#1 Identify and state your goals for your Twitter marketing efforts
One of the reasons for my own inconsistency on Twitter is that I’ve never really set out to use it with a specific goal. Even if my “goal” is to keep my mom in the loop of what I’m doing, I should at least state that goal.
Some of the top goals for a B2B business on Twitter could be:
- Increasing brand awareness
- Increasing lead generation
- Establishing thought leadership
- Building an audience
- Providing customer support
And this is where I mention that they need to be SMART goals. Yadda Yadda Yadda. Read about those, here.
The Measurement in the SMART acronym is a key point to consider. Say my goal is to increase my personal brand awareness. Do I measure this by follower count?
According to Rand Fishkin, founder of SparkToro, the answer is no. Easy for him to say. He’s got 413,000 followers. He writes that your follower count, by itself, is just a vanity metric. Instead, he suggests we measure interaction and engagement.
“Twitter accounts whose tweets earn loads of likes, retweets, comments, and shares are more influential, get more visibility, and have more impact,” he wrote in a post on the topic.
And according to Incite, there’s no correlation between the number of followers and engagement, meaning the more followers doesn’t mean more engagement.
You can check out your score (and the scores of your brand, your boss, or your competitors) using the free SparkScore tool.
Just as important to setting goals is establishing the resources you’ll have to use. This boils down to time and money. Some factors to consider:
- Who is going to manage the account?
- Who is going to create the content?
- Do you have any budget for paid promotions?
- What tools do you have access to (either free or paid) to support your efforts?
All that said, I want to:
- Increase my follower count to 1,000 in the next three months
- Increase my SparkScore from 1 to 20. Of course, I want something higher. But in looking at individuals I want to emulate (such as @jaybaer, @annhandley, or @crestodina), their Sparkscores ranged between 42 and 56. So, baby steps.
- I want to either get invited to speak at an event, or be interviewed on a podcast or for a blog post with the first interaction coming from Twitter
- I only want to spend no more than 4 hours per week (both work and personal time) doing this (not counting content creation)
- And I don’t want to spend any actual cash getting any of this done