As a small business owner, you only have so much time to focus on social media. Marketing is rarely given full-time focus in a small business. Instead, it’ s wrapped up into other necessary coverage like sales, content development and design.
Where do you draw the line of once you understand what’ s necessary and what’ s not? In this guide, we’ ll provide a selection of Twitter tips all geared for a small company.
To get an overall knowledge of using social media as a small business, check out our thorough guide here .
Is Twitter useful for small businesses?
So is Twitter ideal for small businesses? The answer is that this will depend on your industry, your audience along with your available resources. Twitter’ s own study explored their audience’ s behavior and how it impacts brands.
It found that Twitter users, set alongside the general online population, were prone to discover new things, were more open-minded and they like being the first ever to try new things.
Additionally , when it came to products and services, Twitter users in the US had a positive influence index across most demographics and topics. So if your small business’ target audience fits within Twitter demographics, then it’ s probable that Twitter could be useful for you. You’ ll be able to get in touch with an audience that values experiences and influences their network of follower, which can make them receptive to your brand and potential advocates for this.
Let’ s move ahead to how you can get the most out of Twitter as a small business.
Pick three goals
Setting social media goals is important for any network that you undertake. If you don’ t have goals, then you don’ t have metrics and that leads to sporadic posts. Choose three to focus on. Any more will divide your time and affect your focus.
The more widespread goals for Twitter include:
- Increase direct sales
- Become a customer support channel
- Increase brand awareness
- Track industry trends
Once you have these at heart, write them down and determine your metrics, such as mentions or link clicks. These metrics will be handy later when you’ re taking a look at your analytics reports.
Use social monitoring to locate customers
Social monitoring is tracking what people are saying about you (or someone else) on line. It can be used to find new sales leads, track customer sentiment as well as check in on what your competitors are doing.
Social monitoring also helps improve your content sourcing, perhaps one of the most time consuming parts of social media management. Discover ways to use Twitter advanced search to setup parameters for your brand that will help you remain on top of even indirect mentions of your business.
The Sprout Smart Inbox feature will come in handy here for searching across multiple networks. Enter brand key words and common search terms associated with your brand and the messages will display right along with any @mentions. So even if someone doesn’ t mention your brand by name or misspells it, you’ ll still be there to help them out.
For small businesses, you might have just one or two locations to focus on. Another handy search function is searching location tagged Tweets with a set mile radius. If you’ re a burger restaurant and someone Tweets about “ need burger rec” within 2 miles of your zip code, the message will come in and you’ ll be right there to offer your restaurant up.
Takeaway : Automating your social monitoring comes in handy because you don’ t have time to chase down every lead. Have the leads come to you.
If you’ d like to try out these search parameters but don’ t have Sprout Social, you can keep your searches in Twitter or join a demo.
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Take advantage of native Twitter media
Twitter favors media that is uploaded to its platform over sharing from yet another. If you have a photo that you want to share, it’ s better to upload it than to post a link. Twitter photos and videos receive a larger preview treatment while photo links have smaller ones. A native video may possibly automatically begin playing for an user while a YouTube link still requires someone to click through.
Wild and wise, Muthonjo is a powerful, deep coffee layered in ripe cherry sweetness, and lingering savory, mineral complexity. Read more about the story behind this coffee at the link in bio, or tap to buy. pic. twitter. com/f4zGOqW7s6
— MADCAP COFFEE (@madcapcoffee) November 8, 2018
An eye-catching photo or video goes a long way when you’ re scrolling down your timeline. Madcap’ s photography is employed in most of their Tweets. You can’ t miss them.
Marketers are intending to spend more on video ads simply because they work. Even without the ad part, video Tweets are six times more likely to be Retweeted than photo Tweets and 3 x more likely to be Retweeted than GIFs.
One study examined Twitter ad video lengths and placements. It found that regardless of length, in-feed video ads were effective in communicating a brand’ s message, being informative and creating a buzz.
Takeaway : Upload your media natively to Twitter. Adding video ads to your Twitter strategy will help increase brand awareness. This great for new product launches or informational campaigns.
Reuse & repurpose your content
As mentioned before, sourcing content takes time. Make it easier on yourself by repurposing your existing brand content . Due to the nature of a fast-moving timeline, a Tweet doesn’ t last very long on Twitter. This means that your followers might not have seen what you Tweeted even five hours ago.
