Phillip Twyford

Hi I am Phillip, The Curly Marketer. I love to help small to medium businesses use social media to grow their audience and their business.
Hi I am Phillip, The Curly Marketer. I love to help small to medium businesses use social media to grow their audience and their business.
Do You Know What A Pinned Tweet On Twitter is?

Do You Know What A Pinned Tweet On Twitter is?

Do you know what a pinned tweet on Twitter is? In my curly marketer tip video below I give you a full explanation as to what it is and why you should have one.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Posted by Phillip Twyford in Twitter, 0 comments
Don’t Make This Mistake In Your Twitter Bio

Don’t Make This Mistake In Your Twitter Bio

When writing your bio for Twitter don’t make this common mistake. Check out my video below to find out what this is.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Posted by Phillip Twyford in Twitter, 0 comments
Take a video you have created and share it on your #Instagram story

Take a video you have created and share it on your #Instagram story

Take a video you have created and share it on your #Instagram story

In this video below I share with you an excellent tool that will allow you take a long video you created and cut it down into 15-second frames so you can share as an Instagram story.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Posted by Phillip Twyford in Instagram, 0 comments
Do you know what a UTM Link is?

Do you know what a UTM Link is?

Do you know what a UTM Link is?

Do you know why you should start using these to track some of your social media content?

In my #curlymarketertip video below I explain what they are and how you can benefit from using them.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Posted by Phillip Twyford in UTM, 0 comments
How to get rid of the white background in an image

How to get rid of the white background in an image

It can be frustrating sometimes when you have an image or logo and when you insert it into a document or presentation the square white background.

In this video, I show you how to get rid of the white background in an image so that you won’t have this problem anymore.


I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Posted by Phillip Twyford in Images, 0 comments
How To Download A Video From YouTube

How To Download A Video From YouTube

How to download a video from YouTube.

In this video, I show you how to easily download a video from YouTube using a site called Computer Hope.


I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Posted by Phillip Twyford in YouTube, 0 comments
How To Create The Best Content Marketing Strategy

How To Create The Best Content Marketing Strategy

Before I get into the nitty-gritty of how to create such a strategy, I want to give you a compelling reason why you need to make Content Marketing an integral part of your marketing budget.

Consider this statistic highlighted courtesy of Lenati

67% of the typical B2B buyer’s journey is now done digitally, and 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchasing decisions.

Even though this statistic is based on a B2B consumer I have no doubt that the outcome would be the same for a B2C buyer.  Why?

The consumer whether B2B or B2C is intelligent, protective of their privacy, does not want to compromise on quality, expects a personalised user experience and above all now conducts their own research before considering making an enquiry.  

Gone are the days of someone blindly engaging with a sales rep and this very point is encapsulated in this piece of research from the Demand Gen Report – Content Preferences Survey which states that:

47% of buyers viewed three to five pieces of content before engaging with a sales rep.

At the end of day, while increased website traffic, increasing impressions and lots of social shares are positive, a business will only survive if it can turn casual visitors into advocate customers.

Therefore, a business needs to employ tactics and use strategies that will motivate and increase the chances your target audience will want to do business with you, and Content Marketing, done well, is just such a strategy in my opinion.

Don’t have time to read the whole post?  Download my handy ebook below  to take away and read later and if you like it please do share.

Content Marketing Strategy


Business Is Buying Into Content Marketing

In 2017 Content Marketing is appearing to be now seen as an integral and vital part of a company marketing strategy. This is very well evidenced by an excellent survey done by Smart Insights who asked their readers the following question.

“Select one marketing activity that you think will give your business the biggest incremental uplift in leads and sales in 2017 (or your clients if you work for an agency or as a consultant)”.

Out of 2,352 responses, Content Marketing was polled at the top as illustrated by the image below courtesy of Smart Insights


Top Digital Marketing Techniques


Content Marketing Is Becoming Universally Accepted

In 2016, 90% of businesses were implementing Content Marketing as a tactic in their business and for 2017 it is estimated that this figure will increase according to this report by the leading authority in the area of Content Marketing The Content Marketing Institute

They define Content Marketing as follows:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action”.

This is a very clear definition of what Content Marketing is and when you think about it makes perfect sense.  

Customers, buyers and prospects in 2017 are more sales savvy, knowledgeable about what it is they want and are intent on doing their own intensive research when trying to find an answer or a solution.  

