A report from Buddy Media found that small businesses can best engage their target audiences on Twitter with shorter Tweets that cut directly to the point. According to the study, Tweets that contain fewer than 100 characters receive 17 percent more engagement than longer Tweets.
While SMBs shouldn’t avoid lengthy Tweets, the general idea that all forms of content marketing should deliver messages and ideas quickly can help push a company closer to success. The goals of social campaigns are numerous, but driving engagement and interactions are vital to guiding prospects through the conversion funnel.
Some may currently use longer Tweets, and if it’s working then this practice should be maintained. While Buddy Media’ study points to brevity as a key to success, the best small business Twitter marketing strategy is providing content that prospects want. Additionally, mixing longer social content with shorter messages can provide some diversity that will prevent campaigns from growing stale.
Buddy Media also reported that including links in social content increases engagement by more than 86 percent. This demonstrates the value of sharing headlines as part of a news content marketing campaign with links back to site content. Prospects who find value with the articles and other shared content will retweet links to their owns followers.
ContentLEAD recently reported that one of the best ways to ensure success of a web marketing campaign is to make adjustments in line with consumer behavior. A study from the Integer Group pointed to social and email marketing as channels some SMBs have been slow to adopt or adjust even as prospects demonstrate clearly defined habits.