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Taking advantage of the benefits of Twitter in professional services

Let’s be honest, Twitter is an interesting world! We follow our favourite celebrities or footballers and we’ve winced at some of the stuff they’ve shared. A scandal hits and one of the first places we turn to is Twitter! We’ve also all had that sneaky look when our phone signal goes down, just to see the comical responses that people post. Why do people get so angry? It can be an intimidating, as well an interesting place!

And in a professional sense, it can be a place where you might think, it’s best just to steer clear and concentrate your efforts on LinkedIn – especially in professional services.

Yet, Twitter is actually a very powerful marketing tool and an extremely effective and valuable one to build relationships with your clients (and prospective clients). I’ll be honest, I love it!

You can learn an incredible amount about your customers; you can engage with them; you can make your brand more human and importantly, you can add value by sharing relevant and engaging content. It’s also a great way to stay ahead of what’s happening in the industry and build awareness of your firm. What is there not to like? What’s more it’s free.

However, the reason people don’t appreciate the value and power, is because they do not appreciate the time and effort that is required. You get out of Twitter, what you put in!

So, here’s some of our quick tips to help you find that value:

Understand what you want to achieve.

What are your goals? Is it…

  • Increasing sales?
  • Becoming a customer support channel?
  • Increasing brand awareness?
  • Tracking industry trends?

Maybe, it’s a combination of the four, but always be clear and remember you can’t be all things to everyone.

Have a clear content plan

Posting interesting and engaging content, such as blogs and white papers, is important to maintain the interest of your followers. Relevant content grows your following and increases your brand awareness. Complement your own content with relevant third-party content that will be of interest to your following. But, have a plan and remember you need to be tweeting around 3-4 times day. Mix your content up, use images, create GIFs, embed videos – make sure your newsfeed is engaging and looks your own.  But don’t forget while ‘quantity’ is important when it comes to tweeting, it cannot be at the expense of ‘quality’. If you over-post, you run the risk of coming across like an aggressive spam account.

Use Hashtags

Make sure you use relevant and popular hashtags in your tweets. Look at what hashtags are trending with your target audience. This play a big part in growing your following.

Engage, engage, engage

Twitter is not just a place for broadcasting announcements, you have to engage with your community. Retweet posts you find interesting. Add a comment or click Like. If someone comments on your posts, good or bad, reply – professionally! You’ll get positive results from Twitter when you genuinely engage with people, but this requires a time commitment. One simple tip: just take 5/10 minutes a day, maybe during your commute home, to scroll through your feeds and comment and retweet.

In professional services, we have an industry full of influencers; make sure you also follow, retweet, comment and like their posts. If you can build up a relationship with these individuals, there is a chance they will begin retweeting your content. The benefit? They have significant reach and exposure.

Measure and keep track

Twitter analytics enables you to analyse your activities:

  • You can track the performance of your tweets daily and monthly. From this, you can get an understanding of what kinds of content gets the best engagement and you can tailor your plan accordingly. It will also give you an indication of the most effective times to post.
  • You can also track how your following has increased/decreased over the last 30 days, and how many new followers you’ve received per day. You can therefore look at what kinds of content was posted on the days you lost followers, did you post too much that day?

Finally, don’t expect overnight results. It takes time to build a relevant and engaged community. So, stick with it and the success will follow – no pun intended!

Twitter is an ‘interesting’ world, but it’s also an extremely effective one. If you would like some support with your Twitter or wider social media strategies, we’d love to chat.

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