Many integrated marketers don’t quite “get” Twitter, even if they’re already using it to connect with customers. Granted, it’s not easy to gauge the effectiveness and direct ROI of social interactions. But don’t get discouraged if you’re unsure about whether your efforts are making an impact. What follows is some encouragement.
Twitter recently took a survey of 1,000 U.S. residents who follow small- and medium-sized businesses (SMBs) on Twitter to find out how brands are engaging with customers. Below are some of the key insights and stats from the white paper released by Twitter.
Key Twitter Report Findings
1) Your potential customers are on Twitter.
2) Potential customers want to engage with SMBs.
3) When potential customers find you, they take actions that benefit your business.
4) Followers stick around and are genuinely interested in your business.
5) Your followers are more likely to take action from tweets than traditional channels (including visiting your website, getting email, or direct mail).
6) Twitter Ads amplify your efforts.
SMB Twitter Followers Are Supporters
- 40% follow to learn about new products.
- 39% of followers want to show support.
- 81% are more likely to take action from info shared via Twitter (than traditional channels including direct mail, visiting their website)
- 90% of followers who got a Twitter reply from a SMB felt better about the company.
SMB Twitter Followers Are Purchasers
- 57% discovered a new SMB on Twitter.
- 67% followed a new SMB account after discovery.
- 38% made a purchase and became customers.
- 43% of respondents said they plan to purchase regularly from an SMB they follow.
- 60% of respondents said they have purchased something from an SMB because of Twitter.
Twitter Ads Amplify Integrated Marketing Efforts
Twitter Ads can help to grow your follower base more quickly and reach more prospects who want to hear from and engage with your business. As many as 2 in 3 respondents noticed Promoted Tweets (ads). Among those, 2 in 3 followed an SMB after seeing the Promoted Account. After following an SMB and reading its tweets, 73% feel better about the company.
When prospects find your business on Twitter, they usually take actions that benefit your company, especially when they become followers. It’s likely that your Twitter followers have already purchased from you in the past, and may do so again in the future.
Make sure you’re able to connect with prospects that are looking for you on Twitter. Strengthen the bond with your customers by meeting them where they like to socialize. Then give them a reason to follow your Twitter updates by offering incentives and rewards for their loyalty. Follow @TwitterSmallBiz for regular updates and tips on how your business can use Twitter to generate more leads and customers.