Twitter for companies: all the keys to boost your ecommerce

Today we are going to talk about the power of Twitter for companies and how to get the most out of it. This social network is extremely useful for companies.

With the vast amount of companies that are in the online market and, therefore, the enormous competition that exists, it isn’t easy to stand out online. Therefore, we must look for ways to reach potential customers directly, and a good way to do this is through social networks.

However, it is not only important that they know about you, you must work on your presence on social networks so that your target takes interest in you and feels part of your community.

In addition, another key point for your business is that you will receive direct feedback from your customers through social networks. This way you can be in constant contact with consumers, find out their opinions and, also, gain new customers. For all of these reasons, Twitter is one of the platforms that every online marketer should consider making use of. Therefore, in this article we are going to explore the importance of Twitter for companies and all the keys to be able to take advantage of it.

What should you bear in mind before activating a Twitter account for your company?

As we have already mentioned, the presence of companies and ecommerce businesses on this social network is very important, but before activating your profile, stop and think about the following:

• A twitter account requires permanent attention: you must take care of it, be aware of who comments on your publications, what they comment and also upload content daily.

• Is your target audience on Twitter? Each social network has specific users that are characterized mainly by consumer habits, age and sex. You must know who your target is and know what social network they use most. If your target audience is men and women between the ages of 25 and 40, Twitter is a good choice. However, it is advisable to investigate more to know what your target likes, their purchasing power, what they do in their leisure time or which devices they use most to surf the internet.

• Keep an eye on the competition, get to know your main competitors and study what they do on this social network. Observing this you can learn from their successes and mistakes. In addition, it is a good tactic to be able to get to their customers first with offers and promotions.

Why is Twitter so important to businesses?

Twitter is a social network created March 2006 that uses the principle of microblogging, sending and publishing short messages. In all this time, since its launch, it has become the most used service with these characteristics in the whole world. To be specific, currently this social network has an average of 313 million active users. 85.48 % of Twitter users follow companies, and the corporate content that most interests them is information that is related to the sector or offers and promotions, according to Christian Delgado in his blog.

As for the way of communicating through this social network, we are faced with a platform through which you can easily, quickly and directly reach potential consumers. Unlike other social networks, as the characters you can use are limited, the information isn’t tiresome and users can decide whether the content interests them or not at just a glance.

Likewise, Twitter is the most direct social network of interaction between users; therefore the interaction between client and company will be very flexible.

Content, the most important thing for companies on Twitter

The content you use will be an important focus in your strategy, since through it you will promote loyalty and attract new customers for your ecommerce. When managing tweets it’s very important that you take into consideration the following:

• The content must be adapted to your target, everything you post should be thought about to speak directly to your potential consumers.

• Use hashtags related to your type of ecommerce as they will help users find you. That is for example if you have a fashion ecommerce and you make a publication about your new collection of skinny trousers, it is advisable to put the word skinny jeans with hashtag (#skinnyjeans). As in this publication from the brand Lois. But be careful, you shouldn’t abuse them either.

• If you collaborate with an influencer don’t hesitate in mentioning them in your publications. This way you will gain impact and visibility, since you will reach their followers who, in addition, are part of your target.

• Include images in the most relevant tweets since they will be more visible and will gain relevance.

Product promotion, how to promote articles in a tweet?

Although you shouldn’t abuse them, one of the most important parts of the publications you’ll make in your Twitter account will be the tweets about ecommerce articles.

How can I make the most of the 140 characters? A good way to get benefits from this aspect is to include a brief description with the name of the product or category, the URL of the page where the product is sold on the web and an attractive image of it. It’s convenient that this image represents the article in a context.

 

What else should you keep in mind when it comes to posting on your ecommerce Twitter?

The first thing you should never forget is that only using corporate information tires and saturates people. If you do this, they will stop interacting with your account and you will lose followers. Company-related activity on Twitter must go beyond that, interact with your target instead of just talking about your business.

A good way to expand the type of content to publish is to follow your sector’s most influential people and retweet publications that you think may interest your followers. Furthermore, you’ll gain your audience’s trust and credibility.

Ideally you should publish regularly, about 3 times a day and at different times, depending on the time slots in which your target audience can be more active on this social network.

What can you do to make your Twitter account as active as possible?

1. Publish content and news relevant to your industry. You will stop spreading information about your ecommerce and you will attract your followers’ attention as they are very likely to be interested.
2. You must keep up to date and be abreast of the trending topic, since you can take advantage of them to create content that, in addition, can go viral. You will get complicity and closeness with Twitter users. Like the famous case of ‘Master Chef’ and ‘León Come Gamba’.

1. Always be on the ball when people mention you and which tweets have been marked as favourites and have been retweeted the most. It will tell you what type of content engages the most with your target.
2. Creating sweepstakes or contests usually goes down well with users and will help you reach more potential customers.

All these hints will also help create a loyal community of consumers.

Twitter for companies, the perfect social network for Customer Service

The work of your ecommerce’s customer service must be very aware of Twitter, as it is a direct channel for customers to make complaints or solve any queries. In fact, it is the social network par excellence for customer service, for its immediacy and closeness.

Twitter is the social network par excellence for customer service, for its immediacy and closeness.

Below are a series of guidelines to take into account when using Twitter as a means of customer service:

• Upon opening a twitter account, it is important to keep in mind that it is very likely that your users will use it as another way to reach customer service. In fact, they may prefer to tweet you rather than speak to you over the phone. If that does happen, we can promote this method and give answers in tweet format or simply redirect them to a telephone number or a contact form. No matter what, we must have it ready and in the case of taking someone on to deal with customer service, we’ll have to inform them of the procedure to follow.

• We must take care of all the mentions received, whether positive or negative. This will strengthen our customers’ confidence in the business. In the event of receiving a negative comment, it will probably be a user who has suffered an incident or has had a problem with one of the services our online store provides. You should always ask about what happened politely and offer help. This is one of the most important parts of managing Twitter as if the complaints are processed correctly, you will reinforce your brand image. The main reason is that you are showing concern for your consumers and even help bring back customers that due to a bad experience didn’t plan on buying again from your ecommerce.

• Interacting with users and staying on the ball about needs you’ve detected through your tweets won’t only create a community of loyal customers but it will also keep it alive.

A good example of customer service through Twitter is Nike’s case, as they have a specific account to deal with their consumers called @Nike_support. They use this account in a specific way to help their clients with any queries or problems they might have with their products or services.

Twitter Analytics, a Twitter ally for businesses

You can analyse all the work that you’ve done in the Twitter account with the Analytics tool provided by the platform itself.

Here you can find very valuable data such as what tweets have had most engagement, how many profile visits you’ve had or the times that the company has been mentioned. These reports are very relevant as they must be analysed to know if the strategy that is being worked on is adequate or should be modified.