Here’s Why You Should Think Locally But Tweet Globally
It’s Twitter Tip Tuesday — every Tuesday we’ll focus on one Twitter Tip and show you how to integrate it into your social media strategy. This week we suggest that even if you do business locally, you don’t need to limit your tweets exclusively to a local audience on Twitter.
According to the U.S. Small Business Association, small businesses make up 99.7 percent of all employer firms. Whether it’s a local restaurant, a motel, a clothing store or a consulting business, many of these small companies do business with local customers.
We live in a globally connected world these days. Through the vast reach of social media, a local customer of yours may be just as likely to be friends with someone from another country as they are to be following you on Twitter. So, although you must never lose sight of your ideal customers, sometimes they may be reachable and influenced by other tweeters far beyond your local community.
Expand Your Sphere of Influence
Let’s say you’re a musician who relies on booking gigs at local restaurants and bars. Your first inclination might be to seek out the bars, or the restaurant owners, on Twitter and establish relationships with them. Eventually, you might even solicit them directly to request gigs at their establishments. This is a sound strategy, and one which we advocated in a recent article about focusing on your target audience.
Now, let’s say that in researching the Twitter accounts of the various restaurants and bars in your local community, you discovered that one of the restaurants where you’d like to book a gig just happens to attract a lot of German tourists during the summer. A little further research on your behalf may uncover some tweets that the restaurant has had with its German followers or patrons. Leverage that information to tweet with the international patrons (or would be patrons) of the restaurant, making sure to mention the restaurant’s Twitter handle in your tweets.
Expand your sphere of influence, consistently, and over time you’ll be pinging on the radar of all your targeted restaurants and pubs without ever having to solicit them directly for gigs. The same basic tactic works whether you’re a musician, a chef, or a local owner of just about any small business.
The World Is Your Audience
Although our articles are designed to help all businesses with their social media strategies, the majority of Sprout Insights readers are in North America. A while back we noticed several large spikes in traffic to our blog. A little research on Google Analytics showed that the spikes occurred every time a blogger tweeted a link to one of our articles to his followers on Twitter.
It turns out that the blogger, Aaron Lee, is located in Malaysia, and he has a massive global audience of over 350,000 Twitter followers! He found out about Sprout Insights (a Chicago-based company), from a tweet from one of our writers who lives in Canada! In other words, no matter what business you’re in, global audiences are just as likely to impact your business — even your local business — as someone who’s tweeting from just down the street.
Have you ever gotten a sale, booked a gig, or gotten a positive review as a result of an interacting with the global audience on Twitter? Share your experiences in the comments below.