Twitter can generate leads
or awareness
With more than 500 million Tweets
being sent each day, Twitter is becom-
ing a stronger and stronger tool for
businesses. You frst have to decide
if you want to use Twitter to simply
generate awareness for your business
or generate leads.
To do either, you can exploit
the connection between Twitter
and LinkedIn very successfully. For
instance, every long-form post you
publish on LinkedIn can be Tweeted
by checking the Twitter box provided
before you submit the post. Similarly,
you can drive your Twitter followers
to your LinkedIn profle by writ-
ing thought-provoking Tweets that
include your LinkedIn profle link.
The best way to build a robust
following on Twitter is to follow
others, including existing custom-
ers and prospects, in hopes that they
will reciprocate. Since a single Tweet
only allows 140 characters, to gain
any traction on this particular social
media platform, you have to be con-
sistently active. So fnding an online
"dashboard" tool, such as Hootsuite
or Buffer, that allows you to pre-
schedule Tweets in batches can save
you time and ensure your followers
receive your Tweets regularly.
Creating a profle for your busi-
ness can pay off. A 2014 study con-
ducted by DB5 + Twitter revealed
that 50 percent of Twitter followers
visited or shopped at the Websites
of small- and mid-sized businesses
(SMB) they follow, 60 percent
purchased from a SMB because of
something they read on Twitter, and
43 percent said they intended to make
a future purchase from a SMB.
Finally, a word about content,
which sits in the middle of Fig-
ure 1. To be successful with any
social media platform or digital
marketing tool, you have to "push
content." In fact, online content
expert Hubspot's 2015 State of
Inbound Marketing report revealed
that those who regularly published
social or digital content were 13
times more likely to generate posi-
tive inbound responses from their
sales and marketing targets.
So, whether you're a social/digi-
tal pro or just a beginner, determine
whether you need to dive in or wade
in. But either way, it's time to get
your feet wet!
''
500 million Tweets [are] sent each day.
''
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36 Automatic Merchandiser VendingMarketWatch.com December 2015
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