With more than 328 million active users and over 400 million tweets sent every single day, Twitter is one of the most powerful news and marketing channels on the internet. Whatever type of business you’re involved with, you can leverage Twitter to build long-term business relationships with a targeted community of individuals (and companies) who are interested in what you have to say, your business and your industry. Click here to discover how to use Twitter to find customers and prospects for your business.
One of the biggest advantages of Twitter is that it is a very open platform. Unlike other social networks such as Facebook and LinkedIn, you can follow any other Twitter user and interact directly with their tweets without having to be accepted as a “friend” or “connected.” This means you are free to follow people you have pinpointed as potential customers, thought leaders, influencers, etc. without those individuals having to approve the follow. Furthermore, all conversations on Twitter are public, so you are free to jump in to any discussion by simply tweeting your own opinion and using any hashtag being used.
This makes it very easy to interact with people in your industry that you may not have the opportunity to know on a personal level. With the number of people potentially being exposed to your messages and the fact that those messages can be shared outside your network, you have a considerable advantage when trying to reach and influence your target audience.
Some people find the 140-character tweets to be a severe limitation and because of that, don’t believe the social network can be an effective marketing tool for business. However, that is nothing more than a misconception. In fact, studies have revealed that the perfect tweet length is actually 100 characters long, and you can pack a lot of meaningful information into those characters[i]. Furthermore, those messages can be expanded to include more than just static text. You can include links to websites and attach all types of media such as images and videos to your tweets, and they can be opened and viewed right within the Twitter timeline.
Advantages of Using Twitter for Business
Below are some of the core reasons why using Twitter as a marketing tool for your business could be a valuable marketing move for any small business:
Generate qualified leads. When you learn how to harness the power of Twitter correctly, you will find that it is one of the most powerful sources of leads for businesses. According to research, the microblogging platform surpassed Facebook by nine to one in lead generation campaigns, with a conversion rate of 2.17%. This was not only higher than Facebook’s 0.74% and LinkedIn’s 0.8%, but also the average of other sources (1.6%) such as organic search and direct.
On Twitter, it is easy to compose strategic tweets aimed at people interested in what you have to offer. If you are tweeting very useful material with links to information that your followers find relevant and important, others will take notice and want to follow you because you’ll be recognized as a credible source of good information. Furthermore, people tweet about things that they are looking for all the time.
In this era of social media, a great way to stand out and differentiate yourself from the competition in business is to build relationships with your clients and prospects. When used properly, Twitter can help you develop lasting relationships with your target audience. You’ll find yourself interacting with all sorts of people from all walks of life that can help you grow both personally and professionally. The best thing is, you don’t need to spend more than 15 minutes a day to get the best out of Twitter.
Humanize your brand.
People do business with people they know, like and trust, and Twitter is a place where you can really show the personality and human side of your business. Many aspiring business owners wrongly perceive social media as just a free advertising platform where you can broadcast your best deals. These are the kinds of ill-informed misconceptions that can lead to failure on Twitter.
You need to be a real person for Twitter to work for you, and a friendly and positive attitude can go a long way in helping you develop meaningful relationships on the platform. However, you need to be willing to show that you’re a real person.
You may be surprised to learn that Twitter is one of the most effective recruitment tools for finding jobs in digital marketing in particular. The reason why Twitter is so popular with recruiters is because using Twitter for recruitment is 100% free, and can save companies and recruiters thousands of dollars.
Your Twitter Profile provides a powerful platform for presenting yourself strategically to online recruiters and hiring managers. By leveraging Twitter as a tool to define your personal brand and creating an appealing brand image, you are putting yourself in the primal spot for top employers and recruiters to find you.
Gain competitive intelligence.
Twitter is a very effective intelligence-gathering tool, and you can gain competitive advantage and knowledge from your audience by watching and listening to what is being said about your business, industry and your competitors. You can also search for people who are talking about your industry or your products, and you can search for your colleagues or competitors to find out what they are tweeting about your business.
You can collect feedback from your customers and help them serve better with the right customer service. You can also find out whether people are talking about your line of products simply by typing in the product name in the Twitter search engine query box. If your competition is on Twitter, you can gain useful information by monitoring their tweets from time to time to see what they are working on and how they are using Twitter themselves.
Get meaningful feedback.
Twitter is excellent as a platform to announce newly developed products, promote sales, launch new products and create customer loyalty. By listening to your audience as they engage, you can uncover insights about their interests, needs and problems. You can really get to understand your target customer.
If you are launching a new product, you can use Twitter to obtain instant reactions and feedback on these items and as a result, may be able to make any necessary changes before the formal launch. This feedback can be invaluable. Before Twitter came on the scene, such intelligence would have set you back hundreds of thousands of dollars.
Online reputation management.
There are many different ways that you can keep up with what’s happening in the Twitter stream. By monitoring your brand keywords, you can quickly respond to whatever is being said, and correct any misconceptions about your brand. There are tools that will allow you to find out what what’s been said about your company, and join the conversation at the time of discussion.
You can also support your customers because Twitter allows you to provide support by providing an immediate response to users who are complimenting, asking questions or even complaining about your product or service on Twitter. Responding quickly to complaints also demonstrates how seriously you take your business, since everything that you tweet is seen publicly.
Whether you have an important announcement to make, a press release to publish or you want to effectively communicate business news, Twitter gives you the ability to share 140-character thoughts in a split second. In addition, this can be done in the tone of voice that you want your business to have online.
However, unless you are a household brand, people are really not interested in news about your business. In order to hold on to and avoid losing your followers, consider sharing important news and stories about the industry you serve. Use your tweets to build your reputation on the platform as a valuable and credible source of information for people looking for information about your industry. In addition, add your own spin on it to encourage people to learn more about you. Your tweets should be designed to enhance and complement your brand’s story.