How Re-Purposed Malls Can Teach Entrepreneurs a Lesson

Have you been to a dying mall lately?

It can be pretty depressing. Empty storefronts litter the hallways like missing teeth in a hockey player’s mouth. Dim lighting seems to permeate each corner, and mall walkers bring more energy than any hint of retail activity. What was booming 30 years ago now feels like a bust.

With consumers shifting more of their shopping from physical to online spaces, young generations have a different perspective on what a buying experience should bring. This explains why some malls are dying, while others are thriving. What’s the difference?

In Maryland, one mall is renting space to a theater company while, in Michigan, one mall is now home to a cultural association that sponsors Chinese festivals. Some malls have transformed parts of their space to offer thriving art schools for walk-in shoppers. Others have created customer-centric experiences, like combining fashion consultants with on-site purchasing options.

Like most other sales venues, there is still a future for brick-and-mortar businesses. But this requires companies to sell strategically to young generations through methods that resonate.

What lessons can we learn from our friends in the mall?

Engaging, Experiential Shopping

There are numerous definitions of experiential purchasing.

Generally, this idea refers to stores where “extra” things happen in addition to selling, and where shoppers do more than just buying. As an entrepreneur, how can you offer people a chance to buy an experience or a memory rather than just an object or service? This may include massage chairs at the gym, in-store skills classes, or lifestyle opportunities (like art galleries in malls) that can be combined with a shopping experience.

Added Online Convenience

If you want people to visit your business, can you ease their journey by adding online convenience?

Like store pickups for pre-ordered groceries, merchants that simplify the purchasing experience will have more success. One business took orders for online samples then had three options ready and waiting when the customer came to preview them in the store.

Digital Campaigns with On-Site Flash Sales

One benefit of physical stores is strengthening emotional connections between consumers and brands.

While it is nice to order things online, sometimes swooping in to nab a deal brings a huge adrenaline rush (think Black Friday!). Can your business combine timely print or digital ads to promote 24-hour flash sales on the hottest items in your store? This creates the opportunity to lock in a client while potentially up-selling other products when people visit in person.

Lively, Professional Environments

People don’t just crave convenience; they crave connections.

When asked why people choose physical stores over online retailers, the number one response was a “need to see, touch, feel, and try out items.” How can you offer people better opportunities to interact directly with your products? When you do this, the physical shopping experience provides a tactile experience that simply can’t be matched online.

Your displays are a huge part of this. From oversized banners and full-panel window displays to music, lighting, and even scents, the environment you create must be better than ever. And with today’s print and digital technology, everything can be customized to immerse your clients in the most authentic brand experience possible!

The Definition of Success

While online shopping has re-written the rules of purchasing, buyers still crave experiences that can only be delivered in person. Remember, a successful space is one that people want to visit, so give people a reason to be there.

When they’re spending their time somewhere, they’re more likely to spend their money as well.

If you need printing materials: catalogs,  brochures or any other for your business – we will be happy to help you!

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Ensure Staying Power for Your Business with Great Local Marketing

Ensure Staying Power for Your Business with Great Local Marketing

Earlier this year, Gerrit Curran and Emily Wessner opened a Jersey Mike’s Subs in Muhlenberg Township, Pennsylvania.

To gain traction in their township of 20,000, these entrepreneurs knew that their new business must be intricately tied to a community connection. Curran and Wessner chose to use print as their primary marketing channel. The Jersey Mike’s staff distributed nearly 7,500 sandwich coupons throughout the community, encouraging patrons to enjoy a free sub and also to donate the cost of that sandwich to the Muhlenberg Township Athletic Association.

In the end, the promotion helped raise over $15,000, and the franchise gained an admirable reputation as a devoted community partner.

Stand Out in Your Community

Print marketing can be especially effective in creating a local marketing presence, especially when combined with integrated campaign efforts.

Smart business owners know that catering to a local market can be a point of power. But how do you leverage this connection? Here are several ways to connect your on- and off-line presence in compelling ways.

Demonstrate Community Connection

Integrate your business into local festivals, sponsorship opportunities, and regional traditions.

