Marketing With Twitter! It’s Not All About ROI

Twitter marketing is about giving and sharing information2012 will be the year for businesses of all sizes to seriously acknowledge social media.

Business owners now have an exceptionally powerful and proven marketing tool to add to their portfolio – Twitter!

As we all know Twitter is one of the largest social networks in the world and if you take the time to create and shape a strategy that integrates with your other marketing methods you will certainly reap the benefits.

To understand how marketing with Twitter brings business success can be a daunting prospect if you are not familiar with the nuances of Twitter and it definitely pays to get it right.

Unfortunately most companies are missing out on this opportunity simply because they have not taken the time to understand how Twitter can work for their business.

In his book  “The Tao of Twitter” Mark Schaefer says “I have studied, observed and written about hundreds of different success stories through Twitter and the social web and they all have one common formula running through them.  This is truly the path, the way, the Tao of Twitter.”  

He goes on to describe the business benefits of Twitter as being created through three elements  – one of these is “Authentic Helpfulness.”

In the case studies below I demonstrate how all of these connections have occurred through ‘authentic helpfulness’.

In all cases there was never a pitch for business and no sales page to convert leads.

The connections were made through the genuine desire to offer valuable information to educate and help other business owners understand how they too can reach out to find potential business and partnerships using social media.

As Schaefer says “Content is the new currency of the social web and sharing valuable information is the catalyst to forming new relationships and business partnerships”.

A lot of businesses are not interested in devoting time and resources to an activity where they can’t measure a return on their investment.  While it is difficult to accurately measure the tangible benefits of  marketing with Twitter, read on to see three different real life examples of how Twitter has been the catalyst for gaining valuable client connections simply by sharing information through authentic helpfulness.

Cast Study 1 – a very powerful example of Twitter working behind the scenes making subliminal connections that you are unaware of until one day someone takes the next step with a phone call…

A Marketing Communications Consultant had been following our “tweets” for several months (unbeknownst to us) and one day a few months back he sent us an email asking to chat.  He said he liked how we operated on Twitter and enjoyed the compelling content we shared and wanted to see if we could help him with both Social Media and Search Engine Optimization – a new client!

After working with him for several months and reaping the benefits of a well integrated SEO plus social media campaign he referred us to an existing client of his which resulted in a further referral for a government specialist social media contract – two more new clients!

At the same time an international business partner of his was looking around for someone to improve his online presence and again we were referred and began working with him –another new client!

Through this one connection on Twitter we gained four new clients! 

How amazing is that?  How many cold calls would you have needed to make to find four business connections and in this case the relationship had been built on trust and respect through an online portal.

Interestingly, we have still not met the original client face to face but over the months we have developed a relationship with him built on trust and respect enough for him to risk his reputation and brand by giving us referrals based on our genuine desire to help and assist others.

Case Study 2  – how we referred someone else for new business by showing thanks on Twitter.

Over the last six months we have enjoyed an online relationship with Justine who operates a Virtual Business and is very proficient on Twitter.   We met Justine this week for the first time and cemented a business relationship that has it roots firmly planted in Twitter.

Justine was attracted to us through the information we were sharing and posted on her blog the following – “fantastic information regarding social media and marketing  in a friendly manner that doesn’t self promote but expresses interest in my day!  Refreshing.”

Just in the last week we have been able to put Justine in touch with a potential new client as a result of  the online relationship and trust we have built up with her over the last six months and we are more than happy to recommend her services to one of our contacts – how cool is that?

Case Study 3 – It’s a small world!

We had just started an SEO campaign for a new client who had themselves recently employed a Social Media Manager.

As the two strategies are linked and work together the two parties introduced themselves with an introductory phone call.  During the conversation it was established that the new Social Media Manager has been following us on Twitter and on more than one occasion has had a conversation with us.

The advantage in this case study is the relationship is already off to a great start.  

During the course of communication through Twitter we have formed the basis of a new relationship where trust has been established, he became a follower of ours as he liked what we shared and we have gone past the awkward stage of starting a business relationship from scratch.

In all these examples the common theme is authentic helpfulness… or sharing – it’s strange but true – every time you do this synchronicity works it’s magic!

Nothing contrived, forced or planned for any of these connections – just an interest in being part of the Twitter community sharing valuable information from many different sources and promoting other people so everyone can benefit.

Stop wasting time trying to measure ROI on your social media efforts and pause for a moment and remember these case studies.

Sometimes you just need to jump in and embrace new techniques with gusto and confidence – if you get a good gut feeling about a new marketing strategy… go for it!

And remember this!

People don’t want to be sold to… how many times have you heard this?

It simply does not work!

