The document outlines tips and strategies for becoming an expert at Twitter marketing. It discusses the basics of Twitter, including how to build a following and profile. Sample schedules are provided along with case studies and 9 tips for success, such as connecting with real people, staying organized with lists, and capitalizing on trending topics. Additional resources are included for local online marketing strategies through search, social media, mobile, email, advertising and PR.

1. Become a Twitter
Marketing Expert

2. Webinar Outline
 The basics of Twitter
 Why your business needs to be on Twitter
 How to build a following
 4 tips for Advanced Search
 Content inspiration
 Sample schedules
 9 tips for success
 Additional resources

3. The Basics of Twitter

4. What is Twitter?
Twitter is a real-time information network where people
discover what’s happening in the world right now, share
information instantly and connect with people/businesses

5.  Click “reply” to respond to a tweet
 A good way to build relationships with followers and join
conversations
Speak Twitter’s Lingo
Reply

6.  Taking a tweet from someone else and tweeting it to your
followers
 Gives the original author credit
Speak Twitter’s Lingo
Retweet (RT)

7.  A great way to acknowledge/show appreciation for a tweet
 Can also be used as a bookmarking tool if you want to find
the tweet again quickly
Speak Twitter’s Lingo
Favorite

8.  Word or phrase (without spaces) beginning with the # symbol
 Organizes conversations and makes it easier to view all
content related to a particular topic
Speak Twitter’s Lingo
#Hashtag

9.  Bring a tweet to another person’s attention by including
@username in your message
 Uses: asking a question, saying thank you or highlighting a
piece of someone’s content
Speak Twitter’s Lingo
@Mention

10.  seach.twitter.com to find keywords and hashtags relevant to
your business
Find Your Customers on Twitter
Twitter Search

11.  Create lists of community influencers and thought-leaders
 Mention people in your tweets to build relationships and
extend your reach
Find Your Customers on Twitter
Build Your Community

12.  Stay informed about what your competitors are doing
Find Your Customers on Twitter
Find Your Competition

13.  Show users who you are with a logo or photo
 Will appear next to the tweets you share
 Ideal size: 400x400 pixels
Create a Profile that Attracts Customers
Logo or Photo

14.  160 characters that describes your business
 Give users a compelling reason to follow your account
Create a Profile that Attracts Customers
Your Bio

15.  Add your location to help local searchers find you
 Good way to join local conversations
Create a Profile that Attracts Customers
City & State

16.  Drive traffic to your website
 Adds credibility to your profile
Create a Profile that Attracts Customers
URL

17.  Choose an image that visually represents your business
 Can also include current promotions
 Ideal size: 1500x500 pixels
Create a Profile that Attracts Customers
Header Image

18.  Add a pinned tweet to the top of your profile page to showcase
a new product or promotion
Create a Profile that Attracts Customers
Pinned Tweet

19. Why Your Business
Needs to Be On Twitter

20.  Find out what is going on in your industry
 Learn what your customers are interested in
 Use Twitter’s search function to listen to conversations
(and join if you feel inclined)
Become a Twitter Marketing Expert / Why Your Business Needs to Be On Twitter
Listen and Learn

21.  Raise the profile of your business
 Increase the impact of your marketing
 Regularly communicate with your followers
Drive Awareness

22.  A quick way to reply to issues
 You can also use it for support queries
 Helps you develop a good reputation and strong
relationships
Provide Customer Service

23.  You can connect with anyone – even President Obama!
 Join discussions with influencers
 Start conversations with industry experts to raise the
profile of your business
 Valuable networking tool
Connect with Influencers

24. Twitter Has a Powerful Audience
284 million active users
30% of users see tweets from SMBs
every time they log in
90% of users have engaged in
a conversation with an SMB
60% of users have made a purchase from an SMB
based on something they saw on Twitter

25. How to Build a Following

26. Share Valuable Content
 How to articles
 Company news
 Upcoming events
 Fun facts
 Contests and giveaways
 Polls and surveys
 Videos and photos

27.  Find customers already in your database
 More likely to be followed by someone you already have a
relationship with
 Email and LinkedIn lists are good places to start (export to .csv
files and import to Twitter)
Import Your Existing Contact Lists

