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The Ultimate Guide to Twitter For eCommerce

Pulling in over 237 million daily users and $5.07 billion in revenue (92% of which came from ad sales), Twitter is a social media titan in its own right.

But when it comes to driving eCommerce sales, Twitter is still a relatively untapped opportunity. This is fantastic news if you’re scaling an online store, especially as the eCommerce market becomes more competitive.

So, what’s Twitter for eCommerce all about?

In this post, we’ll explore what using Twitter for online selling looks like and how to use this bustling channel to catapult your eCommerce business to new heights.

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3 unmatched ways Twitter can help you exceed business goals

Every ambitious eCommerce brand has huge goals, whether it’s making your brand a household name or building a mega product portfolio. Chances are you’re one of them and searching for the next idea to give your business a competitive edge. Twitter may be the undercover opportunity you’ve been waiting for. Let’s run through some ways Twitter can help you crush targets:

1. Drive more engagement

Getting more leads is essential for improving your close rate. It all starts with healthy engagement rates on your marketing content to spur shoppers to learn more. As prospects and customers talk about your brand, it extends your business’ reach. As a result, you’ll create a continuous loop of brand discovery and have more people kickstarting their buyer’s journey.

2. Expand to new customer bases

Few things compare to the thrill of finding a new, profitable audience to market to. You can not only skyrocket growth but can also find your next winning product and increase your business’ market share. Also, if you partner with influencers, you can tap into even more sub-niches. For example, if you’re selling direct to consumers, you can look out for more B2B clients working with influencers in the space since 82% of B2B content creators use Twitter.

3. Build a noticeable brand voice

One of the great things about Twitter is that it allows you to have a say on topics like no other social media site. As you share your brand personality, knowledge, and advice, you can become the go-to authority in your niche statement and attract your tribe.

Take Walmart, for example. Scroll through their Twitter profile, and you’ll instantly notice their fun, upbeat branding. Walmart also positions itself as a customer-centric brand by highlighting its customer support in its bio and sharing details on panel discussions about areas like Fashion and baby care.

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How to use Twitter to explode eCommerce growth

To use Twitter for your eCommerce business successfully, it’s vital you have the know-how, resources, and creativity. We’ve got you covered on the knowledge front. Let’s dive into some steps you can take to make Twitter marketing a winner:

Polish your profile

Your profile is your business’ online real estate, and the first thing potential customers will land, so make it count. Implement the following pointers to optimize your profile:

  • Profile picture: Use your company logo or photo of your most popular item to make your brand instantly recognizable.
  • Bio: Write a killer brand description highlighting your USP, shout out your current product drops, or let customers know about exciting initiatives you have coming.
  • Relevant link: Add a link to your bestselling item, about us page, or top-performing landing page. Split test and change your link according to your running promos and ads.
  • Community: Invest time in building a following of your target audience. Reach out to people that fit your target customer personas, be active in your comments sections, and follow influential figures to build a network.
  • Competitor analysis: Check out who your competitors are following for guidance on who to follow, engage with, and topics to cover.

Research relevant keywords and hashtags

Hashtags will be critical in getting more eyeballs on your Twitter content. Create a list of broad keywords to start your search, and use a hashtag research tool like Hashtagify, Sprout Social, or Agorapulse to find more specific hashtags. Some things you can use to generate hashtag ideas include:

  • Trending topics and pop culture
  • Words shoppers use to describe your products
  • Words customers use when explaining the issues your products solve

Also, if you want to drive a sense of community, support a cause, or create a buzz around a launch, use a branded hashtag. For example, the makeup brand Nars Cosmetics uses a clever play on words to build a community under the hashtag #NARSissist.

Develop engaging content

Your Twitter feed offers the opportunity to stand out and shine. Use it to entertain, educate, and inspire your audience. Make your content the star of the show, by creating a content calendar and scheduling posts to stay consistent and build momentum with the algorithms. Here are some tips to fill your timeline with awe-inspiring content:

  • Give out useful tips and tricks, and make bold statements. Most Twitter users appreciate brands that stand for something and don’t sit on the fence.
  • Blend fun content with inspiring imagery – take ASOS’s lead, who share memes and jokes alongside crisp snaps of their latest fashion drops.
  • Share user-generated content to show off your product’s best features and how they have benefitted your customers.
  • Mix in images, videos, and links from other content creators.
  • Don’t be afraid to repurpose content from other social channels.
  • Work with influencers to drive awareness. Test different storylines, influencer audience sizes, and styles to branch out into new markets and attract different customer types.

Work the Twitter Chat for more conversions

Use Twitter’s direct messaging feature to get to know your audience and build rapport. For example, if you get a new follower, you could thank them by offering a discount code and share you appreciate their support. Keep your communications light, short and relevant to avoid coming across as a spammer, sales-y, or intrusive.

Take advantage of Twitter shopping features

Twitter has a few eCommerce functions you can experiment with to find the best fit for your brand. Check out each one’s features below and select a tool or two to kickstart your selling journey on the Twitter platform:

Shop Spotlight (previously the Shop Module)

Use this dedicated carousel to showcase up to 5 products on your Twitter profile.  Shoppers can scroll through the content, and the photos are clickable, allowing you to “spotlight” and drive traffic to specific items.

Twitter Shops

Build a mobile-optimized storefront for free with up to 50 items and draw prospects towards it with the enticing “View Shop” button that’ll appear on your Twitter Profile. Note, Shoppers will have to pay for items off Twitter on a separate payment portal, but it’s an exciting start to social commerce on Twitter.

Live Shopping

Get real and raw with your shopping experience by hosting a live shopping event like the late-night shopping shows of the early nineties. Twitter will house the photos, details, and links to the showcased products under the video to access shoppers easily. Twitter also has engagement-boosting features like a live tweet discussion feed, a “Shop” banner and tab, and a “latest” product tab.

Product Drops

Get shoppers excited about your upcoming product launches with this hype-generating feature. Your images and videos will appear in your audience member’s Twitter feed, and they can set product alerts to get notified when your items are available for sale.

Tip: Don’t forget to optimize your fulfillment process to accommodate sales from your Twitter marketing. If you don’t have the resources to complete this in-house, get help from a reliable 3PL.

Implement Sponsored Tweets

While generating organic leads on Twitter is great for keeping margins high, building a stable flow can take a while. Use sponsored tweets to boost your content’s reach and accelerate lead generation.

Since Twitter will charge you every 1000 impressions, it’s vital you’re strategic in your ad setup. Use sponsored ads to drive awareness and engagement, luring funnel shoppers into a sequence of Twitter like an email marketing campaign. This approach will be a more affordable way to build connections with your target and drive conversions.

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Turn Twitter into a goldmine

As Twitter’s eCommerce initiatives lurk behind the shadows of uber-popular Instagram, Tiktok, and Pinterest shops, it’s easy to overlook this fantastic opportunity. eCommerce businesses that have taken a chance on Twitter have exploded their customer base, strengthened their brands, diversified their marketing streams, and boosted sales. So with some creativity, experimentation, and strategic hashtagging, there’s no telling what 280-character tweets can do for your eCommerce business.

Due to the nature of Twitter, being successful on this social channel as an eCommerce business will take some work. Study your market, learn how your target customers operate on Twitter and test various content styles and topics to build a winning strategy. Soon you’ll have a successful Twitter marketing strategy that keeps shoppers coming through your online doors, card in hand.

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