http://marketingsource.com/articles/ Articles at marketingsource.com Articles Library en-us http://marketingsource.com/articles/social-media/the-art-of-tweeting.html http://marketingsource.com/articles/social-media/the-art-of-tweeting.html Fri, 16 Apr 2010 11:19:01 -0500
The first point to make about tweeting is that it is essential you tweet regularly. This can be done through tweeting regularly on Twitter, or through Twitter software, which allows the tweets you come up with to be tweeted at regular intervals. If you do not tweet regularly people will lose interest in what you have to say. They will also become less aware of your business and therefore not have an interest in what you are tweeting, thus it is vital that you are consistently tweeting.

Many businesses are unsure of exactly what to tweet. They only create promotional tweets about their business and post links to their site. Whilst some promotional tweets are needed, it is important that the business recognises that the tweets need to be varied in nature. Tweets should be about related news items: take a piece of news from the internet, tweet with what you think of it, then post the link. Tweets can also be about your opinion on a subject within the industry the business is in. Many companies in the motor industry have regular tweets regarding their opinion on the predicament of Toyota. By varying your tweets, it allows your twitter campaign to encompass many different areas; people will see that it is not purely a promotional campaign and are more likely to read your tweets and become a follower.

Tweets should encourage interaction. Tweets that are just statements do not encourage people to respond to your tweet. Interactive tweets allow for some customer insight to possibly be gained and also for you to analyse other opinions in the industry. For example, a recent tweet I did for Ortegra was ‘Do you agree that measuring social media marketing success is the biggest challenge social media faces? Have a read!’ There was then a link to an article discussing this question. Rather than just posting a comment on the article, this tweet actively encourages other people to respond back by directly asking for their opinion. This allows for opinion to gauged on this topic and for social interaction. The whole notion of social media is that it allows people to connect, if your tweets are just statements, then you are not utilising the potential of connecting with people through social media.

When tweeting it is crucial that you are creative in your use of language. Whilst you want people to understand the content of your tweet, you also have to encourage more followers. However, you only have 140 characters. Again a recent tweet I did for Ortegra can be used to demonstrate this point: ‘Some great examples of how social media can save your business money! Have a read and start saving now!’ Again a link was posted to the article. This use of language entices people to read the article, whilst also detailing exactly what the article will be about. By using the word ‘great’, people are able to see that I would recommend the article, thus it already has a positive review. The ending of the tweet further encourages people to read the article; ‘Have a read and start saving now’ is a very persuasive piece of text. To start saving, you must read. In this tweet there is information on the content of the article, as well as some language, which is designed to persuade people to read the article. These tweets show how in 140 characters, you can be persuasive in your language; the key to this is being as concise as possible.

There are of course many other factors relating to the nature of tweeting for a business, this article only details a few. However, it is of significant importance that when starting a Twitter campaign for your business, you analyse your tweets in great detail, many companies make the mistake of tweeting for the sake of tweeting. This is pointless and a waste of a valuable marketing space. By being thoughtful about your tweets you will be able to make far better use of this incredibly powerful social platform.

By Anthony O’Flynn http://www.ortegra.com/blog/861-the-art-of-tweeting.html
]]> http://marketingsource.com/articles/business-basics/the-importance-of-researhing-your-business-idea.html http://marketingsource.com/articles/business-basics/the-importance-of-researhing-your-business-idea.html Fri, 16 Apr 2010 11:17:12 -0500
Evaluating the size and nature of the market your business idea will enter, plays a significant role in its future success. If the market is saturated with other similar businesses, then competition will be fierce. This may mean that the idea needs to be altered so that it offers something slightly different to other similar companies. It could also mean that pricing needs to be changed in order to compete in such a competitive arena. However, in a large market there will be more potential customers, this is always good for new start up companies.

Alternatively the business idea may be entering a smaller more niche market. In this case, you must conduct extensive customer research in order to assess if the market will grow. You must also evaluate if there is indeed a demand for the service your business offers. Additionally, a small market means that your potential customer base will decrease. This must be taken into consideration.

Researching the nature of the market is vitally important. The history of the market should be taken into consideration. What are common trends? By knowing the history and trends, plans can be put in place to respond to changes in the marketplace.

These factors need to be thoroughly reviewed when setting up your business. If you do not analyse the nature and size of the market, then bad decisions are likely to be made as they will be made on limited information. By having extensive knowledge of the market, you are able to make rational decisions based on substantial information, for the benefit of your business.

Before turning an idea into a business reality, some research into competitors must be undertaken. Firstly, it is important that the main competitors are identified. Their prices need to be looked at and compared; this is essential, as pricing in a new business needs to be competitive. After reviewing this, three questions must be asked: What are competitors doing better? What are they doing worse? How can we improve the business by learning from competitors?
Asking these questions then allows your business model to change. For instance, it could came to fruition from your research that competitors have a lack of focus on customer service, your business could then focus upon promoting customer service in order to exploit this deficiency. Alternatively competitors may be offering a more comprehensive service. This would obviously mean that your business would need to respond to this and at least equal the service provided by competitors. By having this information, you are able to maximise every part of your business and compete with your rivals.

Perhaps the most crucial research you must do before you start your business is knowing who your target customer is, this will then lead to effective marketing. You must define what customers your business will be aimed at, this could be a large or small audience, depending upon the nature of your business. Factors could include geography, demographics, gender, age, size of company or income. Once these factors and others have been analysed and a target customer identified, you can tailor your marketing campaign towards this audience. This will mean that the people who will see your marketing campaign are those likely to use your business. Without this research many people who are highly unlikely to engage with your business may see your campaign, this makes it ineffective.

Research is a time consuming process and as the saying goes ‘time is money.’ However, as demonstrated in this article its benefits are tremendous. Your business has a far better chance of success if you have researched thoroughly. This means that when you do set up the business, decisions are made faster and more efficiently, as they are based on information and not guess work. Too many start up companies fail to see the value of research, thus many run into problems very quickly.

By Anthony O’Flynn http://www.ortegra.com/blog/853-the-importance-of-researching-your-business-idea.html
]]>