Does your community host a lobster festival? Find fun ways to weave this crustacean into your flyers or sales. Share pictures or postcards about your brand participating in local fundraisers, theme weeks, or service drives. Start conversations on things that are happening locally and, whenever possible, relate them to your business.

Personalize Advertisements

When advertising for your business, highlight testimonies or quotes from real, local customers. Try before and after pictures, photos of your customers in well-loved parks, or advertisements featuring your content in front of an area mascot.

Another option is to tailor your ads to regional events. Is your city sponsoring a music festival? Offer helpful content like advice on cheap parking, a schedule of places where kids eat for a discount, or print coupons that correspond to a felt need of these visitors. Creating ads with local content will connect with your audience on a very personal level.

Invent Reasons to Make a Difference

Too often, organizations focus on community involvement with a selfish perspective: more profits, more marketing, etc.

Instead, take a “community in the front, business in the rear” approach. Whether you build a nature center with other businesses or create a contest for local charities, genuinely help people, and the benefits will follow. Plus, employees and volunteers will love submitting their photos to your company newsletter or your social media pages.

Tell Your Story

If you’re from the area you’re targeting, do your best to tell the story of how your business came to life.

Make a video, print inserts for your bags or envelopes, or have a brand story display onsite. Customers love to support local businesses, especially those founded or run by a hard-working local resident.

Find, Engage, Repeat

While your brand may serve customers beyond your region, an enormous 85% of business owners depend on word-of-mouth referrals, so it is vital to actively influence your friends and neighbors!

When satisfied local customers are committed to your success, your business can do more with less while continuing to succeed.

Need help giving your brand an extra boost in the community? We’d be happy to help with your local marketing needs. Contact us today to find out more!

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Optimize Data to Make Better Decisions

In 2015, data and analytics guru Bernard Marr said, “I firmly believe that big data and its implications will affect every single business—from Fortune 500 enterprises to mom and pop companies—and change how we do business, inside and out.”

That was four years ago, and today Marr’s statement could not be more true.

Solve Problems with Data

Likes, clicks, counts, views . . . you dream it, and the technology can track it.

In a world of limitless measurement, data is helping companies solve problems, see performance, and scrutinize the market. And while it’s easier than ever to collect stats, knowing how to use this data can be a challenge.

Here are several markers to help you distinguish the forest from the trees.

Clearly Identify the Objective

Data seeks to support your business goals, so the best way to use data is to be precise in these objectives. For example:

  • A retail business seeking to grow revenue will measure which products are selling most quickly and if they are understocked in this area.
  • A sports team seeking to win more will use stats from individual players to analyze weaknesses.
  • A marketing executive seeking to generate greater return will analyze conversions to find which ad placements are generating the best response.

To set clear, data-driven goals, ask yourself:

  • What do I want to accomplish this quarter?
  • What are the weak areas the business needs to address?
  • What do I hope to achieve by gathering this data?

Outsource the Analytics

For many people, data shortage isn’t the problem. It’s time and expertise that are lacking.

Because it can be challenging to make sense of the data you’ve captured, sometimes the best option is to outsource. Perhaps there is someone on your team who can read, analyze, or interpret data for you. Maybe a team manager or an account representative could take ownership over their areas of expertise, and present information to your leadership in a simple, understandable way.

Your company may also benefit from third-party data providers like SAS, ClearStory Data, or Kissmetrics. Companies like these can work to combine your business’s internal data with publicly available information to help you make better business decisions.

Optimize Value

After assessing your data, you’ll want to identify the information that will increase value in your day-to-day operations. Areas to consider include:

1. Sales Patterns or Emerging Trends

What is selling the best? What is selling the worst? What product categories are growing fastest?

2. Internal Procedures

How long does each task take, and how can it be done better? Who is driving output? Can we trust high performers with more responsibility?

3. Project Management

Are we on time? Which projects or areas should we prioritize?

4. Benchmarking Competition

What is my competitor’s pricing? How do they market? Where do we fall short?

Save Time, Save Money

The market research firm IDC found that inefficiencies cost companies anywhere from 20-30% of their revenue each year.

