HOW TO USE TWITTER FOR AN ART / DESIGN BUSINESS:
Let’s face it. Not too many years ago we, as a civilisation, were marvelling at the concept of obtaining an image through the phone line. Not too many years ago, content in the form of words, images and ideas made its way onto our blocky computer screens through the Internet, one of Man’s greatest inventions – right up there along with the wheel, the airplane and bacon.
And let’s face it, some of us are still coming to terms and adjusting to the tremendous impact that this global movement of access and connectivity has had on our lives and, most importantly, our businesses. It’s a fact: you don’t exist in this day and age if you’re not on the Internet.
But in recent years, the online ecosystem has taken things even further, as it continues to develop. Social media has become an essential tool for brands reaching out to consumers, its outlets and platforms designed to cater to an increasingly millennial demographic with a shorter attention span but impressive spending power.
As the field of online marketing continues to adjust its structures to the constantly changing tableau of available information, the blogging, micro–blogging and imagesharing platforms take centre stage – and businesses have to keep up.
The economy, as uncertain as it may seem after the shock of Brexit and the circus that has become this year’s US presidential race, continues to grow. Spending power is up, and consumer confidence becomes increasingly dependent on the effects of successful social media campaigns.
Believe it or not, your potential buyers now spend more time on their mobile devices, constantly interacting on platforms like Twitter and a plethora of other networks designed to give free access to meaningful context (or at least that was the intention!).
Executives of major corporations and brands are tweeting almost every day. So the logical question to ask is: WHY? Why are companies using Twitter for business purposes? What do I get out of it if I tweet?
It’s actually ridiculously simple: 77% of B2C companies acquire their customers from social media. Brands that use Twitter average twice as much leads per month. Overall, the micro-blogging platform has a 100% lead-to-close rate over traditional inbound marketing.
So forget about the cold emails, the annoying banners and the thousands of square miles of paper wasted on leaflets and brochures: your business’ future, as quirky as it may sound, is on Twitter and it’s waiting for you to take the leap.
No other system has a higher success rate for generating traffic, lead generation and sales conversions than social media – for businesses worldwide, Twitter is the best platform to use.
If this isn’t enough to convince you that you may be missing out on a phenomenal and affordable (or downright free) sales and marketing tool, please note that 90% of journalists worldwide visit a brand’s Twitter Profile when looking for inspiration or doing research for their articles.
Interesting fact: on 15th January 2009, a US Airways flight crashed on New York’s Hudson River. A photo posted on Twitter broke the news ahead of traditional media. It highlighted Twitter’s role in breaking news, which to this day delivers before anything come off the press.
The micro-blogging platform has had a downright impressive evolution throughout the past 5-6 years. When it was first launched, potential users found the 140–character limit to be restrictive, based on SMS texting limitations. But to this day, Twitter’s strength is the ability to communicate with anyone on any mobile phone in the world.
And so, the blue birds adjusted their content and began to flourish. From the 1st quarter of 2010 until the 1st quarter of 2016, the Twitter user population has grown from 30 million to 310 million, with over 80% of them mobile.
Social media has never been more crucial to business. Over 500 million people visit the site each month without even logging in. 500 million tweets are sent each day, or better yet, 6,000 tweets go out every second.
The United Kingdom is high up on the food chain when it comes to Twitter. The world’s top 5 markets account for 50% of active users, and the UK holds the fourth place, right after the US, Japan and Indonesia. London is the world’s third most active in terms of Twitter content. The general consensus is that millions of users follow companies and news organisations as top content generators, for insights, inspiration and information.
In fact, the average user follows 5 businesses, and there is no reason why your brand shouldn’t be one of them – especially in a medium that allows companies to interact with their public and potential consumers. Nothing spells brand awareness better than the fact that 80% of Twitter users have mentioned a brand in a tweet. 58% of the world’s top brands have built a following of 100k+ on the micro-blogging platform. You are running out of reasons to ignore this undeniable opportunity.So the next natural question is: Where do I start?
Make sure your profile is a reflection of not only what your brand does but also of the passion that fuels it. This will set the tone for your content strategy – and rest assured, there is an impressive amount of research and strategy behind a successful Twitter profile.
Focus on authenticity. Let your brand’s personality and values shine. Share your visions and designs, your reasons for waking up in the morning. Don’t struggle to achieve some form of Twitter perfection. There is more value in being genuine, than in anything else.
Use plenty of visuals. Tweets with images receive 18% more click throughs, 89% more likes and 150% more retweets. A rich media content will perform 3-4x better, and will generate 180% more engagement than a flat tweet.
Devise a content calendar, and plan your week in advance. It shouldn’t be set in stone and you should, of course, continue to engage in live moments on a daily basis, but having a system in place will help you build a rhythm.
Assign themes and ideas to specific days of the week, and try to follow the path you set for yourself. Monthly planning will also help you prepare for key industry events – for example we all know how intense Masterpiece, Maison & Objet or Salone del Mobile can be; but these important moments can also be fantastic opportunities to increase brand awareness through intelligent content.
And speaking of intelligent content, use hashtags to join or drive conversations. Twitter users often search for highlights and favourite topics through hashtags. Using up to three relevant key terms will increase your traffic and profile views exponentially. It’s the best way to network and draw the attention of otherwise unknowing leads – brand discovery at its finest.
Most importantly, focus on quality over quantity. A single great tweet per day is far more compelling than 3-5 boring tweets. Then again, 3-5 fabulous tweets per day are even better. Work your way up and gauge your audience – you’ll be able to tell from the analytics as to what is and isn’t working for your brand.
Don’t be afraid to try various topics and styles until you find what works and best resonates and engages with your audience. You’ll figure out the right formula, and the beauty of Twitter is that it’s such an enormous platform, there’s actually wiggle room for brands to test their content and impact on traffic.
There is a science behind a successful Twitter strategy, as social media is not an easy field to tackle. We specialise in devising and implementing such endeavours for interior designers, artists, luxury manufacturers, art galleries and antique dealers – these are all industry sectors that have yet to fully pierce the veil.
We’re armed with years of education and experience on both sides of this conversation: a team of artists and design-savvy strategists who understand and excel in the online marketing field.
Getting started on Twitter is easy, as we’ve already explained, and there are plenty of tricks and tips in order to smoothly navigate the Internet and make your brand’s voice heard in this ever-changing environment. In all fairness, anyone can post content online.
But only a specialist with a clear understanding of both your industry and social media can put your brand forward and under a massive spotlight. To better understand how we can help, have a look at our services page.
And in the meantime, happy tweeting!