How to use Twitter to grow your business

Hannah Brice Written by
Hannah Brice

With approximately 330 million active users, Twitter is one of the most popular social media platforms in the world. Businesses across the globe have been using it for years to attract new audiences and drive traffic to their websites. And with 53% of users never posting anything themselves and merely there to read content from other profiles, it’s a great place to be seen. But how do you get attention? Here’s our foolproof guide on how to use Twitter to grow your business.

1. To strengthen your brand

Studies have revealed that our brains prefer recognisable brands so you want to put the colours in your logo, your company tagline and the brand values you’ve set for your business in front of potential customers as much as you can.  Social media channels are a great way to do this.

On Twitter, you can customise your profile page to match your dominant brand colour, and change your profile header and main image to include your logo and any other relevant icons. You can also share images within your posts so make sure these correlate with your brand colours too. In the image below, you’ll see that Upmarketry includes its brand colour as a background in many text based images.

If your business has a brand tagline e.g John Lewis’ “never knowingly undersold” or Tesco’s “every little helps”, make sure it’s reflected in tweets where you can either include it word for word or represent it in some anecdote or example.

You want every tweet to show the reader what your company represents.

2. To show your personality

A great benefit to social media is you can show your target audience a bit more of a human side to your company than your website can.

You can highlight issues important to your business, support causes or arguments, and show humour or wit.  All should serve to give your brand a little more character and draw people in to learn more.

Be careful if using sarcasm though. If it doesn’t come across clearly, you run the risk of offending.

So, if your brand is warm and friendly, tweets giving praise to followers, asking how they are or talking about people you admire, will work well.

If your business claims to take its work very seriously, and always strives for the best, then you may want that to come across with the use of words such as “focused”, “commitment” and “hard-working”. Your imagery may take quite a serious tone too and you’d tend to avoid using humour.

If you’re a creative company and you want to show people you’re young and fun, that could come across by posting imagery with bright colours, as well as video and user generated content.

3. To engage with your customers, prospects and influencers

Although Twitter has 330 million active users, it still allows you to get close to individuals and build relationships. You can find influencers in your sector and look to work with them to promote your company. You can find people looking for a product like yours and sell to them. And you can search for happy or unhappy customers by checking mentions of your brand and then tweet them to discuss further. In fact, many companies have created specific Twitter accounts just to handle customer enquiries as they’ve found it one of the quickest and most effective ways of dealing with complaints and issues. Spotify’s below is a great example.

Going back to the point about finding customers, this is one easy way to sell that is very often overlooked. Say you have developed an app that helps people find the highest rated recipes for certain things online. By going on Twitter and searching for the terms “best recipe” or “good recipe”, you’re bound to find a number of people looking for help. They’re people with a problem that your product solves so respond to them and tell them about your app. As long as you do it politely, you’re helping and may get a download or two.

4. To promote the benefits of your products or services

This seems an obvious one but tweeting about the benefits of your product or service is, in effect, free advertising. Provided nothing you say is false or grossly exaggerated, you can talk about how great your products or services are until the cows come home.

However, make sure to keep your Twitter feed full of valuable insight too or no one will follow you! Help your audience, engage them and inform them, don’t just sell to them.

5. To attract new audiences and drive traffic back to your site

I mentioned this in the introduction but it’s important to explain how it can be done. A great example of how to use Twitter to grow your business.

If you ignore the fact that some celebrities can say “Hi’ on Twitter and receive thousands of retweets, the majority of content that is ‘liked’ or retweeted is done so because it’s interesting. When a person finds a tweet valuable, they may decide that they either want the tweeter to know by ‘liking’ the post or they want to share it with their own followers by retweeting it.

If you frequently post interesting content, then that person might also follow you. And the more people that follow your interesting content, the more retweets and as a consequence new followers you’ll get.  AKA you’re attracting new audiences. Win!

Also, any tweet can include a web link so if you make the content of the tweet interesting enough, you are likely to compel people to click on the link to find out more.

Below you’ll see that we included a link to a blog post in the tweet below and the post was liked and retweeted several times thereby driving a good amount of traffic back to Upmarketry.

6. To incentivise (to gain new customers and more sales)

A popular growth hack is to run incentive campaigns to get people to refer and recommend new customers to a business. By offering existing customers a discount, bonus or access to additional features, you can expand your social media reach to include their followers as they promote your business on your behalf.

You can either run the referral campaign from Twitter by asking people to retweet your post to gain access to a discount or you can build specific campaign emails or landing pages inviting people to share. This is an example from Uber:

Attributed to Referral Candy

7. To give back

As you grow a business, you benefit from a lot of help from others along the way. Whether it was a customer or client recommending you to others (for free) or an individual who helped you find the perfect location, or even a business lecturer who inspired you, thank those people on Twitter and offer random acts of kindness. It’ll help build a loyal fan base for your company and may encourage more help in the future!

8. To build alliances and partnerships

As a small business or start up you don’t have a lot of influence to begin with so it’s wise to partner with a bigger player who is not a direct competitor but serves your target audience. Not only will you raise your profile among potential customers but you could also find doors open to events, new relationships and opportunities. It’s also a great growth hack.

A great way to identify candidates for a partnership is to look on Twitter. Find companies using similar keywords and phrases to you, and who have an active and engaged following of ideal customers. Then make contact by starting a conversation over Twitter and quickly moving to email once engagement has been made.

9. To learn from others

There’s a wealth of valuable information out there and Twitter is a great way of finding it. Look at how your competitors are using the channel to sell their services and find best practices.

It’s also worth following trade bodies, lobbying groups and any other communities related to your sector to ensure you’re kept up to date on issues affecting your business.

If you’d like more help on how to use Twitter to grow your business, get in touch here!

Hannah is the Managing Director of Upmarketry.