Would you like 20% more money to use toward your business goals?

Armed with clear objectives and actionable data, your business can more efficiently market to customers, improve pain points, or streamline operations. The collection of actionable information is certainly worth your investment.

As they say, it’s never a waste of time to stop and sharpen the ax.

We believe that you know everything about your customers. And we know about ours. It helps us to make great design and provide them with stunning marketing materials. Give us a call, ask a quote, design or order your printing online!


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Easy Ideas to Boost Your Social Media Standing

Social media is an increasingly popular way for brands to connect with consumers. Almost 60% of Americans engage with brands on social media between 1 and 3 times daily.

But pinpointing the right strategy for your business can be a challenge. Need inspiration?

Here are three practical examples of entrepreneurs who are jumping off the screen to convert and keep customers through Facebook, Instagram, and Twitter.

Edge Body Boot Camp

Edge Body Boot Camp (EBBC) uses both Instagram and Facebook to create a vibrant, friendly social media presence.

EBBC uses social media to create a sense of community by incorporating members into their content. Using photos of individuals holding “I survived” chalkboards, personalized posts congratulate people for things like finishing their first workout, completing a 30-day fitness challenge, or achieving a specific goal over time (pounds lost, miles run, etc).

Takeaways: EBBC uses social media to create brand loyalty and inspire repeat customers. Since pictures on Facebook receive 53% more likes than an average post, this is especially effective for boosting engagement. Add hashtags to your photos and they can be used as clickable links on Facebook or you can link all public posts that have the same hashtag (like EBBC’s #isurvived).

Eileen Lanza Realty

Eileen Lanza is a top real estate investor and realtor in the Los Angeles area.

Lanza understands the importance of real-time updates via social media, and leans heavily on Twitter to keep a steady stream of information available to clients. 92% of all user interactions on Twitter are in the form of click links, which can be formatted as a hashtag or as a link to an external website. Lanza often includes both in her tweets: a hashtag at the beginning (i.e. “Just leased in #Larchmont – Spanish style Bungalow . . .” and a second link (which readers can follow for full listings or articles) with an image like this.

Takeaways: Location or event-based hashtags help attract relevant audiences and snag new leads. Images with external web links can grab the eyes and catalyze curiosity in readers.

See Jane Work

“See Jane Work” is a company that sells stylish office and supply solutions for women who want to be successful in organizing their homes, careers, and futures.

As platforms have grown more involved in sales and marketing, revenues for social media sales have expanded quickly as well. See Jane Work uses shoppable Instagram posts (denoted with a small white shopping icon in the corner) to tag products, lead viewers to their website, and to make purchases incredibly easy for users who see something they are dying to have!

Takeaways: Use shoppable posts to showcase products in a natural way through story themes that connect to your brand. “Jane” is a fictional character that embodies everything working women are today, and often shoppable posts show versions of Jane with her own trendy styles and products that are helping her kill it each day.

Keep Your Name Current

Social media can be liberating to individual users but overwhelming to entrepreneurs.

Use these tangible examples for inspiration or plan quarterly content curating sessions with your team to generate ideas and be proactive in your posting. Need help keep your name current and your message fresh? We can help!

Today it is very important to keep in touch with your customers through social networks. But if you need a print design or graphics, we in PrintItPlus are always happy to make it for you.

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Four Ways to Track Your Print Marketing

When you call someone on the phone, are you glad when they pick up? If you had to pay for each call, would you be especially glad when they picked up?

Marketing is essentially a call to your customers, a financial investment you make in hopes that people will “pick up.”

And print is one of the best mediums for engaging your audience.

Direct mail response rates for print are much higher than e-mail response rates (4.4% versus 0.12%). 60% of consumers said receiving and handling tangible objects leaves a lasting mental impression on them. And 57% of people say they feel more valued when they receive print marketing from brands.

When you place a call, are your customers picking up?

When you send advertising through print, you’ll have a better estimate if you are tracking responses. Every business using print marketing needs an effective testing system. Tracking your marketing will help you answer two questions:

  • Are your marketing dollars resulting in leads or conversions?
  • What specific parts of your marketing are responsible for prospect visits or sales revenue?

