How to Get Brand Awareness Traction on Twitter for Your Startup

Written by Brad Shorr

Twitter, with more than 300 million active users, is an excellent platform for startups ready to introduce themselves to the world. Here are tips for building brand awareness and an enthusiastic community of followers.

Before opening a Twitter account, create relevant, sharable website/blog content. Some of your tweets need to link to website content to give users more information about your business. When creating this content, think about your audience segments. For instance … People in the Twitter venture capital/startup/entrepreneur community will be interested in your company’s backstory and business plan. Customers will be interested in your product/service value proposition. Business journalists and bloggers will be interested in your story based on where you’re located (local journalists are often eager to promote new, local business) or what industry you are in. Users within your industry will be interested in what is new or disruptive about your business, products or services. When setting up your account, include popular, relevant hashtags in your profile, since a lot of users conduct searches based on hashtags. Here’s more …

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Will Twitter Survive?

Big, important voices have been saying that Twitter is in trouble and needs to change. The platform has been slow to fence in trolls and the more nasty segments of the online community. Chris Sacca, an early round investor and still an investor in the company, was concerned by executive management changes.  (Dick Costolo out, Jack Dorsey returns.) Farhad Majoo of The New York Times ran a story that covered what Sacca wrote, and focused on one of his recommendations: Twitter has to be better at live events and news. Its acquisition of Periscope points in that direction.

Twitter is my go-to news source, and I would welcome a focus on live events. But I also like Twitter for its openness.  It is practically the last open network. Anybody can talk to anybody.  Twitter doesn’t interfere with what I see, as Facebook does when it manipulates your newsfeed.

I hope that openness stays, and I hope Twitter survives.  As a channel without a ‘purpose’ like dating (Snapchat) or staying in touch (Slack and supposedly, Facebook) it suffers under Wall Street scrutiny, because it …

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Like a DJ, You Need to Spin a Good Mix

I work on Twitter feeds for clients every day. When I’m not working their feeds, I’m working on mine. Been doing it since 2009. Discovered this: Like a good DJ, you need to be a master mixer. That means that if you post on message all the time, every day, you will be boring. Boring doesn’t work so well in social media.

What does a good mix look like? You have some direct calls to action, like ‘buy my stuff,’ ‘take my class.’ You also make an effort to post stuff your audience may like. This can get pretty fine grained. If you’re speaking to people looking for book cover designs, you need to inspire that group and post about design. I use Feedly to track articles by topic, and Design is on my topic list, and so is Inspiration. If you need to reach ad agency directors, you should talk about creativity, about coloring-outside-the-lines campaigns. I always throw in a few curve balls and sliders, because that is what makes Twitter interesting. The oddball post is what people will read …

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Your Startup Needs a Twitter Ecosystem

Twitter ? Did I actually write that your startup needs a Twitter ecosystem?  Yes, Twitter is an unsung research tool for building a culture around your startup and growing user adoption. Here’s how it works.

You probably know that Twitter posts are indexed by search engines, so the more meaningful noise you can make on Twitter, the more likely you will appear in search results. Note that I said ‘meaningful’ noise, so let’s define that. Meaningful noise means creating communications that the listener or reader welcomes. To make that happen, you use Twitter first as a research tool, and then as a communications platform. Use paid or low-cost tools like Buffer and Mention.

Twitter Case Study

Let’s say you are a startup that is going to unbundle taxi and limo service. (I’m sure somebody’s thought of this before, haha.) Who are your potential customers? Where do you hunt for a user base?

Even by using a blunt-edged tool like Google Trends, and typing limo into the search box, you can learn that most interest …

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Manifesto: The Truth about SEO

Often I get this request: “I want Schmeckendorf Industries at the top of the Google rankings.” Well, actually I don’t get exactly that request, but everybody wants to be at the top of the rankings. It’s a worthy quest, akin to climbing Everest, but success depends on your equipment and stamina.

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