28.  Low-cost tools allow you to schedule tweets in advance
 Maintains a consistent flow of content
 Saves you time
Use Timesaving Tools

29.  Weekly conversations on various
industries
 Meet new people and network
 Play the role of an industry insider
Join a Twitter Conversation
Notable chats include:
• #smallbizchat
• #CustServ
• #blogchat
• #HBRchat
• #mediachat

30. Engage People Share Your Interests
 Respond to people who are interested
in similar content as you
 Consider users who engage with a
specific post, follow a competitor or
follow your followers
 Follow accounts Twitter recommends
(#Discover section of dashboard)

31. Promote Your Twitter Account
Install a Twitter widget on your website
that pulls from your feed
Include icons and links for your social
media pages

32.  Available to advertisers and verified users
 Can see how engagements, link clicks, retweets, favorites and
replies trend (28 day period)
 Twitter also lets you export the data into an Excel doc
Use Tweet Performance Analytics

33. Growth starts out slowly
Be Patient!

34. 4 Tips for Using
Advanced Search

35.  Narrow your search
 Connect with people who talking about you
 Reach people that are within your radius
The Advanced Search Can Help You…

36. Tip #1
Shows you tweets sent to a specific username
Track Mentions with Username Queries
Shows you tweets sent from a specific username

37. Tip #2
Search by location to
discover tweets in your area
Search with Geo-Location

38. Tip #3
 The exclusion filter ignores irrelevant tweets
 To exclude irrelevant results, type the minus symbol (-) at the
beginning of a keyword
Refine Results with Exclusions and Filters

39. Tip #4
Search by Sentiment

40. Content Inspiration

41. Dos and Don’ts
DON’TS
X Post cryptic tweets
X Repeat old news
X Excessively use # and @
X Post links without
commentary
DOS
 Be funny and witty
 Create curiosity
 Have conversations with
your followers (by
interacting, trivia and
rewards)
 Be natural and organic

42. Case Study: Roger Smith Hotel
 Invited (chosen) customers
to tweet about their
experiences
 Frequently posted trivia
questions, coupons and
NYC pics
 Offered discounts to
customers and reserved
rooms

43. Case Study: Sporting News
Why does this work?
 Relevant to events
 Funny
 Uses Twitter # trend

44. Be Consistent
 Growing your fan base is not
a sprint, it is a marathon
 Every second counts, so don’t
be discouraged
 You need to take time to
show your personality and
build trust

45. Balance Work and Fun
Bradbury & Partners, an executive
recruiting firm specializing in the
mortgage industry, has grown
their following to over 1,600
Why this Bradbury & Partners
tweet works:
 Uses @ tags
 Sharp commentary
 Links to questions to Q&A
social network Quora
 Niche-related jokes
 Photo

46. Listen to Your Customers
 JetBlue uses Twitter as a customer service platform
 Have a team that monitors and responds to customer
questions, compliments and (yes) complaints

47. Promote Your Niche
Twitter is worldwide -- there will always be someone interested
in your business

48. Timing is Key to Success
BEST: Monday–Thursday, 1:00 pm–3:00 pm
WORST: any day after 8:00 pm (and Friday after 3:00 pm)
Use images
 Tweets with images result in more clicks, retweets, favorites and
followers

49. Sample Schedule

50. Monday: Run a Special Promotion

51. Tuesday: Exclusive Content

52. Wednesday: Helpful Tips

53. Thursday: Highlight Others

54. Friday: Focus on Your Employees

55. 9 Tips for Success

56. Tip #1: Connect with Real People

57. Tip #2: Stay Organized with Lists

58. Tip #3: Monitor Your Mentions

59. Tip #4: Send Traffic to Your Website

60. Tip #5: Use Tweets as Testimonials

61. Tip #6: Fast Customer Service

62. Tip #7: Capitalize on Trending Topics

63. Tip #8: Find Your Next Employee

64. Tip #9: Locate Local Customers

65. Additional Resources

66. Simple, Effective and Affordable
Local Online Marketing
 Search
 Social
 Mobile
 Email
 Advertising
 Website
 PR
 Lead Gen
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