Most people talk about Twitter in terms of getting to know people, building lists and using followers.  But for marketers and business owners, that’s just the start.

The Laser Focus of Twitter

One of the reasons I prefer Twitter to Facebook is that it’s much more focused, and in that regard, is much more business-oriented. As opposed to Facebook, where business and social are separated by pages and profiles, Twitter combines it all together in an easy-to-follow format.

Better yet, the discussion and feedback loop occurs in real time, which means that you can achieve instant results.

So what does this mean, and why is it so important?

Imagine waking up every morning to a room full of fans, peers, and associates. How would you react? What if they were waiting for you to say something?

Would you just talk about the weather, or would you say something more meaningful?

Let’s imagine that this happened every day, and that each day you had the same opportunity to speak to these people. Sure, some have left, and there are some new faces, but each day the dynamic remains the same.

If you were smart, you’d probably improve your daily speech to a point that you can captivate most of the room with little effort, so that you could move them to action.

Now, swap out the room full of people with your list of Twitter followers and think about the power you have. Essentially, you have anywhere from a few dozen to a few thousand people ready to listen to what you’re saying. The trick then is to figure out how to say it in a way that they respond to.

Getting it yet?

Every tweet you send is a chance for you to hone your approach to your audience in a way that increases your ROI and ROE (Return on Engagement, or Effort, take your pick). Furthermore, thanks to the analytic features of most URL shortening services, you can track what people are clicking on, over time, in a way that works just like split-testing would with direct response advertising.

Think about this for a minute… Instead of paying thousands to hire a copywriter and test direct response campaigns, you can test them on your own and see immediate results.

How to Use Twitter Analysis

Here’s how you do it:

#1: Add a Plus to bit.ly Links

If you’ve been using TweetDeck or another Twitter service that uses bit.ly links, then here’s a great tip:

Go through your timeline and pull out bit.ly links, paste them into your browser, and add a “+” on the end. This will automatically send you to the bit.ly statistics page for that link, which gives you conversation history, clicks and regional analysis.

Not only is this a great way to yank out and measure the effectiveness of your tweet history, but it also gives you the opportunity to analyze your competitors!

Want to know how well someone else’s tweets are faring? Pull out the “+” and you’re in business.

Notice the additional "+" at the end of the link.

This additional "+" will give you aggregate data based on your bit.ly link on Twitter, Facebook and other social networking services. Click the yellow "+" image to see aggregate data.

#2: Split-Test Tweet Headlines

Now that we’ve pulled out some of your old tweets, let’s test them against some fresh ones. Take a look at what didn’t work, and think about how you can play with the content in order to create a new test.

You’ve only got 140 characters to work with, so you have to be concise. This works in your favor because it simplifies your message in the same way an AdWords headline does. Simple is good.

Try an old link with a new headline and see what happens. Did more people click this time or last? When did most people click? Which people click on everything, and which don’t?

Asking (and answering) these types of questions can give you insight on how to market your business in the social media space, especially if you continue to split-test against winning headlines.

Here's a breakdown of today's clicks, over the course of an hour. You can view this in daily, weekly or monthly format.

#3: Split-Test Time Zones

Using headline split-tests, you’ll quickly learn how to approach your followers in a way that encourages them to respond, but what about followers in different time zones? How do you handle that?

Using any Twitter scheduling service, you can easily learn when your tweets are most effective. Simply schedule the same tweet (using a different link) throughout different parts of the day. Maybe start with every 4-6 hours, and then refine your approach as the data comes in.

You might learn that even though you tweet from the U.S., your biggest response comes from Australia when it’s your evening and their morning. If that’s the case, you can adjust your online interaction in a way that corresponds to when you have the greatest impact, and if that can’t be done, then you can simply schedule your Tweets to repeat throughout the day.

Here's a list of clicks by country, which you can use to see who's paying attention and when.

