Why You Need To Tweet

Twitter Feed

Have you been trying to decide if using Twitter for your business is worth the effort? Or, are you looking for ways to freshen up your Twitter marketing strategy? No matter your current state of Twitter knowledge — expert, novice or clueless — this increasingly popular social channel provides you with a method for reaching your customer base, as well as those who can shed a positive light on your brand.

Twitter Is The New eMail

Despite the fact Twitter has more than 500 million active users and has become one of the top ten most visited websites, maybe you personally are not yet convinced Twitter is a viable approach to marketing. To a degree, this is understandable. Social media seems to have taken many of us by storm, with a bevy of new online streams or feeds of content gushing at us like an overflowing river.

But isn’t that how most of us — well, those of us who are old enough to remember — thought of the internet and eMail when they first debuted? Some said eMail would be an underused and forgotten communications tool in a year or two. That didn’t happen, did it?

Start by thinking of Twitter as a modern version of eMail or compare it to the telephone. While it is true that Twitter is often used for fun and non-economic activities, it can also be put to work for businesses. It can expedite the efficient flow of communication from the seller to his or her customers.

Growing Followers Takes Finesse

Those willing to devote a reasonable amount of time and energy to developing Twitter channels that have true value for their followers tend to yield the best results. It is like all forms of marketing; you get as much out of it as you put into it.

If followers see Twitter content as worthy of their time and attention, engagement almost always increases. As a result, ongoing Twitter dialogues with individuals and audiences ensue. Conversely, if tweets appear like poorly posted “after-thoughts” with little value or relevance, followers will quickly lose interest and delete your Twitter account from their feeds.

Social media is about as transparent as you can get, which ultimately is a good thing. It means there is a completely open dialog with followers. And isn’t that what we all work so diligently to develop, the ability to communicate openly with our customers, peers and segments of the industry that are important to our sales efforts? By adding a creative and well-managed Twitter account to your marketing plan, you can unleash an innovative tactic to create new conversations with customers.

Twitter Helps Sell Product

Studies conducted by our firm and other social media practitioners indicate that Twitter followers are more likely to purchase products from companies they “follow.” Kyle Lacy, one of the country’s leading experts, details case study after case study showing that Twitter and other forms of social networking generate sales.

In turn, Brian Solis, the author of Engage, which is regarded as the industry’s reference guide for businesses to build and measure success in the social web, says business leaders should stop talking about social media and begin using it as one of the enablers for transformation. Simply put, a business that implements Twitter widens the opportunity for memorable engagement.

One particular statistic we uncovered while studying those who generally use Twitter to learn about business-to-business sales information stated that 82 percent of the people polled feel social media-oriented customers are key to brand management and selling. While it can take time and a budget to do it right, the importance of social media marketing is escalating dramatically. Businesses of all sizes are increasing their social media budgets in order to migrate from traditional platforms of advertising, with a goal of connecting more deeply with significant demographics. The effort surrounding business-based social media is bigger than you may think. When done strategically, the results are bigger too.

The Right Way To Use Twitter

Results-oriented Twitter use really boils down to a few key elements and good practices. These practices involve connecting with customers and others via quick conversational exchanges. The point is to create short phrases and messages to instantly get your meaning across in a direct manner. Essentially, Twitter is a short-form messaging tool, geared toward businesses looking for new ways to communicate consistently with target audiences. Don’t forget, Twitter is also a platform for listening to the communication of others, so it’s important to adequately respond in a timely manner.

A Quick Guide To Twitter Lingo

Twitter’s primary difference from other social media channels is that each tweet is restricted to 140 characters or less. As a Twitter user, you can post updates, follow and view updates from other users and send a public reply or private direct message to connect with another tweeter.

While these are only the basics, the following are four simple steps to create meaningful tweets.

Mentions: Twitter allows users to interact and connect with anyone else on Twitter. This permits you to easily share and re-share content your followers might enjoy. In doing so, use the @ symbol to “tag” other Twitter pages or users. Along with a Twitter username, the @ is a means of sharing valuable information from or with an outside source who also has a Twitter account. This virally connects your Twitter page with the source’s page.

If possible, select tweets should include a mention. This will not only help potentially multiply the number of followers you have by reaching out to another page’s
audience, but it can also increase the number of retweets and comments related to your tweets.

