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The Business Owner’s Guide to Twitter



There is no shortage of ways business owners can spend their time. For online business owners, we’re often optimizing for either 1) audience growth or 2) revenue growth.

One of the biggest questions we hear from business owners involves when to prioritize social media and to what degree. At SPI, we’re big believers in the power of email. But a lot of online business owners have built large audiences on platforms like Facebook, Instagram, Twitter, LinkedIn, and now even Clubhouse.

But when it comes to social media, things get more complicated if your business is not tied to your personal brand. Do you create social profiles for your business, or focus on your own social channels as a way to drive awareness of your business?

For the most part, SPI has not had any brand social media accounts. But we’re beginning to change that, starting with our new SPI Twitter account.

The Twitter-for-Business Opportunity

Twitter has changed a lot since it was created in 2006. For starters, the iconic tweet length of 140 characters has been doubled to 280. 

Twitter also rolled out a feature called “Threads” that allows users to string related tweets together into a longer idea. Users had previously numbered their Tweets to denote what Marc Andreessen dubbed “Tweetstorms,” but now Threads make it easy to share longer stories in a cohesive way.

If you’re considering leveraging Twitter, be prepared to write!

As a result, there is a lot more high-quality writing on the platform than before.

That point is worth repeating: Because Twitter started as a “micro blogging” platform, it still caters first and foremost to written content as opposed to photos or videos (with the exception of memes). So if you’re considering leveraging Twitter, be prepared to write!

Through the COVID-19 pandemic, Twitter’s user base grew. It was originally predicted that Twitter would grow 2.8 percent in 2020, but the pandemic changed that. In October, eMarketer revised their 2020 forecast to growth of 8.4 percent.

With the world reopening, Twitter is forecasted to close 2021 with 2.4 percent growth, followed by 2.0 percent growth in 2022.

Nearly 69 million of Twitter’s 315 million users are based in the U.S., but nearly 70 percent of all users are male. And according to Hootsuite, 57 percent of users are aged twenty-five to forty-nine.

If that sounds like your typical audience, let’s talk about how to use Twitter effectively…

How People Use Twitter

Before we can talk about growth, there are two ideas that we’ve come to believe as truths when it comes to user behavior on Twitter:

  1. People follow other people more than brands
  2. People follow accounts that are consistent and predictable

Let’s talk about each of these…

People Follow People on Twitter

Look at your own feeds on social media. As you scroll through, how many brands do you see as compared to individuals? 

Odds are, it’s pretty skewed towards individuals.

And the brands you do follow…what do they have in common?

If you enjoy following a brand account, it’s likely that they have a very consistent and human brand voice. They probably don’t feel like a “brand”—they feel like a person.

Humans are social creatures. And when it comes to social media…we’d rather socialize with other humans than faceless brands.

This doesn’t mean you shouldn’t have a brand account. As I already noted, SPI just created our own Twitter account. Rather, this speaks to the importance of having a strategy and brand voice on Twitter that sounds like a real person. More on this in a minute.

People Follow Twitter Accounts That Are Consistent and Predictable

People on Twitter (or any platform) are looking for one of two things: 1) entertainment or 2) education. Which need will your account fulfill?

At SPI, we’re focused on education. We know that our audience follows us to learn about subjects like online business, podcasts, email marketing, affiliate marketing, courses, and community.

So our social media accounts need to fulfill that promise to our audience. If you follow SPI, you can expect to learn about those subjects!

What can people expect from you if they follow you? 

The more consistent and predictable you are, the easier it will be to build a following, because it’s clear to a potential follower what they’ll gain by following you. Similar to email marketing, you need a compelling “opt in” to make it clear what you’re offering.

How to Grow Your Business on Twitter

So how can you make the most of your business’s Twitter presence? Like any other medium or platform, growth for your business on Twitter comes from publishing consistent, high-quality content! Namely, you’ll have an advantage if you are:

  1. Tweeting consistently
  2. Tweeting about a consistent topic (or related topics)
  3. Engaging in conversations around those same topics

The median Twitter user tweets once per month, while the most prolific users tweet 157 times per month, according to Pew Research. In fact, the top 10 percent of Twitter users account for 92 percent of the tweets on the platform.

One hundred fifty-seven tweets per month would be about five tweets per day … doable, but a lot! The point is, even if you’re tweeting once or twice per day, you’re standing out to the Twitter algorithm. 

The more you tweet, the more impressions you’ll receive, and the faster you’ll grow!

You’ll get more impressions the more your tweets are “retweeted.” The retweet is much more powerful than a “like” from your followers.

