If ever there was a social networking tool that divided opinion, it’s Twitter. The views on it are almost polarised between “It’s a waste of valuable time and money” to “it’s the best thing to happen to the Internet since email”.
Well, neither of those statements can explain the real worth of the network to businesses, but maybe this news will make it all clear.
You see, a small pizza shop in New York has been using it to promote their food in innovative ways and have saw Twitter bring in 15% of one day’s business alone.
How would you react if a free service increased your sales by 15% in one day? I’m guessing you’d be pretty happy – but wouldn’t you have to pay for it?
But that’s not all – this story holds a much more interesting bit of information and I’ll quote it verbatim because I don’t want to get it wrong:
“Every phone call was tracked, every order was measured by where it came from, and it told us very quickly that Twitter is useful,” said Jeff Leach, the restaurant’s co-founder. “Sure, there’s the brand marketing and getting-to-know-you stuff. … But we wanted to know: Can it make the cash register ring?”
They measured everything.
And that’s the whole point of everything to do with marketing. If you do something to market your business and it works, you need to do it more. But how can you do that if you don’t know what works?
You can’t. And it’s no good expecting Google analytics to do it either. Analytics are only any good for people ordering through your site and staying entirley within the digital realm. The minute you leave that, you lose electronic tracking. People might phone you up or send you a letter or email and you’ve got no idea where they came from.
There’s a really easy way to fix this, of course. Ask them. Here is the most powerful marketing technique I have ever given, hold tight.
When a new customer contacts your business, ask the question:
How did you hear about us?
And make a note of it. That’s it.