Sports achievements, government decisions, interesting situations across the world - whatever happens within these topics is bound to land on Twitter first. Twitter users are constantly competing to see who will be the first to share an interesting news. Engagement that translates into intense discussions is the basis of this social network. Thus, it is not a platform that directly helps to fulfill the most important business goal, i.e. sales. Nevertheless, you can use it as a support for your eCommerce. How? We are bound to present in the last part of our series, in which so far we have discussed such social platforms as: Facebook, Instagram, Pinterest, TikTok and LinkedIn.
Twitter in numbers - because facts matter
Whoever thought that Twitter is a dying medium, despite 16 years of functioning on the market, or that is only used in the United States, could not be more mistaken. To confirm these words we show some data from the global market.
These are the global data. For us, however, much more interesting are the statistics from the European market - and they are important due to the fact that the number of Twitter users on the Old Continent is growing every year.
The best result? Germany with an increase of 30% (to 5.45 million users) over the last quarter of 2020. The UK, in turn, is among the top 5 countries using the platform (just behind the US, Japan, India, Brazil, with 19.95 million active users). What other data matters? 52% of tweets coming from users classified as Generation Z. From a business perspective? The fact that 82% of companies operating in the B2B model use Twitter for their activities (the second most popular platform after LinkedIn). These are undoubtedly data that cannot be ignored if you are running eCommerce.
280 letters to build relationships with your audience
Users like short forms - no one needs to be convinced of that. We do not read content on a website, we just scroll through it. More and more willingly we look at infographics or short videos in opposition to longer - even very interesting - text. Do we believe in the principle that less is sometimes better? This is what we have to say about Twitter users who like, share, or comment on short messages. Easily accessible and clear messages that build brand position and relations with recipients? Absolutely.
This user-centric approach provides a wide range of opportunities for eCommerce companies operating in both B2B and B2C models. No other medium allows you to reach and interact with your audience in such a direct way - especially when members of the public ( particularly in the 24-35 age group) really like to engage in discussions on relevant topics. Twitter is simply the perfect place to express your opinion, share interesting information or socialize. The platform allows you to reach millions of people around the world while promoting events, interviews, reports and more.
JWhat are the benefits for the brand? Through the tweets you create, you can get to know the users' opinion on a particular topic, find out what they expect from the company or test various solutions you are considering. When you engage in a discussion (interaction), you can count on positive feedback from users. Perhaps they will become your clients in the future.
Pay attention to additional elements because, according to Twitter research, visuals increase retweets by 35%.
Take the first step - make your brand voice clear in tweets
The decision has been made - we are launching Twitter! However, the question immediately arises: what's next? As with any other social media platform, Twitter also requires a well-thought-out strategy - even if it's not one that always allows you to stick to a plan. Before you start tweeting intensively, you should think about what your goal is, what content do you want to share, and what should be the outcome of each message. Do you want to showcase your eCommerce company culture? Provide the latest industry news and share knowledge? Create entertaining content that perfectly illustrates everyday life in your area of operation? You are free to do what you want - as long as you ensure that your tweets are interesting for the users of the portal and allow them to interact.
The second issue concerns how your brand should be respected by the recipient. An expert in your industry, a joker or perhaps a very serious professional? Determining such issues before you start tweeting will make it easier for you to navigate this platform.
Twitter - content?
The information you post on your Twitter account should be related to the needs and goals of your business - thus, in line with the elements we indicated above. You can use this platform to promote your products and services, but this cannot be its only purpose. It is also worth pointing out useful content to the recipients, answering their questions, and providing topics for discussion. Engaging in discussions with other people is also important - it will make your brand noticed.
Twitter Ads - for your needs
Twitter's advertising panel allows you to run targeted ads within 3 objectives, similar to those used on Facebook: building brand awareness (increasing reach), generating interest (viewing a video, getting followers, liking a tweet) and conversion (a specific action: purchase, download an ebook, open a newsletter). The types of ads available on Twitter include:
- Promoted Ads: advertising to increase brand awareness in the form of video, carousels, graphics, moments or text ads,
- Follower Ads: advertising focused on gaining new followers in your audience,
- Twitter Takeover: advertising placed next to what is currently "trending".
What's more, Twitter's cooperation with Google allows you to connect your Twitter account with the Google Ads system, so you can create so-called Promoted Tweets, which will be displayed for specific keywords in a specific position in the Google search engine. This way, we can ensure that even participants who do not use Twitter will find our content through organic search. You can include a link to your product or landing page in Promoted Tweets.
RTM - that's what Twitter thrives on
Can you live here and now? Twitter requires exactly that. It only takes a few seconds for an interesting news to go viral and reach a community of 200 million active users. No social medium works so simply and quickly, right?
But that doesn't mean that planned activities can't do the job - there may be times when there's a "more important" news story that you need to respond to as quickly as possible. If you want to be fully active on Twitter and get the most out of it for your brand, be sure to react to current events. Real-time marketing creations can work great if you hit the right note with your message. Also, focus on keeping an eye on popular hashtags and use them in a way that aligns with your brand's vision and mission.
Don't treat Twitter as a platform where you can only promote and sell your products - of course, you can do that, but only if you get the right vibe. However, this social medium allows you, above all, to provide value to recipients with a properly defined target group. It will also provide an opportunity to organize an action (awareness-raising, educational, other), to share the most important events in the life of your company and to highlight situations that will be important for the entire industry.
The foundation for tweeting, nevertheless, is discovering what your audience's needs are, what topics generate excitement in your industry, and what actions will be positively received by the community.
What are your hopes for the future?
Develop the right concept. Provide news first. Tweet regularly. This will increase traffic to your site and build brand awareness as you need it - based on your relationship with the audience. A positive relationship will in turn increase your chances of making sales. That' s how, with the help of social media, you aim to build your position and achieve the most important goal of any business.
So what, are we tweeting?