Hashtags: A hashtag is a means of helping spreading information on Twitter, while organizing the information in ways that allow interested tweeters to find it. In essence, hashtags are subject matters pertaining to specific trending events, topics, products, etc. The hashtag symbol (for example, #garden) causes users to come together as part of a single conversation. Hashtags should not be overused, but they can be a creative way to reach precise audiences with common interests. This allows companies to expand social networks and create wider brand awareness.  

Links: Including links to related online pages, whether they are to company websites, online resources, articles from publications or any online content, gives tweets more value and interest. This will direct your Twitter followers — your potential and current consumers — to helpful and informative content. Being the bearer of good and resourceful information can lead to brand loyalty on the part of your customers. After all, everyone appreciates those who offer beneficial insight.

Comprehensive Tweets: It is essential to develop concise, comprehensive Tweets within the 140 character limit. Your target audience must be able to clearly understand the message your business is trying to get across. Keep tweets meaningful with relatable suggestions, topics of interest, diverse conversation threads and motivation to participate. Following the same principle, your followers may be inclined to recommend your product or company to their followers.

Above all, be consistent. Once you begin your Twitter feed, keep the conversation active and on point. You wouldn’t initiate an in-person dialog with a customer or prospect and simply leave the room without closure or conclusion. The same rings true for a Twitter conversation.

So, to tweet or not to tweet? Before you answer the question for your own business, keep in mind there are approximately 340 million new tweets every day. Consider being part of the conversation, so your competitors do not fill the gap between you and those with whom you would like to interact.

Leave a Reply

More From Marketing...

May 22, 2015

Nexus Greenhouses Is Optimistic For Expansion Into New Markets

Cheryl Longtin and Mike Porter, who own Nexus Corporation, say they were excited to attend the grand opening of Gotham Greens’ new structure atop the new Whole Foods grocery store in the Gowanus neighborhood in Brooklyn, N.Y., when it opened in December 2013. The project is just one example of some of the new and expanding markets that Nexus Corporation has expanded into over the past few years. Jeff Warschauer, vice president of sales for Nexus, says the company has enjoyed getting to know and working with the founders of Gotham Greens, Viraj Puri and Eric Haley, and Jennifer Nelkin Frymark, the chief agriculture officer, on their innovative approach to business. “They are very excited and work hard internally – just great people,” he says. “From our perspective, it’s great to see that excitement and vision. The employees there are happy and there’s no turnover; they’re only adding new people […]

Read More
Farwest2015

May 20, 2015

2015 Farwest Show Announces Second Annual Equipment Innovation Day

The second annual Equipment Innovation Day will be Tuesday, Aug. 25, prior to the 2015 Farwest show, which will be August 27-29 in Portland, Ore. Equipment Innovation Day, which was enthusiastically received in 2014, offers a real-time opportunity to see new heavy and automated nursery equipment in action. The demonstrations take place in manufacturing and nursery settings, adding value to the showcase. Attendees will be able to talk with participating manufacturers and learn first-hand from innovative growers who use the equipment in daily operations. The day-long event will be held at the main manufacturing plant of GK Machines, Inc., Donald, Ore. Further demonstrations of field equipment will take place at the nearby nursery of A&R Spada Farms, LLC. Bus travel to and from the event is planned, starting at and returning to the Oregon Convention Center. Attendees are welcome to provide their own travel to and from the site. Preregistration is required. The cost […]

Read More
Bee On Flower

May 20, 2015

White House Task Force Releases Pollinator Health Strategy

An interagency Pollinator Health Task Force commissioned by President Obama released its “Strategy to Promote the Health of Honey Bees and Other Pollinators” on May 19. The strategy, released in accordance with the Presidential Memorandum issued last June, is accompanied by a Pollinator Research Action Plan, which outlines needs and priority actions to better understand pollinator losses and improve pollinator health. The recommended actions will be supported by a coordination of existing federal research efforts and accompanied by a request to Congress for additional resources to respond to losses in pollinator populations. Pages 47 through 52 specifically address pesticides and pollinators. The report calls out plant production, native plants, mosquito control and all urban uses in its Pollinator Action Plan. RISE (Responsible Industry for a Sound Environment) says it supports the goals of improving pollinator health and habitat contained in the White House Pollinator Task Force’s release of its National […]

Read More
Latest Stories
New Guinea Impatiens

May 14, 2015

10 Tips To Improve Retail Shelf Life Of Bedding Plants

Good-looking plants at retail lead to stronger sales and less postharvest shrink. Try these 10 ideas for maintaining quality and keeping plants looking beautiful.

