Twitter Strategy For Small Business EXPANSION

GETTING DOWN WITH TWITTER
Strategies for BUSINESS EXPANSION
By Jesse and Genesis ONOMIWO
www.sociallynaija.com

Rants!
 A study shows 97% of all consumers search for local businesses online
before making a purchase.
 This proves that an integrated marketing strategy, one that incorporates
various social channels, isn’t just good business, it’s a must for any small
business eager to build a solid online reputation.
 47% of users who follow a business are more likely to visit the company’s
website

On the burner
 Twitter Strategy For A Successful Operation Within The Cyber Space
 Developing Content Marketing Strategy
 The Concept Of Timing On Twitter- How To Know When Best To Post
What
 How To Use Twitter To Increase Patronage For Your Products Or
Services?
 Measuring And Testing

1.Twitter Strategy For A Successful
Operation Within The Cyber Space
8 steps that will help you optimize Twitter to maximize small
business results

1) Determine your objectives for using Twitter
 Why is your business on Twitter?
If the primary (or only) reason is to drive traffic to your website, you
need to rethink your strategy.
The Twitter community values interaction with real people. If the
only thing you're adding to the conversation is a push to visit your
website, then you’re hardly going to ever have a strong and
valuable reputation on Twitter.

2) Determine your target audience.
Pinpointing who you want to reach on Twitter will help you curate content that
appeals to their interests while reinforcing the relevancy of your message.
3) Create metrics/KPIs (Key Performance Indicators) and
measure how well you are doing on a regular basis.
4) Create a daily or weekly workflow and measure how
much time you’re spending and what you’re doing.
5) Regularly take a step back on a monthly or quarterly basis to see
the results of your work, and regularly tweak your daily workflow so as
to maximize your effectiveness.

6) Use Twitter Lists
 Twitter Lists help you focus on conversation streams.
Not only are they a simple solution to controlling your
Twitter stream;
 Lists also let you group your followers and those you
follow together based on a common theme, interest or
industry.
 A list allows you to see the tweets from the list
members as a separate Twitter timeline. This
distinguishes them from the crowd so you can pay
attention to what these people say. You can create
one or many lists.

You might create separate lists for:
 Customers
 Potential customers
 Neighbourhood or community businesses
 Trade or professional organizations
 People who inspire you
 People you talk with the most
 Vendors
 Previous clients
 Industry experts
 Special interests

You can also make your
lists public or private.
When you create a public list,
list members see when you
add or delete them from the
list, and anyone can choose to
follow your list.
When you create a private list,
people don’t know they
appear on it and only you can
see the list’s tweet timeline.

How to Create your list
 Go to your Lists page
 Click Create list
 Enter the name of your list, a short description, and whether or not it will be
public (anyone can subscribe to the list) or private (only accessible to you)
 Click Save list

To review the public
lists created by any
Twitter user, display
their profile page.
Then click Lists in the
left menu. Their public
lists appear in the right
column.

To view the tweet
timeline for the
members of a list,
click on the list name.

To add someone to a list,
display his or her profile. Click
the gear icon and choose
add or remove from lists.
Then check or uncheck them
from your list of Twitter lists.

7) Follow people with similar interests
Find people to follow and connect to within Twitter directories such as Twellow and
WeFollow. Both sites can introduce you to Twitter users that have similar interests.
Staying focused on your niche or location will make it easy for you to build a
community centered purely on similar interests.
8) Share content and update your status daily
One of the biggest struggles for busy small business owners is content creation and
curation. The question is always where to find it, what to talk about and how to best
manage it. (tools shared later)

2. Developing Content marketing
strategy
Compelling content will help you attract new followers and
keep them engaged over time.

What content should you share on
Twitter?
 Links back to your latest blog post.
 Details about an upcoming event you are promoting or a local charity that
you support.
 Repurposed evergreen content including weekly tips, quotes or how-to’s.
 Repurposed traditional marketing materials such as flyers or newsletters into
short quotables.
 Email marketing
 Company stories
 Testimonials and client success stories
 Past presentations

CONTENT CALENDERS
The best way to get into the habit
of tweeting regularly is to plan
your content
A content calendar can help
keep it together
Twitter put together a
few sample content
themes to help get the
words flowing

Examples of how you can fill your Tweet
calendar each week
 Monday: Promotions
On Monday, you could launch a Twitter-only promotion for your
followers. Tweet an online offer code or a secret word for customers to
use when they visit your business. Build follower loyalty with an exclusive
sale or discount that can be redeemed online or in-store using a special
code.
E.g. Last chance for 25% off ALL CUSTOM CASES! Expires tonight at
midnight PST. Use the code: USAMADE.

Tuesday: Behind-the-scenes
Tweet a behind-the-scenes tour of your
business. Highlight how your products are
made or where they are sourced from.
Tweet a photo or video that showcases
your business operations or work
environment. For example, if you’re an
artist that is writing new music, provide a
glimpse into the creative process.
e.g. Apple tweeted this:
One of dozens of steps that go into
every iPad case. #madethehardway
http://ift.tt/1i2TX4C

Wednesday: Helpful tips
Create a regular series of Tweets that are
informative or surprising, such as tips. If you’re
a chef for instance, you could Tweet recipes
or kitchen tips. If you have a fashion
boutique, Tweet ways to match current
trends with vintage items.
For example, from @Sightglass comes this
Tweet:
Making coffee at home? Check out our lovely little
brewing guide videos:
http://www.sightglasscoffee.com/resources