Therefore, it stands to reason that if a company provides quality information that is relevant to their audience that allows them to come to a decision easier, than the company in question should see positive results.

But this not the case!

Businesses Are Struggling To Get Success With Content Marketing

Even though Content Marketing makes sense and companies understand the benefits that can be accrued from employing such a strategy, businesses are struggling to get the success they want.

In their 2016 Content Marketing Benchmark report The Content Marketing Institute in conjunction with Marketing Profs found a number of challenges (see image courtesy of Smart Insights below) that businesses reported when trying to get traction with Content Marketing.

Top Challenges for b2b marketers

If I go back to the headline of this post titled:

How To Create The Best Content Marketing Strategy

I do believe that a number of these challenges could be tackled and the results improved if companies reviewed what they had defined as their Content Marketing Strategy.

Consider these core statistics for a moment:

70% of marketers lack a consistent or integrated content strategy. (Altimeter)

80% of B2B marketers have a content marketing strategy. 32% documented 48% not

Having a detailed documented strategy that is consistently applied, reviewed and iterated where and when necessary, is a crucial element that based on the above results a lot of companies are failing to do which then feeds into the issues and struggles that I alluded to earlier.



How To Create The Best Content Marketing Strategy

Dart board

Step 1 Define Your Goals

This invariably is the most critical step.  If you don’t know why you are undertaking Content Marketing and what is it that you want to achieve from your Content Marketing activities you will struggle to see any real traction or benefits accrued. You may, in fact, do damage to your brand as you come across confused and inconsistent in both messaging and communications.

When defining goals when it comes to Content Marketing I believe you have to do it with your end customer in mind and based on the stage of the sales journey they could be on with you.  

Simply Measured did an excellent job to flesh this out and how you need to create content that has a purpose.  From this article, they put forward an excellent content funnel (see image below) where they mapped content against the traditional sales funnel journey a person would travel.

Social Metrics Map

I think the above map would be an excellent overlay to allow a company develop very personalised and relevant objectives for the various tactics that would be employed as a prospect moved closer to conversion.

Customer Personas

Step 2 Persona Research


Knowing and understanding what your customer and the target market pain points, needs and wants are is crucial so that you can align your message tailored to what will peak their interest.

Hubspot outlines a very detailed plan to begin creating your customer personas but a core element is you have to conduct your research on the market and use insights from customer surveys, reviews, interviews from your sales team etc.

Every customer and prospect is looking for a solution or an answer, but the core interest or element that they deem critical in order for them to make a decision is vital to know.

For example some customers maybe price focussed, others look for testimonials and proof of delivery.  Once you can identify these you can then better craft your message to resonate with them.

Content Audit

Step 3 Content Audit

A lot of companies have produced lots of content yet it gets forgotten in place of yet another campaign.  

You must review what has been done before, how did it perform, did it work, did it not, why did work, why did it fail, could it be used again, updated etc.

Looking at what the company has initially produced and reviewing how it performed the first time will provide not only potential content for the new strategy but doing this review will yield critical performance information to ensure mistakes that happened the last time don’t occur again.


Step 4 Content Management

You need to document and agree on a system for creating the content, publishing the content and then reviewing how it performs against your objectives and KPI’s.

For example if the company decides that a blog will be a core content tactic to be used, will this be managed via WordPress or an alternative solution, or will you decide to have one all encompassed approach that allows for content marketing, analytics and CRM to be contained in one bespoke piece of software such as Hubspot.

Brain storming

Step 5 Content Brainstorming

While this is down as a step it will not be a once off action.  

Setting up agreed idea generation meetings is a necessity to allow for new ideas or the iteration and improving original content previously shared with the market.

At these sessions, you need to agree what types of content should be produced and for blog posts using a blog post title generator like this one from Hubspot is valuable.

Ultimately though at these sessions you are looking to come up with ideas and solidify the core content you wish to create as part of your content strategy.  

Some excellent forms of content that could be created are as follows:



  • Blog
  • Ebooks
  • Whitepaper
  • Industry Report
  • Infographic
  • Video
  • Tips sheet
  • Templates
  • Podcast
  • Quotes
  • FAQ’s




I placed a blog at the top because I truly believe that it is a content marketing tactic that is mandatory for the majority of companies.  

Not only does having a blog help in the long term with SEO and page-rank, but it allows you showcase your expertise to your market and the beauty of a blog is that a post or multiple posts under the same theme could be repurposed into any of the other content forms listed above.


