5 examples of how Twitter marketing can turn browsers into buyers

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How can marketers go beyond engagements and ensure social media fans go on to make a purchase? This case study looks at 5 companies that used Twitter to convert consumers.

What ultimately motivates retail shoppers to buy? Purchase motivation varies by retail category.

For example, when in the purchase intent mindset, consumer electronics shoppers talked most about advertisements; apparel shoppers Tweeted most about price; and grocery/pharmacy shoppers buzzed most about recommendations.

To help apply this data to a marketing strategy, it is prudent to identify the “purchase funnel hot spot” and “top sales driver” for each retail category.

The “hot spot” is the area of the purchase funnel where a high proportion of Twitter conversation happens relative to other retail categories.

For example, 25% of the Twitter conversation around big box retail was related to brand or product evaluation — this was higher than for any other retail category.

The “top sales driver” explains what is driving the most purchase-related conversation in each category. For big box, this was customer service. These insights reveal areas of opportunity for brands in each retail category to help deliver consumers the right content at the right time.

View 5 examples of how the 'hot spot' and 'top sales driver' were used to strong effect below:

1. Big box retail

Purchase funnel hot spot: Evaluation

Top sales driver: Customer service

Recommendation: To maintain or grow your market share, make sure your customer support is competitive. In the Tweet below, @WalmartHub links to a heartwarming story about an employee who goes above and beyond for her customers.

2. Consumer electronics

Purchase funnel hot spot: Post-purchase chatter

Top sales driver: Advertisements

Recommendation: Create incentives for people to Tweet about their purchases and release buzz-worthy advertisements. Here, @hhgregg Tweeted a Gallery Card of four Valentine’s Day e-cards featuring their products. Users who Retweeted one of the images earned a chance to win a $100 gift card.

3. Apparel

Purchase funnel hot spot: Purchase intent

Top sales driver: Price

Recommendation: Use engaging Promoted Tweets with images to promote deals and sales and drive traffic to your online store. In this instance, @Gap encourages users to visit its website by offering them a 40% discount.

4. Home improvement

Purchase funnel hot spot: Conversion

Top sales driver: Seeking suggestions

Recommendation: Use visually engaging Tweet formats to distribute branded home improvement how-tos, and include links to product pages where users can easily convert to purchase within a click or two. Here, @HomeDepot uses an image to alert its audience to a new trend, and directs them to a page where they can buy the materials necessary to pull it off.

5. Grocery/pharmacy

Purchase funnel hot spot: Interest/consideration

Top sales driver: Recommendations

Recommendation: Share product recommendations that align with trends and meet the needs of your customers. Knowing that many people would be interested in having a special dinner on Valentine’s Day, @Safeway used this Tweet to share an idea for a romantic meal.

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