Thursday: Customer spotlight
Jew-ish @giveittothejew
@lyft is awesome! Getting picked up from the
airport and feeling welcomed in a new city is
great! #keepitup
Lyft ✔ @lyft
@giveittothejew So glad you're loving Lyft! :)
Retweet a few positive customer reviews.
Or tweet some industry-related news your
followers might find interesting. Respond
to questions or highlight a positive review
to show your customers how much you
appreciate them. And be sure to mention
the @username of the customer in your
Tweet.
For example, here’s one of such
exchanges between @giveittothejew and
@lyft:

Friday: Feature industry experts or news
Twitter Small Biz ✔ @TwitterSmallBiz
#FF (Follow Friday): Check out @MCS4Biz - Ms.
Contreras-Sweet is the 24th Administrator of
@SBAgov
Give customers a glimpse into your
workplace culture. Tweet photos or videos
of your colleagues and employees hard at
work or having fun.
You can also encourage followers to learn
more from industry influencers. Or you can
Retweet content from them that is relevant
to your business.
See a good example,

Saturday: Community or industry spotlights
Rock/Creek✔ @RockCreek
Less than $20k left to acquire the Hospital
boulders! Donate to @SEClimbers today:
http://bit.ly/1jiJiaQ
It takes a community to build a business.
Call out neighbourhood events, charities,
fundraisers and non-profits that you support.
Check out this example:

3. The Concept Of Timing On Twitter
Know When Best To Post What

How to find the best times to tweet
 Your social analytics can give you an indication of when your audience is
engaging with your content,
 But it’s not enough to just know when your visitors are online, but when
they’re engaging online (i.e. clicking, sharing, emailing, and even printing).
 If you want to know something a little more specific to your audience, you
can try a tool like Tweriod, SocialBro or Followerwonk that analyzes your
account and gives you some key times to shoot for. You can then integrate
those times right into your Buffer account.
 Optimal times can vary depending on the timezones, interests or habits of
your followers, so how can you know for sure? And when you do know, how
can you use this information?

Sample screenshot from Followerwonk
The highest points on the
graph represent the times of
the day when your follower
activity is at its peak.
So if I choose to tweet 5
times a day, I’d pick the 5
highest points which I
marked out above as 1 pm,
3 pm, 6 pm, 7 pm and 9 pm.
As time goes on, the
diversity and tweeting
habits of your followers will
evolve, so it is advisable you
conduct this analysis at
least once a week

Timing it right
 Try weekends for B2C (Business-to-Consumers), weekdays for B2B
(Business-to-Business)
Every business and audience is different, so it’s best to test multiple days of
the week to see what works for you. If your brand speaks directly to
consumers , Saturdays and Sundays may have a higher engagement
rate as that is when most people are not at work and therefore have more
free time. Twitter engagement has been shown to go up by 30 percent on
weekends, probably because more people are on their computers,
smartphones and tablets.

 And these users just might be the ones you’re looking for for your business –
they’re 44% more likely to click on links and 66% more likely to retweet than
an average user. They also tend to follow more brands and they’re 53%
more likely to recall seeing an ad on Twitter than the average Twitter user.
 A study by Salesforce discovered that Twitter engagement for brands is 17%
higher on Saturday and Sunday compared to weekdays, but that only 19%
of all brand Tweets are published on weekends. Weekend engagement
rates are particularly high for sports brands, fashion, entertainment and
publishing brands.
 For those working with business-to-business brands, you may want to stick
with weekdays or start with a smaller experiment on weekends. An Argyle
Social study says that weekdays provide 14% more engagement than
weekends for B2B.

4. How To Use Twitter To Increase Patronage For
Your Products Or Services?
What do people want
from brands on Twitter?

To know how to use Twitter to increase patronage for your products or
services you first have to know what people on Twitter are really looking
for. It has been discovered that Twitter users follow a median of 6
brands on Twitter, looking for things like interesting and fun content,
news and updates, discounts and promos and more.

A Twitter research

Leads, or potential customers that have expressed interest in your
products or services, are what drive your business forward. On
Twitter, you can generate leads by collecting email addresses from
these potential customers.
Once you’ve captured these new email addresses, you can then
begin to nurture these potential customers through regular email
marketing campaigns.

5. Measuring And Testing

Metrics to explore
 Follower growth
 Follower quality and engagement
 Reach
 Clicks
 Conversion
 Impressions

Testing: How To Test Headlines,
Hashtags And More
 The more you tweet, the faster you will learn about what
works and what doesn’t.
You can test different headlines, days and times, types of
media and more to isolate what resonates most with your
followers.
 All you need is a way to track the metrics of all the Tweets you
are sending. You can do this either through a URL shortener
like bit.ly or with Buffer’s built in analytics. Tweetreach is
another tool used to measure the impact of hashtags,
mentions, and so on.

A Few Tools to Help Your Twitter
Experience
Twitter has a whole world of available support applications you can
employ to gain the most of the service for your business.
 Socialoomph
 Twitter for Facebook
 Bit.ly
 Twitter Analytics
 CoTweet
 Kurrently
 Commun.it
 Hootsuite
 Buffer
 Feedly
 Tweetreach
 Hashtagify

Reach Out!
Visit www.SociallyNaija.com
For How to Use Social Media for Business and Personal Branding
 Genesis Onomiwo
 axtongen2@gmail.com
 +2347067865866
 https://ng.linkedin.com/in/genesisonomiwo
 Twitter and Instagram: @TheRealGen1
 Jesse Onomiwo
 Jesse.onomiwo@gmail.com, jesse.onomiwo@sociallynaija.com
 +2348182792316, +2348130311442
 https://ng.linkedin.com/in/jesseonomiwo
 Twitter and Instagram: @jesse_onomiwo

Twitter Strategy For Small Business EXPANSION

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