“Know your enemy” – Sun Tzu in The Art of War
If you use Twitter to promote your business (and you should), you are already ahead of most businesses in your industry. Twitter is a great tool, if you can leverage it correctly. Unfortunately, I see a lot of businesses using Twitter in ways that, while they think helps them, it’s actually hurting them.
Screwup#1: Missing Traffic Opportunities
If you’ve attended any of my seminars, you know that I’ve said blogging is by far one of the best ways to build your brand, promote your business, and increase your landing page count. Providing quality information that people are ready to consume will automatically put you in an authoritative position in their mind. You become the subject matter expert.
So when I see a business post a tweet that is informational about your industry, without a link back to your article, I hang my head in disgust. Here you have a great piece of information, like a celebrity that uses your product, but you don’t link it anywhere. You missed the target!
The real enemy here is simply missed traffic. Twitter gets insane amounts of traffic. Ultimately, traffic back to your website means branding, which leads to sales; and that’s what we’re after. Even if someone doesn’t need your product today, when they do need it, you want to have your logo/biz name pre-planted in their head.
It’s not enough to put posts on Twitter about interesting things. Take all those interesting things that you find out and write a blog post about them. Expand on them, add some great information about why this info is great, and provide it all in a way that is purely educational and not sales-y.
People aren’t stupid. If you’re talking about how blue widgets can kill mosquitos, and they happen to have a mosquito problem, they’re smart enough to click over to your blue widget page and buy.
As I hear all the time when my kids are playing Call of Duty 5, The Enemy has Taken Your Flag! Don’t let twitter take your flag (traffic) and keep it. You’re posting the information to help people, right? So make sure the traffic that your Twitter feed is seeing gets to your website. Don’t drop the ball.
Screwup #2 – Posting Half of a Good Deal
Many business people understand that there’s an advantage to Twitter. They’ve got the understanding that most people are following you because they’re interested in what you have to say/sell. You’ve got your target audience in your hands, and they patiently await to be persuaded to buy.
So when you want to offer a deal to people because you’re nice, or because they are raving about your product, don’t post a message telling them that “for a good deal”, they need to contact you.
Why? Well, let’s go back to your audience. Many of these people are interested in what you have to say/sell, right? But they are probably passively interested. Meaning, they aren’t interested in putting a lot of time into you (along with the thousands of other businesses clammoring for their attention). So posting a message saying that in order to save they have to contact you, you may have just lost a sale.
Why not just post the coupon online for all to see? The more your of your audience that sees it, the more sales you’ll get, right?
Screwup #3 – Dumping Your Followers to Competitors
While this one isn’t as big of a no-no as the others, it’s still one that makes me scratch my head when I see it.
You find a great article on something in your industry. It’s written by a well known competitor, and (unfortunatly) you agree with what they’ve posted. Or maybe you don’t. Either way, don’t go twitter-crazy and immediately post a link to the guy’s article, especially if you disagree.
If you agree with what was said, consider rewriting the article as your own content (careful here… you don’t want to be accused of plagiarizing or called a Johnny-come-lately) or post something on your site about how your business agrees with what was said on such and such’s site.
If you disagree, you’ve got all kinds of firepower to write up a great blog post. Inform your readers by (politely) showing how your competitor is wrong, and how your company would do the project right.
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