Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about some vital things you need to know about tweeting for your small business.
I recently led a discussion at my local chamber of commerce about tweeting for small businesses. I did a fair amount of research to prepare for the discussion, and since a lot of small business owners have questions about social media marketing, I figured I’d take all that research and put it into a blog post.
1) Millions of Users
Twitter has literally millions of users – about 261 million users, in fact, and more than 69 million of those users are located in the U.S. So, whether you’re targeting audiences all over the world, or specifically in the U.S., Twitter is too widely used to be ignored.
2) It’s Constantly Updating
Personally, I love Twitter for both personal and professional reasons, but the downside of using it to market my business is that it’s very high maintenance. Out of those hundreds of millions of users, 46% are on Twitter every day and the half-life of a tweet is only 24 minutes – meaning half of all the engagements it’s going to get will generally happen in the first 24 minutes.
This doesn’t mean you need to be tweeting every 48 minutes, although if you have the resources for that, it couldn’t hurt. I was tweeting every hour for a while before I realized it just wasn’t sustainable for me, so I scaled back to one post every other hour and I have not seen my Twitter stats suffer as a result. If anything, it’s improved my stats and I spend less time on it, so it’s a win/win.
One of the attendees at my talk said they weren’t on social media at all, but they had a website so they could come up in searches. The interesting thing about that is people are searching things on Twitter every day just like they’re searching on Google – in fact, more than 2 billion searches are currently being conducted on Twitter every day. As the internet has continued to grow and expand, people aren’t necessarily looking for information in one place. More and more people are using social media as a source of information, and marketers need to be aware of where their audience is and how to use that information to their advantage.
4) Who Uses Twitter?
Generally speaking, the youngest audiences will be on the newest social media platforms. Since Twitter is younger than Facebook or LinkedIn, but older than Snapchat, you can expect the age of the average Twitter user to fall in between the the ages of the average users of Facebook and Snapchat. According to the latest data, about 37% of Twitter users are aged 18-28 with about 25% of users falling between the ages of 30 and 50. So if you’re marketing to senior citizens, Twitter might not be for you. If, on the other hand, you’re marketing to their kids or grandkids, then Twitter could be a great way to get their attention.
5) Twitter for Business
Twitter is, first and foremost, a social platform, but that doesn’t mean we can’t get down to business every now and then. According to Hootsuite, 85% of Twitter users say providing customer service on Twitter is important to them. That means, any time they have a question, they expect to be able to reach you on Twitter – and if they’re saying that about customer service, just imagine what they would have to say about marketing.
The good news is that 93% of users who follow small- to medium-sized businesses on Twitter said they plan to buy from those businesses at some point and 63% reported having already made a purchase because of something they saw on Twitter.
Obviously this is great news for B2C companies, but don’t think that leaves B2B companies out in the cold. Businesses are run by people and people are on social media, which is why 75% of B2B businesses have said they’ve used Twitter for marketing purposes.
Personally, I love Twitter for all the opportunities it provides for organic reach, but advertising on Twitter is also an option and a very cost effective one. Twitter ads have proven to be 11% more effective than TV ads that were aired during live events. So if you think you can’t afford to compete with the corporate giants paying big bucks for their fancy TV commercials, think again.
6) Get The Most Out of Your Tweet
As much as I would love to say that all you have to do is get on Twitter and watch your business grow, it’s never that easy. There are always ways you can improve the quality of your tweets, including using images and video – tweets with GIFs tend to get 55% more engagements than tweets without GIFs. Tweets with video got 10x more engagements than tweets without video.
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