Building relationships with human interaction and getting to know your potential customers is the key to acquiring new business.

Because of the large number of cowboys and unethical operators online it is hugely important to be able to establish trust.  And building trust takes time, patience and generosity.

Make sure you get off to a good start by taking the time to read this amazing book (no affiliate link – just sharing valuable info).  It is packed with practical, easy to understand techniques that you can implement straight away!

It really is the strategic Twitter Weapon you have been waiting for.

I will be keen to hear what you think of the strategy and the book! Let me know in the comments!


About Midge Hand
Midge is a co-founder of High Profile Enterprises and loves social media management and building powerful online brands for businesses of all sizes. Midge has a penchant for keyword research, especially uncovering those hard to find gold nuggets! When Midge is offline, you will find her experimenting with new recipes, in the garden, or watching a great film while relaxing with a good French red! Follow Midge On Twitter Here


  1. Wow, great article (and I’m in it!!!) and totally agree with the concept that not all benefits of social media can be measured by ROI. This is a great follow-up on your article re social etiquette.

    What made me want to interact and further my connections with Mike and Midge? The fact that your tweets, articles and updates show personality, a willingness to share content (no strings attached) and the fact that you value the human quality of social media.

    Well done guys, have recommended you to many of my clients and look forward to your next article.


    • Hey thanks Justine for your lovely comment from a like-minded person!
      I guess it’s just about educating people slowly but surely and reminding them that business today is not 70’s style with a sell, sell, sell mentality.
      Have a great week !

  2. I once heard a speech from the guy from (I may have that wrong…it was an online wine thing). He was talking about how the internet is a one-on-one between the business and the customer. Twitter is the ultimate tool for that. Business owners need to see it as a way to be directly available to their customers. It is long term customer building, not a sale sign.

    • Hi Buddy,

      Right on! Thanks for taking the time to leave a comment.
      Sales are all about customer relationship building and that takes time and patience.
      But always worth it!

      All the best to you

  3. Hurray for the home team. Love to see the Tao in action! It just works.

    • Hi Mark,

      Wow! Thank you so much for leaving a comment on our blog (and sharing on Twitter) – much appreciated.
      I love the Tao – it’s such a great reference book – my Twitter Bible!
      Looking forward to reading ‘Return on Influence.’

      All the best

  4. Really very impressive blog. I will hopefully integrate some of these great thoughts. Your posts are very informative and its a big reason to attract readers. Keep it up. Cheers!!

    • Hello Christine,

      Thanks for your nice comment about our blog – much appreciated!
      It’s always gratifying to be able to share good information with others.
      Thanks for stopping by and stay in touch.

  5. Return Over Investment is important concept but Social Media benefits could not be measured by ROI! Social media is effective way to promote your brand with niche audience!

    • Thanks for visiting and leaving a comment.
      Social media is a very big part of my marketing strategy and works well for me.

  6. Our company has been ‘on’ social media sites for a few years now. Have we really engaged or managed our presence/profiles? Well…no. It just seems as if there is not enough time in the day to get everything done. I do believe that this will be the year that more businesses get involved and use Twitter.

    • Hi Julie,

      The thing with social media is you have to be consistent with it – day in day out.
      We all share your problem of never having enough time to do everything, but if you persist you will see good results.
      I love Twitter so it’s a great marketing tool for me to use in my business.
      Thanks for leaving a comment.
      All the best

  7. I’m not a big proponent of social media for business, but it does make a difference in interacting with other like minded individuals. And who knows, this could lead to potential business in the future from these relationships.

    • Hi Ben,

      Social Media has certainly worked for us as you can see from my post.
      It really is all about sharing information and giving good value and people will start to see you as someone to follow.
      It does take a while to build up a following but it’s one of the best marketing tools we have.
      Thanks for taking the time to stop by and leave a comment.

  8. Thanks for the things you have shared us here…This is very inspirational…

    • Hi Marifell,

      Glad you found my post and that it was inspirational for you.
      Stay in touch as I always try to give out updated and valuable information.
      All the best to you

  9. great post midge, thanks for sharing. i’m pretty dumb in twitter

    • Hi Swapnil,

      Glad you enjoyed my post. Don’t see yourself as being ‘dumb in Twitter’ – keep on learning and you will soon have a better understanding of it and how it can help to create good business relationships.
      Thanks for stopping by.

  10. Its really an great article..I love reading on it a lot of good info you can get in here..

    • Hello Doris,

      Thank you for your nice comment – much appreciated and always glad to help out where I can.

  11. Twitter has been great for me, I may not have directly made a fortune from it but I have connected with large numbers of people I would not have normally reached. I don’t see the same results from any other social media platform. I now have over 5500 followers after just 10 months!!

