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June 15, 2016 Social Media

Clients ask: Is being on Twitter important for my business?

Twitter is a social media networking and relationship-building tool that allows users to share information in real time. Sure, you’ve probably heard the news stories about Twitter’s stock prices and it’s difficulty growing its user base, but that doesn’t tell you anything about Twitter’s value to your business. And you’re probably wondering “Is being on Twitter important for my business?”

The answer is YES! Twitter allows businesses to communicate with customers, boost their branding, market to prospects, share information, gather customer service feedback, keep an eye on competitors, and increase sales. All of that with just 140 characters!

First, let’s look at a few stats about social media marketing in general:

  • 67 percent of the buyer’s journey is now done digitally and online searches are executives’ first course of action. (SiriusDecisions).
  • 84% of CEOs and VPs say they use social media to help make purchasing decisions. (WebEquity)
  • 75% of customers say they use social media as part of the buying process. (Biznology)

If you’re wondering where your potential customers are, there’s your answer: Online and likely on social media. The simple fact of the matter is that being on social media is important for businesses, both B2B and B2C. And when it comes to social media platforms, Twitter is a valuable marketing tool that will bring you followers, help turn them into leads and convert them to customers.

It’s important to know that Twitter is a networking and relationship-building tool, not a self-promotion tool. Companies should communicate helpful tips to their followers about 85 percent of the time, and promote their business only about 15 percent of the time. That’s pretty standard for all social media. If you self-promote too much, people will stop following you. According to SocialTimes, when it comes to following a brand on social media, the most important things to consumers are 1) that the brand shares new content; 2) that the content is relevant to the brand; and 3) that the brand engages with its followers. You’ll notice self-promotion didn’t make that list.

For more information, check out our infographic and see for yourself why your business should use Twitter – or whether it can afford NOT to be.

Twitter infographic