Twitter Marketing: A Small Business Guide

The best way to start your day is with a positive affirmation of what you hope for. It’s also the most powerful marketing tool available: Twitter. Like many other platforms, it provides an opportunity to be creative and expand your reach without needing more money or resources than you can afford. Despite this valuable resource by reaching out on social media every morning, few small businesses seem to know where to begin when creating content that will drive business goals Whether looking for new customers or just more exposure, here are some tips and tricks on how we’re able to use Twitter as both a personal platform and as part of our daily routine at Indigo Creative.,, The first step is figuring out which tweets resonate with followers – those who engage with us personally via DM instead of retweeting posts they agree with outright

Twitter Marketing: A Small Business Guide is a guide that can help small business owners with their marketing on Twitter. The guide provides tips and tricks for using Twitter to market your business. It also includes information about advertising on Twitter, as well as how to optimize your account.

Nowadays, having a social media presence is a marketing need.

Brands that have a social media presence are putting themselves in front of consumers, and it’s apparent that this has an effect. According to research, 46% of online users consult social media before making a purchase, and 67% of Twitter users are more inclined to purchase from firms they follow on Twitter.

Establishing a Twitter marketing plan, on the other hand, might be difficult, particularly for a small firm. While it does need some forethought, it does not have to be a daunting task.

This tutorial will help you through the steps of developing a Twitter marketing plan for your small company in order to broaden your reach, improve your branding efforts, and increase your entire business.

1. Conduct market research on your current customers and determine who your ideal consumer is.

Determine who you’ll be targeting before you start the process of creating a Twitter account for your company.

Who are your current clients? Who are you trying to reach out to with your marketing? Get a sense of your consumer base’s demographic and psychographic characteristics.

Market research is basically what this comprises. You’ll be able to gain a clear idea of who your current consumers are, as well as create a picture of who you’d want to focus on, by doing market research, determining your target market, and establishing a user persona.

Let’s make up a fictitious company called Sunshine Sweets, a boutique cupcake store, to illustrate this and a few other issues.


Sunshine Sweets, an imaginative bakery, is our case study small company.

Sunshine Sweets is situated in a trendy area that is mostly made up of young couples and professionals. They’ve discovered that their consumers are largely women between the ages of 25 and 35, who earn an average of $60,000 per year, reside within a 10-mile radius, and are likely to be married with children, based on their market research.

They may use this data to develop a persona for her and give her a name: Sally is a Project Manager who is 32 years old. She’s married and has two small children, and she lives in the neighborhood. She likes visiting the cupcake bakery to indulge herself and her children, and she also buys a box of cupcakes for the workplace or a party on occasion.

Sunshine Sweets may continue to learn more about Sally (her interests, favorite shops, social media preferences—the list goes on and on), giving them a better notion of who they should target with their Twitter content.

Check out these articles for further information on establishing who your consumers are:

2. Create a Twitter account for your company.

It’s time to formally set up your Twitter account after you’ve figured out who you want to target with it.

Making a personal profile

It’s fairly simple to set up a company Twitter account. In fact, Twitter has its own step-by-step tutorial for setting up your account, so be sure to look it up.

To get started, go to Twitter and join up.

Choosing a handle

Your Twitter handle or username should ideally be your company’s name or a close version of it.

Try to establish a Twitter handle that is as similar to your company’s name as feasible; for Sunshine Sweets, @SunshineSweets would be an excellent option.

If @SunshineSweets is taken, however, @Sunshine Sweets, @SSweets, @SunSweets, and other variations are permitted. You want your consumers to be able to discover you quickly and associate your Twitter account with your company.

Choosing a profile picture and a header image

Whether it’s a photo of your product, a storefront, or a professional headshot, your profile image should reflect your company.

Your header picture gives you a bit more leeway and is a wonderful area to highlight your services in more depth. Images for Twitter headers should be 1500500 pixels, and you can learn more about how to add a Twitter header here.

Canva is also a terrific site to design your Twitter header if you want to do more than just upload an existing picture. They offer a built-in template that will help you construct one, as well as any other social media visuals you may like.

Searching for people to follow

Who you follow on Twitter will, to some part, be determined by your industry. Sunshine Sweets, for example, might follow other local companies, significant influencers in the city where they are situated, prominent bakery accounts and other food industry tastemakers, as well as their own clients.

Here are some suggestions if you’re having trouble finding individuals to follow.

