On this episode, I talk about using Search.Twitter.com to your advantage more for business. I think brands have given up on Twitter and/or have really demoted it in favor of Instagram (proper and Stories) and Facebook. That is fine, but it most certainly should not be abandoned.
Whether you use it personally or not is irrelevant, what matters is that a ton of people do use it religiously and are often using it to seek information and recommendations about a range of topics. The search feature is incredibly powerful because within seconds you can take a peek at what conversations are happening and chime right in.
A simple search for “Vegan Protein Powder” will give you a breakdown of all people who are talking about that topic on Twitter. Not only can you find other brands to collaborate with, competitor brands to monitor and influencers to engage as secondary benefits, but more importantly you will find customers looking for advice.
For a brand looking to sell a product online and to introduce something new to a niche market this is everything. As you can see below, these are three inquiries for recommendations on this exact topic in the past week.
For me, this is gold. I can easily see who is talking about the itch that my product can scratch and I can chime into the conversation from the comfort of my own home? Sign me up…
We are big buyers of Twitter these days and that is because it is the best place to go fishing for opportunities with people who might not already be following or engaging with your brand. By rolling up your sleeves and putting in the work, you can unlock real revenue driving engagements like the one above.
Here we curated the hashtag #caffeine in a Hootsuite stream which we regularly monitor for potential engagements with users on the platform. This person wrote a pretty straightforward and innocuous Tweet about needing “copious amounts of coffee” to presumably power her through her Tuesday. Because we are on the ball and watching these things closely for our client Avitae, we replied swiftly and put their brand in front of her as a healthier alternative for her caffeine consumption. She replied almost immediately, and kept the dialogue going.
We then took the client to a DM (Direct Message) and inquired about her zipcode and once she replied, we teed up various places where she could go purchase the product in her area. This particular client doesn’t promote E-commerce (at least not yet) and instead relies heavily on social media to help support their wholesale business and to help facilitate foot traffic and improve velocity reports to keep them on retailer’s shelves. This was a really solid win in that regard, and now their sales team can use the evidence of this type of “ground support” from their social team, to help sell the brand into other retail locations too.
Good strategy + the use of the right social media tools + good old hard work and hustle = social media success!
Gifting influencers can really throw gasoline onto your social media efforts, if you are smart about your approach. Tactically, we are always looking for exposure opportunities to expand our reach and engagements for our clients and people with influence (fans and followers) in tow, afford brands an opportunity to land grab a bunch of both, with very little effort.
Above you can see the impact of just one tweet for our client, Black Halo. They gifted the actress, Jennette McCurdy @jennettemccurdy and then tweeted out an image of her wearing their product. She went ahead and retweeted it to her 6.3million+ followers and it earned a ton of exposure and interactions. Just look at the metrics in the shot above and you can see the power of this one piece of communication.
We have advocated before that you shouldn’t sleep on Twitter as a powerful marketing tool. Every platform has its own place in your messaging plan and it just comes down to understanding how to natively communicate and navigate each. If you remain committed to the long game and don’t get lost in the clutter and confusion of the short game, then you will reap the benefits.
Above and beyond the amazing reach and exposure this brought us, we are especially interested in the small ball, one-to-one engagements it surfaced. You see the goal was not just to get eyeballs, the hope was to drum up a dialogue that could lead to sales on the website.
To round out the strategy, you need to have someone closely monitoring Twitter on the daily to seek our conversations like the one above. This user (who has 4800 of her own followers mind you) engaged with our media and is clearly interested in the product. Important to note that she is a follower of Jennette’s and not Black Halo, which means that our gifting and Twitter game played out perfectly. This user most likely knew nothing about this brand prior to this interaction, but as a fan of the influencer and how our client’s product looked on her, we now have created a positive impression with this user, for their products.
Who needs TV commercials and magazine ads, when you can make that happen with just one Tweet?