6 Content Planning

Creating a plan around an editorial calendar is critical from a Content Marketing point of view.  You need to work towards having your content designated for a certain audience and then scheduled to post and be distributed at key periods ahead of time rather than try to do it live on the due date.

An editorial calendar allows you plan what content should go on what date against each of the social channels, and it can also allow you forward look at specific events or seasonal times like Easter or Christmas where if applicable, you can ahead of time create content specific to that event, and hence, become more relevant and on topic in the face of your audience.

Key unlocking

7 Unlock Influencer Relationships

A lot of companies fall into the trap that because they are “the company” they see themselves as automatically being an influencer in the market.  While that may be true of some of the large brands it is not a given.  

In many industries from tech to food to fitness, there are individuals who have built up a follower base of raving fans who live and breathe every word and piece of content that these people promote.

However, I would never advocate any company or individual that they go down the influencer route by purely paying for an influencer to endorse or promote their company or product to their audience.

I believe in creating genuine relationships with influencers where there are mutual respect and support for what each other is doing by building a trusted relationship built on transparency from which the benefits that can be created are very positive for everybody.


8 Promotion

One of the biggest mistakes both individuals and companies make when it comes to Content Marketing is the area of promotion.  For example, with a blog post, a lot of bloggers and companies will simply post the blog once and forget about it.  

However, promotion and multiple publishing are key to ensure that as large a segment of your audience gets to see a piece of content.

This is yet another reason to have an editorial calendar where reposting of content at set times across various mediums from email to social can be utilised.


Content Marketing is becoming an integral part of every company’s marketing strategy, but I do believe that a lot of the struggles that companies are facing with their own Content Marketing as identified in the research is down to the fact that either there is no documented strategy in place, or at best they are using a very loose plan.

For it to work it needs to have its own detailed plan that is linked to the overall strategy for the business.  You need to set a budget to ensure your Content Marketing can properly work towards achieving the objectives set, you will need to actively measure and monitor results of how content is performing and iterate or change as required, and above all, you need to have patience.


Apart from having no documented strategy, I believe the number one reason why a lot of companies struggle for content success is that they don’t have patience and expect it to be an instant win.  

Unfortunately, this is not the case and I always advise a client that at a minimum you need to allow for 6 months of consistent activity before you could see any traction.

This is where Marketing and Finance can come to blows as return on investment is questioned.  

However, building awareness, reputation, expertise and trust takes time.  If you commit to it and focus on aligning your content against the requirements of the target audience at the right stage of the content funnel, I honestly believe you will seriously increase the likelihood of taking that prospect from intent to conversion.

I hope you enjoy this post and please share with your community.


If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.


Originally published on Marketing Maven

Posted by Phillip Twyford in Content Marketing, 0 comments
10 Things To Do For Your Email Marketing Success

10 Things To Do For Your Email Marketing Success

Email Marketing, once the darling of the marketing world, is now seen as a pariah almost. The bringer of spam, and now looking so uncool when compared to Facebook, Twitter or Instagram.  Yet, I would contest that when done right email marketing can be extremely effective at taking your business to the next level.

To support this view, Campaign Monitor did an excellent post listing 70 key facts related to email marketing that I believe will convince all the email doubters to reconsider their opinion of email as a marketing tool.   Here are a couple of my favourites.

[Tweet “Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages”]

[Tweet “You are 6x more likely to get a click-through from an email campaign than you are from a tweet.”]

Apart from these facts do also consider that based on the excellent report done by The Radicati Group it is estimated that by 2019 there will 2.9 billion worldwide users of email.

OK, so now that we know some serious facts that show that email is still a very relevant and potent tool in your marketing strategy how should you go about planning and implementing an email campaign that will give you the best open rates and responses?


The following are 10 tips for email marketing success that I believe will improve your email marketing if it is not currently rewarding your efforts.


Fail to plan, plan to fail


10 Things To Do For Your Email Marketing Success

1 Create A Plan

As the saying goes “Fail To Plan, Plan To Fail”. No matter what medium, action, or strategy you want to conduct, you have to create a plan and capture a number of key pieces of information to allow you formulate the best approach to achieve success.

First, who are you targeting?  You must create buyer personas so that you can drill down and have a real picture as to who you want to target and communicate with.

The central core purpose of doing this is to ensure that the email communication you create will have the most interest and relevance for them which increases the chance that your email will be opened.