    • Hi Matt,

      That’s great to hear Matt – It is certainly my favourite social media tool.
      Keep on working it correctly and you can be assured of success.
      Thanks for leaving a comment.

  12. Great tips on Twitter Marketing! Liked the post. Thanks for sharing your ideas here !

  13. Fantastic post – it is very true that business will have to try an accept that if they are going to succeed amongst big organisations They will need to have much more interactions through social media platforms with their customer web 2.0 is the only way things are going to go , so I business don’t hop on now they may get left behind – great post thanks

    • Hello and thanks for stopping by my blog and leaving a comment.
      Yes I agree businesses should get to know the advantages of social media as soon as they can to avoid getting left behind.

  14. Twitter is a good place to promote your business especially now that Twitter is getting bigger and bolder. By the way, thanks for the tips it helps me a lot.

    • Hi Annette,

      Glad you enjoyed my post and thanks for taking the time to stop by and leave a comment.
      It’s always good to share good information with others.
      All the best

  15. Great ideas friend. I have been using twitter from long time and it has become very beneficial for me but still i aware of the features and advantages of it. I got a new ideas after reading your post. Its really awesome. Thanks a lot for bringing such nice stuff for us.


    • Hi Stela,

      Thanks for taking the time to stop by and leave a nice comment – I appreciate it.
      It’s great to be able to share ideas with other people so we can all benefit in our business marketing.
      All the best to you for 2012.

  16. I never marketed on twitter ..but it can be great ..I am thinking of it

    • Hi Amit,

      Thanks for stopping by my blog.
      It would be beneficial for you to start social media and Twitter is my favourite platform.
      I’m sure you will find it beneficial.

  17. I really appreciate your post Midge. There is no reason why these fellows always keep in touch with your site. Your post is packed with great information and your tips about Twitter Marketing are very useful.

  18. I agree with you. Some people tend to be so much obsessed with numbers and graphs that they miss seeing the intangible benefits of using twitter.

    • Hi Jana,

      Yes absolutely – numbers are important (especially for your accountant)… but the power of social media is definitely in making connections.
      Thanks for taking the time to leave a comment.
      All the best

  19. Hi Midge. Thanks for your insights on social media platforms. I can’t agree more, twitter will certainly help with networking with other similar-minded individuals, and as an added bonus, it may potentially help create some ROI.

    • Hello Jordan,

      Thanks for stopping by my blog and leaving a comment. Glad you enjoyed the insights on my post!

  20. Yes you will get good amount of traffic but you need to follow people related to niche of your webiste.

    • Hi Asher,

      It’s important if you are looking to connect with new customers to identify your nice and focus on your industry.
      Thanks for stopping by.

  21. ROI is important but not everything we do in business has to be focused on that. In a way, everything we do has an effect on ROI. Some things are important for image and getting out there too.

    • Hi Jim,

      Yes I agree with you – business marketing involves a range of different platforms and social media is just one of them.
      Thanks for stopping by and leaving a comment.
      All the best

  22. Nice post, it reminds us the importance of social media and Twitter.

    However, I think there is a major difference when you use Twitter if you are a B-to-B company and B-to-C business. I guess that Twitter works well for B-to-C.
    For B-to-B it may be a bit harder as you must find people having the need of your service in their company.

    It is probably easier to sell something to a consumer than to a company. However, selling something to a company will reward more.

    • Hi Adeline,

      Thank you for your comment. I think social media works equally well for B-B and B-C!
      It’s all about making connections and developing trust and building relationships.

  23. Twitter and other social media are very important to business as any exposure is good for business and if customer won’t come after your active service or product promotion campaigns via twitter he or she will probably remember you and that’s the main thing.

    Thanks for ideas!

    • Hello Mike,

      Absolutely agree with you about the importance of social media as a business tool – it’s a great way to make connections and develop relationships with your customers.
      Thanks for stopping by by blog.

  24. Nice sharing Ive been using social media many years its really helpful specially that some of my family is too far easy to communicate them,,

    • Hello Aileen,

      Social media is great in that family never seem to far away now!
      Thanks for taking the time to stop by.

  25. Social media is a big help specially those who are in a far away place..Its very easy to use..

    • Hello Frances,

      Social media is the perfect platform to keep connected, make new contacts and share information with others.
      Thanks for stopping by and leaving a comment.
      All the best

  26. I am still not 100% convinced, I work in a company that has thrown thousands at social media and as of yet we really cant see it having done any good for uss. When you work for a company that sells boring products and does so in the b2b environment its a lot more hard work. I would say that a boring government department or b2b company that sells a product people would not touch in their free time its a lot harder.

