Twitter is an often-overlooked social media medium. More marketers should take advantage of it because there are hundreds of millions of users on the social network. Unfortunately, figuring out how to build an organic following on Twitter in a short period of time can be difficult. Let’s look at how you can build a performing Twitter marketing strategy, especially if you are in ecommerce.
If you want to create a successful Twitter marketing campaign, you should consider leveraging sponsored tweets. Promoted tweets offer a number of advantages that you can’t afford to overlook:
- You can test certain campaign elements more quickly. When you are building an organic following, fewer people will see your tweets. This makes it difficult to test to determine which headline formats, images, and hashtags work the best.
- You are guaranteed to get visibility, provided your tweets comply with Twitter’s content guidelines and terms of service. This means that you can get a fresh supply of traffic to your e-commerce funnel.
- When you are trying to build an organic reach on Twitter, you have to balance engagement with the likelihood of getting conversions. You may need to create tweets that are more likely to stand out and get retweeted. Unfortunately, these tweets don’t necessarily entice people to click the links embedded in them. Promoted tweets can be customized to your business goals since you don’t need to fight for visibility and engagement.
Zac Johnson of Blogging.org states that promoted tweets can be very beneficial.
“Twitter is still one of the most powerful and engaging social platforms on the internet today. However, one of the common problems is that a single tweet can instantly be lost in the mix. It’s very likely that the majority of users who are following your brand, are also following thousands of other accounts as well. With this in mind, it’s extremely important to not only tweet often but to also have a promoted tweets campaign actively running at the same time. This is one of the best ways to make sure your social updates are continually being seen, while also not having to manually post new updates every few hours.”
However, you need to use them wisely. Here are some tips for using promoted tweets in your e-commerce funnel as part of your Twitter marketing strategy.
Determine Your Conversion Goal Before Paying for a Sponsored Tweet
Promoted tweets are beneficial, but they have one obvious disadvantage over organic content – they are going to cost you money. This isn’t necessarily a bad thing, but you need to make sure that you get a decent ROI from them.
The only way to ensure that you will get your money’s worth from using promoted tweets is by making sure that your conversion goal is very clearly defined. Here are some possible conversion goals e-commerce businesses should consider:
- Driving traffic to your site. Depending on the nature and price point of your products, you may even be able to drive people that will make a purchase.
- Building your brand reputation. A strong brand is crucial for every e-commerce business. It can take time for new e-commerce businesses to generate a strong brand image. Using promoted tweets can make it easier.
- Getting people to download white papers or join an email list. This can be a great way to build a long-term relationship with new customers.
Choose your goals carefully and use the right promoted tweets to support them. You may need to test different promoted tweets for different strategies. The goal may need to be adjusted according to the amount to the price point and level of engagement that you need to generate to make a sale. For example, merchants using services such as Shopify eBooks may be able to convert users by using promoted tweets to send them directly to the site. However, merchants selling VPN services and other expensive solutions may need to focus on building a list first.
Go for Shorter Tweets in Your Twitter Marketing Strategy
Twitter allows you to use up to 160 characters in every tweet. Promoted tweets are no exception because they are intended to appear identical to organic tweets in the Twittersphere.
So, you can use up to 160 characters in your sponsored tweet. Does that mean that you should? Not necessarily.
Twitter actually analyzed over 200,000 promoted tweets a couple of years ago. What did they find? They discovered that tweets with under 100 characters actually received 18% more engagement than those over that limit.
Sometimes, you don’t have a choice. You may need to make your messages longer for some reason. However, you want to try to make them as concise as possible. You can usually trim your message by eliminating extraneous words.
Build Email Engagement Funnels to Sell Higher Ticket Items
You can’t link to a $500 product from Twitter and expect customers to purchase it. You need to build a more detailed funnel to convert them.
A better solution is to use promoted tweets to build your email list. It can be very effective, especially if you use Twitter lead generation cards. You can build a stronger relationship with your customers by engaging with them over email. This will make it easier to convert them into future purchases, especially if you offer great incentives.
Use Promoted Tweets to Introduce Your Brand in the Early Stages
When you are running a new e-commerce business, you need to work to build your brand as quickly as possible. You want to avoid making aggressive sales pitches until your brand is strong enough.
Using promoted tweets can be a great way to boost your brand image. Your early promoted tweets should focus on introducing customers to your brand and emphasizing the benefits. This will warm customers up to future marketing messages. You can also use some of these promoted tweets to build your mailing list to give them a better connection to your brand.
Consider Creating Lists of Specific Users for Your Twitter Marketing Strategy
Twitter allows you to send promoted tweets to specific users. However, you need to have at least 500 targeted users to tag.
This can be a very effective way to send specific messages to certain users. Here are some reasons this may be beneficial:
- You identified users that expressed an interest in a specific product before, but they never followed through on your purchase.
- You want to give loyal customers an exclusive opportunity to benefit from a new offer.
- You want to invite customers that you have a personal relationship with to a specific event. This is a common strategy for local marketers that use promoted tweets to draw customers to trade shows.
There are of course other ways that you could meet these goals without promoted tweets. However, promoted tweets allow you to give customers a more exclusive personal message. They will feel special if you do this properly.
You need to make sure that customers realize they are part of a very exclusive list that can see the tweet. You need to specify in your message that they are part of the list associated with the tweet. You could say something such as:
“Based on your previous shopping experience, you’re one of 712 followers available to this offer.”
Of course, you would also include a link to the offer page.
This lets customers know that you appreciate their patronage, are willing to give them a special deal and cared enough to take the time to write a tweet to promote it.
Keep in mind that this needs to be done for very specific users. If you are more interested in targeting a broader range of people based on their demographics, then you will want to look at those targeting options instead.
Don’t Forget to Interact With Users as Part of Your Twitter Marketing Strategy!
Twitter is a social website. The entire purpose is to interact with your followers. What is the point of using promoted tweets if you don’t respond to people that reply to you?
Try to respond to every reply within 24 hours. Make sure your replies are on point and don’t read too much like a templated response.
Focus on Copy Before Images on Twitter
Tara Johnson, the lead editor for CPC Strategy, has stated that many retailers have had successful marketing campaigns on Pinterest with paid pins. They have found promoting their content on Twitter to be much more difficult. One of the biggest challenges is accepting that Twitter users care more about the copy of your tweets than the images that you use.
“While Pinterest is an extremely visual tool, Twitter is focused mainly on text. So what does this mean in the eCommerce world? When developing Pinterest strategies, the image is your focus, but when developing Tweets for your brand, clever copy should be your focus. If the following best practices for Twitter are used, you’ll be set-up to take full advantage of opportunities to generate more traffic on Twitter. While you can include images up to 5mb, copy is the part of a tweet that needs to make an impact. Remember, you have just 140 characters to do this, so make sure it’s clever, clear, and inclusive of a call to action.”
This means that you will need to split-test a variety of different types of messages to see which perform the best. You can test images as well, but don’t expect the same difference in conversions.
Does this mean that you shouldn’t have any images at all? Not at all. Twitter has found that tweets with high quality images receive over 300% more engagement and 52% more retweets. However, you only want to focus on testing them after you have determined what copy works the best.