Should Your Small Business Be On Twitter?

I’ve heard people say they don’t have time to create a presence on Twitter. I say you should make time. Here’s why.

Twitter: Talk To Your Potential Customers

Social media costs. It takes time, or it takes money. Possibly both. But is it worth it?

It would seem that, in most cases, it is very much worth the investment. Just as businesses who blog 20 times a month generate 4 times as many leads as those who only blog 5 times a month, companies who have over 300 twitter followers receive 5 times more traffic than those with 1 to 25 followers. That’s an amazing statistic that’s worth considering.

Graph showing correlation between Twitter users and average amount of traffic to website

 

Now don’t just assume that because you have 1,000 followers you’re going to be drowned in cash by armies of customers buying every last scrap on your website. But it is worth considering WHY companies with 300-1,000 followers are getting so much traffic.

How To Get 300 Followers

Most people on Twitter will follow you back if you follow them, but only if you don’t look like a spambot. If your last 3 tweets were all identical I can assure you almost nobody will follow you back. If you are following 1,000 people but very few people are following you, then people will be suspicious of you.

As with any social experience, you need to be providing good content: Interesting stuff you’ve found, blog articles you’ve recently written, witty tweets by others you want to share by retweeting. If you can commit to spending 5 minutes three times a day on Twitter posting interesting content and following people who are tweeting around the same topics as you, then I can assure you it won’t be long before you’re reaching 300 followers.

I Have 300+ Followers. Now What?

Don’t sit on your hands! You need to be engaging with your potential customers: Learn what they like and dislike, and talk to them rather than at them. Don’t ram your business down their throats, but instead be a polite dinner guest who brings interesting stories and anecdotes to the party yet, when they leave, everyone knows exactly what they do and how to get in touch with them if they want to know more.

Your blog should be utilised here too: Have a wealth of interesting articles on your blog that you can link through to every so often, preferably without being too obvious about it.

And don’t forget to consider your marketing model! A poor website will never sell much. A badly thought out landing page will never convert many visitors.

Search Engine Optimization (SEO)

There is some evidence that search engines are using Twitter to some extent to find content. Even if the search engines don’t directly trawl the social network, they can still be influenced by your followers on Twitter sharing your content on their blog or other more open social media platforms. So it’s definitely worth sharing your content on Twitter from an SEO perspective.

Don’t Forget Your Twitter Etiquette

It’s essential that you remember to stick to good etiquette on Twitter. If you’re not playing fair on Twitter you’ll lose your fan base and you’ll never convert a single customer. Common sense will see you right, just don’t spam and remember to interact with the people you follow!

It Takes Time

Don’t get disheartened if you’re not an instant hit. Nobody goes out and instantly makes 300 friends with one story. You need to ooze with sophistication, have lots of stories and anecdotes, passion for your subject, and find the right people. You’ll not do it overnight, but the benefits will make it worthwhile.


If you want to read more on this topic then give HubSpot’s Lead Generation Lessons From 4,000 Businesses a read.

About Matt Lowe

Matt Lowe is a WordPress web designer / developer based in Newbury, Berkshire. After 8 years of doing the nine-to-five for other companies and watching them make the same mistakes over and over he set out in business on his own, forming Squelch Design to help businesses get online and make money.

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