How to Develop Twitter Marketing Keywords - dummies

How to Develop Twitter Marketing Keywords

By Kyle Lacy

Picking good keywords can help your Twitter marketing efforts. Choose one, two, or maybe three words that describe the topics prevalent in your industry. Customers find you by using keywords, and whether they know it or not, they talk about those keywords, ask questions related to them, or search for them.

If you work in the windshield wiper market, your keywords might be clean windshields, thunderstorms, and of course, windshield wipers. If you’re in real estate in Portland, Oregon, you’d have the keywords home sales, mortgage, and #Portland, #Oregon. If you specialize in travel to Liechtenstein, your keywords are vacation and #Liechtenstein.

The # is a hashtag that you put in front of a location or keyword to help people on Twitter find the term in searches, as well as to tell other people.

To develop your keywords, you need to figure out what it is you do. Hopefully, you know what you do already, but you need to figure out how to explain it in a single sentence. For example

  • I sell heavy-duty windshield wipers.

  • I sell homes in Portland, Oregon.

  • I help people plan trips to Liechtenstein.

You’ve probably heard the term elevator pitch, which comes from the idea that you’re on an elevator with a potential client, and you have about ten seconds to explain what you and your company do. So, you need a single sentence about your business that can fully explain what you do and show the person what he or she gets out of it by buying from you. Here are some example elevator pitches:

  • I can reduce your risk of an accident by 20 percent by keeping your windshield clean with a special windshield wiper.

  • I help new homeowners in Portland save 20 percent on their first homes.

  • I can save business travelers 25 percent on their next flight to Liechtenstein.

Now, compare the preceding two bulleted lists and find the differences. First, the elevator pitches include stronger benefits: reduce accident risk, save money on a home, or save money on a trip. Second, the elevator pitches are very specific. They’re not just selling products, selling homes, or planning vacations; they’re reducing mortality and saving money.

The benefits don’t have to speak to everyone, and you shouldn’t try to chase down anyone and everyone. Improving visibility in the rain might not matter to some people, but to people such as truck drivers and traveling salespeople, visibility while driving can be lifesaving.

Saving 20 percent on a first home isn’t important to anyone who’s already a homeowner, but a 20-something who just got married and is looking to buy a home may see these savings as crucial. And for people who don’t want to leave the country for vacation, Liechtenstein is just a country they’ve never heard of. But for fans of the landlocked principality, 25 percent savings can make them take notice.

To develop your elevator pitches — and you may have one or two, depending on whom you meet — run through an imaginary conversation with a new potential client:

You: Hi, I’m Sue, I plan vacations. What do you do?

Client: Hi, I’m Vincent. I sell windshield wipers to small landlocked countries in Western Europe.

You: Fascinating. What’s the biggest problem you face in your travels, Vince?

Client: I never have enough time to plan my sales trips, so I wait until the last minute, which means I end up paying more than I wanted.

You: Well, I run a small travel agency, and I can save business travelers 25 percent on their next flight to Moscow.

Notice the use of the elevator pitch in the preceding dialogue? See how that information all fit in the conversation, nice and neat? By developing that elevator pitch, you can zero in on the client’s problem and present him with the exact solution he needs.

Here’s what happens if that same message appeared on Twitter.


This Twitter exchange illustrates a couple of important points:

  • @MoscowTravelFun responded only to @kyleplacy’s immediate need. She didn’t blast out a lot of tweets.

  • Notice that @MoscowTravelFun asked me to DM her for more information. A DM request helps keep the conversation private and spares their other followers from seeing every word on Twitter.