You’ve probably used Twitter as a professional networking and marketing tool. But you may wonder whether Twitter actually leads to more sales.
It turns out a recent survey by Market Probe International answers that question.
Conducted on behalf of Twitter, the research firm surveyed 500 people over the age of 18 in the US and the UK who regularly follow small to medium sized businesses on Twitter.
Results were published on the official Twitter advertising blog today.
The upshot of the survey is that Twitter can have an impact on small businesses — and that getting Twitter followers matters. And in fact, Twitter set up the hashtag #FollowersMatter, to emphasize those results.
Getting ROI From Twitter
If you’re looking for ROI from your social media efforts, there are some impressive statistics coming out of this study (illustrated in the infographic below):
- The survey shows Twitter can influence purchase decisions. According to the survey, 72 percent of those who follow a business are more likely to make a purchase afterward from that business. If that holds true across the board, that means your followers are likely to turn into paying customers, if they are not already.
- Not only that, but 82 percent of followers are more likely to recommend your product or service to friends and family. That means, Twitter has a positive impact on and can amplify word of mouth.
- Twitter can lead to more loyal customers. For instance, 85 percent say they feel a closer connection to the SMB after they follow them.
Clues for Getting More Twitter Followers
If you’re trying to figure out how to get more followers for your business on Twitter, the survey has some clues. Look at WHY people follow small businesses on Twitter. If you know what they are looking for from you, you know what kind of information to give them through your Twitter feed:
- The majority of those responding, 73 percent, said they followed SMB brands on Twitter primarily to get updates on a company’s future products. Based on that,you should be tweeting about new product launches, executive presentations (that are public) discussing the company’s future direction, special offers to try new products, and similar information.
- 63 percent said they followed brands primarily to show their support. When you think about that, it’s important for small businesses to get support. Small businesses don’t have the same resources for market research as large corporations, and don’t always know if they are hitting the mark with customers and potential customers — or what they may need to change.
- Customers want to interact and engage with small businesses. 61 percent of those surveyed said they followed businesses not to receive information but to give feedback and communicate.
Twitter has a small business handle at @TwitterSmallBiz to follow. For more information about using Twitter for small business read more Twitter tips and advice from Small Business Trends.