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2020

Businesses have been using Twitter for years to communicate directly with prospects, customers and clients. Whether your company uses Twitter for customer service, promoting your business, sharing deals, or jumping into conversations as an expert, things are about to change … but likely for the better.twitter pic.jpg

 

In January, Suzanne Xie, Twitter’s director of product management, revealed changes coming to Twitter in 2020. The focus, like Twitter, will be on conversations.

 

Specifically, users will be able to designate who - if anyone - can reply to a tweet. According to Xie, Twitter will be adding a new setting on the compose screen with options for Global, Group, Panel, and Statement tweets. What does that mean?

 

●      Global lets anybody reply (the way it is now)

 

●      Group is for people you follow and mention

 

●     Panel is for people specifically mentioned in the tweet

 

●      Statement simply allows you to tweet (no replies)

 

After doing research on limiting replies, Twitter will take what they learn and use that information in order to launch the feature globally later in the year.

 

Why Limit Twitter Replies?

 

At first glance, it looked like Twitter was limiting replies to create community and promote privacy - the same reasoning Facebook and Instagram were hiding likes. However, upon a closer look, it appears to be more of a play to combat harassment and fake news - no more bots and trolls tagging on to your conversations. It basically lets users decide who they want to talk to … in which situations … about what topics.

 

The primary motivation is control,” explained Kayvon Beykpour, VP of Product at Twitter. “We want to build on the theme of authors getting more control and we’ve thought… that there are many analogies of how people have communications in life.”

 

For instance, there are certain things you discuss with your friends versus acquaintances versus professionals versus colleagues. You don’t want strangers chiming in when it comes to a conversation in real life. Shouldn’t the same be true online?

 

Using the Limiting Replies Feature

 

While there’s no telling when - or if - the new feature will impact your business, here are a few ways to adjust how you use Twitter in relation to the four types of tweets.

 

1. Global. Tweet the way you do now. Share information as it relates to your business, operations, products, services, and promotions. Also good for when you participate in Twitter chats.

 

2. Group. Tweet to your tribe and @tag special guests. Also good for featuring resources, sharing contests, and promoting winners.

 

3. Panel. Tweet with a curated group of experts. Could this become the new AMA?

 

4. Statement. Announce and share content that does not require a reply. Use this to share links that lead to content on blogs and other social media platforms and promote engagement there.

 

Other Twitter News

 

In November, Twitter enabled the ability to follow topics, rather than just users. When you see a tweet from someone you follow about a certain topic, under that tweet Twitter may prompt you to follow that topic. It will help businesses stay up to date on content that’s relevant for their industry.

 

Twitter is continuing to pay more attention to its lists features. Twitter will also start making lists easier to find on screens, and users will be able to customize the display of lists. Making lists more accessible will help users stay organized and allow them to more easily target the right people when using the new limited replies feature.

 

Twitter has been on a long-term mission to overhaul how people have conversations on its platform, both to make them easier to follow and more engaging without turning toxic,” TechCrunch wrote.

 

About Mari Smith

 

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Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.mari headshot.png

 

Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.

 

Web: Mari Smith or Twitter: @MariSmith

 

Bank of America, N.A. engages with Mari Smith to provide materials for informational purposes only, and is not responsible for, and does not guarantee or endorse any of the third-party products or services mentioned.  All third-party logos and company names mentioned herein are the property of their respective owners and are used under license from Mari Smith.

 

Bank of America, N.A. Member FDIC.  Equal Housing Lender.

 

© 2019 Bank of America Corporation.

 

Bank of America, N.A. is providing these third-party websites and/or other sources only as a convenience, and does not monitor or maintain the information available on the external websites mentioned, nor represent or guarantee that such websites are accurate or complete, and they should not be relied upon as such.  Bank of America provides informational reading materials for your discussion or review purposes only.  Neither Bank of America, its affiliates, nor their employees provide legal, accounting and tax advice.

With the latest headlines revealing Warren Buffet’s sale of all his newspaper properties, you might think print publications—and print marketing—are on the road to nowhere. But you’d be wrong.us mail pic.jpg

 

In fact, big digital retailers like Amazon are realizing the marketing advantages of direct mail and adding personalized home mailers to their marketing arsenals to target customers. So, what do they know about direct mail that you – and maybe Warren Buffet - don’t?

