Twitter is a powerful platform for targeted influence marketing. You need to find people that are influential in your niche so you can get in touch with people that will help your brand. In other words, by using a B2B (Business to Business) approach, you are using Twitter to take rifle shots instead of making shotgun blasts. People who just try to follow as many different people and just send them spam messages are using a random or shotgun marketing approach.
Shotgun approaches normally do not work out. The key here is to get your brand in front of the right eyeballs so that your brand can become credible in your niche. The more trustworthy your brand is, the more traffic you get from social media and the more backlinks you attract. Here are the steps to achieving that.
Twitter attracts huge number of people from all niches
The interesting thing about Twitter is that it’s such a powerful communication platform that it attracts many people from all over the world and from all industries. This is good news for you because regardless of how small your niche may seem, chances are, there are probably already people on Twitter that are already interested in your niche or who are active in your niche. Basically, Twitter will act as some sort of collecting device for people who are interested in what you are doing, or who are interested in your industry.
Twitter can be faked
The problem with Twitter is that it can easily be faked. Followers can be bought very easily online. Also retweeters, people who retweet your post on Twitter can also be bought. Many retweeters are actually powered by software. Twitter can be faked. I need to get this out of the way, so you have a clear idea as to what challenges you’re going to be working with.
Use FollowerWonk to find the right people to follow
FollowerWonk is a free service offered by Moz.com. Just enter your niche keyword and FollowerWonk will list people who are interested in your niche. You need to filter these people based on the level of authority they already have. Different people on Twitter have different authority levels. Authority is normally determined by the number of retweets, the number of followers, and the number of engagements. As mentioned above, followers and retweets can be faked, so take the authority ranking with a grain of salt. Still, it’s a better indicator than nothing.
Follow and engage the right people
Once you’ve identified authority people in your niche, follow them. However, don’t stop there. Merely following people enables you to see their updates. Big deal. What you need to do is to get on their radar. You need to ask them questions about the stuff that they post. You need to ask them questions about your niche. In other words, interact with them like they were people in a convention or other business gathering. Pretend you’re in a business networking group and you’re just shaking hands and getting to know people. Work the crowd.
Share high quality niche-specific content
This is where things get real. People are not going to take you seriously if you don’t post high quality content. You need to appear like you know a lot about your niche. If you don’t focus on high-quality niche content, your Twitter account is just going to lie there. It’s just an account which has some posts on it. It’s basically just a free-floating, wasted, and orphaned Twitter account. You don’t want that to happen. Such an account doesn’t make you look credible in your niche. What you need to do is to find the best blogs and the best websites in your industry, and re-publish their best stuff. Mix in your own content. Sharing high quality content helps your account gain credibility.
Here’s a takeaway: when you’re trying to gain credibility by posting content from other blogs and other websites, make sure you look for content that hasn’t been shared too much. Usually, you can see a number above the Twitter icon on the post you’re trying to share. Pay attention to that number. Avoid sharing content that has been shared a lot. Focus on interesting content that is high quality and very specific to your niche that hasn’t been shared a lot. Why? This makes you look like an authority. This makes you look like a person that can share information that is distinct and of a higher quality than the content that is commonly shared in your niche.
Gain credibility and authority
Once you reach a certain level of engagement with influential people in your niche, and you have a solid track record of posting only high quality materials, your stature in social media will increase. This is very important because you can get quite a lot of benefits from doing this. First, you can get your content published on influential websites. Second, you can get interviewed by influential websites. This is important because you get high quality backlinks to your site through interviews. Also, you get direct traffic. The more people tweet your stuff or retweet your tweets, the higher the likelihood that you will get traffic if they retweet your own blog posts. When you engage highly influential people in your niche, and they respond to you, their followers will see the message that they sent to you. In many cases, the followers of that influential person would click on your name and they would see your feed. If they like the quality of content, they might also follow you.
These are just some of the benefits that you get by using Twitter as an influence marketing tool. However, don’t get too carried away. You need to use a solid strategy of focusing on return on effort. Otherwise, you might be chasing Twitter members that might not really benefit you all that much. Keep reading below.
Focus on Return On Effort (ROE)
You have to make sure that you focus on people on Twitter that operate blogs or websites. Why? When you become buddies with these people, you can get backlinks and direct traffic from their online assets. There are some other people on Twitter who are just basically social media personalities. They don’t have websites or blogs. They just live on Twitter. These people really cannot do you as much good as people with blogs.
As much as possible, try to reach out to these very popular people without websites, but they should be your secondary concern. Your primary concern should be the people with blogs. Why? These are people that can get backlinks to you. These are people that can publish content. These are people that probably have a network with other influential people. Also, to boost return on effort, pick only people who are very responsive. There are people on Twitter who take ages to respond. Don’t deal with those people, focus instead on people that get back to you quickly.Share