Four Ways to Track Your Print Marketing

Here are four ways to find out:

1. Unique Promo Codes

Promo codes are like hashtags, but better.

They are fun, expressive, and they bring tangible savings to your clients. Offer distinct coupon codes in print pieces you want to test, and be sure the call to action is strong and clear (e.g., “Get 25% off patio decor by presenting this card in stores or using the code ‘LOVE25PATIO’). If your customer uses the code, you’ll know they’ve responded.

2. QR Codes

How do you build bridges between digital and print advertising?

One easy technique is to include a QR code to drive traffic to your landing page. By adding these handy tools to your flyers, postcards, or brochures, you can track relevant info while storing data, location, and text. You can also experiment with social media hashtags to track success and increase online engagement.

3. Distinct Online Landing Pages

Online landing pages can be created specifically for promotion through your print ad (for example, see Uber’s landing page targeting new riders here).

While your website homepage typically offers an introduction to your business, a promotional landing page:

  • Is designed to receive traffic from specific sources
  • Prompts visitors to take one well-defined action
  • Stays focused on a single topic or offer
  • Omits or downplays site navigation options

Beyond narrow landing pages, you can also record general web traffic during a campaign to note whether a spike in visits may indicate a particular ad’s effectiveness.

4. Asking Customers

Want to know what’s on their mind? Ask them!

While you may not be able to connect with every customer, take time to ask new clients how they heard about your business. Speak with people face-to-face and you may gain insight into their motivations, frustrations, or preferred benefits.

Also consider adding a drop-down element to your website to ask how customers were introduced to your business (direct mail, word-of-mouth, social media, etc). Finally, including a unique “point of contact” email address or phone number (specific to the campaign) on your print materials to make response tracking easier.

Record and Recalibrate

From big business to small firms, every business using print should track and recalibrate based on results.

Print ads are more compelling when they use clear calls to action and high-quality pieces. Ready to set up a campaign with distinct tracking points? We’re happy to help if you have questions!

There are so many ways to improve your print marketing. And we, in PrintItPlus always happy to help you – create design, printing or direct mail.

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Keep Things Real with Four Animated Design Tricks

While you may not be able to launch a 3D billboard and party-train campaign, you can to stop traffic with 3D elements and hot design trends from 2019.

Here are four animated styles with practical examples to try in your next printed piece.

Three-Dimensional Designs

3D works seem to be everywhere right now: entire compositions that have so much depth, you can’t help but reach out and touch them.

Examples include 3D typography (that works with any kind of font rendering), metallic 3D pipes pulsing with neon electricity, or effervescent 3D poster compositions that jump off the page and make it impossible to look elsewhere.

Asymmetrical Layouts

While rigid designs have been standard for several years, layouts that break free from the predictable grid are now soaring in popularity.

Asymmetrical balance results from using unequal visual weight on each side of your page. For example, one side might contain a dominant element, which is balanced by lesser focal points or light elements on the other.

Asymmetrical balance is more dynamic and interesting. It evokes feelings of modernism, movement, vitality, and curiosity as viewers pause to peruse the design. Box elements within a page, stepped or tabbed layering, or the powerful use of negative space are all strategies for creating products that feel more customized and alive.

Open Compositions

Ready to throw off decaying designs of the past?

For years, illustrators have put frames around design elements, encasing them in boxes, frames, and in strict order. Today, viewers crave open, airy designs which seem to offer only part of the whole picture.

Allow your layouts to embrace white space with elements that feel loosely connected or even chaotic. Play with composition to make each part look like it’s continuing off the page to infinity. This allows viewers to engage with your image, using their imagination to wonder what else is out there.

Duotones and Gradients

In the 90s, gradients were a popular way to add color and depth to designs.

They came back in a big way in 2018, enhancing flat designs, adding color overlays to photos, and adding texture to backgrounds of all kinds. Gradients, or “color transitions,” are a gradual blending from one color to two or three others, blending similar colors (like different shades of blue) or completing contrasting colors (like purple and red). Gradients can be bold or subtle, modern or rustic, the focal point or the background. They can be used in logos, packaging, business cards, or photo overlays.

