What do Daniel Radcliffe, Daniel Craig and Keira Knightley have in common? Answer: none of them are on Twitter. Can we learn anything from these stars of the silver screen?
Do we really need to be on Twitter?
It’s a question that we are asked by nearly all of our new customers. Very often they feel they don’t really “get” Twitter, but they are constantly being told they need to be on it regardless of whether they see what all the fuss is about or not!
We think that, just like everything connected with social media, the answer lies in whether it brings you closer to your business goals, and if so, whether it is the best use of time and resources.
So we compiled some questions to help you decide whether your business needs to be on Twitter at all.
Are your customers on the move?
If your customers are always on the move, they’re far more likely to look something up online on their smartphones rather than a desktop computer.
Twitter is perfect for on-the-go customers who prefer bite-sized information. Known in the marketing world as ‘micro moments‘, these small amounts of time (literally minutes seconds) spent quickly looking something up on a smartphone are extremely valuable to businesses. On average we have 150 micro moments per day each!
Recent Google studies have shown that up to 40% of customers who research a product or service on their smartphone then go on to purchase from a desktop computer later. This shows that although a sale may not be made as soon as a customer reads your tweet from a smartphone – they’re far more likely to stick with your brand once are ready to buy.
Do your customers respond to offers and promotions?
Everyone loves a good discount – and the social media marketing world is no exception. In fact, spreading the news of a special promotion on social media is a great place to advertise to your customers for free! Twitter and Facebook are often used to give loyal social followers extra offers just for social channels. You may have seen tweets of this nature:
“Enter the code TWITTER15 to get an extra 15% off today only!”
Rewarding additional brand loyalty – e.g., following on Twitter – is an excellent way to win repeat custom from an increasingly dedicated customer base.
Get to know your Twitter customer habits
To make an informed decision on whether your business will really benefit from using Twitter, it’s worth looking around for some solid evidence that it works for businesses. Luckily, we’ve already done that! Here are some great insights recently revealed about the UK Twittersphere:
UK’s top reasons for following a brand on Twitter:
- 68% – to keep up to date with the latest news about the brand
- 68% – to receive offers/competitions
- 63% – to receive more information related to my personal interest
From these stats, we can see that there are lots of people who emotionally invest in a brand to the extent that they want to be kept up to date with news, events, offers and deals. It makes sense to cater to this loyal group of customers on Twitter – doesn’t it?
Twitter is also a great informal place to add some more of your business’s character. This is a great opportunity to treat your loyal customers to extra info such as behind the scenes shots, sneak previews of new product lines and personalised messages to engage customers. This all helps build the persona of the brand.
Are you prepared to use Twitter as customer support?
Invariably even though you planned to use Twitter to promote your business, your customers may have other ideas. Frequently when complaints go unheeded through the “normal” channels, customers take to Twitter to air their grievance in public.
Being able to quickly respond to a customer’s tweet could save the reputation of your business as the world will see you’re there ready to resolve their issues. People will put much more faith in the services of a pro-active business whether it’s saying thank you to a positive tweet, or giving support to a negative one.
The likelihood that people are already talking about your brand or business online is very high – whether you are on Twitter or not! Creating a Twitter account is a great way of spinning these situations into positives with fast-replying and helpful social engagement. You may even gain additional customers impressed by your attentiveness towards customers online …
Since its birth in 2006, Twitter has outgrown its fledgling stage of “digital shouting” from its users saying what they had for breakfast to a fantastic, free marketing tool. Investing time and budget to get your business on Twitter may be the best digital decision you ever make!