And the more you tweet, the more likely you are to create something that resonates!

Another recent change to the Twitter algorithm is expanding the reach of tweets beyond someone’s followers. Twitter will now display tweets from accounts that people you follow have engaged with – even if it wasn’t a retweet.

This is a huge opportunity for your business, because it means more exposure to people who are not yet following you on Twitter.

But, again, the key is consistency in what you talk about about frequency in creating new tweets.

The Twitter “Community” Opportunity

One of the best ways to consistently engage in conversations around your topics of interest is by integrating into different Twitter Communities.

You’ll likely read references to “Marketing Twitter” or “Community Twitter” or “VC Twitter.” These phrases refer to Twitter “Communities” that are ideas but not official things to follow or engage.

These communities tend to form organically as individuals identify themselves as interested in certain topics and discussions. “Community Twitter” refers to the people on Twitter talking about Community-related topics. These communities are all relatively small, and you can find yourself inside the community simply by following the accounts actively tweeting about that topic.

Sometimes, people create Twitter Lists of the key accounts active in communities.

→ Follow the Team SPI list here or David Spinks’s Community Builders List

By following a reputable List, you’ll quickly experience what that Community is like. And by ingraining yourself in a community, you’ll build relationships and credibility within that space.

Creating Your Own Business Twitter Community

A recent Twitter trend involves helping create community and showing belonging through the use of emojis. 

This was made popular in the 2020 US Presidential race when candidate Andrew Yang encouraged his followers to use the blue hat 🧢 emoji next to their names to show they were supporting the campaign.

We’ve seen this enter the business world too, and the team at Morning Brew encouraged their team to add a coffee mug emoji ☕️ to their names. Now, when you’re scrolling Twitter and see the coffee mug emoji, you may start to assume that the account is a Morning Brew employee.

But we see it in communities too. Recently, Dickie Bush created a 30-day writing community called Ship 30 for 30. As part of his onboarding to the program, he encourages people to add the ship 🚢 emoji to their names to show that they are participating.

These visual cues are a powerful way to create community, connection, and belonging.

The SPI Approach to Twitter

So how will SPI be leveraging Twitter?

Well, we are leaning into the idea that people tend to follow people. We’ve created the @teamSPI Twitter account (we’d love for you to follow us) but we’ll be using our platform to amplify the voices of our team.

We have an incredibly talented team here at SPI. And we focus on different verticals within the company, from courses, to podcasting, solutions, affiliate marketing, community, and more.

So instead of trying to cover all those areas with our brand account, we’re empowering our team to participate in the discussions and communities that they want to, and the @teamSPI account will amplify their voices.

We want to use the SPI platform to help elevate our team, and not the reverse.

So we invite you to follow along with us! Follow @teamSPI and you’ll be following our team and their unique voices and experiences as it relates to online business.

Here’s a tweet thread breaking down how we think about Twitter and how we’ll be leveraging it. Our goal is to get to 1,000 followers on the @teamSPI account as quickly as possible, and your help would go a long way!

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Growing a Business

Tips from Google to make the most of the 2021 holiday shopping season



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Before looking ahead to this holiday shopping season, let’s take a quick look back at 2020, and what a year it was. Amid all the challenges came new opportunities and unprecedented growth for ecommerce. Emerging data offers insights into shifting consumer behavior and its positive impact on ecommerce.

The pandemic definitely triggered a shift to more online shopping. In fact, online sales in early spring of last year exceeded sales during the 2019 holiday season by 7%. Additional research shows ecommerce growth on hyperdrive, with 10 years of growth happening in just three months.

There’s more good news for online retailers: 39% of consumers say they’re buying more online now than they were a year ago. And 81% of consumers in surveyed countries across the globe say they’ve discovered new brands online during during COVID-19.

It’s clear that 2021 will continue to be a year of peak demand, making it a critical time to connect with your shoppers. That’s why it’s more important than ever for your business to be discoverable online this holiday season with help from GoDaddy and Google.

Get ready to reach more shoppers online

Google ad from ceramic plates

People shop across Google more than one billion times each day, searching for products just like yours. Don’t miss the opportunity to connect with customers when and where they’re looking to make their holiday purchases.

With GoDaddy’s new Google channel, you can easily add your products to Google for free and promote them with a Smart Shopping campaign to drive traffic to your GoDaddy online store.

3 ways Google can help you prep for peak moments

Use these three free Google tools to gain greater insights into the current consumer mindset as shoppers gear up for the 2021 holiday season.

