Published: October 2, 2014
Twitter is often overlooked by brands for its marketing opportunities, but the company has been working hard to stay in the small to medium business (SMB) game.
A 2013 survey, conducted by Market Probe International (but commissioned by Twitter), found that “customers share positive experiences about the businesses they follow on Twitter with their own network of followers (64 percent), spread the word about your business through Retweets (70 percent), and are also much more likely to buy from you in the future (72 percent).”
Customers are also more likely to follow a brand they have learned about from their friends, meaning word of mouth is one of the most important benefits to Twitter. It is, after all, still a social network. But Twitter users also said they are 34 percent likely to interact with you if they saw a sponsored ad from an SMB, and 32 percent are likely to visit your physical store after seeing an ad.
These customers are more likely to buy from you if they follow you, but that isn’t the reason they are there. Twitter users are really there for engagement, sharing ideas and receiving feedback.
Some see Twitter as a one-way street, but it’s anything but. The expectation of engagement may be even more than Facebook. Meaning, it’s not just enough to get them to follow you — followers want (or expect) you to engage with them. But in the end, it could lead to increase sales and loyalty for your company.