Put It All Together

Now that we’ve assembled a nice analytics package, let’s crank it up to 11. To start with, make sure that you’re using your most powerful headlines when it counts, and shelving them when it doesn’t. A customer reply might not necessitate a powerful call to action, but a link to a new product or blog post should.

Also, take note of the influencers you attract and what they’re tweeting on your behalf. Find out how you can get them to do more of it.

Next, take what you’ve learned and apply it to your content marketing strategy. The same things that worked for tweets will probably work for releasing blog posts, podcasts and emails.

Copy headlines, schedule broadcasts and release posts when people respond most rather than when it’s convenient. This could make a significant impact on your reach, especially if you haven’t been tracking it before.

Just imagine what you can do with all of that data, especially if you start tracking the same metrics on Facebook, your blog, YouTube and anywhere else you have a social media presence.

This is the sort of thing that separates the pros from the amateurs, and it’s how you can make sure you know exactly what your social media efforts are bringing in. You can take that to the bank.

What do you think?  Have you used Twitter as a marketing tool? Share some of your comments in the box below.

But first, there’s a big myth (and it may be your roadblock) that needs attention.

The Myth:  I Have No Time to Blog

Every now and then I poll my blog readers and ask about their challenges with blogging. Without fail, most people say that their number-one challenge is that they don’t have time to write on their blog.  Frankly, I think that is a false problem because you make time for what’s important.

I suggest reframing the challenge from “I don’t have time to write on my blog” to “I make time to market my business.”  In the context of your business, blogging is a marketing tool.

A business blog is one of the best tools you can use for extending your online visibility because it’s the dynamic hub of your business on the web. The content you create can be leveraged in many ways that will work for you 24 hours a day, so making time needs to be a key part of your marketing plan.

I propose you devote a minimum of 30 minutes per day focusing on your blog marketing activities.

It’s not really that much time when you think about it, especially for the return you can get from consistent effort. Yet I know there are other social marketing tasks competing for your attention. Just keep in mind that the content you create on your blog can be syndicated and leveraged on other platforms as well.

So how do you make time? I’ll state the obvious: you’ve got to schedule it.  That’s how I advise my clients and it’s how I manage my blogging time.  Following are six tips for how you can efficiently tackle your blogging tasks.

#1: Create an Editorial Calendar

There are two steps to creating an editorial calendar. First is to assign your blogging to time slots when you know your creative juices are flowing, when you typically feel inspired and productive.  For me, that’s usually in the morning.

To build a body of content that is quickly indexed by the search engines, I suggest writing on your blog two to three times a week at minimum.  So block that time off—for example: Monday, Wednesday, Friday from 9:00 to 9:30 am is blogging time.  That’s the time you spend writing.

Need some inspiration? Check out the article on 13 Ideas to Inspire Your Blog Content. Maybe once a week, spend an additional 15 minutes and write a longer, more detailed blog post.

Next, two days a week, spend 30 minutes reading other blogs in your industry and leaving comments where appropriate when you have something of value to add.  Not only does that help give you more visibility and more exposure, it also can drive traffic back to your own blog.  It positions you as being active and brings you to the attention of other people who you might not have known before.

#2: Plug in the Types of Posts and Topics You’re Going to Write About

This will make your blogging time more efficient because you don’t have to spend precious time trying to figure out what to write every time you’re scheduled to write.

Make a list of categories that are of interest to your audience. Take a look at your categories and make a list of 5 to 10 subtopics that relate to each category.

If you have 10 primary categories and 5 subtopics for each category, you have 50 blog posts at your fingertips. You can add another layer to your planning by assigning each topic to a style of post:

• How-to
• Top 10 List
• Opinion
• Case Study
• Q&A
• Interview

Finally, assign each subtopic idea to a date on your editorial calendar and you’ve got four months of blog post ideas so you’re not facing a blank page. Of course this system serves only as a guide. There’s nothing stopping you from being spontaneous when a current event or hot topic in your business must be addressed with a blog post.