To combat this, don’ t be afraid to Tweet the same content several times throughout a week, month or even year if it’ s evergreen. For each Tweet with the same content, switch up the featured media or text that’ s accompanying it.
Using an easy scheduling software like Sprout reduces time. You can queue or schedule your Tweets on Monday and rest easy for the rest of the week.
Recent changes at Twitter mean that they’ re cracking down on spam and spam-like content.
4/ Therefore , we’ re working on providing you with an easily accessible way to switch between a timeline of Tweets that are most relevant for you and a timeline of the latest Tweets. You’ ll see us test this in the coming weeks.
— Twitter Support (@TwitterSupport) September 17, 2018
The brand new Twitter timeline features “ Just in case you missed it” and “ most readily useful Tweets” sections that favors Tweets from accounts you’ ve interacted with before or Tweets that Twitter thinks you’ ll like. This section might help out your company but don’ t count on it to be your only tactic. In fact , Twitter already responded to user feedback by offering an option to show this section off.
Takeaway : Tweet your articles and tweet it often , again.
Set aside time for content sourcing
Your articles does not have to be solely branded. Separate your content sourcing and your scheduling time. Content sourcing includes finding relevant industry news, blog posts and learning industry trends.
Identify the news and publications which are most relevant to your industry. Create alerts for these sources or add them into your RSS reader. For your brand, set up keyword alerts. And for the hot topics of your industry, take a look at your timeline to see what everyone is talking about.
The best way to see what today’ s topic is to add every new follow to a list. Have you got some major influencers in the meals industry? Add them to an exclusive list. Check this VIP list frequently for new content to Retweet.
Sprout makes it easy for you to find content. The Find Content feature highlights the viral pieces of content in the major industries. Utilize this to see what people are speaing frankly about, how popular it is and compose without ever leaving the window.
If you are using Feedly to connect your RSS readers, you can easily use one of their integrations, including Sprout, to schedule your Tweets.
Takeaway : Use automation like an RSS reader or keyword alerts to obtain content relevant content delivered to you instead of searching for it. Set time aside to source this content.
Decide on your brand voice
Your brand voice is what will make you stand out from the crowd and compete with the larger brands. Our guide here can help you develop your specific brand voice . This strategy only takes commitment. You don’ t need to Tweet often , you just have to stay consistent.
We’ve been informed that the agricultural cycle of nuts and legumes isn’t what this month is about and we are deeply, profoundly sorry. https://t.co/HmKqBlx1z4
— Berkeley Bowl, Friend to Persimmons (@BerkeleyBowl) November 5, 2018
Look, sometimes you gotta squeeze ’em before you buy ’em. If your touch becomes a fondle though, you’re gonna have to leave the store. https://t.co/YGHGEURRHo
— Berkeley Bowl, Friend to Persimmons (@BerkeleyBowl) October 9, 2018
Berkeley Bowl is a supermarket that is known for its snarky and funny Tweets. You wouldn’ t think a supermarket would have a brandname voice, but theirs handles it well.
Takeaway : Creating a brand voice will allow you to stand out in the timeline. Just a little snark and humor goes over well on Twitter.
Match your profile page to your aims
This may sound like a generic Twitter tip but it’ s especially important for small businesses. Would you like to increase your sales via Twitter? The make sure people know who you might be, what you’ re selling and how to buy it. You can put your shop link into your bio or pin it to the top of your profile page. Don’ t forget that your cover photo and profile photo provide ample room for you to get your message across.
Do you want people to Tweet more about your brand? Add your branded hashtag into your bio like Braxton Brewing Company did. The company also pinned an upcoming event at the top of their page. It’ s a direct sale page for tickets and will be there for anybody to easily see when they visit their profile.
Takeaway : Brand your profile page out and put your aims front and center.
Small businesses are low on time and resources. The most effective ways to combat this and still get what you want out of Twitter would be to invest in software that improves your efficiency and take on a few strategic improvements at a time. Twitter moves fast so it’ s okay try a few different strategies. Once you find one that works for you, stick with it before next change that Twitter makes affects it.
We’ d love to know more about what you’ ve found to be successful on Twitter. Tweet us @SproutSocial with your a few ideas, or let us know in the comments below.
If you liked Twitter tips for small businesses by Jenn Chen Then you'll love Miami Internet Marketing Consultant