If you expected signing up for Twitter to be the most difficult part of implementing a Twitter marketing campaign, you’re in for a rude awakening: it’s all uphill from there. Even if you have put in the effort, you still may find yourself wondering what’s going wrong – why isn’t Twitter the answer to all your online marketing problems? More often than not, it’s for one of four major reasons:
People don’t use Twitter because they want to sit by and idly receive marketing messages. People use Twitter for any of the following purposes: connecting with one another, being entertained, catching up on news, or asking questions. But unless you’re Disney or Microsoft (or another heavy-hitter), the average Twitter user won’t follow you to hear solely about your products.
Make jokes. Post relevant news stories and YouTube videos. Above all, make sure you actually have something to say before you start wildly tweeting here and there. If you’re going to try to compete with news, entertainment, and people’s friends, you’re going to have to put in some time and effort.
You don’t offer value.
Now that you’re not boring, you need to offer your customers some sort of reason to follow you on Twitter. They know who you are and what you sell. But what do they get by following you on Twitter? Exclusive discounts? A direct connection to a customer service representative? Insight into what goes on behind the scenes at your company? If you’re not offering a tangible benefit to your target audience, they’ll quickly start to wonder why they started to follow you in the first place – and the unfollow with come soon after.
“But how could I be antisocial? I’m using social media!” you say. Well. No. There’s a difference between having a Twitter account and actively socializing with your target audience. Are people mentioning or retweeting you? If you’ve never even bothered to check, start there. Check. Start replying to people who are talking to you. This is the cornerstone of social media: having conversations. Most brands won’t get very far if they put out 140-character announcements, rather than 140-character conversation starters. If you are being social but it’s still not working, then perhaps…
You don’t understand your audience.
Your loyal customer base: is it predominantly male or female? On average, how old are they? Most importantly: what time of day do they use Twitter? If your customers generally get on Twitter around 6 or 7 p.m. when they get home from work but you’re posting tweets during business hours, this could account for a large amount of what you’re saying falling on deaf ears. Your audience isn’t going to go out of their way to scroll back six hours through their tweets to see what you’ve been saying – you have to come to them.
Why do you think Twitter marketing campaigns fail? Leave us a comment to let us know!