So many of my c-level executive clients and potential clients are surprised that Twitter is such an integral part of my personal branding and social media marketing efforts, even though it’s wildly popular and stories about its value for business-building and job search abound.
They still think Twitter is a time-drain for people who have nothing better to do than tweet about what they had for lunch, or other trivial matters.
My Twitter ROI was dismal at first when I started tweeting seriously late in 2008, and I thought I was wasting my time. It took about 6 months of tweeting several times every day (except weekends) before I could see that my time spent was gaining traction, and I was beginning to make a mark.
I certainly haven’t been as heavy-duty a tweeter as many others, but I’d say my Twitter schedule is realistic for someone who is actively job seeking. Some say it’s better not to tweet too much anyway, and risk overwhelming your followers.
Because tweeting is micro-blogging, Twitter is a natural complement to my blogging efforts. It fits in perfectly with the kind of marketing that works best for me – spreading my own content across various social media channels, showcasing my writing skill and its value to c-suite job seekers.
It’s all about getting my brand and promise of value noticed by potential clients and those who can lead me to more clients, and getting recognized as an industry thought leader and expert.
The idea is to get on their radar and stay top of mind with them so that, when they have a need for my services or know someone who may, they’ll reach out to me.
Sounds just like job search networking, doesn’t it?
Good networking on Twitter, just as in real-life or through any social media channel, works when you think “give to get” – promote and help others, and they’ll likely reciprocate. I’ve built professional friendships with all kinds of people (other career professionals, executive job seekers, social media experts, entrepreneurs, etc.) with whom I’ve formed alliances.
We’ve become brand evangelists for each other. I support them by retweeting them, tweeting their blog posts, spreading the word about them and referring them to good-fit clients. They’ve reciprocated by referring potential clients to me and sometimes their contacts in the media who are looking for career experts to interview and/or to contribute to their publications.
One of my Twitter strategies is using relevant keyword phrases often, in my retweets and original tweets, and/or adding hashtagged (#) keyword phrases at the end of tweets, if it will still leave room for others to retweet them.
Savvy Twitter users search these phrases for information, products, services, and to find people to follow. Here are some of my recurring keywords:
Other strategies I use to attract potential clients, colleagues and thought leaders within my niche:
- Using hashtags on my relevant keyword phrases strategically, tweeting with and without them.
- Retweeting people I want to notice me, if they’ve tweeted something relevant and worthy.
And my efforts have paid off:
When I published my executive branding and job search ebook, I knew I could rely on my Twitter network to help promote it.
Many of my blog posts have gone viral, broadcasting my name and business on many other sites. People have referred to and linked to my blog posts on their blogs, helping to build SEO on my sites and bring more visitors … all potential clients or people who can refer potential clients.
About 15-20% of visitors to my blogsite come from Twitter. If I’ve tweeted an especially popular blog post of mine, that number can jump to more than 50%. Those visitors are people who probably otherwise wouldn’t visit my site. Every visitor is a potential client or may know someone who is.
Some clients who found me by Googling relevant keyword phrases, landing them on my blogsites, said they wanted to work with me because of my Twitter and other social media involvement, indicating my expertise in online identity and online reputation management. They watched my ongoing activity in the Twitter stream on my blogsites.
Leading job search experts who found me on Twitter have included me in their lists of approved career services providers.
As an executive job seeker, if you build a realistic strategic plan to incorporate Twitter into your search campaign – even as little as 10-15 minutes a day – you’ll get the word out about your unique promise of value to the companies you’re targeting.
Many of them are on Twitter, tweeting opportunities and updates on their products and services, which could alert you to needs of theirs that you can fulfill. Job search experts are on Twitter, tweeting valuable (and free!) information that can help you. They’re all active on Twitter. You should be, too.
photo by josh semans