Analyzing Twitter for Small Business
Will Twitter work for your small business, and if so, how can you utilize it? This question is one of the most common asked by small business owners, and the answer is relatively straightforward: Tweets can work wonders for small businesses, depending on their niche and target audience, as long as they learn to leverage the platform and use analytics to track the results.
However, as Twitter continues to rise through the ranks – approaching platforms like YouTube and Facebook in the popularity stakes – competition is fierce. Like all other social media, Twitter for Small business requires dedicated resources and a commitment to engage existing and potential customers on a regular basis. Many small businesses struggle to get their Tweets seen by the right audience, which reduces their potential for growth. Luckily, there are ways of becoming more visible on Twitter, but first, you need to consider whether Twitter is the right platform to market your business.
Twitter or Facebook: Which is best?
Choosing the right social media platform for your business isn’t about which is best – it isn’t even about whether Twitter or Facebook is right for your niche. The right platform is simply the one that connects you to the right audience.
One of the fastest growing markets on Facebook is seniors, with around 41% of individuals between 65-74 years old logging on every day. This statistic is a testament to Facebook’s usability, but it could mean that Facebook is no longer the up-and-coming social platform it once was.
Twitter, on the other hand, is checked by 81% of millennials at least once a day. According to Twitter demographics, 23% of its users are between the ages of 30-49, while 36% are between the ages of 18 and 29.
Choosing the right platform for your business will involve doing some research to find your audience. Of course, you don’t have to pick just one platform; many small businesses find success across a variety of social channels. However, if your resources are limited, you may decide to focus your efforts on just one.
How to use Twitter to your advantage
If you’re trying to connect with a modern audience, you may decide that Twitter is the best place to channel your resources. If so, here are some tips to make Twitter work for your business:
Find your tone of voice
A strong Twitter profile is dependent on developing the right tone of voice for your brand. Creating a tone of voice to use across your platforms will build a consistent image that your audience identifies with. You can work with marketers or even “tone of voice” experts to establish what works for your business. You might decide to adopt an informative, business-focused tone, or an informal, humorous approach, depending on your audience.
Appeal to your target audience
Of course, once you know who your audience is, you’ll want to target your content accordingly. However, marketing experts suggest going one step further than this by creating a personalized customer experience. This means reaching out and starting conversations with users directly. One of the best things about social media for businesses is that you can always connect and communicate with your customers, so use this asset to its full potential.
Use Twitter video
82% of Twitter users watch videos on the platform, so creating video content is a great way to connect with users. What’s more, the Twitter algorithm is discovery-based. So even if you don’t have thousands of followers, your videos still have a chance of being seen.
Work with Twitter’s algorithm
Twitter’s algorithm has recently changed. Like Facebook, it now displays content it thinks users most want to see rather than displaying Tweets in chronological order. Twitter’s algorithm essentially rewards brands that share content their audience actually want to look at, as well as Tweets that generate engagement. If followers are consistently engaging with your Tweets, you’re more likely to show up in their feed when they first open the app.
Tweet content regularly
Content posted on Twitter doesn’t have the same reach that it used to. Therefore, if you want your audience to read your blog post or view your latest Instagram image, you’ll need to post it several times during the week or month. You can test several headlines and keywords for your Tweets to check which get the most engagement, and to avoid your content becoming repetitive.
You can pay a few dollars a month for Twitter ads to have your ads feature in people’s feeds. Twitter ads aren’t quite as cheap as those on Facebook, but many small businesses have found they increased exposure and generated more leads.
Stick to your story
In some instances, businesses will try to break into a conversation that makes no sense in the context of their brand, simply to connect with the audience of another established user. However, when it comes to using social media for business, you need to stick to sharing content that tells your brand’s story. In other words, your Tweets need to reflect your ethos, niche and mission statement directly.
Analysis and measurements
How are your Tweets being received? Are you seeing the like and Retweets you imagined? If not, then why not? These are questions you can’t possibly answer without some kind of analysis.
Luckily, Twitter Analytics can help you track exactly how your content helps to grow your business, using audience insight, online conversion tracking, and customized tips. Twitter works with a partner called Union Metrics to help companies to build an audience and increase impressions.
Alternatively, you can use an app like Hootsuite to manage all your social media profiles in one place.
Twitter can be an excellent tool for small businesses, but only if they know how to utilize it properly. Specific niches may find that other platforms such as Facebook, Instagram, or LinkedIn might work better for them, but there’s no need for any business to stick to just one channel.
If you’re unsure whether Twitter can work for your business, the best course of action is to launch your campaign using the steps mentioned above and analyze the results. If you don’t get the engagement or lead generation you’re looking for, it doesn’t necessarily mean Twitter isn’t right for your business – you may just need to adjust your approach. Whichever platforms you use to market your business, analytics are an essential piece of the puzzle.