Real-Time Marketing Techniques

April 26, 2010

About the author: Carl Davidson is president of Sales and Management Solutions, Inc., a New York-based company that specializes in live and video training, coaching, recruiting and lead generation for the water equipment industry. To see a list of products and free sales training videos, visit or call 716.580.3384.

Don’t look now, but marketing water equipment has changed again. It is not enough to have a website or blog. It is not enough to put your Web address on your business card. Savvy marketers are now using real-time marketing and social media to sell water equipment. Unless you understand this market, you may be left behind.

In this article, I will discuss just one way to sell using social networking and real-time marketing. Let’s take a look at Twitter, a free service that helps you keep in touch with people through the exchange of quick, short messages called Tweets.

More Than Staying in Touch
Most of us use social networking like Twitter and Facebook to have fun and stay in touch with others, but you can also use Twitter as a serious lead generation tool that works very well for people who sell water improvement equipment. The fact is that there are thousands of people out there on the Internet who are interested in water and want some kind of solution. They are looking for information and for someone they can trust to look after them and someone who will answer their questions. Here is how to easily generate inexpensive leads using Twitter.

What is Twitter?
The basic idea is to generate followers who read your Tweets. Tweets are short messages with interesting information. It could be something like, “I just posted my article on how to make your tap water taste better,” or “Find out how chlorine in your shower is giving you a bad hair day.” You send these tweets to your followers. They read and take action. They might call you; they might visit your website. You encourage them to take the action you want. You can get good leads and responses from Tweets. With a list of dedicated followers you can generate leads for free, and free is a always a good way to go.

Get Started
So if you are looking to build your own list of dedicated followers and create some leads and sales, here are the steps to follow.

Go to and create an account if you don’t already have one. Put in a picture and complete the “Bio” section. This is very important to creating the trust factor that will make buyers want to contact you. Be sure to put in your website or blog link and phone number.

Go to This page allows you to search for others on Twitter using key words. If you use the advanced search, you can find all kinds of specialized people. For example, if you search “drinking water Dallas,” many results will come up. The results will include people who are in Dallas and who have something about drinking water in their profiles or their Tweets. You could also enter something like “dieting Dallas.” You will get people who are dieting in Dallas and you can talk to them about the importance of drinking pure water to losing weight.

Some of the profiles and Tweets that come up will be duds, but some will be diamonds who you can contact and strike up a conversation. Look through and send an interesting Tweet to the ones you feel may have a need for your equipment. Offer some free information that answers their questions and directs them to your website or offer to speak by phone.

A Few Minutes to Free Leads
In just a few minutes, you can Tweet many people who have an interest and a need in what you are selling. These people will trust you because you have given them good, free information and they are far more likely to want to deal with you than people you get from other lead sources.

Spending just a few minutes a day on Twitter can produce a great number of free leads.

Twitter is just the tip of the iceberg. You can generate 30% to 60% of your business online through article marketing, video marketing, e-mail campaigns, local pay-per-click ads and many other methods. There is a whole world of interested buyers out there waiting to be impressed by how much you know and how much you care.

Take advantage of social media and real-time marketing and it will pay dividends for years to come.

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About the Author

Carl Davidson

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