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4 ways to grow your business through Twitter

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With a global user base of 300 million, Twitter offers a unique platform for startups around the world to connect with their communities and promote their businesses

Almost everything that happens in the world happens on Twitter.

From the recent Grand Prix races in Japan and Singapore, to the premieres of the latest TV shows and conversations about everyday moments like sunsets, almost everything that happens in the world ends up being discussed on Twitter.

With a global user base of 300 million, Twitter offers a unique platform for startups around the world to connect with their communities and to promote their businesses.

Before starting to promote their businesses on Twitter, startups should answer these four questions:

What is your end goal?

Small to medium-sized businesses (SMBs) account for more than 90 per cent of all enterprises in Asia Pacific. The SMB market can be extremely competitive, and businesses naturally may find it easier to think about the short-term rather than the long-term. To create a sustainable business model, however, SMBs need to consider long-term goals and objectives.

This applies equally to your Twitter strategy. It should reflect your business objectives.

Will you use your Twitter account for public relations purposes and building a community? How much do you want to use your Twitter account for customer service? Are there certain metrics you want to hit?

Who is your target audience?

You need to understand your target audience. Are they male, female, or both? What interests them? What countries do they live in? What do they Tweet about?

Once you know your audience, it is much easier to tailor your Tweets for them.

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What is your content strategy?

Once you answer the first and second questions, you need a content plan.

Say you have built a photo-editing mobile app and your end goal is to have users download your app. Your target audience is 18 to 35-year-olds from both genders, who are tech savvy and want to be the first to share their experiences. You can then plan your tweet content so 40 per cent of the tweets are about lifestyle, 40 per cent about photography, and 20 per cent about technology.

Stay away from too much hard-selling. Limit any promotional messages to about one in every five Tweets. The rest of the time, be conversational.

Accounts that reply to people at least once a week see 18 per cent more engagement with their Promoted Tweets (Twitter internal data, 2014).

Of course, you should use richer media, such as videos and photos, to drive more engagement. Promoted Tweets with richer media have 313 per cent more engagement than those without.

What’s next?

Don’t post and pray. Good content can be wasted if you don’t reach the right people at the right time with the right message.

Through objective-based campaigns and advanced targetting, Twitter Ads allow you to scale your message and reach your target audience.

From growing your community to helping drive audiences to your websites and accelerating app installation, Twitter Ads can help you achieve your business goals. Remember that 81 per cent of Twitter users are more likely to take actions from information they see on Twitter than elsewhere.

And don’t forget, whether you’re just starting out or already have a presence on Twitter, make every Tweet count!

The views expressed here are of the author, and e27 may not necessarily subscribe to them. e27 invites members from Asia’s tech industry and startup community to share their honest opinions and expert knowledge with our readers. If you are interested in sharing your point of view, please send us an email to writers[at]e27[dot]co

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