Twitter is a powerful tool for brand building. If you're a small business owner with a limited marketing budget, Twitter really is a great social channel for you to be on. When used correctly, it can yield some great ROI.
As a social media marketer, I work on Twitter on a daily basis for clients. Not only do I interact with a lot of people, but I also see a lot of Twitter profiles. I continue to be amazing with the amount of business profiles that I come across that are missing some key branding elements to their account.
A common comment I hear from small business owners is, "I just don't get Twitter."
Since this is such a common thing I hear, I figured I'd share a few key areas that offer great branding opportunities for your company's Twitter profile:
1. It starts with a great bio
Your Twitter bio is often the key to not only how people search for your company, but really what draws people's attention to your Twitter profile, and helps them decide whether they want to follow you or not. Unless you're a well-recognized brand like Nike, it's a good idea to have something in your bio so people know what your company is all about.
Your company's bio should not only reflect your company's brand voice, but it should also include such things as a link to your website, and your location (common things that are often missing).
Here's an example of why this is important; the other day I came across a retweet around lunch time of fish tacos. They looked delicious, so I clicked on the company Twitter profile to see where they were located (thinking maybe I'd head there for lunch if they were local). There was no location, just a company website. I clicked through to the company website and found they were located in San Diego, California.
When you're a location specific company, it's a good idea to include your location in with your description. This helps people find your company easier. If this company's bio said Vancouver, I probably would have considered going there for lunch.
On the other hand, a company like mine - more of a virtual company, location doesn't matter so much, but it's more of a reference point for people to know where I'm based out of.
2. Cover Images
Your cover image is a great opportunity to showcase your company's brand, logo or even products offered.
If your company is launching a new product or service offering, this is a great place to promote that product or service offering. I often see this with authors who've just published a new book, they feature details about the launch date and an image in their book cover.
Tip: if you're confused with what to put in your logo vs your picture; it's common that entrepreneurs will put their own picture in the profile photo, and use the cover photo for company branding. If you're a larger company, put your logo in the profile picture, and use your cover photo area for a larger branding opportunity. It's really to your discretion as to how you want to display your company information (if something else works better for your brand, go for it).
Social media has really evolved over the past few years, with many companies showing more of a human side to their tweets. Remember that social media should be fun; include your company's brand voice in not only your tweets, but also how you interact with people on Twitter.
With Twitter becoming more of a visual platform, you can also include quite a bit of your brand in your tweets through images. Remember that brand recognition comes with repetition; people being exposed to your brand multiple times. This can of course be achieved through branded images in your tweets.
Lastly, and the most important social media tip: engage with your followers, don't just run your Twitter account as a one-sided sales funnel. You'll build a stronger brand presence and loyal following base when you interact with people on more of a human level.
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