These are 2 of the biggest questions I get from sales people. My response is to change your expectations. If someone needs sales TODAY, social media isn’t inherently built for that. It’s built for the long term relationship. Even though it’s part of the sales funnel, it’s more for the top and middle then the bottom.
We should start with these questions:
- Who is your Target Audience?
- What is your Personal Brand or Business Brand?
- What is your purpose for using Twitter?
- Who do you want to get in front of? Who are your sphere of influence?
- How can you be of help to your followers?
- What are their pain points or challenges that you can solve?
Everything goes back to who your audience is and what you want to be known for. Answer those two questions first before moving on.
So now you know who you are talking to and where they “live” online. You also have solidified how you want them to perceive you (or your brand).
Next comes, what’s your purpose for using Twitter. Is it really to get sales or is it for branding? Twitter can have many purposes for your business.
What are these people interested in? What type of content resonates with them? Did you notice I said “people”? That’s because you are talking to people and not a website.
Think about why you follow the people you follow. Do they provide some great and valuable information that can help you in your business?
Checklist for your Sphere of Influence:
- Put them into lists
- Follow them
- @mention them
- Retweet them
Original content vs curated content.
Original content is what you write and create. It takes time and resources to create it. Maybe you outsource or maybe you write yourself. An editorial calendar will keep you on track though.
Original content is the most effective, especially when it has a call to action, however it also comes with the greatest cost in both time and money.
Curated content is the easiest because all you do is share other people’s articles. Having a plan for the type of content shared is more valuable to your audience. Make sure what you share is expected by your audience.
There are many systems you can set up to automate the content curation process to make your life easier.
Don’t just be a “Poster”, be a “Community Manager” on Twitter.
Just by tweeting each day, you can’t expect your phone to ring with sales. You are coming at it from the “me, me, me” perspective. Posting on Twitter isn’t very effective. The power is in using Twitter to listen, respond, and talk to other people.
Using Hootsuite or Tweetdeck tools to monitor your lists, helps to save time in searching. Build relationships: retweet and favorite your sphere of influence’s tweets; and @mention them.
Tip: Do not automatically DM (direct message) someone when they follow you. That is annoying and not the most effective strategy. Some have tried to improve on this but overall, it’s annoying.
Twitter and using social media for personal branding is about showcasing yourself to the world as an authority in “___”. This is for opening doors. People will check you out online. If they like what you are saying, they will follow you back. You are then given an opportunity to present your ideas, content, and showcase your products or services with a call to action.
The call to action is powerful as you know, however, on social media remember the 80/20 rule. Post relevant, useful and creative content 80% of the time. The other 20% can be promoting you, your service or product.
Remember, social media is not a broadcast tool. If you think relationship over pushing content, you have a greater opportunity that you will get a sale from tweeting.