#3: Keep a Running List of Blog Topics

The more you blog, the more ideas you get. Everything you do, every conversation you have, every book, article or blog you read, becomes fodder for your own blog posts.

I have a long list of ideas and links that I find and want to share. Most of them will never become blog posts, but if I’m stuck or uninspired, I’ve got my list to prompt me.

#4: Write Several Blog Posts at One Time

Many bloggers use this time management strategy. Maybe you really do only have one hour a week to focus on your blog. If that’s the case, grab your laptop, head to your favorite coffee house and pump out a series of blog posts.

Queue articles up to publish over the course of a week or two.  All blogging software I’m aware of has the option to schedule your blog posts.

#5:  Find Guest Bloggers to Help You Out With Content

Occasionally if you’re pressed for time, find someone to help.  Depending on the purpose and goals of your blog, a great feature to add is the voice of others in your industry. Perhaps once a month you showcase the ideas of other members of your team, your vendors, your colleagues and thought leaders in your industry.

If you’re a solo blogger, a great service out there for finding guest bloggers is Blogger LinkUp.  Submit a request of what you’re looking for, and people who write on that topic can contact you and provide blog content for you.  You can indicate whether you want original material or will accept content that has been previously published.

#6: Interview Experts

Finally, another great way of creating content quickly is doing interviews.  This could be a weekly or monthly feature that you plug into your editorial calendar.

Identify 12 to 20 industry leaders who’ve written books on your subject. Prepare a written interview with five to seven questions and invite them to respond, then post the interview on your blog. Not all of them are going to take the time to respond, but some will.

Tell them what’s in it for them… Exposure to your audience and links back to their blog, website or book. I don’t know of any authors who don’t want more readers and more visibility for their book! What’s in it for you? Content you don’t have to create that positions you as a credible expert and trusted filter of the best information for your readers.

Don’t forget to plug the interview posts into your calendar – either weekly or monthly depending on the posting schedule you’ve created.

This is a sample model that may or may not work for your business and schedule. You need to develop a schedule that works for you so you can maintain an active blog.

Posting two to three times per week keeps your blog fresh and relevant. Investing a couple of hours a week on creating content that works for you 24/7 will pay off in more traffic, more leads and more opportunities for your business.

These are a few ways to save time and be more efficient with your blogging time. I know there are many more and would love to hear how you manage your blogging time.

What’s your top tip for managing your blog writing so it doesn’t suck up too much of your time?  Share your comments in the box below.

However, just because anyone can set up a blog, doesn’t mean everyone should, and many professionals and businesses start blogging without giving any thought to why, how and who will be doing the blogging.

Over 50 percent of blogs are abandoned within the first 90 days. While this isn’t really important if you’re writing a personal diary, political or celebrity blog, it is very important if you start a blog for your business and don’t keep posting on it consistently and with purpose.

When a prospect lands on a blog that hasn’t been updated in months, it’s akin to walking into a vacant store with busted windows and dust blowing in. It’s just not pretty; and it doesn’t look good for you, your business reputation and your branding.

Don’t let that happen to you. Start right, start smart and follow a few suggested guidelines. First, let’s review some basics:

What Is a Business Blog?

Because a blog is an inexpensive, fast way to build an online presence, it is an ideal way for business entrepreneurs, coaches, consultants, speakers, authors and other professionals to establish their credibility and expertise.  Since your readers can post comments, you create a conversation with your audience and build rapport and trust as a result.

The very nature of a blog is perfect for the busy professional.  They are quick and easy to update.  You are creating fresh content frequently (two to three times a week is recommended minimum) that is useful to your prospects and customers and loved by search engines.  In contrast to “traditional” static website, a blog is a dynamic site that encourages your visitors to interact with you through commenting so they can get to know you better.

When you create a conversation with your audience (visitors, readers, prospects), you are establishing your credibility.  You build your network and increase the visibility of your products and services in a casual way.

A blog is an essential tool in the professional’s marketing toolbox.  Combined with a website, an ezine, database management and ecommerce system, you will have everything you need to develop and run your business globally and online.