Find your favorite color schemes and go to town, because the energy of these stunning color transitions can elevate the vivacity of any design.

It’s an exciting time for design, especially when technology continues to allow us to push the limits. Have fun experimenting with us and make 2019 a year to look your best in print!

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A Beginner’s Guide to Successful Coupon Campaigns

Want to get more people to pull the trigger on a purchase?

Give them a push with perfectly placed coupons! Coupons have a built-in visual appeal and an innate call to action. A coupon with a limited time offer adds a sense of urgency in a customer’s mind for two reasons:

1. If they plan to buy something, they want the best possible price.

2. If they don’t buy now, it might be out of stock (or full price again) later.

Why should you use coupons? Many reasons!

Coupon offers can make the difference between someone who’s browsing and a purchasing customer.

Coupon offers are also a major incentive to drive traffic to your website. Besides stimulating sales of existing stock, coupons also generate cross sales between products and can energize your brand.

Building a successful coupon campaign may take some trial and error. Here are several action steps get you started:

Start Small

The first step in coupon marketing is to track the performance of every campaign you launch.

If you run a small business, start by choosing one product and run 3-4 coupon specials from time to time. Feature the same product but vary the discount types, values, duration, and distribution methods. Experiment to see what works best for your business. From here you can carefully track and implement promotions that are consistent with your budget and are strategically aligned with your marketing strategy.

Set Goals

Set goals with your coupons.

Do you want to entice first-time buyers, increase purchase volumes, or get more traffic in stores? Without a clear strategy, you can’t measure your effectiveness or tailor your promotions.

For example: when appealing to new customers, an open return policy can prompt more people to buy. When upselling current clients, offering companion discounts (like buy one, get one 50% off) can be especially tempting.

Highlight Cross Promotions

Almost every business has a niche, and coupons can help you expand influence in your corner of the market.

For example, camping outfitters that specialize in lightweight tents have customers who need compression sacks to carry them and portable camp chairs to accessorize. Having a coupon combo on all three items may entice shoppers to purchase more than one type of product.

Place Coupons Where Customers Will Find Them

How will you tempt shoppers to purchase: through direct mail, in your newsletter, or with an on-site purchase incentive?

Here are a few strategies for getting coupons in their hands:

  • Offer a $15 onsite coupon if a customer buys at least three products.
    Mail a $5 gift card that can be used if a customer purchases two items this month (spending a minimum of $50).
  • Offer an additional 20% off if a customer buys anything from the same product category within the next two weeks.
  • When a customer purchases an item for the first time, offer a 25% off coupon for those who leave a review or give their personal information. 43% of consumers will exchange their personal data with companies to save money through personalized promotions, discounts, or deals!

Spread the Love

Coupons can help almost every business type and size if you are intentional and consistent.

Coupons are highly visible and shareable, creating urgency and brand awareness. Best of all, everyone loves a deal, so a smart offer can go a long way in creating satisfied customers!

Remember, people buy with their eyes, so your promotion needs to catch attention. Need ideas? Our design specialists can help you generate a coupon that screams “use me!”

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Find Language to Express Your Ideal Design

Design involves a special kind of communication.

First, creators must have an idea or concept in mind. Second, they need to articulate their ideas in ways graphic designers can bring to life on a page. This requires a common language, and sometimes graphic designers are known for having a vocabulary all their own.

If you’re working on a design concept, knowing the right terminology will help you communicate to produce the results you envision.

Here are some design adjectives that can help you articulate the concepts you’d like to see in your next print project:

Cool vs. Warm

On the color wheel, warm colors range from yellow to red-purple.

Those colors that are reminiscent of fire or the sun are called warm colors. These hues are reds, oranges, yellows, and pinks. Warm colors communicate energy, playfulness, happiness, sociability, and optimism.

Cool colors include blue, greens, and purple. These colors typically stand for sky, space, water, and nature, and communicate a calming or relaxing tone. Cool colors imply dependability, trust, growth, beauty, confidence, and power.

Minimalist vs. Maximalist

Minimalism is a style or technique that is characterized by cleanness, simplicity, and expressing the most essential ideas.

