Local Business? Think About TLC when considering Twitter
Early this week, I came across an interesting post about a mobile ice cream truck using twitter to let followers know their current location. A while back I read another post about a local bakery that tweeted when fresh bread came out of the oven. I have been thinking a lot about the most effective use of Twitter as a tool to connect with customers and how this applies to local business’s. Everyone wants to jump on the Twitter bandwagon but it might be worthwhile to think about how Twitter can fit into your overall outreach strategy. You may have a big name brand behind you, and that can help, but how do you create a local presence in this medium? Here are 3 aspects of your business to consider when thinking about the use of Twitter in your outreach strategy.
T = Time Sensitivity
Some products have greater value based on time sensitivity. Anything were the product loses value quickly after the time of production/generation or their is a real (or perceived) scarcity aspect to the product. The bakery scenario above is a perfect example. People who are big fans of baked goods typically like them fresh, so know this provides value to them. A new shipment of the newest technical gizmo or video game might be another example based on the scarcity principal.
L = Location Sensitivity
All local business have some level location sensitivity built into their business, however what I mean here is more related to business’s that are mobile, or offer some type of service with physical location is important to the customer. The mobile ice cream truck mentioned above is an example. Another example is the Korean BBQ Taco truck. This doesn’t just have to apply to mobile product sales. What about hotel shuttle buses on twitter to know when its at the lobby?
C = Costs Sensitivity
Yes, every business has promotions and sales because of course, everyone likes a deal, however that may not be enough for some types of business’s to entice people follow them on twitter. (although there are exceptions notably in consumer technology). Cost Sensitivity more likely applies based on the demographic of your customer base, and purchase frequency of your product. Coupons, specials and offers are very enticing to a cost sensitive demographic, especially if the item is something that is purchased often. This applies very well to food products and other lower ticket items that require low decision time on the purchase.
Of course, if you can combine more than one of these element your chance of success becomes even greater. Think about the Dell Twitter Campaign. Even though its not a local business Dell has created one of the most successful twitter followings based on the concept of both price and time sensitivity (scarcity).
The key to Twitter and really any social media marketing is to give something of value to your followers. You need to earn the right to have each and every one of them as your follower. A twitter account by itself will not guarantee followers. Figure out the content that your customers will find valuable, and how this can be used in an social media outreach program. Does TLC apply to your business?
