How many people in your community want to buy what you’ve got to sell — but they don’t know why they should buy from you?
Boosting awareness is a challenge for all business owners, as is sharing a compelling value proposition. Social networks offer a solution to this problem by allowing businesses the chance to hold micro conversations in a familiar place for potential customers — one that’s filled with friends, family and trusted colleagues.
Whenever you start a conversation about using the social web as a customer facing tool, most people think of Facebook. Sometimes Foursquare gets mentioned. But Twitter remains a mystery for most, and I think this has to do with the fact that conversations and updates on the microblogging service just move so damn fast. There is a way to slow the Twitter stream and connect with some new fans and advocates in the process.
Here’s how…
Advanced Twitter Search Cuts Through the Clutter
Whether you’re a beginner or a veteran, you’ll want to get to know Twitter Search and it’s advanced search feature. When you click the ‘advanced search’ link just below the text box on Twitter Search, you are taken to an area that provides you with a tool for cutting down the size of a conversation topic.
For example, let’s say I am selling cars in greater Doylestown, PA. How do I find out what people are saying about me? Who can I reach out to in my community — people who want to buy a car? Most important, who are the ‘power users’ that can help spread the message about my brand.
First, search conversation topics by entering keywords into the ‘words’ section of advanced search (Start with ‘All of these words’). In the following example I wanted to know who was visiting a local car dealer. Check out the results from a simple Doylestown related query:
The update in the picture above is from a Foursquare check-in that was automatically pushed to Twitter. Notice the ability to learn more about the car dealership and save it as a destination (Via the ‘Add To My To-Do List’ button)? But really, how many people will see that update? Let’s check out the users profile snapshot:
Holy crap! Over 11,000 followers? Yep, all of those followers are connected to a die hard Arsenal Football Club fan — that’s an English soccer team for us Americans — who lives around Doylestown, PA.
Meet and Treat Your Power Users
This Arsenal dude needs to visit my place of business. If I’m a local business owner I’d want to form a profitable relationship with him ASAP. Could be simple as posting an ‘@reply’ (@replies ensure a Twitter user sees your message to them, and all you need to do is place the ‘@’ symbol in front of their username). You might try messaging the soccer blogger with an update like, “We’ve got love for Arsenal and it’s #Doylestown fans. @YouAreMyArsenal, come by for a free car wash.”
For two bucks in raw materials cost (maybe less?) you have the chance to make a friend — sorry, a follower — and endear them to you. This in turn can result in positive press being distributed to those 11K followers. Repeat this process with all the power users in your community and you’ve got some serious reach into a hyper aware marketplace.
What About The Buyers?
So far we’ve discussed identifying power users/influencers and how to connect with them. But what about people who just want to buy something right now!?
Check out the following advanced Twitter search for the term ‘Car Shopping’ within 50 miles of Doylestown, PA:
These are two potential customers who expressed an interest in buying a car within the last five hours. I wonder what they want to buy, or how they will decide what to buy, or where they are thinking about buying? You might have the answer…but watch out. If you go for the jugular and use ‘sales speak’, your followers might get turned off in a hurry.
The solution is simple: Be a helpful resource.
When I notice people searching for a product I sell on Twitter, I @reply the user with a message pointing them towards solution-oriented content. For example, “Hey @mandakgiles — hope this car buying video helps your search! [video link].” You can be more or less bold. In fact, I’m counting on you being wonderfully creative with this process.
Search. Identify. Engage. Reward. Replicate.
Of course you’ll need to do more than just search for power users. Accruing lots of new, relevant microbloggers to follow you means sharing interesting content on a regular basis (daily, at least twice or three times). Use interesting messages, headlines, that include links. This strategy has proven to grow follower counts and drive engagement.
So there’s a couple of tips for business owners who want to make better use of Twitter. Got a suggestion, comment or concern? Please add your comment below…