5 Ways Twitter Can Boost Your Christmas Sales
Our local Marks & Spencer store began its Christmas sales drive on 8th October. Cue cries of “it gets earlier every year.” We may resent the holiday push (I argue it should all start on 1st December) but if you’re running a business, Christmas strategy has to be considered. The Christmas sales period can make your business year, and getting the jump on your competition is key to that success. With that in mind, Twitter have released data on the conversion rates of businesses tweeting to promote their products or brand. We’ve put on our analytic glasses and here’s what we’ve found.
1. Why do people like you?
Here’s the data: 69% of users are likely to purchase something from a small business that they follow. My first thought: are people following brands they already buy from, or do they love the company from their tweets and then make a purchase? My second thought: it doesn’t really matter. Like the chicken and the egg situation, it’s not about picking one, it’s about accepting that the two go in tandem.
Your company’s Twitter feed is an arm of branding, a form of interaction with your client base. Your business has sold itself in some way if people are following, they’ve bought the idea of your Twitter feed. With customers interested, it’s time for some remarketing. After the customer has started liking your company, your feed should be about remarketing your services. Target these customers with tweets that reference the products they like. By analysing what is likable about your products, your brand, you’ll know what to provide more of.
2. Use Twitter to market your products
66% of users have seen something on Twitter that prompted them to make a Christmas purchase. The message is clear. Twitter marketing is working. Updating your feed with information about new products, providing your followers with links to ecommerce options on your popular items. This stuff works. Twitter’s strong conversion rate can become central to your advertising strategy, as long as you have the know how to market on Twitter.
3. Tell the world about your offers and deals
Maybe it’s my particular circle of friends, but we love sharing all the info about the great deals we’ve found when shopping. Most of the joy is that we never knew that Chicago Town were on 3 for 2, or that toaster bags were buy one get one free. It shouldn’t be that way. Your great offers should be common knowledge and Twitter is the perfect avenue for promotion of deals. I don’t mean this in a saturate your feed, tweet about your latest deals every 5 minutes way, but pushing your deals at the right time will draw customers to your stores. 73% of Twitter users are likely to buy from small businesses when they see a tweeted deal, a great opportunity for smaller size companies to draw customers away from those big scary chain stores.
There are two benefits with this form of promotion. An area that a lot of small businesses struggle with is giving their customers a reason to follow their social media accounts. By using your Twitter feed in this way, you pull in followers that want to keep up to date with the latest deals and offers. With your tweets now appearing on their feed, you can sell other areas of the brand. This can be a difficult practice to perfect, it requires a little bit of knowhow of when to promote your deals and how to maintain your appeal.
4. Keep your followers hooked
There’s a really key reason for this. Followers act as free advertising. 67% of users have retweeted content from a small business that they follow. For a small business, this kind of marketing is the stuff of dreams. Don’t believe me? Let’s do the maths. The average number of Twitter followers is 208. 67% of them, that’s 139 people, retweet your business. Each of their 208 followers sees a tweet from your brand. 28912 people. And that’s all free.
The secret to this is having a Twitter feed that serves a purpose. There should always be a reason people follow you on Twitter. As mentioned earlier, providing a deals update service can be one way, another great example can be found in the world of online betting. Paddy Power’s Twitter feed has a humongous following, around 543,000. You’d think that live updates on sporting odds make up the bulk of their feed, but you’d be wrong. They flood Twitter with humour, jokes and pictures about the latest scores and football news. The jokes may be obvious, Arsenal always try to walk the ball in levels of observation, but it keeps the followers following. Easily reaching 100 retweets for each post, Paddy Power keep their brand awareness sky high. The Paddy Power approach won’t work for every audience; each company must find its own way. When working with clients, we like to plan a unique strategy for their social media persona and purpose.
5. Give customers a reason to show off
Retweets aren’t the only game in town. A large portion of your presence on Twitter will come from customers discussing your service. To continue our small business focus, around 50% of customers tweet about Christmas purchases on Twitter. Let’s hope they aren’t spoiling the surprise! Your service or product should be making customers want to tell their friends. Word of mouth is a stronger advertising technique than ever; Twitter facilitates the viral spread of great products. Take this into account when planning your Christmas promotions and offers and, with the correct marketing strategy, watch your profits rise.
Despite existing for almost ten years, lots of small businesses are still struggling to get to grips with using Twitter. With such convincing data, a well-rounded social media strategy has to be high on the Christmas wishlist. Get in touch with Digital Media Team today to find out how our social media management services can boost your business.
Source: Twitter for Business.