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Crazy, right? But these products can be expensive, especially for a small business. Be sure to take advantage of the free trials that many marketing tools offer before you commit to purchase. All have different features and some may be better at fulfilling your needs than others. Identify your target audience and see where they get their content. Do they prefer Twitter, LinkedIn, or Facebook? Would they even look at your Pinterest or Instagram account if you had one? Each platform can be used to focus on a certain part of your key messaging as long as the content will reach your target audience.

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Far better to do less and do it well, than to do everything and to do it poorly. You can use this fact sheet to determine where your demographic is spending their time online. While on social media, be sure to engage with customers who are having conversations around your brand or about a topic relevant to your business.

When you monitor what people are saying on your social accounts as well as the keywords that relate to your business, it is easy to see what people think is important. This is also a smart tactic for staying on top of customer complaints and controlling the conversation before it gets out of hand. Simply link your accounts to the platform and you can pull them up in a single handy dashboard.

It simply means that you are not monitoring and engaging with those conversations. Technically, this can be worse. Many companies use social media platforms like Twitter as customer service platforms. Google Analytics is crucial for monitoring your presence online. A free tool, Google Analytics allows you to keep tabs on certain keywords as well as your company name to see when they appear online. Other features provide insight on how people arrived to your website and what the conversion rate is for your owned and earned media.

What tools or resources do you use to manage your online presence and to market your business? Share your thoughts with us in the comments below! Candice is a freelance writer, jeweler, and digital marketing hybrid. You can learn more about her on her personal website or reach out to her on Twitter candylandau. Here's a guide to help you do it yourself. Engage with other thought leaders on social media A key for a small business to gain credibility within their industry is to establish their own team as thought leaders in the space.

Rather than picking just one of these categories, I suggest looking at them as a whole. Lorrie Thomas. Twitter Marketing For Dummies.

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