You’ve designed an awesome e-commerce website. The content you create is extremely valuable and your products are designed to meet your customers’ specific needs. Even though you’re spending lots of money on different online promotion channels and tactics, your sales are still low.
Have you tried engaging your customers on Twitter? Twitter Ecommerce Sales
Twitter is growing impressively fast. This social network is all about engaging potential customers and building stronger relationships with them. It gives you the opportunity to win over your target customers, reward them for their loyalty, and keep them informed about your latest trends and products.
These are all important factors that make a buyer journey unforgettable and result in greater conversions. For example, did you know that Twitter users purchase online at least 6.9x per month, while people not using this platform shop only 4.3x per month?
However, as the number of e-commerce businesses investing in Twitter marketing is growing, getting yourself noticed by the right customers and converting them has become extremely challenging.
Precisely because of that, you need to have a solid Twitter marketing strategy to back you up.
Create Hype around your Products
Many online businesses use Twitter to promote their product and services. However, what they forget is that selling on Twitter goes far beyond publishing their product photos on this social network.
To grab people’s attention and inspire them to start buying, you need to create buzz around your products and make sure they stick out. Most importantly, you need to create a solid brand around your online business, ensuring that people can relate to it.
There are numerous ways to do so, including:
- Informing your Twitter audience about your product launches and updates.
- Listening to your customers on Twitter to track their discussions and join relevant conversations.
- Creating relatable content that resonates with your audiences, such as engaging videos, high-quality product photos, user-generated content, and even memes.
- Hosting a massive Twitter giveaway before launching a new product.
Warby Parker’s customers are young, well-educated, and socially conscious. And, to motivate these users to buy from them, their Twitter account needs to be attractive, too:
- Their approach to Twitter marketing is adventurous, bold, and exciting. It focuses on building meaningful customer relationships through different forms of content, from original photos to product promotions.
- In addition to gorgeous product photos and videos, they also share fun and engaging content like this one:
- They also retweet user-generated content, as the most powerful proof of their credibility and user-friendliness.
By creating engaging content that speaks to their audience and provides value to them, they’re inspiring them to follow them regularly and, above all, to choose their brand over their competitors.
Establish a Hashtag Campaign
In one of my previous articles for Commun.it, I mentioned the importance of hashtags for any solid Twitter campaign. By using hashtags strategically and reasonably, you will increase your online exposure and inspire your customers to spread the word about you.
Now, there are two main ways to use hashtags.
All you need to do is invest in a hashtag tracking tool, enter a keyword, and find the most popular hashtags around it. This is a tried and tested way to increase the visibility of Twitter posts many ecommerce brands use.
For example, here is how eBay uses the hottest hashtags like #Superbowl or #AirJordan to promote their products.
Still, we can also notice that eBay also combines the popular hashtags mentioned above with its own #HappeningonEbay hashtag. In fact, creating your own hashtag and promoting it extensively is one of the most effective ways to increase brand awareness.
However, to gain traction, your brand hashtag needs to be unique, relevant to your brand, catchy, and easy to remember and use. Here are a few examples of a strategic use of branded hashtags:
- Calvin Klein’s #mycalvins
This hashtag is used on both Twitter and Instagram. Namely, the brand created it to inspire users to share photos in the CK undergarments. Even though they didn’t offer anything in return, they generated an enormous surge of new followers and user-generated content.
- 1-800-Flowers’ #WomenWhoWOW
One of the best ways to inspire people to use your hashtag extensively is to reward them. For example, by 1-800-Flowers launched the #WomenWhoWOW hashtag campaign. In honor of the International Day of Women, the brand inspired their followers to write about the influential women in their lives and post a photo with a hashtag. In return, they had an opportunity to win purple roses and gift cards.
Your goal is to engage your target customers. Inspire them to share their thoughts on your brand or publish user-generated content with your brand hashtag. Not only does this boost your visibility, but it also builds stronger relationships with your target audiences and inspire them to convert.
Influencer marketing is an integral part of every successful social media campaign. For example, did you know that 49% of customers depend on influencer suggestions, while more than 40% of them purchased a product after seeing it on Twitter, Instagram or YouTube?
