Hold on to your desk chairs (or standing desks)! The holidays are coming, which means you’re probably in hyperdrive mode – trying to capture the attention of busy shoppers and get them to convert online.
Your inbox is also likely full from social media companies sending you emails and discounts, asking you to try out their products to attract new customers during the holiday rush.
There’s a lot of information to sift through and you are already time-starved.
I feel your pain.
That’s why I’m going to save you some space on your mental hard drive by considering the options for you.
Check out my suggestions below on how to take the new Twitter “Buy” Button for a test drive this holiday season.
How Does the Twitter ‘Buy’ Button Work?
With just a few taps on their mobile screen, Twitter users can now securely purchase products right from your Tweet in their timeline – without ever having to visit your website.
Image via AdWeek
Once they click the “Buy” button, they are prompted with a pop-up window (as per the screenshot below) to then fill out their personal and payment information with Twitter – to be saved for future purchases.
Image via AdWeek
Generating Real-Time Twitter Holiday Purchases Online
To get your creative juices flowing, the scenarios below describe how you can seize the moment when your customers are already in the holiday mindset, or are actively seeking gift recommendations, promotions and deals on Twitter.
1. Event-based Targeting: Think Thanksgiving Day or Santa Claus Parades
Image via Pixabay
The moms and dads are downtown with their kids to watch the The Santa Claus Parade.
Mom snaps a quick selfie with little Susie on her smartphone and Tweets it out.
Or, perhaps she’s joining in on the Twitter conversation about the TV broadcast via her smartphone – using a holiday parade hashtag.
In fact, “75% of Twitter users access the app through a mobile device.” And they are extremely vocal about TV shows, as the data from Twitter below indicates.
Image via SlideShare
While mom is using the Twitter app, she sees a special promoted Tweet in her timeline, via geographic targeting which recognizes that she is in the area near the parade.
Or, she could discover the promoted Tweet through a related event-based hashtag or keyword which offers a time-limited discount on holiday gifts for parade watchers on your website.
Mom knows little Susie wants that train set you are offering, so she clicks the “Buy” button and voila!
She can tick that gift off her shopping list – all while singing the lyrics to Frosty the Snowman with the other parents and kids in the crowd.
2. Target In-Store “Showroom” Shoppers
A customer walks into a Best Buy store (I promise this isn’t the lead-up to a joke) to check out laptops.
But then, when they find the model they want to purchase, they search via their smartphone online or ask their peers through social media to find the best price.
This mobile shopping behavior is commonly referred to as Showrooming.
And while “50% of smartphone owners say that they have researched prices in a store, 33% of them leave to go buy the product from one of your competitors.”
Image via CPCStrategy
That exact moment, when a customer is on their phone in the store, is a huge opportunity for Best Buy to offer them a special online discount to entice them to purchase the laptop right away, rather than leaving to buy it at Walmart.
Using Twitter, retailers can target showrooming shoppers either by location (if they happen to already be in your store or area at the time), or by using keywords – if the customer Tweets out that they are looking for a product that you sell.
3. Device-based Targeting for Black Friday and Cyber Monday Sale Seekers
Does your online store sell smartphones and tablets? Many of your customers and prospects will be in the market to upgrade their devices on Black Friday or Cyber Monday.
However, it’s important to consider that your competitors may be offering deals much earlier than Black Friday.
In fact, the chart below shows that new device deals and purchases actually happen in early November and peak the weekend before Black Friday.
Image via Localytics
So, make sure to seize the opportunity and use device targeting to entice your followers and/or Twitter users, who have older devices or operating system versions, with a special offer to get them to upgrade their phone or tablet with your online store.
4. Retarget Mobile Website Visitors Who Didn’t Complete a Purchase
If you are an experienced online marketer, this concept is likely pretty obvious. But in case you need a refresher, retargeting involves delivering a special offer via online advertising to customers who visited your website and perused a product page, or added something to their shopping cart, but didn’t buy it.
The beauty of integrating the Twitter “Buy” button with your retargeting campaign is that you no longer have to send those people back to your online store to get them to complete a purchase.
Here’s a great overview of some important retargeting best practices.
5. Weather-Based Targeting for Local Holiday Shoppers: Think Blizzard or Polar Vortex
Image via Pixabay
Does your online store sell Canada Goose Jackets, Manitobah Mukluks or other cold-weather products?
A great time to get customers to purchase those products is when it’s minus 20 degrees outside and they need a new winter jacket, some boots, and maybe even a snow blower right this instant.
Perhaps they have just Tweeted about how freakin’ cold it is. Or, maybe you know that the city they live in is having a major blizzard today.
Either way, you can monitor the weather leading up to the holiday season and create Twitter “Buy” button promotions that cater to your local customers’ needs.
Check out this case study to learn how your campaigns can be triggered by weather-related events.
6. Offer Special Promotions to Niche Audiences
Image via ThinkGeek
Your special offer on Star Trek DVDs or figurines will only cater to a niche audience.
But fans of the show, who go on Twitter to ask where they can get said merchandise, or to speculate about the new series coming out in January 2017, will want to know that you are having a Cyber Monday sale.
Of course, you can always find these people through keywords on Twitter.
But you can also use tailored audience targeting that works with your own CRM lists to identify customers on Twitter who would likely buy more of your products.
Or, you can target a similar audience through interest targeting – to find Twitter users who are segmented by complementary categories like gaming, sci-fi, or technology.
7. Present Day and Time Travel Offers to Your Followers
Did I just blow your mind with that suggestion?
Ok, it’s not exactly time travel. But any product that has ever been Tweeted from your Shopify online store will automatically include a “Buy” button applied to it once you sign-up.
So, I haven’t led you astray because you can retroactively sell your products during the holidays when someone either uses the search functionality on Twitter, or scrolls through your timeline and happens upon your product Tweet from two months ago.
For present day promotions, check out the screenshot below to see how Old Navy has been testing the new Twitter “Buy” button to promote exclusive offers to their followers.
Image via AdWeek
To get started with the Twitter “Buy” button on Shopify, just add the Twitter sales channel using your Shopify admin settings. Then, click "Publish Tweet" via your Shopify dashboard.
Since this feature is still so new, the possibilities are endless.
So, why not take advantage of the novelty of it and be one of the first retailers to save their mobile customers some valuable time this holiday season?
If you have additional questions or concerns about how to use the Twitter “Buy” button feature, please leave a comment below or contact the Shopify Plus team directly.
About The Author
Andrea Wahbe is a freelance B2B marketing strategist and corporate storyteller who writes about Canadian SMEs, marketing and digital media trends. Follow her on Twitter.