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At this point everyone has heard about the Twitter phenomenon and either have their own account or know someone who does. If you’re like me you’re probably wondering with the draw to Twitter is but more importantly what it can do for you. Marketers are discovering the value that Twitter has from a number of different vantage points.

Personally, I’m not usually first to use a new application. I’d rather others adopt new technologies, work out the kinks and then I jump on board. The same has been true with Twitter. After some time, I opened and account and am learning about this tool and all of the additional apps that have been created for various reasons. In no time at all I learned that the main reason for Twitter usage is connecting with others.

One of the best things about this micro-blogging tool is the ability to follow like minded individuals. Said another way, you can access what people are saying within a given industry or niche. This is vital to staying on top of things and continually learning about your trade. In the past, you had to sign up for RSS feeds or continually read online articles, reports, and posts. With Twitter you simply follow others who provide valuable information and access valuable content through posts and links.

You may be thinking that Twitter sounds great for learning about your industry but what other value does it provide. After you’ve identified those you want to follow for work related reasons, you should also consider adding some individuals to your list that are aligned with hobbies you may have, goals, or aspirations. Twitter is shaped by you and for you so consider what content would add value to your life.

Just like you follow others, others can follow you on Twitter. You might be asking what the purpose or point of building a list of followers may be. This depends on what you are trying to accomplish with Twitter. If your goal is to use it simply in a casual way, then you may be looking to build a list of followers among your friends. If you are interested in Twitter for business purposes, you should consider your list of followers just like you would a house list that you market to on a regular basis.

Keep in mind that when you build a list you are creating value. This list, if comprised of individuals interested in your niche or company can translate into customers. There are a variety of techniques you can deploy to do this but one of the easiest is to encourage them to visit your site, by posting a link, and getting them to register or sign up. Attach an auto responder to the sign up and move them through the purchase cycle. If the list of followers is targeted and you can add something of value, then you and your customers will be pleased with the communication.

Think of Twitter as direct marketing on steroids. You are building a following and your goal is to provide value first and sell letter. By creating a list of followers, you are in essence building a house list of those who are interested in what you have to say. This is essential for those who want to succeed online.

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In order to succeed with a basic marketing plan you need to concentrate on some core elements of a plan that targets the right audience and produces a specific result including lead generation or sales. For your marketing to produce results you should consider using multiple media formats.

There is so much competition today that the messages you use need to be unique. The effectiveness of any marketing campaign is directly correlated to the quality of your list and offer. Before you even begin, think about your product and what motivates people to buy.

After spending many years trying new things, I’ve found that marketing results are relatively consistent when sound marketing techniques are applied. These techniques are effective in any industry and any apply to any type of campaign you have. Consider building your marketing campaign using the following strategies:

Set targeted goals. Before you get started think about the specific goals you wish to achieve. Many marketers focus on generating some type of conversion but you need to define what conversion means to you. Some individuals are just looking for a sale while others are seeking a lead or download. Before you begin your marketing campaign, identify what action you want respondents to take and how you are going to measure it.

Segment your market carefully. Do not try to market to all segments. Choose a specific segment and focus your energies there. If you do, your campaign will be more successful. Considering the specific audience you are looking to attract and focusing on them, you can increase your chances of success tremendously. Review your current customer and find others like them if you wish to generate a positive return on investment.

Identify key messages. What are the key messages that resonate with your audience? Have you used successful headlines or email subject lines in the past? If you have, use these as a baseline and build from there. You need to speak in the language that resonates with your customers if you are going to get their attention and gain their trust.

Test your offers. The only way to run a successful marketing campaign is by testing various offers. Your offer is an essential component for driving results. Your best bet is to test multiple offers simultaneously by splitting your list or testing offers. Once you find and offer that works, try to beat its results during the next campaign.

Leverage an integrated marketing approach. Use more than one type of media if you wish to enhance your results. Do not settle for a single email, post card, or advertisement. Rather, discover the media that your segment uses to get their information and buy their products or services. This can help you determine the best way to reach them. Once you develop a campaign, utilize as many of these media types to convey your message and offer.

I have found that using these techniques are paramount to producing a favorable return on your marketing investment. In addition be mindful of campaign timing. Even if all of the above criteria are met, your campaign may still fall flat if you have not exposed your audience to the right message at the right time.

Review each of these steps before creating your next marketing campaign. Your marketing is only going to be successful if you set specific goals, segment your market, use key messages that resonate with your audience and create a compelling offer. I encourage you to experiment with different media to get your message across and deliver a winning campaign.

Michael Fleischner is an Internet marketing expert, author, and website owner who helps small and medium sized businesses enhance their marketing effectiveness. Discover helpful marketing strategies at The Marketing Blog. You are welcome to reprint this article – but get your own unique content version here.