How To Get Twitter’s Valuable Market Insight For Free
|July 15, 2012||Posted by Louise under Website Traffic (and Customers)|
As you know (and you probably do yourself), people will often seek information on social media platforms like Twitter. In the previous post Find Customers & What Makes Them Tick, I referenced a few studies that show that most buyers will inform themselves online first before making any purchases.
Oftentimes, if they don’t find enough information, they’ll pose a topic-related question in places like Twitter and wait for experts (like you) in that topic to answer back.
Market Insight On Twitter
In this Shift Digital Media post, we see that inboxq’s Twitter stats reveal this:
- 3,000,000 questions get asked each month on Twitter
- 20% – 30% of questions don’t get answered! WOW!
- People with more followers are more likely to ask questions
- Twitter is a more reliable source for answers for people with more followers
- Roughly 66% of questions asked on Twitter have some commercial intent
- When a business responds to a Twitter question, that person is likely to follow the company back and more likely to make a purchase
Do you wonder if your clients, and potential clients, even want to hear from a business when they ask Twitter questions? Here’s the good news. Most people that ask questions via Twitter are open to receiving answers via commercial sources. And you know what else? 80% of those polled said that they would trust answers from businesses as much, or more, as answers from their followers.
Do you see the potential? Questions asked on Twitter provide a wonderful and free opportunity for online entrepreneurs:
- to engage this individual and offer answers and helpful information;
- to start building a relationship and fan base;
- to gain exposure to the inquirer’s followers;
- to open the door to traffic to your site via a backlink;
- to build a positive quality online reputation;
- to mine for market information that you can use to customize your marketing and offer.
Plus, this Media Bistro study summary brings-up another important point:
Citing a recent American Express Global Consumer Service Barometer, STELLAService CEO Jordy Leiser explains that Twitter customer care is essential to good business, as consumers who use social media for customer service are willing to spend 21 percent more with companies that impress them.
“It’s becoming clear that social media savvy consumers are an incredibly important segment of any company’s customer base, both because they have higher service expectations and they have wide broadcast networks for sharing their experiences with others. By failing to take Twitter seriously as a customer service channel, companies may be inadvertently ignoring some of their best customers at their own peril.”
I would also add, based on the stats mentioned earlier and the quick and free market research tool I describe below, that you don’t have to wait till you have customers to start religiously answering questions on Twitter. Start before they’re even a customer and you’ll not only increase the likelihood of gaining a follower and a customer, but a loyal fan.
But how do you find topic-related questions on Twitter?
I researched this and came across Replyz, a free online tool that taps into the Twitter stream real-time and allows you to find Twitter questions and join in the conversation, real-time.
You can search with or without registering. You can also register via your Twitter account, which in turn allows you to use your Twitter image (great for branding and consistency) and has the capability of displaying your questions and answers in your Twitter stream (great for showing activity, expertise and sharing the information with your followers).
Here’s a snapshot of a search I conducted on Replyz:
In this screen capture, you can see at the top that I entered the phrase, “how to use Google+”. I received tons of results. Some were a little off topic, but lots were dead on.
I really like that the results include the dates the questions were posted. This feature gives you an idea how relevant the topic is now.
I think this is a valuable marketing tool that you can use as part of your online marketing research as well as a way to engage customers. Dedicate a half hour a week answering questions and watch the results. They should speak for themselves.
And did I mention it’s free?!?
How about you? Do you have a cool free tool or method you use to find out more about your market?
If you’re still struggling to find where your market hangs out, read Find Customers & What Makes Them Tick.
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