Secondly, you have to set yourself objectives and goals.  What is the email campaign suppose to achieve?  If you want to generate leads as opposed to raising awareness, the email strategy developed will be very different, so really identifying and agreeing this upfront will be vital.

Thirdly, how much money are you going to allocate to email so that you can budget your spend accordingly, and also ensure the budget allowed does not impede the ability to achieve the objectives set.

To finish off your plan you must detail how you are going to send out your emails, and then measure the effectiveness of your campaign.  You may decide to use an internal system, or look at something like Campaign Monitor, and utilise open rates and clicks on a call to action link to a specific landing page.  Whatever route you decide, ensure you have it clearly defined and thought out before sending any emails.


2 Be Relevant

It is vital that you know your target audience and can identify the multiple segments contained within your database.  There is absolutely no point sending out the same email offering and call to actions if they will only appeal to a certain section of your target audience.  Develop tailored personalised messages, offers and call to actions to the different buyer personas you have identified in your planning stage.  By doing this you will increase the chances of your email been opened.


3 A Great Subject Line Is The Key

Having a great subject line is what will get your email noticed but using words such as free will only trigger the dreaded spam filter.  Headlines should be targeted, relevant and personalised to the individual and should include your company name.  By doing this, it will help you present a more professional and authentic look to your communication.  Check out this great post by Hubspot to help you craft and excellent email subject line.


4 Ensure You Use Good Design

There is no point having great content and a great offer if the design and presentation are not clear, enticing or easy to follow for the reader.  Give your target audience options for both HTML and text-only versions.  Use the top part of your email to give the reader the real value and offer of what you want to communicate.  Keep your copy brief to avoid excessive scrolling and don’t mix and match different fonts and sizes. Personally, I love white space as I feel it really helps a reader see messages more clearly and allows for quick scanning of your message.

Include your logo on the top of your email, and make sure that calls to action are clear and are of a point size to allow for easy clicking.


5 Have A Dedicated Landing Page

There is nothing worse than having warmed up your target prospect, they click the call to action link in your email and they are brought to your home page on your website.  For your email campaigns, you must ensure you are designing bespoke landing pages that clearly directs the reader on what you want them to do when they get there.  When your prospect clicks on the call to action link in your email, they should be brought to a specific landing page that mirrors exactly with the email content they have just been interacting with.

All the information should be absolutely relevant based on the content that the reader was sent in the email, and all the key information should be presented in the top.  Make it very easy and clear to your target audience to know what they have to do next now that they have landed.  This can be done by ensuring the call to action buttons and links are prominent and clickable.

Duct Tape Marketing did a great piece on why landing pages are so important so click here to get some more ideas.


6 Test

It is very important to do a few trial runs first with your email campaign before sending to prospects.  Use internal teams and a group of trusted sources to pre-critique your email.  Look at how your email is displayed on various browsers from laptop, tablet and mobile.  Is your content activating spam filters or not displaying correctly on certain browsers.

Check that your images are downloading and that all your links, both call to action links to landing pages and unsubscribe links are working.  I would also advise using a free spam checker to run your email through to check to see if any sections of your copy could potentially trigger a filter and commit your email to quarantine.


7 Measure

It will be important to know and monitor how your email campaign is performing to ascertain whether you need to iterate and change.  Pay attention to metrics such as delivery rate, open rates and click through from call to action links to a landing page. It is also worth noting that Outlook offers no tracking metrics, so I would recommend not using this for your marketing emails. Using a specialist email marketing provider such as Campaign Monitor who have very good email marketing tools with excellent metrics will allow you track how your emails are doing.


8 Keep Testing and Iterating

The beauty about email is that by using metrics you can see what is not working and improve it.  AB Test different headlines, email designs, use of imagery over text-only emails, times of the day and different days of the week.  All these data parameters will offer you invaluable insights to hone your email campaign to be as responsive and as engaging as possible.


9 Keep Your Data Clean

This is a must to ensure your long term email marketing success.  If people are unsubscribing it may indicate the information you are sending is not relevant, so it makes practical sense to ensure you are capturing this data.  If you have a high bounce rate it means that those emails are no longer valid so it is a waste of time and effort to keep sending your emails to these addresses.


10 Integrate

Email when used on its own can be very effective, but don’t forget to consider an integrated approach with other targeted and relevant media that are communicating the same focussed material to your target audience.  Doing this can have an extremely positive effect on your response rates.

