Here at Financial Social Media, you often hear us talking about the importance of optimizing your LinkedIn profile to successfully network as a financial professional, but optimizing your other platforms is just as important to your digital marketing efforts.
Twitter one of the fastest growing networks for business, and your target audience’s presence on Twitter is rapidly increasing also.
“The fastest growing demographic on Twitter is the 55-64 year age bracket.”
“45% of online US adults who have an account are interested in
interacting with financial services firms via Twitter.”
Because of the importance of this platform as a prospecting tool and because of the sheer amount of companies currently on Twitter, it is incredibly important, more so now than ever, to stand out against the crowd.
So before you begin to tackle in-depth Twitter marketing campaigns and paying to promote a Tweet, make sure you have your basics covered! Below, we’ve compiled a checklist of six areas that you can optimize to make your financial or insurance company’s Twitter profile stand out:
1. Profile Picture – Your profile picture/avatar is going to be the first thing that someone sees. Use a company logo, or if you want, be creative and use a picture of a person or character. Just make sure that whatever image it is, it represents the company as a whole.
*If you can, use color instead of a white background, as this will help your brand stand out in someone’s feed.
2. Twitter Handle – Your Twitter handle is also your Twitter URL, so it should be an obvious choice that reinforces your brand identity. If you company name is already taken, you can be a little crafty with abbreviations, but we recommend staying away from underscores.
*Don’t stop here. Now that you have a Twitter handle, promote it! Incorporate it into all your marketing materials so that your customers and prospective clients know where to find you.
3. Company Bio – This is your chance to introduce yourself. The challenge: only use 160 characters. Write a clear, concise bio that describes your brand, products or services. If you have an opportunity to throw in a few keywords, go for it! Twitter also gives you the ability to include live links in your bio, so you can drive traffic to a specific product page, another social profile or your president’s personal Twitter profile.
*Use URL shorteners for these links, so you don’t waste those precious characters.
4. Location & Website – Be sure to include your physical location, as this dramatically increases your searchability and will also help you connect with your local community. Include a web URL where people can go to learn more about your brand.
5. Header Image – Your profile avatar is the first visual element someone sees, and this is most likely the second. A new study revealed that 75 percent of active users use Twitter on a mobile device, so the header image is what they will see as a background. Use an image that represents your brand, but remember to keep it simple. If there is too much going on, the viewer will not be able to easily read the bio that is on top of it. We suggest using a dark or muted image.
*You can also add some brief contact info to this image. Place it at the top, and it will be visible on all devices.
6. Background Image – Last, but definitely not least, is your background. This is prime real estate to portray your brand to those desktop Twitter users. Although the Twitter stream will cover a large portion of the screen, the areas to the left and right are all yours. Try incorporating an intriguing graphic, some contact information or a call to action. But again, don’t get too crazy, as there is already a lot going on in your feed, so you don’t want your page to look too busy and distract from the most important element, your content.
*If you don’t have a lot of photography or design services available to you, try one of the hundreds of websites that provide great, creative backgrounds. Even though this won’t be a custom graphic, it is 100 percent better than just leaving the cloud background Twitter generates automatically.
So as you strive to improve your company’s Twitter efforts, remember that publishing tons of great content is no longer enough. No one is going to see that content if your business is not searchable and doesn’t look professional. Optimize your profile first, and growing that audience and those relationships will become significantly easier!
Have you found that other tricks help your Twitter profile stand out? Let us know! Follow @finsocmedia for regular updates, and stay tuned, as “Optimizing Your Facebook Profile” is up next!