Anna Wintour, the formidable British editor-in-chief of American Vogue, once observed: "It's always about timing. If it's too soon, no one understands. If it's too late, everyone's forgotten."
Although she was talking about the fashion industry, I would argue that this tenet applies to all businesses, large and small.
Following on from my earlier blog giving top Twitter tips, I'd like to share some great news from the microblogging site.
Twitter is opening up advertising for small businesses, which will enable us to engage with the right people at the right time. This is currently only available in the US, but we can expect it to be rolled out elsewhere in the near future.
Using Promoted Tweets and Promoted Accounts we will be able to target specific markets and groups, generate website traffic and convert those hits into sales - thereby growing our businesses.
Simplicity is the key here - if you can tweet, you will be able to advertise on Twitter!
So, how does it work? Promoted Accounts helps gain new followers, and connect with new people who want to hear from us, and can then spread the word about our business to others.
Promoted Tweets helps our voices to be heard by putting our messages in front of more of the right people. Twitter removes the guesswork by automatically identifying and promoting our most engaging tweets.
When it comes to cost, you pay per follower for Promoted Accounts, and per engagement (click, retweet, reply and favourite) for Promoted Tweets.
Another bonus is that specific geographical areas can be targeted - regionally, nationally or worldwide, the choice is ours.
I think that this is a very attractive advertising tool and I'm excited about it coming to the UK and what it can do for my business, as I know you will be too.