but monitor Twitter for negative feedback. Now even small companies can monitor this sort of live feedback from customers.

Here’s how it works: whenever someone mentions your name, company name or any other keyword criteria, you will get an alert before anyone else does.

If someone happens to complain you “tweet” an instant response with a solution, which will hopefully appease the unhappy customer. Being transparent and quick to rectify problems and complaints shows your business off in a generous light. Other users will take note and share this information further enhancing your reputation.

Posting a “tweet” couldn’t be simpler. If you are familiar with sending a text from your mobile phone then you would have little problem adjusting to Twitter. The only significant difference is that on Twitter you have just 140 characters to communicate your message. That’s still plenty of room to generate some valuable content, inspirational quotes and links to key information on your website and other social media platforms.

Setting up your Twitter account

Before you can start communicating with the world you need to set up an account. Creating a Twitter account is a little different from, say, creating a Facebook account. Just as you are limited to 140 characters for each message there are limitations to how much information you can provide in your profile.

The whole idea behind Twitter is economy, packing a lot of information in a small amount of space: a single image, a biography comprising 160 characters or less and a username of just 15 characters or less.

What you write, therefore, needs to be given careful consideration. After all this is your introduction to other users, your 'micro pitch', it’s all they see and learn of you and may mean the difference between them following you or not.

In addition to having your own followers on Twitter it is essential to follow other users too. The point of following others is to let them know you exist. When they post a message it appears on your Twitter timeline (much like your friends posts appear on your Facebook feed).

Unlike Facebook you don’t need other peoples approval to follow them so long as they have a public status. Likewise when you post a message it appears on theirs. Therefore always try to give an incentive to follow you by posting useful information.

Naturally different organisations, small businesses and sole traders will be interested in different things, so try to tailor your messages accordingly varying the content but keeping it relevant to your business.

Twitter is a hugely valuable marketing tool suitable for every size of business. It’s perfect for sharing up-to-date information, customer service, lead generation, public relations and so much more.

Forget the celebrity waffle and mindless chitchat, if you’re a business owner and are not on Twitter, you’re missing out on some serious benefits.

The art of tweeting: 4 rules to better tweets

It might sound unlikely but there is an art to writing for Twitter. Creating meaningful content comprising an eye-catching headline and a call to action in 140 characters or less is a skill that takes time and practice.

Tweeting is to the point, direct and in real-time, but just because the information passes more quickly it doesn’t mean it is less relevant. In fact, it is probably more important to get your tweets right as the reach is often greater than most other social networking platforms, and when every word counts, bad tweeting can be a recipe for disaster.

1. Think before you tweet

Because reading a tweet requires such little effort users often have to sift through a lot of drivel in order to find anything worthwhile. Therefore, when possible, try not to add to the clutter. Before you tweet that link, publish a comment or get into a heated debate, ask yourself; is what you are about to put out there meaningful?

2. Don’t be too serious or come over as a drone

People prefer to do business with other people, so don’t be afraid to throw in the occasional slice-of-life tweets - the ones that say you’re hanging out with your kids or about to sit down and watch the live match. Yes, you’re using Twitter as a business tool but these casual tweets not only help break down barriers, they show you in a more human and personable light.

N.B. Don’t be too personal! Never write anything you’re not entirely certain about or feel you might later regret, and try not to use swear words or be unnecessarily provocative.

3. Aim to write your messages in less than 125 characters

This will allow room for retweets. Having others retweet your comments is a great endorsement and is Twitter’s way of saying “this person knows what they are talking about”. If your tweets are too long you lower the chances of people passing your comments on.

4. Always write for your audience

Unless you’re a world-famous celebrity or brand with millions of devoted followers, adopting an attitude of ‘they’ll know what I mean’ will invariably backfire. You have to take the time to craft your tweets accurately thus ensuring that it will be appeal to the highest number of readers.

Finally

For many small businesses with no marketing budget, Twitter is a free and easy way to have a voice, whether it’s promoting a product or service or simply sharing industry experience to the world at large. Twitter really is a must for all businesses large and small, especially when it is used in conjunction with other social networking platforms.

by Nick Laight Business Opportunities Expert Nick Laight is the editor of What Really Makes Money and helps ordinary people find simple, workable home business opportunities. You can sign up for his free weekly eletter here: Name Email

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