    • Hi Helen,

      Thanks for stopping by and taking the time to leave a comment. I find that to be successful at social media depends on the way you work it.
      Rather than throwing thousands of dollars at social media strategy it is always advisable to have a well executed directed strategy as part of your marketing plan.
      It’s a bit like going on a journey – if you plan how, when and where – the journey is much easier to navigate. Same concept with social media – it needs integration with an overall marketing plan.
      Hope you find my comments helpful.
      All the best

  27. Believe it or not I am still new to twitter. I still am struggling with using in a way that’s advantageous to me. Majority of my contacts there are people that I do not know personally. But I do see how a lot of businesses are benefiting from it. I should learn how to use twitter better.

    • Hi Reese,

      Thanks so much for taking the time to stop by our blog and leave a comment.
      Twitter is a bit of a slow grind at first, your numbers will grow when you interact with others and that’s when things start to happen.
      You will get to know people more through reaching out and making contact. If you learn how to use Twitter it will definitely benefit you in the long run.
      Doesn’t happen overnight – just plug it into your marketing strategy and keep at it.

      All the best

  28. Excellent post. One day, as more people follow you, businesses will realise that social networking is all about giving to receieve.

    • Hey Andrew,

      Thanks for commenting. I get the feeling that people are slowly beginning to understand the “authentic helpfulness” aspect of social networking and this is good. The more we share the more we all benefit from each other.


  29. Twitter is indeed powerful. For you to have more followers, follow them first and post everything that you think are helpful for them and also worth ‘twitting’.

    • Hi Nichole,

      Yes I agree the best way with Twitter is to offer good information to others, be helpful, friendly and approachable and interact with people that you like.
      Thanks for your comments.

  30. Well that was Great tips on Twitter Marketing, i think i have to give it a try. thanks

    • Hi Navin,

      Thanks for stopping by. Give it a go and persevere with it and I am sure you will find it beneficial in your business marketing strategy.


  31. nice article on marketing with twitter… liked it!!
    Thanks for sharing with us!!

    • Hi Ishan,

      Glad you like this! Hope you can find some tips in the article you will find useful in your business.
      Thanks for taking the time to make a comment.

  32. Jer Marie says:

    Twitter? I’m sorry but I’m so dumb when it comes to it, but after I read your article, I would like try it out – hoping it will help me to y business….. Thanks for the information and the tips.

    • Hi Jer,

      If you persevere with Twitter, take it slowly, see it as a long term strategy you will sure see the benefits.
      Just keep plugging away on a regular basis and watch your followers grow. If you are unsure how it works there is piles of free information on the web.
      Many thanks for taking the time to stop by.

    What made me want to interact and further my connections with Mike and Midge? The fact that your tweets, articles and updates show personality, a willingness to share content (no strings attached) and the fact that you value the human quality of social media.

    Well done guys, have recommended you to many of my clients and look forward to your next article.

    • Hey Mr Mezo,

      Thanks for your nice comments – much appreciated. Nice to meet someone with a like-minded philosophy – love to share information that is of value to others.
      All the best

  34. This article provides so many answers to questions that come up daily from clients needing to have accurate information about social media marketing. Your willingness to put this together and share the word is very much appreciated! Thank you!

    • Hi Rudz,

      Thanks so much for taking the time to stop by and make a comment – most appreciated.

  35. Michelle says:

    I never think of Twitter as way to market the product. As I think of it as a gossip site…. But come to think of it, you are right, just like what they said…. “Bad Publicity, is still a publicity”.

    • Hi Michelle,

      I use Twitter purely as a business tool – and it works for me!
      A lot of users miss the point when it comes to Twitter and missing great opportunities to connect with customers.
      It’s a very powerful tool.

      Thanks for making the time to comment.

  36. Danielxx says:

    Excellent post! From my point of view there was too much information to get through. I have changed my mind, I had a look at several twitters sites and Twitter is about bringing people together and it features a vibrant community with lots of interesting info and news. you convinced me that it’s high time I included twitter into mix marketing 🙂 .. Thank!

    • Hi Danielxx,

      Welcome to the world of Twitter.
      When you include it in your marketing strategy remember to interact, engage, connect with your followers and always give valuauble information.
      You want to be build a reputation in your field as an authority and that takes time and effort.
      Think long term strategy.
      Thanks for stopping by.

  37. Google have recently said that they know consider the amount of tweets a post has received in its ranking algorithm, which is a good thing. The only issue I have with twitter is that the traffic you receive from it is not consistent enough.

    • Hi Robert,
      Yes it is good to see that this social contributes to the search results. I believe with persistence and giving value to your customers will bring the results you want. Thanks for your comment.

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