1. Explore what the world is searching for with Google Trends

explore what the world is searching

Google Trends lets you see in almost real-time what people are — or aren’t — looking for across Google Search, YouTube, Google Shopping, and Google Images. You can pinpoint where there’s growing interest in products and search terms to guide you in selecting which products to promote. Take new information about what your target market is searching for and incorporate these topics into your SEO and content marketing strategy.

2. Discover what shoppers are looking for

Most shoppers today are doing more research before purchasing.

Shopping Insights gives you information on what people are searching for on Google, related to products and brands.

It’s a guide filled with articles, data, and insights that can help you navigate three critical steps in today’s shopping journey: inspiration, research, and purchase.

3. Evaluate your retail website with Grow My Store

As people spend more time online, they have higher expectations from ecommerce websites and apps. With Grow My Store, you can analyze the customer experience on your site and pick up practical tips for how to improve. You can also see how your site stacks up against retailers in the same industry and find insights on market and consumer trends to help reach new customers.

With this holiday season ramping up, make sure to position your online business in the right spot with help from GoDaddy and Google.

The post Tips from Google to make the most of the 2021 holiday shopping season appeared first on GoDaddy Blog.

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9 retail tips to increase in-store sales through on-site marketing



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Getting a customer to enter your retail store is a win, but it isn’t the ultimate goal. Your primary objective is having them walk in and walk out as a paying customer. To help you turn in-store browsers into buyers, consider these retail tips to increase in-store sales.

How to improve sales in a retail store

Before we dive into specific retail tips to increase in-store sales, let’s consider the strategies that can help you improve sales in a retail store. As you develop marketing ideas to increase in-store sales, ask yourself these three questions. 

  • What in-store assets can I leverage for on-site marketing?
  • How can you leverage omnichannel marketing?
  • How can you tie your marketing to the customer’s journey?

Let’s take a closer look at each question below.

1. What in-store assets can I leverage for on-site marketing?

As you think about how you can use these retail tips to increase in-store sales, start by considering what you have to work with. Take stock of the types of in-store marketing that are available to you.

  • Print signage
  • Digital signage and video screens
  • Kiosks
  • Live product demos
  • WiFi marketing
  • Overhead messaging
  • Store layout
  • Check-out experience
  • Product packaging
  • Your team

2. How can you leverage omnichannel marketing?

When thinking about in-store marketing, don’t completely turn off your digital marketing mind. Instead, consider how you can connect the in-person shopping experience with the online shopping experience. Consider how you can use omnichannel marketing.

Omnichannel marketing is the process of using multiple, consistent marketing channels that reach customers in a variety of places while offering a cohesive brand experience.


Customers often merge the two worlds of shopping. They shop online and then come into a store to make a purchase, or they shop in a store and then buy online. According to Statista, 74% of customers use a mobile device for product research while shopping in a store in the United States.

Two people browsing a clothing rack at a store

As you develop on-site marketing ideas, consider how you can help the customer connect their in-person experience to their online experience. Think about what a customer may have done online before their visit (or while shopping in the store) and how you can connect that experience to their in-store visit.

3. How can you tie your marketing to the customer’s journey?

As you plan your in-store marketing, don’t think only about making a sale. Keep in mind that you can use on-site marketing to move prospects through their customer journey.

Instead of tying all of your marketing to the goal of generating a quick sale, consider how you can use on-site marketing to reach customers in each phase of their journey.

  • Awareness Phase: What can you do to bring awareness to new products or offerings?
  • Consideration Phase: How can you educate or inform customers when they are considering whether or not they want to buy?
  • Decision Phase: What can you do to help a customer make a purchase or drive them toward an up-sell once they have decided to buy?
  • Post-Purchase: How can you bring customers back and stay connected with them once they have made a purchase?

9 retail tips to increase in-store sales

Now that you have some guiding principles to keep in mind as you brainstorm on-site marketing ideas, let’s look at some specific retail tips to increase in-store sales.

  • Convert print signage to digital screens.
  • Collect information from in-store shoppers.
  • Remind people to follow you on social media.
  • Create packages and up-sell opportunities.
  • Create a loyalty program.
  • Use QR codes to guide customers to online sources.
  • Create a photo opp.
  • Allow online customers to create in-store baskets or pick-ups.
  • Utilize your packaging and bags. 

1. Convert print signage to digital screens

Don’t let your static signage grow stale and get overlooked. Switch to using digital signage so you can regularly change promotions and feature multiple messages at once.

2. Collect information from in-store shoppers

Run contests or give incentives to in-store shoppers so they join your customer database by entering their phone number or email address. When you have customer contact information, you can reach out to encourage customers to come back and buy again — or to buy for the first time if they left without making a purchase.