Copyblogger.com makes it easy to find articles about the core message and there are several ways to generate leads and build a list.

Do your research. Alltop.com compiles the best blogs on hundreds of topics so you can check out your competition.

10 Steps for Starting Your Blog

Before you get to the nitty-gritty of setting up your blog, there is some pre-work to do. This will ensure you start right and put your best foot forward

1. Before you do anything else, examine the reasons why you want to publish a blog. What is the purpose for the blog? How does the blog’s purpose relate to your business purpose?

2. What are the business objectives or outcomes you want from your business blog? Some people use a blog as a lead generator to build their database. Some are looking to build a visibility platform, while others use the blog to develop content for other purposes like books, articles and programs. What do you want to get out of your blog?

3. Who is your ideal reader? Who are you writing to/for? For most businesses I’ve worked with, the ideal reader is similar to their ideal client. It’s important to know your audience so you can meet their needs and address their concerns, challenges and what they’re looking for to improve their lives.

4. How do you want your readers to feel when they read your blog? This may seem like a weird question, yet it will help you tap into the emotions of your audience. Do you want your reader to be inspired, motivated, and moved to action? Again, tapping into this will help you focus your content on serving your reader.

5. What do you want your readers to DO when they read your blog? This relates to the goals you set for your blog. If your blog is a lead generator, then you must have very clear steps for guiding your reader to subscribe to get blog updates and/or get your lead generating content.

6. How much time do you have to devote to your blog each week? This is getting to the heart of blogging. If you can’t commit to writing a lot of valuable content, then you’re doing yourself and your readers a disservice. Be honest. The most effective and successful blogs are those with fresh, new content posted at least two to three times per week. Is that reasonable for you to manage? Will you have a team of bloggers? Remember, there are many, many ways to create content. It doesn’t have to be all you all the time.

7. What’s your blog’s core message? This relates to the topic of your blog and the niche you are focused on. What do you want your readers to learn? Why should anyone read your blog, and more importantly why should they subscribe to and follow your blog? This is another key piece to get in place before you start your blog. Brian Clark, publisher of Copyblogger.com, recommends creating “cornerstone content.” This is a series of posts that articulates your core message and provides new readers with an introduction and overview of what they can expect to learn from you.

8. Create an editorial calendar. It’s no secret that content rules on a blog, so it’s helpful to have a content plan going into the game. A key element of a good blog is having a list of 7-10 keyword-rich categories. Once you determine the categories (or subtopics) of your blog, you can plan your content calendar. If you plan on posting three times per week, then plot out post ideas for each of your categories. Make a list of 5 topics for each category. Then, fill in your calendar. Five topics times ten categories and you’ve got 50 blog posts in the pipeline.

9. Do your homework. Critical to your blog’s success is knowing your competition. Who is already blogging in your niche? What are they writing about? If blogs in your niche are scarce, this may be a great opportunity to dominate the search engines with your own content. Finding great blogs will take a bit of time and research. Start at Technorati.com and search for blogs using your keywords. Next use Alltop.com and Blogs.com to find the best of the best.

10. Build your blog. Now that the research is done, you know your message and have content ready to go, it’s time to get down to business and build the blog. This is where the fun part starts and cannot be easily covered in a bullet point. Two things to think about: 1) Are you a do-it-yourselfer or will someone build the blog for you? and 2) Are you a techie or not? There are many blogging platforms each with pros and cons. If you’re a techie, you may prefer WordPress.org. If you’re not comfortable with tech stuff, then TypePad may be a better option for you.

As you can see, there’s more to business blogging than initially meets the eye. The more preparation and thought you put into your blog BEFORE you start, the more successful it will be. Once the prep work is done and the blog is built, you’ll have a powerful marketing tool for creating a highly visible web presence and attracting the right people to your business.

What else would you add to this list to prep your blog for success? Share your best blogging tips in the comments below.