Read More
GrowIt! App Wins Gold At Design100 2014 US Mobile & App Design Awards

May 12, 2015

Suntory And GrowIt! Garden Socially Partner On A New Se…

Suntory Flowers and GrowIt! Garden Socially are working together on a new photo contest that both retailers and their customers can get involved in. GrowIt! Garden Socially is a free garden photo sharing app, and the photo contest is designed to promote Suntory’s plant brands and help consumers interested in those plants find them at local garden centers. Consumers who want to enter the contest can take these four steps: 1. Download GrowIt! for free from the App Store or Google Play store 2. Sign up with a username 3. In the app, add a photo of their favorite Senetti plant 4. In the comments, tag it #SenettiRocks The first photo contest featuring ‘Senetti’ pericallis runs from May 7-18. Three entrants will win gift certificates from their favorite local garden retailer — one $100 prize and two $50 prizes. After Senetti, the next featured brand will be ‘Million Bells’ calibrachoas […]

Read More

May 6, 2015

Orange Is The New Green: An Interview With Dümmen Orang…

The day the news came out about the name change of DNA Green Group to Dümmen Orange, and everything that meant for the large flower breeding conglomerate, Greenhouse Grower Editor Laura Drotleff talked with Dümmen Orange Operations Manager Kate Santos about what the identity shift would mean for the company, its customers and ultimately for consumers. What’s going to happen to the brands and what was behind the decision to do away with those brands and consolidate? A key objective for our organization in moving to one corporate brand is to continue to stay true to the heritage and history of the individual brands that have made us what we are today and what we will build the future of our company upon. For this reason, some of those brands that have a deep-rooted history and much more recognition within the market, will have a longer persistence in our overall […]

Read More

May 1, 2015

Restoration Landscapes: A Specialized Market For Nativ…

Restoration landscapes, depending on their purpose, often require straight native species, along with a confirmation of their known provenance. Research is key in this area and good recordkeeping is a must.

Read More
Dummen_Begonia_UnbelieveableFirstKiss

April 29, 2015

Dümmen Orange Is The New Name For DNA Green Group

DNA Green Group has a new name: Dümmen Orange. The company revealed its new name, logo and brand values at all of its facilities in 16 countries on Thursday, April 23. The well-known corporate brands Lex+, Bartels, Terra Nigra, Dümmen Group, Agribio China, Agribio Colombia, Oro, PLA, as well as the production locations, are changing their identities immediately to Dümmen Orange. Other established brands like Rijnplant, Ecke, Oglevee, Red Fox, Fides, Japan Agribio and Barberet & Blanc will convert over limited time. The company’s CEO Biense Visser calls it a logical next step. “All companies that have been acquired have a rich and successful history,” Visser says. “We have always tried to respect that heritage. Doing so, we created confusion for our customers. Our employees expressed a preference for a more uniform approach to the market, too. That is why we have chosen one large umbrella brand that embraces the entire product […]

Read More

April 15, 2015

Redesigned SunPatiens Website Offers New Tools For Saka…

Sakata Seed America's new and improved SunPatiens website launched March 1, 2015 and provides growing information, marketing support, product location and many more tools to encourage consumer success with SunPatiens.

Read More
Keenland

April 13, 2015

Proven Winners Partners With Award-Winning Designer Jon…

Proven Winners will partner with award-winning garden designer, author and fine living expert Jon Carloftis on a new series of four LIFE + STYLE events in 2015. In true Carloftis style, food and spirits will be paired with inspiring architecture and innovative garden designs featuring Proven Winners plants.

Read More

April 13, 2015

New Consumer Website Makes Buying Roses Easier

A new website has been created as a resource tool for gardeners who are looking for a rose that fits their needs. This website is 100% consumer focused and will inspire confidence and promote rose gardening to the next generation of gardeners. Visitors will also find links to connect on social networks, such as Facebook and Pinterest. The website promotes roses, not specific brands, and that is what makes it unique.