To further help you in your quest for email success see below an excellent infographic from Online Course Report that details some excellent information and insights that you can use to hone your emailing skills.



I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Thanks for reading

Phillip (The Curly Marketer)



Posted by Phillip Twyford in Digital Marketing, Email, Social Media, 2 comments
How To Get Your Small Business Started On Twitter Successfully

How To Get Your Small Business Started On Twitter Successfully

For any small business, I believe Twitter offers some of the best opportunities to create awareness of your brand and your company.

Using a proper strategy it will allow you to build trust and authority and enable you to create a community of engaged supporters which over time will be receptive to your products and services.


How To Get Your Small Business Started On Twitter Successfully


Some Facts To Consider

Twitter was created in 2006 and allowed individuals and businesses to share information and updates which were no longer than 140 characters.  These social messages were called Tweets and grew massively in popularity as messages had to now be to the point and be clearly focused.  

After much debate and feedback, Twitter has extended this 140 character count so that any tweets containing gifs, photos, polls, videos or quoted tweets will not impact on the count.  See this article from Mashable UK  discussing this topic which I think will continue to evolve.

According to research conducted by Statista Twitter as of Q3 of 2016 has 313 Million active users on the site.  Just take a moment to think about that and how most probably your audience and target consumer is there engaging and searching for a company like yours.

If you are still not convinced that Twitter is right for your business consider the following information from research conducted by the Pew Research Centre in 2015 which cited that 63% of people now found Twitter as a relevant source of news.


Twitter as a relevant source of news.


Remember people are now a lot more business savvy and conduct enormous amounts of their own research on products and services before purchase.  By developing a plan around Twitter to enable you to really understand what your target niche is discussing, what are their problems and what solutions they require will allow you build up a reputation on Twitter with a very engaged community.



Why Your Small Business Should Be On Twitter?

Gary Vaynerchuk is one of the most pioneering and futurist social media marketing entrepreneurs today.

In his book Jab Jab Jab Right Hook he presented an excellent strategy which is truly perfect especially on a medium such as Twitter, and when Gary gives advice every business should sit up and take notice.

In this article he very much put forward the view that Twitter still has a huge opportunity for businesses.  As he rightly pointed out Twitter allows you to initiate a relationship with a customer and a target niche, and then by using the excellent Twitter search capability you can quickly find out what your audience is discussing and jump in without being seen as intrusive, once of course you are providing valuable and relevant content to the conversation.


5 Reasons Why Your Small Business Needs to be on Twitter

For any business but especially a small company budgeting and marketing spend is always an issue and tends to get pushed to the side as finance is invested into more operational and logistical areas.

The great thing about Twitter is that there is no cost to tweeting out content which if relevant and valuable enough could drives sales leads back to you own website.  

What is not to like about that.

Melissa Thompson wrote a very good piece on the Small BusinessTrends web site detailing 10 key reasons why a small business should be on Twitter.  Here are 5 key ones to note.


1 Allows Your Company Get Exposed To Your Audience

As I said at the start of this article there are approximately 313 million active monthly users and if you consider that each user averages 5 tweets per day that’s a lot of activity and conversations taking place.  Your business should be tapping into this for opportunities to engage and become part of the bigger conversation.


2 Twitter Analytics

If you have a website (if you don’t I cannot stress enough how important it is you do), you will no doubt be familiar with Google Analytics which can tell you how your website is performing regarding visitor traffic etc.

Twitter has its own built-in analytics tool which is excellent and very detailed and will allow you actively see how your tweets are performing so that you can tailor the content you are sharing to ensure the highest engagement.  


Twitter Analytics



3 Manage Your Reputation Online

As a business, you have to be cognisant that just because you choose not to be online it does not mean your customers will not go online themselves to praise or complain about your business.  Twitter allows you to quickly communicate and easily in both positive and negative circumstances so that at all time your brand and the perception it is creating remains true and is not damaged.


4 Build Rapport With You Customers And Grow A Community

Reviewing what people are asking or searching for on Twitter allows you to join the conversation and bring positive and relevant information and solutions.  This will help grow your reputation and build up a community of supporters for your business.


5 Monitor Your Competition

Just because, you or your business is not on Twitter do not assume that your competitors are not.  Twitter will allow you easily search for companies in your own niche so that you can monitor as to how they are using Twitter and so help you prepare your own communication strategy so that you are not caught unawares.

OK, so I hope now you are convinced that Twitter should be part of your small business marketing strategy.

