If you have a small following on Twitter, it’s tough to get your Tweets heard. And even harder to get your Tweeted links clicked on. If only you had 100,000 followers to Tweet to, then you could really start driving leads and customers to your ecommerce store.
Well… you can get 100,000 followers to Tweet to.
All you need to do is get an influencer (generally a person who has upwards of a few thousand followers) to Tweet to their followers about you.
What is an Influencer?
An influencer is a person whose opinion is sought after by many people in a specific industry. Roger Ebert, for example, is an influencer in the film industry. In most industries, these are generally bloggers, authors, speakers, CEOs, etc. But it can be anybody with a large following on their blog, newsletter or social networks.
How can an influencer drive traffic to your ecommerce website?
An influencer, by definition, has a lot of influence over the opinions people have and the decisions people make. By simply Tweeting a recommendation about your products or a piece of content you have written, they can drive tons of people to check out what they’re recommending and even make a purchase.
And does it work?
Yes! 90% of us trust peer recommendations for product choices and brand preferences.
So how do you do it?
In this article I’ll break down the simple 8-step process that you can use to get influencers on Twitter to drive traffic to your ecommerce store.
1. Find Your Influencers
Do a Twitter search to find your industry leaders, and influential customers (your customers are some of your most powerful influencers these days – they can be the most passionate about your brand, and can easily spread the word about you through Twitter). Check out popular niche hashtags to find top tweeters of your keywords. Then Follow them.
2. Create Influencer Lists
Once you’ve found your influencers on Twitter, make Lists to follow their updates. You could make a few influencer lists, such as:
- Industry leaders
- Influential partners
- Influential customers
3. Monitor them to see what kinds of things they like to Tweet about and how they like to interact with others
Before you jump in and start engaging your influencers, watch them for a few weeks to see how they like to interact on Twitter. See what times of day they like to Tweet, and what times of day they like to answer questions that other people have Tweeted them. Especially look for the types of Tweets from other people that they like to Retweet and Reply to. This is your goldmine for finding out what you should be doing to get their attention.
4. Retweet and @Mention them
Retweet your Influencers’ tweets. Be selective withcontent that’s of value to your market, too. For example, retweet a great product review, or a how-to link from the Influencer’s blog.
Show that you read your leading influencer articles – and that you appreciate their knowledge. @mention when you do, with your own positive comments, to build a more personal relationship.
5. Ask Questions
A great way to interact with influencers on Twitter is to ask them questions. It’s one of my personal favorites for two reasons:
- Influencers love to Tweet their opinion or knowledge. If you give them a great springboard in the form of an insightful question, most influencers will jump on it.
- It has great potential to turn into a real conversation. This is the best result, because it can lead to a collaboration of some sort, and it will boost your visibility to the influencers followers.
I recommend asking questions about ideas and issues within your industry. Here are a few formulas you can try:
- How do you think [Blank] will affect [Blank]?
- Have you seen [Blank]? What do you think?
- I’m having an issue with [Blank]. Do you have any suggestions?
6. Blog about them and Tweet them
There nothing an influencer likes more than having someone write something nice about them. If you haven’t already, set up a blog on your website and write an article that includes the influencers you’re trying to attract.
You can write something as simple as a “Top 10 Quotes” article, in which you simply regurgitate recent quotes that influencers have made. Or go in-depth with a review or expansion on a piece of content the influencer has recently written. For example, if an influencer reviewed a product and gave some ideas on how best to use it, you could write about your experience trying out the ideas they proposed and how they worked for you.
Once you have written about them, Tweet them a short message about what you wrote and ask them to say what they think. They may not respond to the first Tweet, so it’s OK to Tweet them a few times (maximum once per day) to try to get a response from them.
7. Give Influencers your product for free
Reach out to your Influencers, and offer them your product for free. Ask that they tweet what they like about it, with a link to your online store product landing page.
This is especially powerful if your product is brand new, or has not yet been released. Influencers love to be the first to try something new and talk about it. Give them this opportunity, and you will likely get a very high percentage of responses.
8. Ask them to collaborate
If you have an email list of a few thousand past customers or email newsletter subscribers, that can be a great bargaining chip to entice influencers to collaborate with you. And generally influencers sell services or books, which are great compliments to the products you sell in your ecommerce store.
A collaboration is usually something simple like a webinar, which allows both of you to give advice and insight on your products and the activities you can use them for. It allows you and the influencer to cross-sell to each other’s customer list, as both of you will promote the webinar to each of your lists.
Influencers are a powerful force. Just remember that getting their attention is a marathon, not a sprint. Most will get dozens of requests everyday, so don’t expect them to notice you on your first try. And sometimes it can a while before an influencer will have the right time in their schedule to Tweet you. Just be patience and thoughtful, and you will be successful.