Related: 10 ways to grow your email list in-store

3. Remind people to follow you on social media

Another way to create a connection with customers before they go is by asking them to follow you on social media. This connection gives you another opportunity to encourage interested in-store shoppers to come back again.

4. Create packages and up-sell opportunities

Increase revenue by showing customers why it’s a good idea to purchase two products or services together. Create packages and up-sells that add value to items customers are already planning to buy.

Related: 10 strategies to sell excess inventory

5. Create a loyalty program

Encourage customers to visit and buy (while also growing your customer contact database) by establishing a loyalty program that rewards shoppers for visiting or making a purchase.

6. Use QR codes to guide customers to online sources

QR code on a smart phone

Make it easy for shoppers to join your loyalty program, follow you on social media, and react to your digital in-store call-to-actions. Use QR codes that they can scan to be taken directly to relevant web pages, social media accounts, your online store, etc.

7. Create a photo opp

Give customers a reason to visit your store and share their experience with their followers. Set up a photo-op in your store so shoppers can take a photo, share it on social media, and drive brand exposure.

8. Allow online customers to create in-store baskets or pick-ups

Connect your online and in-store experience by allowing online customers to create in-store baskets that they can retrieve when they visit the store. This approach is great for clothing stores where customers may want to try on items.

Related: 10 tactics to turn impulse shopping into stone-cold sales

9. Utilize your packaging and bags

If a customer makes a purchase, use it as a gateway to get them to come back. In your packaging or bags, include a coupon or promotion that encourages them to visit again.

Start selling more in-store and online

If you have a retail business, you have a variety of ways to promote products and offerings to customers.

Use these retail tips to increase in-store sales. If you have a brick-and-mortar store, consider how you can leverage digital and in-store marketing to increase sales. And if you primarily sell online, see how a physical storefront can help you reach new customers and showcase your business in a new way.

The post 9 retail tips to increase in-store sales through on-site marketing appeared first on GoDaddy Blog.

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How technology is changing the advertising industry



  • Technology has upended the advertising business.
  • Changes in ad tracking and consumer habits are impacting how advertisers reach people and spurring new competition for ad dollars.
  • Here's a breakdown of Insider's coverage of how ad buyers and sellers are impacted.
  • See more stories on Insider's business page.

The advertising industry is going through big changes as technology changes upend consumer habits and where and how marketers reach them.

Apple and Google's phasing out third-party cookies threatens to upend longstanding ad targeting practices. The acceleration of streaming TV has fueled the chase for TV ad dollars.

The shift to online shopping has attracted new players for digital advertising.

Insider has been tracking these trends at some of the biggest advertising buyers and sellers, including WPP, Omnicom, Google, and Amazon, and rounded up our coverage.

The crackdown on ad tracking is changing advertising

Targeting changes are forcing advertisers to come up with new ways to reach consumers. Google and Apple have sent shockwaves through the ad industry when they announced changes that would put an end to longstanding ad targeting practices in the face of pro-privacy regulation.

Those moves have led marketers, their agencies, and adtech companies like LiveRamp and The Trade Desk scrambling to find workarounds.

Read more:

Marketing meets tech

Mars Inc M&Ms
Employees work at the chocolate maker Mars Chocolate France plant in Haguenau.

CMOs are finding new ways to zap ads at people by building homegrown tools, using targeted ads, or ​​snapping up ad tech and martech companies.

Brands like Anheuser-Busch, Mars, P&G and L'Oréal have ramped up efforts to gather data on consumers as platforms clamp down on ad targeting and e-commerce accelerates.

Read more:

Adtech is hot again

Even as advertisers slashed their spending in the economic downturn, the rise of streaming TV and online shopping has benefitted adtech companies that help connect ad buyers and sellers and solve advertising and marketing problems.

Investors are pouring money into firms like like TVision DoubleVerify that are solving problems in digital advertising. Other firms are going public as Wall Street fell back in love with adtech due to broad macroeconomic changes.

Read more:

Ad agencies are getting disrupted

While the established holding companies scramble to adapt to the digital shift, new ad companies focused on digital specialities and armed with new private-equity funding threaten to take their place.

Read more:

Retailers are seeking a piece of the ad pie

Instacart Shopper Car
Instacart is adding 30-minute delivery.

A new set of companies sees an opportunity in selling advertising include food delivery companies, online retailers, and brick-and-mortar grocers. They're hoping to replicate the success of Amazon, which claimed 10.3% of the US digital ad market in 2020 and is competing with Google and Facebook for ad budgets.

Read the original article on Business Insider

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