The idea behind influencer marketing is simple. You connect with highly authoritative people in your niche, build relationships with them, and inspire them to promote your products.
There are different types of influencers, from social media celebrities to industry experts. What connects them is the fact that they have a wide following. These users trust them and listen to them when making important purchasing decisions.
When connecting with an influencer, there are a few things to keep in mind:
- Make sure that they’re relevant to your brand and target audience. For example, if you’re running a sportswear brand and you hire a food influencer to promote your products, their messaging won’t resonate with your target customers.
- Build relationships with those people your customers can relate to. According to some studies, hiring a micro influencer instead of a Hollywood star may bring greater results to your Twitter campaign. For example, surveys show that YouTube stars are now having more influence than popular celebrities like Taylor Swift`.
- Build relationships with them first. Start following them on social networks, like their posts, and leave meaningful comments that will help you stick out. Subscribe to their newsletters and leave feedback there, as well. Get noticed by mentioning them directly in your tweets, asking them relevant questions, and retweeting them regularly.
Use Twitter Ads to Stand out in the Overcrowded Feed
In the overcrowded Twitter landscape, getting yourself noticed is not easy. This is exactly why you shouldn’t run away from paid ads. Stats back me up on that, showing that Twitter ads can be 11% more powerful than TV ads.
However, to bring results, your paid ads need to be strategized properly. That’s where you should consider consulting a digital marketing company to help you make a solid advertising plan. They will help you segment your audiences, set the right KPIs to track, generate qualified leads, and turn those leads into sales.
Leverage the Power of Twitter Remarketing
Instead of putting your ads in front of anyone around the web, you need to focus on those users that have already visited your site, subscribed to your newsletter, downloaded your app, or interacted with your brand in some other way. In other ways, these are people that have already shown some interest in your product.
For example, a shoe retailer could remarket to all those visitors who viewed their products and put them in the shopping cart but didn’t make a purchase. By reminding them of your brand that way, you will inspire them to review your products once again and even complete the purchase.
Most importantly, Twitter paid advertising costs. You’re paying for each click, no matter how relevant it is. With Twitter remarketing, you will reduce your expenses on those clicks that don’t convert and make your campaigns more relevant.
Provide Exceptional Customer Support
Today, online customers expect brands to answer their questions almost instantly. Research says that 42% of customers expect you to answer their questions within 60 minutes. And, if they don’t get the desired reply as fast as possible, they will start ignoring your brand or even unfollow it.
Twitter is a perfect place to provide them with real-time feedback and guide them down the sales funnel, towards making a purchase.
- Use Twitter chat to communicate with your customers. This is where you can answer their questions, help them fix specific problems faster, and strengthen relationships with them. You can even consider integrating an AI chatbot with your Twitter account to provide 24/7 customer support and increase sales.
- Listen to your audiences and join their conversations in real-time. For example, with social media management tools like Commun.it, you can centralize all your conversations within one inbox and track them effortlessly. Above all, you can see high-value mentions too and observe brand mentions instantly.
- Keep in mind that acting professionally is your brand’s paramount. Customer feedback provides great insights into your brand performance and helps you improve your products and services. Therefore, your goal is to prove that you welcome all customer reviews, both positive and negative.
They took a customer support strategy to the next level by launching Amazon Help on Twitter. This is an exclusive Twitter account designed specifically to answer customer queries.
As a king of personalized marketing, Amazon understands the importance of customer retention in today’s highly competitive e-commerce landscape. Given that, it’s logical that Amazon Help was not created to attract new followers. It’s here to help existing ones solve their problems faster and gain more trust in this popular brand.
The way this works is obvious- by keeping your customers happy, you will inspire them to come back to you and buy again. Above all, you will create impeccable user experiences that will drive lots of positive word of mouth and referrals.
If you’re still not using Twitter to boost your e-commerce sales, now it’s time to rethink your strategy. As one of the most significant social networks, Twitter is not all about making direct sales. On the contrary, it focuses on providing exceptional customer experiences and nurturing strong relationships, helping you build a positive brand image and boost customer loyalty in the long run.
Hope this helps!