Let’s now begin to put in place the steps to get you and your business set up to send your very first tweet.


Set Yourself Objectives For Twitter

Just as you would any traditional marketing communication you have to be strategic in your use of the Twitter.  You have to know what you want to achieve and the objectives from which you will measure to evaluate if what you are doing on Twitter is working.

Here are some key questions you should be asking and they are not limited to purely a Twitter focus.


1 Why does your customer use and like you services/products?

I am often surprised how many businesses do not actually know why because they are so focused on the sale and return on investment that the why is deemed not relevant.

But if you know that problem solving or possibly customer service is a key reason your customers won’t leave your business even for a cheaper competitor, you can leverage that information into the profile and the type of communications you send out on Twitter.


2 How do your customers currently engage with you?

Reviewing your interactions both from physical, as well as an online interaction is key as you may find your customers want questions, solutions, problem-solving and support via online but then finalise their purchase in a physical store.  The customer experience from online to offline should be seamless to further strengthen the relationship.

For example, if you are a small business and have been engaged with a customer (who follows your business on Twitter) online giving tips, solutions which then leads them to go to your shop or have you call to them depending on the business.  Why not follow up the physical face to face contact with a direct Twitter message asking how the service went, their satisfaction level and if they would they be happy to do a testimonial as a tweet to the community.  To me that is invaluable.


Creating Your Buyer Persona


3 Creating Your Buyer Persona.

A buyer persona is a fictionalised person that represents your target audience and is formed by using knowledge and experience from your actual customers.  By developing this persona it will allow the business to be focused in the messaging that is communicated on Twitter and to also align this against those people who you want to recruit as followers.

When you have created you buyer persona it will now be vital to document some more key information which will allow you begin the process of identifying potential customers in your target niche that you can follow and join in a conversation with.

You should document and identify the following:

  1. Who are the leading influencers, thought leaders and experts in your niche
  2. Are there high profile bloggers, podcaster, vloggers (Video Blog on YouTube)
  3. Is there influential authors or reporters for your market
  4. What are the publications, events, and conferences
  5. Who are your competitors
  6. What are the keywords that are used by you and your target audience
    to describe and search for your solution and what words would be associated with your


Research Using Twitter Search

When you have documented the key information now you can start to build up some serious findings before you start creating a profile.  

If you are on Twitter already I would advise you to revisit your persona and documented strategy as advised above to see if anything has changed from keywords to new influencers now taking over the market.

Before you start setting up your Twitter profile it is vital you conduct and document research both on your customers, target niche, who are the leaders, influencers, competitors in your market and what conversations, questions, and the activity that is occurring from which you can then base your Twitter communication plan around.


Twitter Basic Search

In the top right corner of your of your main screen is the basic Twitter search box.

Twitter Search Bar


The basic search will allow you look for your customers, competitors, influencers by typing in their name, or if you know it their Twitter handle (Twitter handle is the name as denoted by the @ that precedes the account.  Eg my Twitter Handle is @ptwyford)

If you want to search for topics or conversations using some of your keywords you can place a # in front of the keyword and it will show you conversations, tweets that are using this search term.

When you click on the magnifying glass image or press return on your computer to start your search  you will be presented with the following options

More Options


This simply refers to the tweets which are getting the most engagement at present and hence deemed the top tweets.


These are the current most up to date tweets for your search


This shows you the accounts where your keyword is present or the account name

Photos and Videos

This depicts the use of images or videos using your keyword.  For example, if I want to look up a keyword of curly hair (because I am the curly marketer after all !!) I would see photos and videos of people who have curly hair showing hair styles, curly hair products and hair tutorials.

More Options

When you click on more options you get the ability to search a keyword against certain criteria such as tweets from just people you follow etc as per the image below:


More Options


The basic search is perfect for a little snapshot of what is happening but to get detailed research findings back Twitter has an advanced search capability that is a vastly superior tool.  


Twitter Advanced Search

The advanced search is accessed by either visiting or click “Advanced Search” which at the bottom of the more options tab after you have conducted a basic search.

Aaron Lee on the Social Quant blog created an excellent piece detailing 8 ways to hit gold using Twitter advanced search.  You can read the full article here but below I have listed 3 which I think are especially important and prove how vital using advanced search is.


Twitter Advanced Search


1 Find A Relevant Conversation

Using my curly hair theme if I am a hairstylist or I sell curly hair products I would be interested in finding out about conversations around frizzy hair.

