In the business marketer’s tool box there are numerous tools that all fulfill specific functions, and not all are right for every job. Crafting a good marketing campaign is a drafting process similar to building something solid, there must be a plan and the tools must convert the raw materials into a finished good.

Using Twitter for Marketing is no exception; it is a tool and by itself will not convert your desire for clients in a reality simply through application. Let’s look briefly at some of the areas where using Twitter for marketing is a good idea, and where it is not such a great idea.

Good Ideas

1. Using Twitter for marketing a cause- is a great idea because you have a solid core group that support the cause and you have effectively captured their hearts in the devotion to an idea. Many a short term pledge drive was conducted using Twitter appeals to the group.

2. Using Twitter for marketing awareness of a promotion is working, because if your audience  is interested in your product, they go to your storefront and see the details, remember with Twitter you only so many characters have to each counting.

Bad Ideas

1. Trying to fit your entire flyer into your Twitter ad, or placing in random product specials- This will not work because of the limited attention your viewing audience will give you post – REMEMBER WITH TWITTER YOU ARE SELLING THE SIZZLE, NOT THE STEAK.

2. Using Twitter to cast for followers without a well defined target market- Twitter as a tool is no replacement for identification of your target market, be selective in what your brand identity is and then give them tweets that support other points of the identity is as well. As an example as an affiliate marketer if you are selling outdoor gear, turn your followers on to a blogger about adventures he takes in the mountains, TRANSCEND THE PRODUCT ONLY RELATIONSHIP.

Twitter is a tool, and with it you build a campaign that will drive sales, do the wrong tool is not used for the job, and this obviously comes down to think through  your marketing campaign with your strategic core group and setting the correct priorities. If the priority of the month is to generate additional leads using Twitter for marketing, sales, conversions are not exactly that purpose. Think first, then choose the tools and actions are congruent…. And success is sure to follow.