As the country slowly begins to reopen, you may be breathing a sigh of relief as quarantined customers begin to make their way back to your brick-and-mortar store.

But as any business owner will tell you, the pandemic shutdowns wreaked havoc on their bottom lines. So you may be looking for ways to boost your foot traffic even more.

In addition to any marketing you’re already doing on Facebook and Instagram, we’d like to recommend you turn to Twitter to drive more customers to your store. After all, Twitter is the most popular micro-blog platform. It’s a low-cost, quick and easy way to reach your audience.

In addition, unlike Facebook, Instagram, etc., it’s an open platform available to all, so it’s a great way to become known outside your regular customer base.

 

Target your audience

If you don’t have a large Twitter following in the area, it might be because you haven’t made good use of Twitter’s ad campaigns. Here are the basics to getting started on this:

  • Create a Twitter campaign using its demographic filters to define your audience.
  • Decide which devices your target audience will be using (smartphone, desktop, etc.,) and set your ads to run on those.
  • Consider location targeting so your ads are seen only by potential customers in your area.
  • Experiment with different targeting approaches to find which ads yield the best results.

A successful advertising Twitter campaign will attract a larger audience outside your fan base. Plus it’ll earn comments, likes and retweets.

 

Listen in

To obtain the best results on Twitter (or any social media platform) you have to know your audience. That means listening to them.

Let them know you’re interested in their challenges, concerns and the issues they face regularly with an occasional survey. Most people like to talk about themselves. If your interest seems sincere, they will likely open up. You may even want to sweeten the pot a little by offering a discount, coupon or free gift as a thank you.

Alternatively, think of what your ideal customer might be tweeting about and search for those phrases. Decide what problems your potential customers may have, and use Twitter’s advanced search features to find them.

If you sell appliances, for example, Twitter’s search filters can help you zero in on people near you asking about washing machine repair. Tweet them an offer for free delivery and installation of a new one. If someone tweets they need a baby shower gift, send them a tweet with photos of some of your merchandise that might be appropriate along with a 10 percent in-store coupon.

 

Spice things up

Once you have a large fan base, you need to offer them engaging content to keep them as followers. Ideally, your tweets also offer them a reason to visit your store. Giving followers the latest information—special offers, new products or services, seasonal merchandise, along with behind-the-scenes looks at staff and changes—is a legitimate way to keep them engaged.

So alert them about in-store specials, free gifts to anyone who stops by or contests they can sign up for in the store. Tweet out photos of new merchandise that’s just arrived. If you’re a doctor, tweet updates on best coronavirus safety practices or the latest findings of a new study. If you run a drugstore, tell them about the newest features on face masks you just got in.

And be sure you’re easy to find. Add your store hours, phone number, and address to your Twitter bio, along with a photo of your store front.

 

Reach out

The pandemic has forced us all into a new way of life. Before it hit, your store might have been part of a cozy neighborhood where all the business owners in the area kept in touch and shared ideas, information or complaints. Twitter is an ideal way to keep up that conversation and possibly even to share customers among each other.

Follow neighboring businesses, retweet them to your followers, and ask your neighboring businesses to return the favor. If customers are shopping at your neighbor’s store and see you talking with their staff, they might decide to stop by your place while they’re nearby.

 

Engagement is a two-way street

Always, always, always respond immediately to followers’ tweets, and follow your customers. If someone’s tweet mentions your business, or if a customer contacts you using your Twitter handle, follow them. Consider using a “followers campaign” to foster more enduring relationships with your followers. This kind of Twitter campaign can also help obtain a steady flow of new followers.

For more tips on how to make Twitter work for your brick-and-mortar store, contact our social media management experts.