To do this using advanced search I would put frizzy hair in the exact phrase box and http in the none of these words box.  As Aaron advises putting in the http in this none of these words box means that you get people who have put links to other content only real conversation results are shown and you can then decide whether to join the conversation.

However, experiment and test various search parameters to find out what works best for your business.


2 Find Tweets That Mention Your Company

As above instead of putting in frizzy hair put in your company name and once your profile is on twitter you can then also do a search for your @companyname.

What is great about this, is social listening has now become key.  Customers are very quick to take to social media to both complain and praise so any company that can engage and converse quickly can create a thriving and engaged community.


3 Search Conversations Happening Near You

I think this one is gold.  Back to our curly frizzy problem and using the exact match and none of these criteria I detailed above. This time you also put in your location under places in the near this place box.  This may allow you see potential customers who are looking for an expert to cut, style, frizzy hair in your location.  A simple reach out tweet could be the beginning of a beautiful relationship.

Using this research methodology I would conduct detailed searches on your customers, competitors, prospects so that you have full documented what the landscape in your niche is to ensure you can engage and communicate effectively from the start.


Setting up your profile

When you have created your new Twitter account there will be 4 key things you will need to do before you start tweeting or following anyone. These are as follows:

1 Create A User Name

2 Upload a Profile Photo

3 Your Bio

4 Your header image

5 Pinned Tweet


1 Create A User Name

Your Twitter username is referred to as your Twitter handle and is always preceded by the @ sign.  For example, my Name is Phillip Twyford and my Twitter handle is @ptwyford.

Ideally, you should always strive to make your Twitter handle relevant to your brand and something that your customers and audience would recognise or associate with.

To find out more about creating your username read this great piece by Laura Woods who in her blog post on the Social Media Strategic Summit blog does a great job in giving businesses 5 good tips in choosing a name.


2 Upload A Profile Photo

This is the photo that appears above your Twitter bio and will also be part of every tweet you send.  For a business, your logo may be you most recognisable symbol so I would advise using this.

The ideal size is 400×400 pixels and like your username, you should aim to use the same image across all the social media you are active on to ensure visual consistency.


3 Your Bio

This is where you get to tell people about your business, what makes it special and why they should follow you and your tweets. You should include your location, a link to your website (consider creating a special page on your website just for Twitter followers) and business hours.  Here is mine below before I got my hair cut:


Your Twitter Bio


4 Your Background Image

Your header image is an area a lot of businesses ignore and instead just have some random generic image which has relevance to their brand.  But you should consider this as a real advertising billboard.  You can feature products, graphics, your employees etc and here are 23 brilliant examples from the Hubspot Blog and Starbucks once again shows why it is such a recognisable brand.


5 Pinned Tweet

This is one of the most unappreciated tools you can use on Twitter.  A pinned tweet is essentially a piece of key content that you want to share as a tweet and which is always at the top of your timeline for every new visitor to see.  What this means is that any new potential followers looking at your profile will see this tweet first.  

For more guidance on setting up your account, visit the Twitter resource centre where you can find even more guidance.


Who To Follow?

I mentioned previously in this guide that you should at the very start conduct some detailed research so that you have identified your customer, the influencers, thought leaders, competitors, industry publications, industry journalists/media and also conduct keyword research and topics.

This research will provide you with an excellent basis as people and companies you should start to follow initially and as people begin to follow you back you can critically assess their profiles as to whether they would be worth following back.

To follow someone you can start by using the simple search box and put in the name of a person, company etc.  Once you find the account you want to follow and you click on their profile you will see the follow button on the far right-hand side.  

Click this and you are now following them.  

As you start to follow people you will see all their tweets in your home tab and I would suggest you should start to follow your customers, competitors and key influencers in your niche you discover at the research but I would segment customer, competitors into different Twitter lists


Sending a Tweet

My personal preference would be that you would begin sending Tweets that are relevant to your target audience and customers before you follow them and that you create one very special tweet which becomes the pinned tweet as I mentioned above.

The reason I suggest this is that when you follow a customer or an influencer they would be notified that you have followed and when they visit your profile if they don’t see any tweet activity they may conclude that there is no value in following you back.

So,  I would advise that you have content for tweets ready to go and scheduled using a tool like Buffer where you can bulk load up to 10 tweets for free each day to get the ball rolling.

