Interviewer’s Note: Nearly all of my Twitter interviewees stress the importance of delivering value to their follows, and today’s interview with Mike Periu goes a step further: his company, Proximo International delivers educational content to their clients and followers. Today’s interview discusses that, and how he uses a strategy of how Twitter amplifies content to his 40,000 followers.
Hello Mike, welcome to the Pluggio Blog! How do you describe your business?
Proximo International develops high-quality, engaging educational content on behalf of our clients.
How do you distinguish yourself from competitors?
Consumers are bombarded with advertising messages and many have grown immune to them. We provide a compelling alternative to marketers – instead of advertising, teach them something of value. This sends the message that you care about your customers and potential customers. It will raise awareness among potential customers and reinforce your brand among existing customers.
It’s a win-win situation all around. We are experts in developing educational content that is interesting and engaging.
Why did you create the company?
Education has always been my passion. I started this as an informal hobby but early success made me realize that there was tremendous potential to do this as a business. What better way to make a living then doing what you love and helping people in the process?
I agree! What role does Twitter play in your business?
Twitter is a relatively new channel for us. We have been active for under 2 years. Currently it serves as a broadcasting tool to reach a large audience via tweets and retweets. We are now transitioning into user engagement, which is a richer application of Twitter.
What impact or change have you seen due to Twitter/social marketing?
We can know in very little time what content resonates with consumers. It allows us to refine our messaging and delivery and track responses in almost real time.
Are there any of your accomplishments with social marketing that you are particularly proud of?
Managing a bilingual Twitter account. We work in both English and Spanish.
39,000 people following you- wow! How did you build your following? What kinds of people/businesses are they?
Because our areas of expertise are personal finance, entrepreneurship and information technology we really reach a broad audience. These three areas (or at least one of the three) are of interest to almost anyone.
How will you choose who you will follow? What do you look for in a follower?
Ideal followers have a larger following than we do, retweet content and stay on message.
What strategies did you use for social marketing (either online or offline)?
Our main strategy at the moment is to amplify the content. We create hundreds of content pieces per month (blog articles, videos, audio spots, tutorials etc) and look for multiple opportunities to expand our reach.
What worked for you?
Twitter and Linkedin.
What didn’t work for you?
Facebook has yet to prove an effective channel for us at generating new business.
If you could go back to when you first began using social media, what is one thing you would have done differently?
Begin engagement immediately rather than use as a broadcasting mechanism.
What does Twitter do for you that nothing else can do?
Provide instant feedback on the resonance of a particular piece of content. Reach people that we typically would not be able to reach.
What lessons have you learned about Twitter and online marketing?
It’s difficult to predict what content will be effective and resonate; it’s more about trying different things
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