Why Most Small Businesses Fail at Twitter
What’s that saying, “if you fail to plan, you plan to fail?” Well, just like any marketing strategy, social media needs planning. You cannot just jump on Twitter or Facebook and expect to make sales or generate a lead database without some planning. The fact is, most small businesses fail at Facebook and Twitter because they fail to plan strategies that convert followers and fans to leads and customers. However, when implemented properly, a customized Facebook fan page and a Twitter account can directly increase your ability to collect and message leads and boost sales. Take Papa John’s Facebook Page: it is responsible for improving sales by more than 28% for the pizza chain and their incentive initiatives like free pizza’s for friends helped them double their fan base in a single month. Conversely, check out Jet Blue’s Twitter Page: by tweeting their deal of day, they have directly improved sales and been able to prove ROI on Twitter. But neither of these companies jumped into social media without a game plan and nor should you.
Resources:
Incentivizing Facebook Fans: Papa John’s Doubles Fans with Free Pizza
Case Study: Papa John’s Finds New Facebook Fans
JetBlue Launches Twitter Deals – SmarterTravel.com
Build a Social Media Game Plan
Set a Goal
The very first thing you need to determine is what your goal is. Set a clear goal. For example – set a goal like “I want to exceed 10K fans on my Facebook page.” “I want to generate a database of over 25K subscribers I can remarket later. Or “I want to directly sell my products or services to increase revenues by 10%.” Like I said, be specific in your goal, so you can measure results based on expectation.
Allocate Your Resources
Be aware that social media is not some silver bullet that will save your business. It is one element of a successful online marketing plan and realistically accounts for 8% of all online leads according to a recent Hubspot study. So, figure out how much time and money you want to spend on getting this result. Quantify it and know the metrics of existing sales, leads or subscribers generated each month on your website or Facebook Fan page. The next step is to find the mechanism that will generate that result for you. For example – recently Shakira debuted her latest music video exclusively on her Facebook fan page. The goal? To build fan base in a single place online that allowed for easy messaging of fans. To drive fans in volume and within a limited time to that page by providing debut access to content irresistible to her audience. The result? 1.7 million fans visited and fanned that page.
I am not suggesting you are a pop star in need of fans – but what I am saying is find the irresistible offer that your market is looking for. If you are a web services company to small businesses, offer a limited time discount on services or a free eBook on conversion page design and marketing or even a white paper on social media – each requiring registration. My point is, set a clear goal for yourself.
Resources:
Twucked Up Twit in Social Media
