Twitter is the quintessential metaphor for the times in which we live. It’s short and quick messages that are fighting for our attention while we are doing a million other things (writing email, listening to music, typing a proposal, etc).
While at first it’s easy to get into the trap of making sure that each tweet sent is a profound statement. That’s how we are used to dealing with marketing. Each and everything that’s said, written or printed should be a declarative statement.
Twitter is far from that. If you use a URL shortener to track your clicks, you’ll quickly notice that the number of clicks that you are receiving is small compared to say pay per click marketing.
It’s not necessarily about the clicks though. Yes, I said it’s not about the clicks. Businesses should be using Twitter to build up credibility and authority in the vertical that they are in. They should have their hand on the pulse of their market. If that includes tweeting out information about competitors (good or bad), then so be it.
If you are in the business of selling eco-friendly baby products, you should tweeting articles about the dangers of BPAs, toxic cleaning supplies and their effects on babies. Sprinkle some of your own posts and marketing in there as well.
By doing this people will associate your name and brand with eco-friendly baby products. So the next time that they are shopping they’ll have you in mind or if a reporter is looking for some information, they’ll look to your business as the credible source.
