Twitter is a great place to connect with fans of your brand as well as engaging potential leads. Thousands of conversations happen through friends sharing, colleagues teaching, and businesses connecting.
At Socedo, we love harnessing the power of Direct Messaging. However, many people don’t realize how much DM’s can benefit their lead generation efforts. E-commerce companies especially can benefit because they can serve B2B or B2C sectors, but many do not utilize DM’s. Instead, they tend to stick to typical email campaigns. But! We’re here to show you how you too can harness the great power DM’s wield so you can become a force to be reckoned with.
In a world where consumers are overwhelmed by the sheer amount of branded content presented daily, personalization is a clear necessity. It will also affect how you use the following methods for leveraging DM’s for your business. Personalization can include using someone’s name or mentioning something that they have tweeted about in the past.
Tools like Socedo allow you to personalize DM’s to potential leads using their first name and mutual topic points. However, if you do not have Socedo in your toolbox, you are still able to make DM’s personal by investing a little time and effort. When you identify a potential lead, simply engage them with a personalized message and you’re off to a better start than a brand who is tweeting to their entire audience.
Now the question is, “When would we want to use DM’s over just tweeting?”
Drive readers to landing pages
The most efficient way to utilize DM’s is to drive your audience to your website, blog, or other landing page. A good DM to send could look like, “Hey, John. I see you are looking to update your kitchen. We might be able to help! [your website].” Mentioning the solution you provide makes your DM more personalized, resulting in a higher likelihood that the lead will follow your link.
There are several types of landing pages you might want to send readers to, whether it’s to redeem an offer, to develop your email list, or handle customer complaints. We’ll talk about each of these cases, and how effective they can be for eCommerce.
Exclusive offers for your followers can come in the form of tweets. But, if someone retweets or shares the tweet in some other way, the offer becomes available to everyone. Thus, your followers’ “exclusive offer” is no longer exclusive.
But, let’s say you have a group of brand ambassadors who tweet about how excited they are to receive a package from you, or how much they love your service. If they are excited enough to tweet about it, just imagine how excited they will be to get a truly exclusive offer in a DM!
Depending on how your site is set up, there are several ways you can send exclusive offers. One option is sending a DM request for a customer’s email address, then email them the offer. Or, DM a unique offer code specific to their Twitter handle to use when they check out. Whichever option you choose, make sure you have a good reputation for online security before asking for email addresses via Twitter.
Build an email list
Speaking of emailing exclusive offers, DM’s are a great way for eCommerce platforms to build email lists. By using the example above, you can add the lead’s email address into your existing email list to keep them updated about upcoming releases or sales.
The key to leveraging DM’s to build your email list, especially for eCommerce, is that the incentive has to be large enough for them to be willing to provide you that data. If a lead finds your offer valuable enough, ask them to share that offer with a friend by sharing their email address. And viola! You have another email address you can nurture.
You can also build email lists without having to give away offers. Many online retailers send customers an email asking them to review their product after they have received it. If someone leaves a positive review, you can say something along the lines of, “Glad you liked your new shirt! Share the love and show a friend some of our other spectacular shirts so they can strut their stuff too.” Then, place a CTA button saying, “Spread the love.” Once they click on it, they can provide a friend’s email address. And guess what? It all started with a DM guiding them to your website.
Depending on what kind of product or service you sell, your DM’s and resulting follow-up emails should be different. Nevertheless, those emails are important to maintain healthy customer relationships and keep them coming back for more.
Unfortunately, things do not always go according to plan. When this happens, many customers take to social media to vent their frustrations. And let’s be honest, we’ve done this at times as well. The reason people do this is because they know that it gets attention, and we want it to get fixed.
When this happens, DM’s can be a great way to take control of the conversation. A DM like, “Hi Jane, we heard you had a problem with your order. We’re sorry to hear and want to help. Call us at (XXX) XXX-XXXX and we’ll sort it out.” Short, simple, and personal. Reaching out to them with a Direct Message puts you in charge of the conversation while also letting them feel as though their concern was addressed one-on-one.
I know that was a lot of information. But guess what, it’s easier than you think. Like we mentioned before, tools like Socedo allow you to get started with the personalization of your DM’s, but it doesn’t stop there. Staying engaged with your audience and customer base is an ongoing process. Once an initial DM is sent, see that conversation through to the end. This builds confidence in your brand and makes you seem more like a company of humans, less than a company of automated tweets.
Now that you know how to harness the power, it’s time to go forth and conquer! If you need a running start, request a demo with Socedo and we’ll show you how.