Ever thought that the majority of Twitter users only join so they can follow celebrity news or large corporations? However, unknown to the masses, is a Twitter world full of service-based businesses that engage in flaming conversations, sharing knowledge, and helping grow each other’s business.
So how do you become part of the winning team if you’re a service business? We invited business development strategist Maiko Sakai, to help us understand how service-based business can get the most out of Twitter. Here’s a summary of our chat.
Guest: Maiko Sakai
Topic: Twitter For Service-Based Businesses
Format: Eight questions directed at the guest. Everyone’s welcome to share.
One of the common mistakes our guest pointed out is using too many, clichéd stock photos. Although it’s hard to say what’s cliché and what’s not about stock photos, a good rule of thumb is to make sure your photos don’t reflect our society’s common stereotypes. Try and show the more realistic, human side of your business.
Unlike the case with a product-based business, service businesses sell a larger idea—not just a tangible item. That’s why it’s important to focus on the big picture of how you can improve the life of your customer in the long term, rather than only the sale.
A1-b. Understand that we are not product players & that we are selling intangible. Also understand that there are ways to make intangible tangible (this is more important to note.) #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
A way to do that, as our guest explained, is to make your content showcase you and your values. This means you highlight your staff members, your customers, and everything that happens behind the scenes that your potential customers won’t see right away. This way, you’re inviting them into your business’ culture and giving them an insight into what you stand for.
A1-c. For example, sharing who’s behind your business, showcase your “behind the scenes” work to walk them through your process, comment on other people’s questions with your unique insights. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
Another common mistake a lot of service businesses do, as Jignesh told us, is to look at Twitter as a sales platform. A constant sales pitch will get you no where on Twitter. That just shows you’re using it as a one-way channel, rather than it being mutually conversational.
A1.
– Selling all the time
– Using #hashtags incorrectly (Yes)
– Automating everything
– Using it as a one-way communication channel
– Not studying Analytics
– Repeating tweets
– No personal touch
– Tweet length#TwitterSmarter pic.twitter.com/qgIGwYN2po— Jignesh Thakkar (@socialjignesh) July 30, 2020
It’s easy to look at Twitter and assume that people know you and want to engage with you. However, in reality, unless you’re a global brand or a popular name amongst a niche, a lot of Twitter users won’t be aware of you and your work. And that’s why your primary goal with content should be to tell your audience who you are and what you have to offer.
A2-a. Unless you are a big brand, assume that people on this platform are not aware of your brand (or company) or what problem you solve or whether they need you to solve it. So, the first thing to do is to stop focusing on telling what you do. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
A great way to tell people what you offer is to engage in existing conversations. Join a Twitter chat, for instance. Interact as you would with a friend and genuinely share thoughts and ideas.
A2-b. Instead, humanize your communication with people you interact as if you are just having conversations with your neighbors you don’t know well in line at a coffee shop. What excites you? What would you ask the person next to you? #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
When you actively participate in conversations, you’ll also come across potential sales opportunities. Don’t ignore them; but at the same time, don’t jump down your audience’s throats either—metaphorically speaking.
A2-c. But this is not to say, “Don’t pay attention to opportunities.” If there’s a thread going about a topic you are versed with & you can offer insights on, go for it. And, let’s not forget to add your flavor to your response. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
At the end of the day, though, as our guest said, it’s all about prioritizing your customers. What do they want that you can help with? That’s what your content should be about.
A2-d. Ultimately, you want to focus on putting a spotlight on others with your content. What do they want to know? Let me take it a step further: What do they want to know SECRETLY (that you can help with)? #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
Eddie followed up on what Maiko said about sharing helpful content. He suggested constantly sharing useful content so that you become the go-to resource for a specific topic. That way, you establish yourself as a subject expert. This in turn can help you promote and sell your services.
A2. Educational & Informative. Becoming the “go-to” source of information in their niche is crucial to aiding in the sale of their own services. Tying it back to their brand when possible is KEY #TwitterSmarter https://t.co/NWQmGWF62A
— Eddie Garrison #FacebookLive (@EddieGarrison) July 30, 2020
While most of our community was doubtful, our guest mentioned that it’s not impossible. Sure, you can get direct sales from Twitter.
