Ready or not, the biggest shopping weekend of the year is almost here. Black Friday and Cyber Monday not only kick off the festive season, but these two days also represent a significant portion of many retailers’ overall sales.
According to Adobe Analytics, US retailers earned $6.2 billion on Black Friday last year, while Cyber Monday saw an additional $7.9 billion in online sales. In the UK, shoppers spent an estimated £7.7 billion across both days. With so much counting on these big shopping days, it’s crucial that retailers lock down their Twitter strategy now. Here are five things to do now to ensure your business starts off the holiday shopping season right.
Get your profile in order
If you haven’t looked at your Twitter profile in a while, now’s the time to go in and give it a refresh. Update your bio, photos, and links. Your links should reflect your holiday promotions, hours, and holiday-specific hashtags. Don’t forget to pin a Tweet to the top that communicates your most essential holiday information.
Use the right hashtags
Your customers will be using hashtags like #BlackFriday and #CyberMonday to find out about the best sales, so make sure you include them in your hashtag rotation. While you’ll definitely want to use them on the big day, remember that people are planning their shopping weeks in advance — so if you have a great promotion planned, it’s never too early to start promoting it.
Create Twitter-only deals
A surefire way to get engagement on Twitter is to offer content your customers can’t find anywhere else. When it comes to holiday shopping, this means sales. In the weeks leading up to Thanksgiving weekend, build anticipation by offering discounts and promotions that are exclusive to Twitter. This gives people a reason to follow your account and regularly check your Tweets.
Use Twitter for customer service
If something is wrong with your product or one of your locations, Twitter is the place where customers will share that information. If you don’t already use Twitter for customer service, make sure you have a CX rep assigned to your social marketing team. They can monitor your mentions and brand hashtags so you can quickly respond to questions or complaints.
Invest in great content
High-quality imagery and well-written posts are always recommended, but this is the time of year when your posts truly have to shine if you want to cut through the clutter. Put in extra hours to create the best content you can, and make sure you have the necessary advertising budget to spread your best work far and wide. You’ve been creating content all year long; by now you should have the data to know what your audience really wants to see. This holiday season is the time to put your data to work.
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