Who this post is for: small businesses using Twitter and wondering how to convert followers into paying customers
You’ve probably heard that social media is a marathon, not a sprint. It’s all about building relationships and if you spend enough time doing the right things consistently, you will see a return on investment.
This is 100% true. Twitter followers are 72% more likely to buy from you!
So how come you aren’t getting these kind of results?
Maybe you are just a little impatient or maybe you’ve been busting your buns off on Twitter, day after day, with little or no reward to show for it.
If the lateral is correct, please keep reading.
This is something that many businesses struggle with on Twitter and it usually comes down to one reason; they forget to ask for the sale.
While you are busy working round the clock, engaging with your community and providing huge value to them on a daily basis, the purpose is often lost in endless notifications.
We become so focused on not being too ‘salesy’ that we forget to sell at all.
In reality, it is perfectly acceptable to offer your products and services to your Twitter community. It is ok to promote your business from time to time. After all, you are a business and businesses exist to make money. You are on Twitter to make money. Of course, you want to do that in a very real, authentic and genuine way but the end objective remains.
So exactly how do we convert Twitter followers into customers?
Step One: Communicate with your community
If you have done your homework and you are continuing to build a highly targeted Twitter community, then the hard work is done. There is very high likelihood that your followers are already interested in the products and/or services you provide. If they weren’t, there would be no reason to follow you in the first place.
Sometimes, all it takes is a call to action. It’s so important to educate your community on your services, inspire them with the results and let them know there is an action you would like them to take.
Make your offer clear and concise. Be transparent! Your customers understand you are a business and often expect to be asked for a sale from time to time, especially, when you have earned their trust and respect. There is a difference between asking for a sale the right way and forcing a sale on new follower without so much as a ‘Hi, thanks for following.’
Step Two: Make Use of hashtags
Take the time to monitor the hashtags being used by your target audience and current customers. Are they asking for advice on particular products or services you offer? Are there related services they need help with? If so, these are people that need your help, now! Jump into a conversation and simply ask how you can help.
This is a great way to provide value up front, show that you care and leverage your knowledge in a way that lets your prospect know, you are someone who is going to deliver quality results.
In these instances, it is perfectly acceptable to provide a link to a blog post that will guide this prospect to a solution. This is great because not only are you being helpful, you’re driving traffic to your website (another customer touch point) where you can take the relationship beyond 140 characters.
Side note: When using hashtags, pay attention to the language and tone being used by your customers. This will help you identify and target their pain points more effectively when it does come to your call to action.
Step Three: Use Exclusive Coupons and Promotions
As well as being a business owner, you are a customer. You buy other’s products and services every day. This means you know that tugging feeling that compels you to buy when you see those sparkling pumps on sale or those men’s razors with 50% off.
Coupons and promotions ignite a sense of urgency within your consumer. People don’t want to lose out and end up paying they full price for a product or service that they could buy now for half the price. This could be the incentive you need to convert a follower to a customer.
I’m not suggesting the rush onto Twitter and slash your prices for a quick sale. In fact, in some cases, discounting can decrease your perceived value. This is simply something to think about.
Think about your industry and value proposition. Never negotiate the value of your time. Consider whether you can afford to provide your followers with exclusive coupons and/or promotions that last a specific period of time. Also, ask yourself whether you can cope with a sudden increase in demand.
If you can offer exclusive promotions, plan it out strategically and implement it carefully. Be sure that this is a S.M.A.R.T decision that will generate a satisfactory profit margin.
When executed correctly, this can be a great way to convert sales.
Step Four: Use Teasers and Hints for Upcoming Products and Services
If you want to achieve a great customer acquisition and retention rate, invite your audience into your business. Let them be a part of it.
Social media is all about relationships. If you treat the relationship with each member of you community as your most important one, they will feel wanted, loved and care about giving back to you too.
You can do this by sharing ‘inside info.’ Consider using teasers and hints for upcoming products and/or services that you will be offering. Add a sense of exclusivity and mystery to what you are doing.
This is a great way to get your prospects involved and can really create a sense of excitement and suspense.
Remember that people act on emotion so your job is to get your community emotionally invested in your product or service.
Step Five: Inspire A Desire
People don’t randomly buy products and services. It starts with a problem or need they have. You have the solution so it's up to you to educate your community on how you can help. Inspire a desire within your community to buy from you.
Don’t just show them what your product or service can do, show them how it can make their lives better. Put things in context of the big picture and create a vision that goes beyond just one product or service. Show them a lifestyle.
This is how you inspire change. Buying the product or service brings them one step closer to that vision. It fills their desire – a desire you have created!
Feeling inspired? I hope so!
Let’s recap with some key action points you can take today:
- Learn to accept that it is ok to sell on Twitter when it is done correctly
- Create 5 – 10 pieces of micro content that are to the point and ask directly for the sale.
- Start monitoring key hashtags and jump into conversations when the opportunity arises.
- Consider whether an exclusive promotion is a S.M.A.R.T. strategic decision and if so, starting planning.
- Think of 3 ways you can invite your community into your business by sharing hints, tips or inside information.
- Figure out the big picture. Research and take note of the lifestyle your customers want. Then, fit your product or service into that lifestyle and get to work on inspiring their vision.
Before I go…
Please remember that although customer acquisition is important to your business, so is customer retention. The goal should be to attract then retain.
As always, I hope you found this post valuable. If you did, please share some social love by clicking on the buttons at the bottom or to the left.
So what do you think? Have you tried any of the methods above? Do you think they will make it a little easier to ask for the sale and create conversions? I’d love to know in the comments below!