How to Market With Twitter

Of all of the social media networks popularized over the past few years, I think the one that causes the most confusion or speculation is Twitter (http://www.twitter.com).

Many people in the area I speak to have heard of it yet don’t understand how to use it for socializing, let alone for business.

But, Twitter is a network that really should be looked at closely, especially for certain types of businesses, products and services. As of its most recent statistics released (March, 2012) Twitter had almost 200 million users worldwide. This alone should make business-owners sit up a bit and consider the potential customer-base it could provide.

What’s more, Twitter users fall into some very nice demographics. For example, contrary to popular belief there really isn’t that much of an age gap between users, and the most influential consumers make up the bulk of its user-base. Thirty-three percent of users are above the age of 45, the second highest set of users (29%) are 35-45, the third (26%) is 25-35 and the lowest at 10% is below 24 years old.

The first and last age groups are what catch most people by surprise. Though often viewed as a mechanism for slackers and teenagers, Twitter actually supports an older, more professional crowd.

Likewise, the average education of Twitter users far outpaces the reported education of Facebook users. While 24% of those on Facebook boast a college degree, 59% of Twitter users have a bachelor degree or above.

So according to the statistics Twitter could provide you with a potential customer-base of almost 120 million college-educated people above the age of 25 (oh, and I neglected to mention that almost 50% of its members make over $50,000 per year).

Doesn’t that sound like a worthwhile place to start marketing?

Of course, there are some catches. One in particular is that the concentration of users is—believe it or not—somewhere other than Las Cruces, NM. In fact, the largest concentrations of users are located in some of the largest and most technologically-literate cities, including New York City, Los Angeles, Toronto, San Francisco and Boston.

So immediately many assume this fact limits the type of businesses here in our area that could really utilize Twitter to market themselves. This is certainly true, but it might not be what you are thinking.

Most will automatically consider businesses that have some type of web-based retail sales offering as those which make the most sense on Twitter (here in Las Cruces, anyway). However, it’s precisely the opposite. Any business that somehow relies on people from elsewhere coming to our part of the country would be wise to target Twitter as a marketing medium.

Realty offices and agents (both residential and commercial), hospitality and tourism (hotels and restaurants), healthcare, anything driven by the tourist trade (guides or sightseeing services) and anything else based on relocation would all benefit from using Twitter. All of these industries, after all, look outside of our area when they are looking for customers. Targeting transplants or travelers from the areas that most often use Twitter would allow small businesses to know they are talking to people from very highly desirable demographics. What’s more, when those Twitter users move or travel here, they will already have that business’ name and presence in mind once they arrive.

Marketing via Twitter is not at all easy. It take a lot of time and commitment to put together a profitable and worthwhile, sustained campaign. However, here is a late 2011 statistic that may help ease the pain of starting yet another marketing campaign. According to a study by the company, Crowdspring, 64% of Twitter users are likely to buy from brands they follow (compared to 51% of Facebook users).

Ultimately, if you take the time to establish, grow and sustain a marketing campaign on Twitter and you will likely see some very real (and very pleasant) results.

Word One Consulting
575-496-6807
clint @ wordoneconsulting.com
2263 S. Main
Las Cruces, NM 88005