A3-a. What I would say about it is this: From my experience, it’s possible. But do not include this ‘possibility’ in your revenue forecast. Consider it to be a surprise bonus. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
However, it’s not the best idea to rely on it, or even expect it. It’s much safer for you to approach Twitter as an audience and awareness building platform and consider any direct returns you may get as a bonus benefit.
A3-b. Adjust your expectation by treating this platform to be your nurturing ground where you increase awareness of your business without spending a dime on ads. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
Sabrina explained it well: Since Twitter is such a conversation-driven platform, you can use it to develop relationships with your audience and create a community. The more you engage, the more popular you become among your niche. This, in turn, can help people recall you and your brand, helping close sales.
A3: In my experience, yes but indirectly. Twitter is ideal to start a connection and establish a relationship. It might take a while, but eventually prospects will decide to use your services/products if they like what they see #5YearsOfTwitterSmarter #TwitterSmarter
— Sabrina Cadini, CHLC, CBFC – Your Life Upgrader (@SabrinaCadini) July 30, 2020
Maiko’s top recommendations are the mute option in Twitter and Lists. (Although, mute is pretty handy for everyone, not just service businesses :p) Depending on your industry and the kind of services you offer, you might also find Topics quite helpful.
A4-a. “Mute” & “lists”, for sure. These will help maintain your feed less distractive. “Topics” can be helpful if you want to see what’s going on in your industry. Topics are very broad, though. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
Another feature that’s seldom used properly is hashtags. Though most of us often use hashtags that define our target audience, few people search using those exact hashtags. What you can do, instead, is use a bit more broad hashtags that refer to larger, everyday concepts such as #TIL (Today I Learned), #AskingForAFriend, and #FF (Follow Friday).
A4-c. Instead, take some time & look into more “state of mind” or “behavioral-centric” hashtags. For example, #askingforafriend, #youdoyou, #questionoftheday, #confused, etc. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
And of course, one of the most valued, but at the same time demanding functionality of Twitter is chats. Regardless of your industry and region, there’s a chat for everything—go have a look, and participate in chats. It’s the best way to build a lasting community. You can even think about creating your own.
A4-d. Lastly, actively participate in Twitter chats or start one of your own! It’s a great way to build a community on Twitter! #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
As Kathy reminded us, Twitter’s default analytics is also a powerful feature. It can help you assess your performance, complete with details about your most active followers and effective content.
A4. #analytics on #twittersmarter you can easily gage reach, engagement, retweets, etc. Helpful to solo biz as well as larger service biz. Check in once a week.
— Kathy Van Duzer (@katwife) July 30, 2020
Advertisements, according to Maiko, aren’t too effective if you’re not a giant, global brand. For smaller businesses, and especially for ones that are service-based, Twitter ads can be expensive and a resource sink.
A5-b. This is big – “Do not tag others when you aren’t 100% sure whether your post would be appreciated by them.” Also, do not abuse tagging. This will annoy them and creates the opposite effect of what you are aiming for. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
While on the topic of ads, our guest also mentioned that sometimes brands tend to tag other bigger brands hoping to increase traction. That doesn’t help, though. Instead, you just might annoy the bigger brand which could end up negatively for you. Be wary of unnecessary tags and hashtags.
Laura made an interesting point about not overusing Direct Messages. This doesn’t mean service businesses should avoid DMs altogether, but it’s more about being cautious. Twitter, after all, is about making genuine connections. So instead of jumping on a DM right away, consider engaging with a potential customer on an existing conversation first.
A5: Service businesses need to be sure not to overuse the Direct Message feature.
While it may be tempting to DM a potential customer. Make a connection first, follow them, engage with content.#TwitterSmarter
— Laura Denny (@ldcreativemedia) July 30, 2020
One of the most important things you can do other than posting original content is responding to your customers’ concerns quickly. Twitter is notorious for being a quick-response platform. Watch out for direct and indirect mentions and reply as soon as you can.
Another crucial activity is to share other people’s content. However, instead of just retweeting it, quote retweet with your opinion. This adds your personality to the tweet and helps you even support causes you care about.
