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Pre-Holiday Campaigns: Twitter Marketing Checklist for ECommerce Businesses



The big holiday season is fast approaching. Is your eCommerce store ready?

There’s a lot to do to prepare your eCommerce business for the holiday season. To help you out, here’s a quick Twitter marketing checklist for eCommerce brands to ensure you maximize your opportunities.

Hashtags are key to Twitter success.

Aside from helping maximize content discovery, hashtags can also help you and your team brainstorm more effective content and seasonal special offers.

Surprisingly, there are not a lot of tools for hashtag research, so you will have to spend some time searching Twitter and trying to narrow down your list. To give you a head start, here are a few cool tools for you discover your best-working holiday-related hashtags: is a freemium keyword research tool that includes a very helpful hashtag research feature. For free, you’ll get a list of hashtags to research. If you upgrade, each hashtag will also be accompanied by helpful metrics, including:

Google’s search volume – Shows how many people were searching Google for this hashtag this month in the previous year
Trend – Shows you how the monthly search volume for a keyword has changed over the last 12 months
CPC – Data on cost per click performance based on Google Ads)
Competition – This is the number of advertisers bidding on each keyword, relative to all keywords across Google

While those metrics don’t really rely on any Twitter-specific data (because Twitter doesn’t give access to much of the data that they collect and own), these insights can help you make a more informed decision as to the popularity of each hashtag. 

Hashtagify is one of the few hashtag-specific tools out there. It analyzes millions of Twitter feeds to identify closely related hashtags.

This enables you to expand your core list to more terms to research.

Text Optimizer

Another tool to discover terms beyond your initial “obvious” list, Text Optimizer uses semantic analysis to find underlying concepts that constitute any topic.

You’ll also be able to use these hashtags on Instagram, so keep this list handy.

To get the most out of your holiday push, try and find people that will help you spread the word. Lots of bloggers and Twitter influencers are looking for content and gift ideas for Christmas, so if you approach them with your freebie or ideas, they may be really thankful.

Buzzsumo is a great tool to find niche influencers and start building meaningful connections with them. Just type in your keyword/s and look through the list. 

For each identified Twitter profile, Buzzsumo will display the number of followers, as well as reply and retweet ratios, which reflect how much unique content each influencer publishes versus how much content they repost from other accounts. Another useful metric here is “Average Retweets” which shows how many retweets, on average, this users’ tweets see.

All of these data points can help you identify “real” influencers, i.e. those that retweet others and generate retweets from their followers.

Prior to launching your Twitter campaign, make sure to create a clear conversion optimization strategy. In other words, what is it that you want your Twitter referral traffic to do on your eCommerce site.

Specifically, for an eCommerce store, think about creating and/or optimizing these pages:

Special offers page (e.g. “Christmas deals”)
Product bundles pages
Gift ideas
Individual product pages

Make sure all of these pages look good and function well on mobile devices (Twitter traffic has long been mostly mobile). Moreover, you need to also create clear buying journeys throughout the site by setting up product recommendations, personalized CTAs and off-site engagement methods (like cart abandonment emails).

Before launching your Twitter campaign, you need to ensure that you’re maximizing your odds to convert the traffic you’ll (ideally) get, across your entire store.

Using Artificial Intelligence, Dialogue provides a great way to personalize your site users’ shopping experience and turn them into your customers by providing smart product recommendations and suggesting best content based on each user journey.

Dialogue is easy to integrate using a Shopify app, so you can easily test it now while you still have some time.

Here are a few more great Shopify apps to consider for this holiday season.

Finally, the earlier you set up your events and goals, the more data you will be able to accumulate. You’ll need all that data for an even more successful Twitter marketing campaign next year.

Finteza is a great web analytics suite which makes data analytics easy and effective. You can track your conversion funnels and how your Twitter traffic is interacting with it to identify possible issues and distractions that could prevent your site users from making a purchase:

Holiday marketing is exciting, especially on a fast-paced social media platform like Twitter. Yet, it can be quite overwhelming as well.

It will be both easier and more effective if you come prepared. Use the checklist above to make sure your holiday marketing campaign will be a huge success.

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Twitter Shares New Insights Into Holiday Shopping Trends [Infographic]



The data shows that people are planning earlier, while fashion-related topics are high on the agenda.


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TikTok Announces Fundraising Initiatives for Giving Tuesday, $7m in Direct Donations for Mission-Driven Organizations



TikTok will run a series of live-streams throughout December to highlight various charitable groups and causes.


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Instagram Launches Live Test of Longer Videos in Stories



After it was spotted in testing last month, Instagram has now officially launched a live test of 60-second videos in Stories, which will mean that longer video clips will no longer be split into 15-second segments, and played across various Stories frames.

As noted, last month, app researcher Alessandro Paluzzi shared this message, stored in the back-end code of the app, which is now being displayed to some users in the live environment.

We asked Instagram about the update, and it provided this statement:

The ability to create longer Stories posts comes highly requested by our community. We’re excited to be testing 60-second Stories so that people can create and view Stories with fewer interruptions.” 

Instagram says that the option is currently being tested with a small group of users, with a view to providing more creative freedom, and further integrating the app’s various video options to streamline its creative tools and functions.

Which, really, is the key focus. Back in January, Instagram chief Adam Mosseri flagged a coming consolidation of the app’s video products, with a view to better facilitating creation, and scaling back the platform’s various tools. That started with the merging of its video feed posts into a single format early last month, along with the retirement of the IGTV brand.  

As Mosseri explained to Decoder:

“We’re looking about how we can – not just with IGTV, but across all of Instagram – simplify and consolidate ideas, because last year we placed a lot of new bets. I think this year we have to go back to our focus on simplicity and craft.”

The re-thinking of its approach has been largely influenced by TikTok, which has become the most popular social app among young users, overtaking Instagram as the cool place to be.

Part of TikTok’s core appeal is simplicity – on TikTok, you open to a full-screen feed of video clips and live-streams, with all of it combined into one, optimized, focused listing, tailored to each individual user.

Instagram is far more segmented, with Reels in a separate feed, and Stories in its own section. That could be restricting optimal take-up, which is why Instagram’s now looking to bring all of these elements together, which will also, eventually, enable it to showcase the best of each aspect in a single, more-engaging stream.

The expansion to 60-second video clips in Stories is another step in this gradual merging, which, at some stage, will likely see the app open to a full-screen feed of Stories, feed posts and Reels, all in one, enabling IG, like TikTok, to use the full breadth of uploaded content to maximize user engagement.

It’s still a way off that next stage, but longer videos will mean that users can now post full Reels to Stories, for example, essentially merging the two functions automatically. Then it’s just determining how it shifts from the traditional feed to a more Stories/Reels aligned one instead.

That’s a bigger step, and a more fundamental change for the app. But as part of Meta’s broader focus on winning back younger users, you can bet that it’s coming, and likely sooner, rather than later.

Which is why this new test is a significant step. It’s limited for now, but you can expect to see longer Stories videos coming to your Instagram app sometime soon.


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