Energizing Twitter Users With Education and ROI
As a Twitter marketing software company, we keep a sharp eye on anything related to the social network. Recently, Business Insider posted an article on the challenges Twitter faces. We simply call it "growing pains." There are always challenges with change and growth, but Twitter has opportunities for businesses that are just now being discovered.
From big brands to small mom-and-pops, businesses of all types are leveraging the potential of Twitter to find, engage and convert new customers. It's lead generation, Twitter-style, and all of these businesses are discovering the opportunities the social network provides that they either didn't know existed or didn't have time to explore.
In a way, we're converting businesses into becoming Twitter users! For example, I recently gave a presentation for a national networking group of businesswomen about intent-based marketing on Twitter. My presentation cited how businesses successfully use keywords and geographic location to search for tweets regarding their particular product or service. The businesses can then engage with the consumer directly with a discount or promotion.
More than half of the audience didn't even have a Twitter account! So right there, in the middle of the presentation, I walked them through setting up a Twitter account and gave them practical how-to tips.
Some analysts cite stagnant user growth as a challenge to Twitter. I know that there's a significant opportunity for Twitter when business users are energized and understand that a relevant return on investment awaits them. Our research shows that 34 percent of the offers our users share with potential customers are downloaded. Some industries — entertainment, restaurant, travel/hospitality — show a much higher ROI. Brands can see results by providing custom, personalized responses to tweets that express a need or desire for a product or service.
Tweets that express a need are a growing, yet untapped market, according to recent research from Forrester Consulting. Consumers don't go online anymore; they live online. They act on needs in micro-moments throughout the day. Brands can win over consumers in these I-want-to-buy moments, but Forrester's research illustrates that 98 percent of companies aren't "moments" ready.