A6. Hands down:
✔️Respond to customers’ inquiries quickly.
✔️Retweet with thoughtful comments on topics that are relevant.
✔️Comment on posts that you can be supportive of.
✔️Ask questions! People want to show off their knowledge!#TwitterSmarter— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
And of course, everyone likes to show others that they’re knowledgeable. Give your audience a chance showcase their insight. Ask questions!
A great place to ask questions is Twitter chats. Just come to #TwitterSmarter and you’ll see it in action. Mary from Draseum said the same thing—just by discussing a favorite topic, you make connections, grow conversations, and establish friendships.
A6. The discussions that you may take part in. Some of my favourite people in here, I have made through Twitter chats and real fun discussions we've had, or because they've started a conversation which really resonated with me.#TwitterSmarter
— Draseum | Marketing Consulting (@draseum) July 30, 2020
Maiko recommended a bunch of great brands. Fun fact: all of them are #TwitterSmarter folks. That’s saying something, huh? 😉
A7-a. If you are overwhelmed, follow, learn & observe @KateBour, @FindTroy, @MLLNNLmotivator, @Socially_M, @NathalieGregg, @KimScaravelli, @CardozaGab, @southbaysome, @WinnieSun @Wave_Video, @iSocialFanz, @MayKingTea #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
Go check them out!
And when you do check them out, notice how supportive they are of everyone in their community. And when it comes to promoting what they offer, they’re clear about it, too. After all, they’re running a business, and they don’t shy away from promoting it.
A7-b. Pay attention to how much they support others & how clear they are when it comes to promoting what they offer. Just to be 100% clear: I’m pro-promotion. There’s nothing wrong with promoting & selling when done right. After all, I’m running a business. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
Madalyn also told us about UPS and FedEx—a couple other service-based companies that offer great support. Of course, when it comes to Twitter, rapid response time is essential.
A7: Companies that offer support to help their customers (like @UPS and @FedEx, for example) are doing a great job. It’s important that you’re addressing any issues as quickly and efficiently as possible. #TwitterSmarter #5YearsofTwitterSmarter https://t.co/XEQy6nowZt
— Madalyn Sklar – Digital Marketing since 1996 (@MadalynSklar) July 30, 2020
If you’re a personal brand, don’t try to satisfy everyone. Focus on who you are and what you offer. To stand out from the crowd, you have to be your own unique self.
A8-a: For personal brands, do not aim for pleasing the masses. Bring out your distinct blend of expertise & let your personality shine. That does not mean you need to go rah-rah / high-vibes all the time. You do you & stick with it. #TwitterSmarter #YouDoYou
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
If you’re a service business, don’t bother telling people what you do. Instead, focus on what you can do for them. It sounds like an insignificant distinction, but it’s not. For example, “I write website copy” is telling people what I do. However, “I can make people buy your service just by reading your website,” is telling people what I can do for them—it prioritizes their benefit and not mine.
A8-b. For service businesses, I’ll give it to you straight. No one cares what you do. They care what you can do for them. Be curious about upping your copywriting game & focus on your customers’ emotions. #TwitterSmarter
— Maiko Sakai (@MaikoSakaiBiz) July 30, 2020
And of course, nothing beats the basics: listening. As Alexis said, make sure you listen to your customers, target audience, and community. Engage with them, and be transparent about yourself and your values.
A8: Listen, engage, and be transparent! #TwitterSmarter #5YearsofTwitterSmarter
— Alexis Rogers (@alexismrogers) July 30, 2020
Well, folks. That’s all from me this week. Thanks so much for reading through. For more great insights from our chat with Maiko, take a look at this Twitter Moment that Joana put together. If you’ve got some time to spare on Thursday, join us at 1pm ET for the next #TwitterSmarter chat. We’d love to see you there!
Oh, and Happy #5YearsOfTwitterSmarter!
About me, Narmadhaa:
I write all things—technical and marketing copy to fill the pocket; haiku and short stories to fill the soul. A social media enthusiast, I’m a member of the #TwitterSmarter chat crew, and always happy to take on writing gigs.
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