Twitter: Free Marketing for Your Design Business
By Erika Ward
Consumers buy from companies they like and trust. Consumers also like to know who is behind the brand they are patronizing or vetting for a future purchase. Your Twitter presence allows them to get to know you and puts you within their direct reach if they want to speak to you, not your assistant or voicemail. Similarly, you can use Twitter to interact with vendors regarding new product releases or solutions to your design needs.
Need a more compelling reason? Did you know that Twitter can help you to get published in a local, national, or international publication? It's highly unlikely that you can walk into New York City's Hearst Tower, into the House Beautiful headquarters, waltz into Newell Turner's office and hand him a copy of your design portfolio. Conversing with editors and contributors of shelter magazines is easy on Twitter and the response is sometimes immediate. Respectfully tweet your person of interest and provide a link to what you want them to see. Others following your tweets will also see the link and may engage you in conversation or request to spotlight your project for their publication.
Now that I have your attention, here's a question for you: Of all the ways to advertise your business, why not take advantage of the free marketing tools available through social media? Most social media newbies start with Facebook as their platform of choice, but I have found Twitter to be an equally valuable resource. I will assume if you are reading this article, then you have at least opened a Twitter account. This is only the beginning, but you're off to a great start.
Marketing your product or service is only half of what it takes to effectively promote your business on Twitter. Where traditional marketing is all about you, (i.e. website, direct mailing, brochures, business cards, etc.); social media marketing is about networking and establishing relationships. Cost is associated with marketing mediums, the former money and the latter time. It just depends on the goal you want to achieve in your business. Here's a scenario to illustrate my point.
Imagine you are in a room full of people; some are familiar faces while others are complete strangers. Upon meeting someone new, you each introduce yourself only disclosing information you feel most comfortable sharing. At some point in the dialogue the conversation may be one-sided, and then the pendulum shifts to you. A third or fourth person may join the conversation and the exchange of information becomes richer. During your chat you learn that your new acquaintance(s) has something in common with a friend. You then either provide them with the contact information or invite the friend into the conversation if they are physically present. This exchange is much like what happens on Twitter. The difference is that it doesn't matter if you are in professional attire, business casual, or wearing your pajamas.
Conducting a conversation in this manner on Twitter gives the impression to others that you are knowledgeable, well connected, and generous with information. If you aren’t a natural conversationalist, here’s an easy recipe that will help you in becoming an effective tweeter.
Recipe for An Effective Tweeter
1/3 Business – These are your accolades, special promotions, peeks at new client work and your portfolio
1/3 Resource Sharing – Provide tips and advice, promote a favorite vendor, acknowledge/congratulate others on accomplishments, provide useful links and businesses or technology that would aid in business or everyday life.
1/3 Personal – Share your hobbies, interest, favorite destinations, etc. with others. Use your discretion regarding the amount of personal information you want to share. The purpose is to make the person in your profile photo relatable.
Tweet in each of these areas at least once/day. Sounds like a huge commitment, it's not especially after you have reaped the benefit of a new client or landed new press. Again, remember social media is just like a conversation at a networking function, but condensed into 140 characters. Be natural, approachable, and genuine in your interaction. Sooner than later, you too will be excited to tell others what Twitter has done for your business.
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Atlanta-based interior designer, writer, and philanthropist, Erika Ward worked in the design-build industry as an accountant before turning her passion for interior design into a successful business. Named by Atlanta Tribune as having one of the top design firms of 2011, Erika’s work has appeared in the Atlanta-Journal Constitution, Atlanta Home Improvement Magazine, and on HGTV.com. In addition to providing decorating advice and inspiration on her internationally recognized blog, BlulabelBungalow.com she is also called upon for her design advice for publications such as SheKnows.com, houzz.com, Heart and Soul Magazine, and Atlanta Tastemaker Magazine. In 2010, Erika co-founded Room Service Atlanta, a non-profit group of interior designers and design enthusiasts who provide pro-bono services to Metro Atlanta shelters. A social media maven, you can also chat with Erika on twitter and Facebook.
