E-commerce marketers face a quandary. Whenever they find a high converting traffic source, competition grows and it becomes harder to capitalize on it. Facebook and Adwords CPC bids cost more than ever before. That’s why many advertisers look to Twitter to promote their e-commerce campaigns.
Twitter is an under-appreciated social media advertising platform
I’ve probably read hundreds of blog posts about advertising on Facebook and Instagram. I can count on one hand the number of blogs I’ve read on Twitter marketing and advertising. This suggests it isn’t nearly as popular of a platform.
Don’t let that turn you away from it. Advertisers spent over half a billion dollars on Twitter in the third quarter of 2016. It can be an excellent advertising platform if you use it effectively.
How e-commerce marketers can leverage Twitter
Many Facebook and Instagram marketers have difficulty running campaigns on Twitter. The mechanics of the platform are very different.
Testing new campaigns on any social media network requires a substantial budget. Twitter is no exception. Here are some ways you can make the most of your budget and get quality data for your campaigns.
1. Offer multiple payment gateways
Twitter users don’t want to go through a long checkout process. You need to make the process as quick and easy for them as possible.
You’ll also find accepting credit cards isn’t always going to work. It’s harder to generate trust through Twitter ads than AdWords or Facebook. If you’re advertising your e-commerce site to Twitter users in other parts of the world, your visitors may not even have access to a credit card.
One of the easiest ways to get around both of these issues is by offering multiple payment gateways, including credit cards, Paypal, PaySimple, Authorize.Net and SecurePay. These are very safe and secure payment processing solutions that can be easily embedded into any e-commerce site.
Target higher earning millennials and generation Xer’s
Facebook has a lot of demographic targeting options not available on most social media platforms. You can reach users by age, gender and income.
Since you can’t reach Twitter users with the same precision, you’ll need to make educated guesses about the people who will see your ads.
You can minimize the cost of your initial testing by focusing on the most prevalent demographics on the site. Here are some statistics to keep in mind:
- Over 50% of Twitter users earn over $50,000 a year, which is twice the national average.
- Nearly 40% of Twitter users are between the ages of 18 and 29. Another 25% are between the ages of 30 and 49.
You should start here campaigns by targeting younger, higher earning professionals. There’s a higher likelihood your campaigns will work than if you target lower income users or users outside these age brackets.
However, it is still important to collect data on your subscribers and buyers, because they may differ from Twitter’s core user base. Using data can make it much easier to optimize your campaigns.
Carefully presell your visitors
When you’re running campaigns on AdWords or even Facebook, you can often do very well by referring traffic directly to your Sales landing pages. Sending direct traffic doesn’t cut it with Twitter. Your visitors are not going to be nearly as engaged, so you need to carefully presell them first.
One strategy is to use your Twitter account to offer free incentives to build your subscriber list.
Take some time to create a unique informational product that offers real value to your followers. Then use your Twitter account to promote it. I would use a marketing automation tool like SocialOomph or CrowdFire to create automated direct messages for your new followers. Tell them you appreciate the follow on Twitter and offer them your free product as a token of gratitude.
You’ll find your engagement will be much higher than if you send visitors directly to your site to make a purchase. You might only generate one sale for every 15,000 visitors without pre-selling. If you are trying to build an email list with your Twitter traffic, your opt-in rate may be closer to 10% and you may convert 0.5% of your subscribers. This means your ROI will be 7.5 times higher!
Engaging with customers on a personal level is one of the best ways to nurture them. This is one of the reasons people use networks like Facebook and Instagram. On these types of networks you can share personal experiences. It’ is a little harder with Twitter, but it can still work well. Invest in building a personal rapport with customers with a series of shorter tweets over a long period of time.
Build mobile optimized funnels and landing pages
I recently came across a very eye-opening post from GrowTraffic, stating that over 80% of Twitter traffic is mobile. This is significantly higher than most other social networks, even Facebook.
Of course, you can create a desktop only campaign to reach your users. However, you’ll be cutting yourself off from lots of potential customers. The most successful e-commerce marketers have accepted that they need to appeal to mobile users. This is clearly more important for Twitter than any other social media platform.
If you really want to make the most of Twitter, you’re going to need to optimize it for a mobile experience. Here are some things you’ll need to do:
- Use a mobile responsive landing page. It is a good idea to use a good landing page generator. Don’t even think about using the same page you refer your desktop users to.
- Consider incorporating mobile lead funnels into your campaigns.
- Track mobile specific tokens to optimize your campaigns, such as connection type and device.
Using Twitter to build a successful e-commerce funnel takes time and a fairly high budget. However, it will pay off in the long run, because you’ll have a better funnel than your competitors.
Create special email funnels for your Twitter Ads
You don’t want to use the same email funnel to engage with your current subscribers as those you acquire through other traffic sources. Their expectations are very different, so you need to segment your lists by traffic source and employ a different strategy to nurture your leads.
Keep in mind leads you generate through Twitter were from people in the exploratory stage of the decision-making process. They aren’t as eager to make a purchase as people acquired through AdWords or Facebook, so you will need to nurture them slowly.
You will need to create a series of emails to educate users about the need for your service. Many of them won’t even realize they may benefit from your solutions. So it may take two to three emails before you can emphasize the benefits you offer.
After this first batch of emails have been delivered, you’ll want to start warming your leads up, so you can pitch them later. It may take six or seven emails before you finally close a sale. It can be worth it in the long-run though, because your funnel may be more cost-effective.
Use a call to action that emphasizes the need for an immediate response
Keep in mind social media users, in general, have low attention spans. Twitter users are the worst. You need to really scream to get their attention.
This requires a strong call to action that provokes urgency. Let people know an offer is only available for a limited time. Update your ad copy to reflect that it’s only available for 24 hours. People will be much more likely to take advantage of special deals when it looks like the window of opportunity is about to close.
You should also boldly tell visitors when you’re offering something for free. You’ll find the response is much more favorable when you really emphasize the offer.
Consider targeting usernames and other e-commerce Twitter accounts with deals
Twitter allows you to target users that follow certain usernames. You want to look for Twitter accounts that are highly relevant to your e-commerce offerings. Try finding other Twitter accounts that promote e-commerce products. People that follow these accounts are probably more willing to purchase goods online than the average Twitter user, so you will have an easier time converting them.
Use Twitter Advertising to Your Fullest Potential
Twitter can be a great traffic source for your e-commerce marketing funnel. However, it is different from most other social media strategies, so you are going to need to take a different approach. But once you create a successful funnel, you can have a higher ROI than you would on Facebook, AdWords or Instagram!