Local Biz Owners Dodging Elephants?

Everyone knows Twitter can help small businesses reach and keep customers, yet for many owners there’s an “elephant in the room” that no one discusses, but everyone knows it’s there.

elephant teaparty
By State Library of New South Wales collection [No restrictions], via Wikimedia Commons
It’s you against every other business in your neighborhood. And with Twitter and a good Social Media Marketing plan, you can crush your competitors. Spectacularly.

Twitter’s format is unique—and that’s the elephant in the room. You need to swap out so many aspects of traditional online marketing, replacing them with a whole different set of parts to get those fantastic results. With a dramatic change in methods, your Twitter campaign can be a shot in the arm for your business unlike just about anything that came before. But you knew that much. So what’s different? Read on.

For one thing, you already know that a piece written for content marketing can be longer than your Articles of Incorporation. From a few hundred words and up—and Google’s new algorithm

twitter logo
How are your “tweeps”?

s really reward long copy of about 1,800 words. Writing that much yourself can take hours, and hiring it out can cost hundreds. Or thousands. All for an audience of maybe hundreds, the people who read your site content. Yes, site content definitely still matters. But it’s not the only thing that matters…

Twitter’s 160-character limit (less, if you include a link) means the skills that work for site content won’t work here. Plus, Twitter audiences look for different content than people browsing your site, or reading your email newsletter. The focus is different. The tone is different. Heck, even the structure is different. And all of that is a very good thing.

Your Twitter program can reach hundreds or thousands of people with each post. It can do more than just spam people with sales offers – your program can specify different categories of posts that all increase awareness about you, your business, your customers, and yes, your deals or specials. You can engage people in a way that site content won’t. And there’s more.

Twitter makes it easy to split-test marketing ideas or even choice of photos, to see which ones get bites. Or, set up a schedule of posts to make it run almost on autopilot. The content is short, so you can afford to spend money or time on creating them, and the price point is low enough to experiment, or just have fun. Your audience loves that. Don’t you like to be entertained online?

The best value is to hire someone to make and post the tweets. Not just anyone, of course, but someone who has experience and knows what works, what doesn’t. What draws followers and what sends them running. When to post, on what days.

social media image
A solid foundation for SMM (Social Media Marketing)

The best variety of material to get the biggest bang for your bucks.

But because the content is short, you can also afford the time it takes to learn all that yourself, by trial and error, without eating up days or weeks the way you would learning normal online content writing.

And once you get the program going, your followers grow organically over time. You don’t need to pay for followers (although you could). If you post what they want to read, they’ll follow you on their own. What good is content no one wants to read, anyway? Answer: not much. Even if you pay them to read it by buying followers, if the copy isn’t good then it’s just money wasted. A good SMM freelancer can take the burden off you so you can run your business, not your marketing campaign.  (And it’s a legit business expense for tax deductions.)

Whether you hire a pro to manage your tweets or take the time to learn how to do it well on your own, your Twitter campaign will also have lasting value. Followers tend to stay followers, and the investment is small enough to afford month after month, with better results than an ad in the Little Nickel. Better yet, your tweeps (that’s Twitter Peeps) pass tweets around like an old-school underground cassette exchange. They’ll tell people who aren’t your followers. Month after month, your Twitter campaign can grow customers and followers more or less by itself, especially if you have someone managing it for you. It’s like a fire-and-forget missile of social media awesomeness.

If you have questions about SMM, Twitter, and the benefits of a good program, feel free to hit me up. I’ll be happy to give you some answers.

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One thought on “Local Biz Owners Dodging Elephants?

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