September 30, 2014

5 Ways SMBs Can Get More From Twitter

As the numbers we shared yesterday told, small business owners are increasingly moving their budgets from offline media to online. They’re investing less in local directories and more in Web sites and social media. And one social media channel that many small business owners are especially trying to leverage is Twitter.

As a SMB owner, you want to make sure that you’re getting the most bang for your buck with whatever platform you’re using. Just because that Twitter account is free to create, doesn’t mean there’s not a cost involved with getting set up, managing it and using it. To help keep Twitter as cost-effective as possible, below are 5 ways to better use Twitter for your small business marketing.

Don’t Ignore SEO Value

Because Twitter is thought of as a social media tool, SMB owners often forget to apply SEO best practices when they engage there. As a rule, anything that exists on the Web can (and should) be optimized for search. Just because Twitter nofollows the links shared, doesn’t mean they can’t bring value to your brand or that you shouldn’t be trying to collect as much SEO value from your Twitter account as you can.

Some best practices we recommend:

  • Use a Twitter handle that reflects the product or service that you offer or the experience you’re trying to create.
  • Optimize your Twitter bio, using important keywords + a link to your site.
  • Use hashtags to categorize your tweets to make them easy for like-minded users to find and follow.
  • Integrate Twitter into the rest of your site to encourage others to share your content and to build awareness.
  • Tweet links to your blog posts, product pages, Web site to expose them both to users and the search engines.

With the search engines increasingly integrating Twitter data into the SERPs, taking care to optimize your engagement there can pack a pretty effective punch. You don’t want to leave anything on the table.

Follow Better People

Your Twitter experience is directly tied to the users you choose to follow. If you flood your account with lots of random people who will never have an interest in your brand, then you’re really wasting your time. Use tools like Twitter Search, Listorious, WeFollow and Twitter Grader to help you find like-minded Twitter users and people who have an interest in what you’re all about. For example, doing a Twitter search for a popular industry blog or topic will you help find folks who have the same interests, mining Listorious (or lists created by other Twitter users) for categories related to what you do will help you find users who identify themselves similarly. Participating in Twitter chats is another great way to find people to connect with. What you don’t want to do is get blinded by Follower numbers and lean toward only engaging with A-listers. Instead, focus on locating real-life customers or people who could become customers.

For more tips, you may want to check out Amber Naslund’s post on how to build a Twitter community with substance.

Enhance Your Tweets

Sometimes it’s hard to spark up a conversation with people you don’t know in real life. If that’s the case, why not start off by creating or sharing something worth talking about? Enhance your tweets by incorporating different types of media and something worth a conversation.

For example, maybe you want to post:

  • Photos of your business, your product, what you’re having for lunch, etc.
  • YouTube links of your favorite artist, a tour of your office, a recent presentation you gave, etc.
  • Links to surveys or polls to get user feedback.
  • Links to reviews, discussion questions, etc.
  • Product coupons, links to promotions, special Twitter deals

If you’re having a difficult time getting responses from people, it may be time to spice up your tweets.

Distribute Wider

Twitter should be integrated into the rest of your business activities to help you distribute your brand message much further than to just the folks who follow you. Because while you’re followers are great, you want to make sure your content gets in front of as many eyeballs as possible. What can you do to cast your net a little wider? Depending on your business objectives, it may make sense for you to sync your Twitter account with you Facebook or LinkedIn profiles (careful with this one – different audiences require different messages), to put a Twitter widget on your homepage to build awareness to current customers and search traffic, actively encourage followers to RT your message, use automation sparingly to manage your account, etc. You don’t want to get too aggressive but you should always be looking for new ways to smartly cross-link accounts and get your message to as many people as possible.

Track it

I really think most people would see a much better result from Twitter if they only took the time to track it. If you’re just haphazardly throwing content out there then, yeah, it can be hard to know what’s working, what’s not and where you have to go back to the drawing board. Instead of running around in the dark, start monitoring which tweets or content pieces attract users, if your Twitter traffic is going up or down, which Twitter calls to action get the best response, which users are most useful to your brand, etc.

None of this is difficult to find out, but it could give you valuable insight to the effect Twitter is having on your brand and what you can do to improve it.

Those are just a few ways I think small business owners can do a better job leveraging Twitter. What have I missed?

More in: 11 Comments ▼

Lisa Barone


Lisa Barone Lisa Barone is Vice President of Strategy at Overit, an Albany Web design and development firm where she serves on the senior staff overseeing the company’s marketing consulting, social media, and content divisions.

11 Reactions

  1. Great post, Lisa.

    I love Twitter. (Maybe too much)

    I’ve been able to establish a brand, and meet folks from all over the world, in person, because of Twitter.

    It’s just such a great tool.

    The Franchise King®

  2. Great tips as usual Lisa. Twitter is limitless as to what it can do for business, and small businesses especially are now starting to harness the power of Twitter and word of mouth to help expand their brand. I think my #1 tip is to be patient, because Twitter success doesn’t come overnight–it takes time, effort and persistence while doing all the things you recommend above.

  3. Great post, Lisa!

    It seems like small businesses that are limited to a certain geographic territory have been slower to get involved with Twitter, but with the increased focus on location-based services, things are getting better for the local SMBs.

    I really expect people who take hold of these concepts will see results in their business.

  4. I think it’s inferred by your post, but be responsive. When people reach out to your, get back to them quickly. When someone gives you a boost, pay it forward. Being responsive will also make you one of those “better people” that everyone loves to follow (like Lisa).

  5. Lisa, as usual, another amazing post. Thanks! You really should put PhD after your name! Dr. Barone. Share that one with Rae and team!

  6. Hi Lisa,

    Thanks for highlighting how important it is to use the correct practices while using such sites. There is no doubt about the fact that these sites have proved to be an excellent source of marketing, however, the correct ways should be applied to make them more useful. Thanks for sharing!

    Riya Sam

  7. I would also add, to engage with others. Reply to their tweets or RT their tweets. This is a great way to establish relationships on Twitter and will definitely help increase the interactions with your Tweets and the reach of them.

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