Don’t sleep on Twitter. The micro-blogging platform has taken a lot of body blows over the past year or so, both on the street and in the mind’s of marketers. Whereas many of our clients and prospects used to have Twitter in their “Big 4″ (Facebook, Twitter, Instagram and Pinterest) many are now questioning whether or not they should even be active on it at all. FYI: They should!
Twitter is the only true, real time purveyor of news and information out there. When things are unfolding in the world, both tragic (shootings, earthquakes etc.) and positive/entertaining (awards shows, TV/movie/streaming service episodes etc.) people turn to the bird, to get their immediate fix of what is happening in the moment. Yes growth has stalled, and other platforms are taking marketshare, but Twitter still has 310million+ active users and is a direct line into people’s mobile devices, where 83% of active users are.
We like Twitter for SMB’s and brands, because it is an excellent tool to find eyeballs and serve up branded content (like you see above) and/or marketing messages to potential customers. We encourage at least 100-150 outgoing Tweets a month (3-5 daily) and ideally most will drive traffic back through your domain. As marketers continue to try to prove the value of social in the marketing and ROI funnel, it is important to have as many tools at your disposal as you can. Twitter is a very valuable asset in this regard.
There is a lot of noise on the platform so it is important to be regimented and consistent with your output, which can be daunting to most. It seems like a lot of heavy lifting, but sometimes you have to put in the work if you want to get the sale. What is more important than that?
Here is an exchange from the Tweet listed above for our client Veestro. This user saw our content and replied with a simple innocuous message, that it “looks delicious.” We kept the conversation loop going (the foundation of social media) and immediately replied with a positive and non-salesy message to her. She then went ahead and confirmed that she would try the product and that she was so “glad she saw our tweet.”
This sale is a direct result of Twitter activity and is proof that the work can indeed payoff. We think it is worth the time to generate the revenue from this customer, and given the retention rates of this client, we’d assume that the lifetime value and continued revenue makes this a home run.
The cherry on top of all of this, is that this particular user is an influencer on the platform, with 12K+ followers which brings us free exposure to her audience. She is also a plant based eater, who talks and writes about excellent customer service – something she experienced first hand here. = GRAND SLAM!