In the world of social media, there's a common misunderstanding and confusion surrounding the social network Twitter, more so for business owners. They're never really sure if it's worth incorporating it into their marketing mix. As a result, Twitter get's left out and dropped all together.
Interestingly, a study by ROI Research found back in April 2011 that Twitter moved into the number two spot for active social networking users listing it as the most important social account. LinkedIn ranked number one! Further, the study also found that active Twitter users who follow at least one brand are more likely to recommend a brand they follow and more likely to buy a product they follow. But how often are they doing this? Well, according to the same study, 70% of Twitter users visit their twitter accounts weekly while 44% of them visit daily. So why are many business owners ignoring Twitter and not including it as one of their main marketing tactic in their business?
I can only offer up this view point as it something I see consistently among many business owners and that is that they tend to make marketing about them. They choose where they want to advertise their products and services -- dictating where and when their customers can interact with them. The result is this method of marketing is lost and/or minimum sales. Marketing isn't about your business. It's about going where your customers are.
So, if your customers are active in social media, then according to the study mentioned, business owners will need to re-think their social media strategy to include Twitter. Here are three other reasons that business owners will want to use Twitter as part of their marketing strategy:
1. Drive Online TrafficTwitter is an excellent tool to use to drive traffic to your online website, blog or other landing pages. As dictated by Google, link building is integral for search engine optimization success. So why limit your back links to just Facebook or LinkedIn? Twitter was built for back linking as there are only 140 characters one can use when communicating on Twitter. Therefore, back links are the only way you or your target audiences can share a story.
2. MonitoringAs a business owner, you never want to loose sight of what it is your customers want, what they are saying, when they are saying it and how they are saying it. With the use of hash tags, which are extremely popular and useful in Twitter, you can monitor not only what people are saying about your brand, you can also learn what is begin said about your industry, your products and services in general, your competitors and above all what is on your customers' minds at any given time. By just listening and following those conversations, any business owner would have a wealth of information that could used to ensure the viability of their product, service or their company.
3. Share OptionsThis is a biggie and refers back to being in a space where the customers are. Most business have customers that are avid Twitter users and when they want to share what they deem valuable information from your website or blog, why limit their options because you yourself happen to only interact in Facebook or LinkedIn. There is nothing more frustrating than wanting to share information but are limited because a site only allows for one or two social media options. A reader's following might be heavier somewhere else such as Twitter and you'll risk loosing the share opportunity all together.
So if you're a business owner not yet interacting with your target market on Twitter, I'd love to hear from you as to what is keeping you from adding Twitter to your marketing mix.