 

For one, the numbers show direct mail is effective. In a recent study from the Go Inspire Group, direct mail campaigns generate five times as many purchases as email campaigns. The study also showed that linking email with direct mail delivers even better results (six times as many purchases than email alone).

 

Here are even more reasons why direct mail works:

 

  • 41 percent of Americans like checking their mail every day. And since mail quantities have subsided while email quantities have increased, direct mail has more of a chance to stand out.
  • 88 percent of millennials take the time to look through their mail and 59 percent of millennials say the information they find in mail more useful than the information in email.
  • 42.2 percent of direct mail recipients either read or scan the mail they receive (as compared to 2019 email open rates of 22.1 percent).
  • Brand recall is 70 percent higher for direct mail than digital ads. This is possibly due to the facts consumers see so many online ads every day, or that direct mail involves multiple senses and is easier to absorb and process.
  • Physical mail goes to a household, where 88 percent of key purchase decisions are made according to RetailWire. Plus, look at the lifespan of direct mail. Email’s lifespan lasts just a few seconds, while direct mail usually hangs around the house for days.

 

Direct Mail in 2020

 

Today’s direct mail is not the direct mail of years past. Even Valpak, the direct mail giant that has been sending mailers to homes for more than 50 years, has “changed its stripes.”

 

Like email, it’s all about personalization. Valpak sends mail to 37 million households in the U.S. a month and collects massive amounts of data about the people in each home, whether from their own data or the data different brands give them. With all that information about household income level, demographics and psychographics, the direct mail giant can tailor their mailings to consumers’ needs.

 

According to the ANA (Association of National Advertisers) the advancement of AI technology has allowed marketers to learn even more about their target audience’s behaviors and preferences, driving the rise of personalized direct mail.

 

Personalization, such as using custom images and personalized offers, enhances customer experience and helps grow your brand recognition. Optimize your campaigns by integrating direct mail with email and social media marketing and your response rates can only go up. Consumers use at least three marketing channels when deciding to make a purchase, so a comprehensive omnichannel campaign will be crucial this year.

 

Make sure your design is recognizable across all campaign channels. Direct mailers should be quickly recognizable from consumers’ interaction with your brand online. Digital marketing and direct mailers should be engaging, inviting and highlight the items or services important to each customer.

 

Design experts suggest including an offer in your direct mailer along with a deadline for response such as an expiration date. If you’re targeting a younger audience such as millennial or Gen Z consumers, your messages should be more visual than text heavy (like Instagram).

 

Once you’re up and running with direct mail, don’t forget to track your results just like you do with digital marketing. All direct mail should include unique website landing pages so you can see where visitors are coming from, plus coupon codes and call to actions for bringing the actual mailer in to your brick-and-mortar business to redeem offers.

 

About Rieva Lesonsky

 

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Rieva Lesonsky is CEO and Co-founder of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the Rieva headshot.pngblog SmallBizDaily.com. A nationally known speaker and authority on entrepreneurship, Rieva has been covering America’s entrepreneurs for more than 30 years. Before co-founding GrowBiz Media, Lesonsky was the long-time Editorial Director of Entrepreneur Magazine. Lesonsky has appeared on hundreds of radio shows and numerous local and national television programs, including the Today Show, Good Morning America, CNN, The Martha Stewart Show and Oprah. /servlet/JiveServlet/downloadImage/38-3357-412424/Rieva+headshot.png/servlet/JiveServlet/downloadImage/38-2846-188174/Rieva+Lesonsky+Headshot.png

 

Lesonsky regularly writes about small business for numerous websites and for corporations targeting entrepreneurs. Many organizations have recognized Lesonsky for her tireless devotion to helping entrepreneurs. She served on the Small Business Administration’s National Advisory Council for six years, was honored by the SBA as a Small Business Media Advocate and a Woman in Business Advocate, and received the prestigious Lou Campanelli award from SCORE. She is a long-time member of the Business Journalists Hall of Fame.

 

Web: www.growbizmedia.com or Twitter: @Rieva

You can read more articles from Rieva Lesonsky by clicking here

 

Bank of America, N.A. engages with Rieva Lesonsky to provide materials for informational purposes only, and is not responsible for, and does not guarantee or endorse any of the third-party products or services mentioned.  All third-party logos and company names mentioned herein are the property of their respective owners and are used under license from Rieva Lesonsky.

 

Bank of America, N.A. Member FDIC. ©2019 Bank of America Corporation

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