Minimalist designs use a small number of colors, simple lines, flat designs, or plenty of negative space.

Maximalist or baroque designs are lavish, highly decorative, or triumphant (think ornate wedding invitations). Minimalist designs are sparse and clean, while maximalist designs are exotic or busy.

Feminine vs. Masculine

Feminine designs are usually characterized by details such as soft color palettes, florals, and cursive writing. They may employ fluid, flowing fonts, pastel colors, facial close-ups or silhouettes, or feminine associations such as love, curves, fashion, or beauty.

Masculine designs are typically more rugged, monochromatic, or modern (think IKEA kitchen layouts). They may feature gritty images, thick fonts, hard edges, and darker color schemes.

Playful vs. Professional

Playful design styles are fun, giving an informal (rather than rigid) vibe.

Playful tones may be colorful, fantastical, non-realistic, or cartoon/caricature focused. Often these concepts focus around animals, mascots, illustrations, and impish font pairings.

Professional designs are usually characterized by muted colors and minimal details that represent conservative ideas. Formal tones are communicated with straight, classic font types, simple shapes or objects, minimalist and geometric use of line art, and cool colors (think college diplomas).

Abstract vs. Literal

Abstract designs shape images that are unhindered by what these objects might actually look in real life.

Abstract designs (like this Starbucks water bottle) are imaginative and varied, including ambiguous shapes, contemporary color palettes, curves and splatters, geometric patterns, or blurred images. Abstract art utilizes pure colors, shapes, and forms to express meaning (without getting bogged down in the storylines carried by objects and scenery). Abstract art can touch the emotions in a raw and powerfully direct way.

Literal designs are just the opposite, with concrete, objective ideas. Literal designs use sharp images, bold and simple fonts, and clearly defined limits.

Vintage vs. Modern

Vintage or retro (short for “retrospective”) is a style derived from trends of the recent past.

These designs incorporate rustic, nostalgic elements, including visual clues such as old letterpress, hand-drawn typefaces, ornate ribbons, sepia-filtered photos.

Modern designs are just the opposite, often changing in style. In 2019, modern graphic design trends include 3D design and typography, duotones and gradients, warm or moody color palettes for photos, and asymmetrical layouts.

One of the easiest ways to have a better client-designer working relationship is to align your project’s design style. Use this guide to get you started as a handy reference to communicate your ideas from start to print!

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Increase Conversions with Great Closing Techniques

The most expensive deal in baseball history was finalized this February in a casino.

The Phillies pursued outfielder Bryce Harper for months, introducing him to some of Philadelphia’s finest, sweet talking him in the high-backed gold leather booths of the ARIA resort in Las Vegas, and ultimately offering him the most expensive deal in baseball history ($330 million over 13 years).

At age 26, Harper signed the longest contract in baseball history. In a casino that radiates the fragrance of mid-century Hollywood, the showmanship of the atmosphere embodied the glamour of the agreement. It was an epic conversion.

Just Sign on the Dotted Line

Sale-closing conversations can be nerve-wracking and nuanced.

No matter how impressed people seem during your presentation, there’s no telling whether they will postpone or look elsewhere. After wooing your customer, it’s time to take the plunge and ask for a commitment.

Here are a few keys to make this step easier.

Identify the Decision Maker

To close a deal, be sure you’re actually talking to the person in the driver’s seat.

In some cases, supervisors send scouts in to assess the options, but they do not have decision-making authority. In this case, be sure to customize your pitch to the decision maker or do whatever you can to arrange a meeting or phone call with this individual.

Offer a Solution

Sales can seem pushy if they center around your product or package.

When working with a prospect, do your best to provide a holistic solution that meets their business needs. If a consulting relationship would be better than a particular product, consider how you can flex options or offer a better fit.

Solutions-focused conversations include re-stating customer concerns, asking clarifying questions, overcoming stated objections, or possibly returning later with more information.

Be genuine and assure clients that you care about their business (and not just the sale).

Attach a Deadline

No decision is, in itself, a decision.