Read More
Rose rosette on Knockout rose, April 2012. Photo credit: Alan Windham, University of Tennessee

March 25, 2015

$58 Million In APHIS Farm Bill Funding Will Support Hor…

Nearly $58 million as been allocated by the USDA's Animal and Plant Health Inspection Service (APHIS) to support the industry's Plant Pest and Disease Management and Disaster Prevention Program, under Farm Bill Section 10007. The program will support mitigation efforts for specialty crops, including providing research and other funding to address plant pest and disease priorities for the specialty crop industry, including floriculture and nursery crops.

Read More
National Floriculture Forum 2015 029

March 18, 2015

2015 National Floriculture Forum Focuses On Marketing I…

The 2015 National Floriculture Forum, held March 6 to 7 in Minneapolis, Minn., zeroed in on the topic of marketing in horticulture and included visits to Gertens Greenhouses and Garden Center, Bailey Nurseries, Bachman’s Floral, Home and Garden and Tangletown Gardens. The annual meeting allows greenhouse and floriculture faculty, graduate students and industry partners to meet and share updates on current research, issues and initiatives.

Read More

February 18, 2015

Range Of Nursery Inspections To Protect Patented Plants…

Plant patents are under protection, and breeders are fighting for their rights to keep growers from illegally propagating protected varieties. It's something you don't want to take a chance on, because the risk is far higher than the reward. More than 300 inspections were carried out last year from New York to British Columbia and from Ontario to Florida to protect plant patents, Plant Breeders’ Rights (PBR) and branded programs.

Read More

February 4, 2015

TPIE 2015: An Electrified Industry Vibe Boosts Cool New…

The general feeling at the Florida Nursery Growers and Landscape Association's 2015 Tropical Industry Exhibition (TPIE) was upbeat and positive. Attendees were inspired by exciting new products and varieties, as well as creative new displays and innovative ideas and left energized for the season ahead.

Read More
Costa Farms Website

January 21, 2015

Costa Farms’ Launches New Interactive Website

Costa Farms is making efforts to educate consumers while pushing horticultural digital marketing forward with the re-design of its website. The new website features a fresh design and improved navigation, as well as a plant finder that gives gardeners easy access to plant information.

Read More

January 5, 2015

Growers Are Successfully Marketing The Benefits Of Pla…

Growers who are already marketing plant benefits and gardening as a lifestyle say they think this could be the best angle for the floriculture industry to promote our products.

Read More

January 5, 2015

Plants Love You Campaign Raises Plant Benefits To Foref…

Plants make us feel good. It’s a no-brainer, backed by numerous studies, but there’s more to the story. And it’s one the Canadian Ornamental Horticulture Alliance (COHA) hopes its Plants Love You campaign will tell in such a way that it will inspire people to make plants a part of their life, and on a bigger scale. COHA is an alliance between the Canadian Nursery Landscape Association (CNLA), the Fédération Interdisciplinaire De L’Horticulture Ornementqale Du Québec (FIHOQ) and Flowers Canada Growers (FCG). Inspiration for The Plants Love You campaign came from COHA’s research, which revealed that 96 percent of consumers surveyed have a favorable attitude toward plants. When COHA delved deeper into the numbers, one thing stood out loud and clear. “It quickly became apparent that while consumers like plants because they are pretty and make them feel good, few understood the environmental and health benefits plants offer.” says Frank […]

Read More

December 9, 2014

New Website For PanAmerican Seed

PanAmerican Seed's new website is mobile-friendly and has a fresh look and enhanced navigation.

Read More
What’s a pumpulent? It’s a pumpkin planted with succulents, and it’s also one of the ways Altum’s is catching customers’ attention with new products and modern marketing.

December 1, 2014

9 Digital Marketing Resolutions For 2015

Whatever your experience with digital marketing, here’s some advice for keeping your business progressing into the new year.

Read More

November 25, 2014

Conley’s Launches New Website

Conley’s Manufacturing and Sales recently launched its newly designed website, which was redesigned to create a user-friendly digital environment for customers to explore Conley's products.

Read More