Check out these links for further information on how to set up your Twitter profile:

3. Include Twitter buttons in your email signature and on your website.

Making it easy for others to locate your Twitter account is the next stage. Add Twitter buttons to your website or blog, as well as links to your Twitter profile (or just your Twitter username) to any other social networking accounts you have. In your email signature, you may also include your Twitter handle, a link to your account, or a Twitter button.

Check out Twitter’s instructions for additional information on adding buttons to your website, and this article should assist you out with more detail (including how to add a button to your email signature).

Check out these articles for additional information on adding Twitter buttons to your website and email:

4. Make your consumers aware that you’re on Twitter.

In addition to putting Twitter icons to your website, you should inform your current consumers that you’re on Twitter so they can locate and follow you.

This may be accomplished by posting information about your new Twitter profile on your current social media pages, sending out an email newsletter to your consumers, or even constructing in-store signage to alert them.

Sunshine Sweets, for example, may make a modest, attractive card that reads, “We’re on Twitter!” to be displayed at the checkout counter. “Follow us on Twitter @SunshineSweets!”

You might even utilize this as an opportunity to establish an early-stage promotion plan by giving an incentive to your clients to follow you on Twitter. Sunshine Sweets may do this by inviting consumers to follow them on Twitter and retweet a certain message in exchange for a 20% discount on their next purchase.

These articles can help you learn more about expanding your Twitter following:

5. Begin tweeting.

It’s time to get down to business and talk about what you want to publish on your new Twitter account.

Twitter, like Facebook, is a platform that encourages a variety of material. A content plan that is diversified is essential for keeping your Twitter presence relevant and engaging. Here are a few examples of different sorts of material you may upload, using Sunshine Sweets as an example of how each one could appear.

Updates on your company

Obviously, Twitter is a terrific way to keep your consumers up to date on what’s going on in your company.

Sunshine Sweets, for example, might utilize Twitter to promote forthcoming special events or promotions, as well as provide current information such as the day’s cupcake varieties.

Articles that are relevant

Another crucial component of using Twitter to promote your company is to establish yourself as an expert in your field. This entails retweeting articles, news items, or other material from thought leaders that is relevant to your sector.

If filled cupcakes are the latest bakery fad, Sunshine Sweets may retweet a story on the trend, possibly mentioning that they sell this kind of cupcake as well!

Photographs of your shop, company, or product

Twitter is a terrific location to graphically display your product or service, and mixing visual and textual material in your Twitter profile will make it more engaging to follow.

Posting images of your goods is a logical step if you have a visually attractive offering. You might also publish images of your company and employees, as well as emphasize your product as it is utilized by your consumers. Sunshine Sweets could, of course, provide drool-worthy cupcake photographs on a daily basis!

Who wouldn't want a cupcake after seeing this on their Twitter feed?

After seeing this on Twitter, who wouldn’t want a cupcake?


Videos, like images, are a fantastic sort of material to post on Twitter. Short clips add excitement to your Twitter feed without requiring you to go deep into vlogging (though I’ll explore utilizing YouTube to sell your small company in a subsequent piece).

This would be a lovely addition to Sunshine Sweets’ Twitter if they shot a movie of one of their bakers icing and decorating a cupcake.

Links to your blog’s long-form material

Twitter is an excellent location to distribute links to information you’ve developed for other platforms, such as blog pieces you’ve published. This serves the dual purpose of bringing your audience back to your website while also portraying you as an industry thought leader.

If relevant, include any funny, noteworthy, or other retweeted material.

Many Twitter accounts share hilarious photographs, GIFs, or tweets with their followers on a regular basis, cultivating a playful image (if done correctly).

You’ll have to decide whether or not this sort of material is “on brand” for your company.

Take a look at Bustle’s Twitter account for an example:

1631496485_813_Twitter-Marketing-A-Small-Business-GuideIn the end, it is down to the sort of brand image your company wants to project, but this type of material is another option to consider adding to your rotation, as it may help inject some levity into your image and make you look more personable.

Read these articles for additional information on making Twitter content:

6. Acquire a firm grasp on hashtags

It’s a smart idea to use hashtags to boost the exposure of your Twitter content, therefore it’s crucial to understand how they function. In simple terms, a hashtag is a word or phrase followed by the pound sign (or hash symbol in British English!). This creates a searchable link for the specified term or phrase, allowing others to locate your article.

As a result, concentrate on understanding which hashtags are relevant to your company and the material you’re sharing, and then using them appropriately. Sites like Hashtagify can help you locate clusters of similar hashtags to use, and it’s also worth checking out popular hashtags to see if any suit your content.