To send a tweet all you have to do is go to your profile page and you will see the box at the top that says what’s happening.  Here you can type up to 140 characters, a status update or insert a link to a blog post on your website etc.  If you want to include an image you can simply click on the camera icon under this box which will allow you select a relevant picture from your folder on your computer to attach to your tweet.



Twitter tweet box


Hashtag and @mention

To give your tweet the ability to be seen by as many people as possible you should always try to include a hashtag which is this symbol #

The hashtag is the core symbol upon which Twitter users can search for tweets about a specific topic.  For example, going back to the frizzy curly hair business, you may have a tweet that says 5 ways to get rid of #frizzycurlyhair.  Anyone that does a twitter search for this # could very easily come across your tweet which would be linked to that article that you have on your website.  They may find the article really useful and sign up for your blog or request a product brochure etc.

However, you can instantly see how using a hashtag can increase the chances of a tweet been seen.

However, a word of warning. 1 to 2 hashtags is recommended because based on this excellent blog post from Social Quant
any more than 2 has been proven to reduce the effectiveness of a tweet and consider also that too many hashtags make a tweet look messy and very hard to read.

Another excellent practice is to get into the habit of the @mention.  If for example you are the business that provides the leading hair care products for frizzy hair and you have identified a leading influence who has a large following and whose opinions on Frizzy hair care are respected.  

And you follow them and they write an article on frizzy hair care tips which you would like to share too your followers you can share their post and by placing @ along with their twitter handle (name) somewhere in the middle or end of the tweet that influencer will be notified you shared their post and it opens up the possibility of a relationship and eventually that influencer endorsing you frizzy hair care solution.

To give you an example.  You see a post by an influencer you or your business is following as mentioned above.

Before you retweet it to your audience on the desktop you can make a comment in the add comment box.  So for example, you could say we really love tip 4 @your influencers twitter handle and then you send the tweet.

What this does is not only does it send this post to your followers via your twitter feed but that influencer will get a notification that you shared it and the more you build up that relationship of reciprocation and appreciation of their content you will find they will do the same back if your content is good enough.



I hope after reading this post that you have a better understanding as to why you should be on Twitter and how to send that first tweet and as always please do share this post with your followers and community and leave a comment with any of your tips and advice.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Phillip (The Curly Marketer)





Posted by Phillip Twyford in Twitter, 0 comments
Are You Doing Business With Your Customers Like A Robot?

Are You Doing Business With Your Customers Like A Robot?

Have you ever asked yourself why do your customers do business with you and even more importantly why they have stopped?

If you haven’t maybe you should consider trying it as it would yield some nuggets of pure relationship gold.

One such insight that I have gleaned from doing this very activity is that people buy from people and it is those personal relationships that are created that are central to your customer’s decision to use you or not.

Yes, your products may be great, or your company provides great value, but I would always contest that the main reason why some businesses have achieved long-running success is down to the fact that they created an emotional connection with their customers, and subsequently bestowed a positive perception onto their brand.

Traits such as trustworthy, dynamism, helpful, engaging, listening, responsive, creative, inventive and problem-solving are all human traits which allow us as individuals to create and build a picture of someone else and the character of the person they are.

Human Nature Allows Us To Form Close Relationships 

I feel it stands to reason that people will gravitate towards those companies and brands who they feel an emotive and almost human connection with, and who share and represent their belief structure and almost if you like, represent them.

In other words, brands that become human in their every interaction with their customers I believe have the ability to create deep lasting bonds and connections.

Business Relationship


So How Can You Make Your Brand More Human?

  •  You need to talk, converse and engage with your customers.
  •  Be genuine in your interest in them, problems and needs
  •  Relationships are key
  •  Listen and then answer.
  •  Respond to all messages.
  •  Be happy to provide introductions.
  •  On social channels don’t be afraid to promote other people’s posts. It is not all about you.
  •  Share your fears, failures, successes and what you are passionate about.
  •  Ask for feedback and respond to show that comments are appreciated and valued.
  •  Share your expertise via sites such as quora and on Facebook groups where you can answer questions.


To conclude this post I found a great quote from one of the leading lights in Social Media Guy Kawasaki  who said the following:

“Just be nice, take genuine interest in the people you meet, and keep in touch with people you like. This will create a group of people who are invested in helping you because they know you and appreciate you.”

I could not have said it better myself.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.


Phillip (The Curly Marketer)


Posted by Phillip Twyford in Branding, Customer Relationship Management, 0 comments