A social platform like Twitter isn’t a sales driver; it’s a far subtler marketing tool.
The public doesn’t like to be harangued with sales messages when they’re socializing. They don’t want it in the pub and they don’t want it online.
But Twitter still has an immense value, even if it’s hard to measure. It’s superb for building brand loyalty, as long as you approach it in the right spirit.
Last year, a U.S. study by Chadwick Martin Bailey and iModeratefound that 79 percent of consumers who follow a brand on Twitter are more likely to recommend that brand compared to before they followed them.
It’s hard to put a price on that kind of word-of-mouth publicity and shows the value of having a popular Twitter identity.
So, here are my five top tips for building brand loyalty through Twitter.
Tweet Something Worthwhile
This is a basic tip, but it’s sadly often overlooked. What will your corporate Twitter account actually say and will it be anything that people want to read?
You’ll never follow a brand that relentlessly churns out marketing messages, even if you like the actual product or service. Who would?
Some brands also retweet every favorable mention of themselves, which is fine in small doses but gets a bit tiring if they are constantly bringing these tweets to your attention (price comparison websites are particularly bad for this).
Every message you post should provide some value for the reader, unless it is such good publicity that you simply have to share it.
On the occasions that you do use Twitter simply to blow your own trumpet, make sure it’s for something impressive — think major donations to good causes or winning industry awards.
Anything less and you just look a bit desperate and a bit corporate, which won’t result in brand loyalty.
Valuable tweets might include links to interesting, relevant articles and blog posts; research and statistics you’ve uncovered; expert commentary on industry events; discounts; offers of freebies; and relevant news.
- What’s most important: The two most important words here are value and relevance. Deliver both and your Twitter feed will be a success.