Sunshine Sweets, for example, may start with the hashtag #bakery and input it into Hashtagify. They’ll also discover that #food, #baking, #cakes, and #cupcakes are relevant hashtags that they should use.

An example of the hashtags suggested by Hashtagify.

Hashtagify’s recommended hashtags, for example.

Read these articles for a more in-depth look at how Twitter hashtags might help you enhance your marketing strategy:

7. Encourage people to return to your website or shop at your business.

While having a strong Twitter presence may help you improve your overall brand image, the ultimate purpose of Twitter marketing is to help you expand your company. At the end of the day, this means getting customers back to your website or shop to purchase your product or service.

This implies that, although most of your material should be focused on enhancing your brand image, a significant percentage of it should encourage your audience to take action, such as downloading an ebook, visiting your website to purchase a product, or visiting your shop.

Of course, depending on your industry, this will look quite different. So let’s go back to Sunshine Sweets. While the bakery hopes to become a fixture in the neighborhood and develop material that reflects their joyful, young brand image, the ultimate aim is to attract more people to visit their store and buy cupcakes.

Sunshine Sweets should tweet constantly, inviting consumers to come down and purchase a cupcake, announcing their hours, highlighting daily offers, or even launching promotions exclusively for Twitter followers, in addition to posting material from industry experts and entertaining images.

Check out these articles if you want to learn more about utilizing Twitter to attract traffic back to your business:

Use Twitter lists to your advantage.

You’ll be focused on expanding who you follow as you continue to increase your following. You’ll be exposed to amazing material that you may possibly share with your followers, many networking possibilities, and lots of new prospective clients if you follow a broad range of accounts on Twitter.

As previously proven, the accounts you follow will begin to categorize themselves. You may split up who you follow on Twitter using the list function, which makes your Twitter experience more structured and can help you advertise certain material to specific individuals.

Sunshine Sweets, for example, may compile a list of influences that includes industry heavyweights like Bon Appetit, NYT Food, and Magnolia Bakery. When they wish to retweet an amusing or helpful post for their followers, they may conveniently resort to this list. They may also retain a confidential list of their clients, where they could monitor activities to gain a feel of their habits, likes, and needs, as well as general behavior.

In the end, Twitter lists are what you make of them. They aren’t specifically designed for marketing, but they may help you organize your Twitter feed, make it simpler to find material, and keep a watch on your consumers and competitors.

Check out these articles for additional information on utilizing lists on Twitter:

9. Examine what’s working and what isn’t, and make adjustments to your plan as needed.

It’s vital to remember that if you want your Twitter marketing plan to work for your small company, you’ll have to keep fine-tuning it. This implies that after you’ve decided what type of material you’d want to generate and share on Twitter, you’ll need to think about how you’ll gauge its performance.

This includes anything from determining the effectiveness of certain pieces of content to tracking which sorts of tweets result in greater purchases. You could discover that, although you assumed your clients would like the hilarious articles you retweet, they prefer photographs of people using your product.

You’ll also want to keep track of how your Twitter marketing has an influence on sales. Let’s imagine Sunshine Sweets decides to run a Twitter offer, telling consumers that if they come in that afternoon and speak a certain phrase, they’ll get half-off their order. They’re determined to assess the effectiveness of this marketing, so they monitor sales and the number of individuals who used the phrase that afternoon to see whether the promotion had an impact. They’d never know how successful (or useless) their Twitter marketing was if they didn’t track it.

For the bulk of our social media monitoring at Bplans, we presently utilize True Social Metrics and Google Analytics. It’s also worth noting that Twitter provides metrics for your page, so have a look at them as well—you’ll undoubtedly learn something useful. More marketing tools we like to utilize may be found in our post, 20 Marketing Tools Every Small Business Owner Should Try.

These articles are a must-read if you want to learn more about measuring the performance of your Twitter marketing campaign:

So, now you know how to utilize Twitter to advertise your small company on a wide level. While the world of Twitter marketing is huge, following these steps should help you develop a marketing plan that works for your company.

Is there a particular aspect of Twitter marketing that you’d want me to go over in more depth? Let me know (naturally) on Twitter!

View our Business Branding Guide today!

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Frequently Asked Questions

Is Twitter good for small businesses?


How do I promote my business on Twitter?

A: As a Twitter user, you should follow and engage with people who share your interests and hobbies. You can also check out the best practices on how to promote businesses on Twitter by checking our article linked below.

How does Twitter work for small businesses?

A: Twitter is an incredibly popular social media platform for small businesses to use. Its relatively easy, free to maintain and allows you to communicate with up-to-date global audiences.

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