It’s human nature to shy away from commitment, and your job is to help people overcome this inertia. Offer incentives to commit: a discount, a free add-on, or a trial subscription to start.

Incentives give your prospects a reason to make the decision NOW, giving them confidence that they have the upper hand in negotiation.

Ask for Next Steps

After any customer call or completed action item, ask your prospect how they would like to proceed.

If they are uncertain, make suggestions or ask pointed, closing questions.

Here are some options to get you started:

  • Why don’t you give us a try?
  • Ready to move forward?
  • Why don’t I send over the proposal now?
  • It seems like this is a good fit for your company. What do you think?
  • If we throw in ____, will you sign the contract today?
  • If we could find a way to deal with _____, would you sign the contract by ________?
  • You’re interested in X and Y options, right? If we get started today, you’ll be up and running by ___.
  • Unless you have any other questions, I think we’re ready to move forward!
  • When should we begin your _________?
  • What are your next steps?
  • Why don’t I leave you with ____ and follow up ______?

Being a courageous, tactful closer is one of the most important techniques you can master.

Use incentives, closing questions, and solutions-based options to move your prospects to action. Superior networking tools will only strengthen your ask, so visit with us today about printed pieces that can help you seal the deal!

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Small Business Twitter Tips for 2019

If you’re a small business owner, you know time is limited.

Usually, your task list far outweighs your capacity for meeting your goals. When identifying social media objectives, you have to be clear on the what, why, and where you will engage.

How Can Twitter be a Valuable Resource for You?

Stats show that Twitter is still an effective way to connect with a broad range of customers.

Forty-seven percent of people who follow a brand on Twitter are more likely to visit that company’s website, and 75% of companies with an online presence are now using Twitter for marketing. Twitter’s own study found that Twitter users, compared to the general online population, were more likely to discover or try new things and were more receptive of change. Twitter can help you reach broader audiences and engage with a generation that values interaction and experience.

As you evaluate your Twitter marketing in 2019, be clear about your goals. Do you want to increase brand awareness? Offer customer support or increase online sales? Also, evaluate what kind of Twitter voice you want to have. Some Twitter accounts exist to respond to customer complaints while others seek a playful or promotional tone. Find a persona and stick with it to build trust and continuity with readers.

Twitter Metrics That Matter

Next, take a peek at these performance metrics as you consider how to engage:

Post Native Media

Twitter favors posts that are uploaded to its own platform more than sharing from another platform, so it’s always better to upload something directly.

Uploaded photos and videos will receive a larger preview treatment than external links.

Use Video Frequently

Video Tweets are six times more likely to be Retweeted than photos and three times more likely to be Retweeted than GIFs.

Studies found that regardless of length, in-feed video ads were effective in introducing products, creating buzz, or communicating a brand message.

Get Eyes on You

Want people to Tweet more about your brand or product?

Add a branded generic business hashtag to your bio and share it in all your print and digital marketing. Pin upcoming events to the top of your page, tag other businesses or customers when you post, or consider giving people discounts when they make a reservation or win a special trivia challenge through your feed.

Play With Words

Part of Twitter’s appeal is that it’s short and sweet.

Marketing hashtags are a punchy way to launch a campaign or to connect all other Tweets about your company or product (classics include #TweetFromTheSeat by Charmin or the #WantAnR8” driving surprise days by Audi).

Hashtags give your Tweets context and give conversations longevity and momentum. Hashtags aren’t case sensitive, but adding capital letters can make them easier to read, like “GoForGold” versus “goforgold.” Short, distinct hashtags are more likely to get used. During recruitment season, colleges on Twitter may use the hashtag “#NSD2019” instead of this, “#NationalSigningDay2019.”

Refresh and Repeat

Many users are on Twitter for quick bursts of time so even daily posts can be missed.

Don’t be afraid to resource your material and Retweet the same material several times. You can change photos, captions, or the featured media but attach the same content several times over the course of your marketing schedule.

As you grow on Twitter, be sure to listen! Twitter offers a great platform to hear what customers are saying, to keep a pulse on industry opinion, or to network with other businesses. Some of these people may end up being your most valued customers or your next project partner!

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