Twitter and the “Buy” Button

October 20th, 2014

Are you exploring new ways for your company to do business with today’s emerging technology?

Today’s post is by Mark Davis; Sr. Vice President of Operations and COO at SafeSourcing.

Last month Twitter announced that its 270+ million users would be introduced in a limited rollout to their newest “buy” button feature allowing them to buy merchandise or donate money directly from a Tweet.  Users would have the capability to enter their payment information with Twitter before purchases allowing them a quick “one button” purchase that, once confirmed, will notify the merchant of the purchase for shipping or a donation for an automated email receipt.  With a base of more than a quarter of a billion potential customers actively using this channel it begs the question “What are you doing in your business to tap into new opportunities such as this?”

Talk to the experts – One of the best steps forward in exploring new sales channels and technologies is to speak with the experts.  The industry is full of social media and new technology marketing experts who are ready to assist companies.  They can help with developing strategies and explaining the new options companies have to go after markets they never thought were possible.  Beginning this exploration with a simple Request For Information project will allow you to look at who the leaders and niche players are and who can provide the best fit for your company.

Stay focused – Once there is an understanding of the options and strategies available the next step is to narrow down where to focus time, attention and money to get the best results.  For some companies, selling via Twitter would not make sense, but connecting to or starting a specialized group on LinkedIn to allow your customers to share their experiences with each other and their peers might.  The key at this stage is to remain focused and not chase every possible channel.  Some will fit, others will not, and some will fit better once the plan of action is under way.  Mini RFIs to understand each new option at this stage can also be an effective next step.

Coordinate efforts – One of the biggest killers to companies changing or expanding their marketing and sales approach is to send mixed messages about who the company is.  This happens frequently with companies attempting to employ new technologies that contain messages and imaging that not only do not parallel previously established branding, but in some cases directly conflict with it.   Make sure the team working with these new channels and technologies are engaged and managed just like any other marketing media and are telling the same story.  This may be the time to change that story to reflect a more current offering as long as it is consistent so as not to confuse customers of who the company is.

At SafeSourcing we have a vast amount of experience helping companies with their search for new marketing services and partners and have led many successful projects for our customers in this area.  For more information on this process or on our “Risk Free” trial program, please contact a SafeSourcing Customer Service Representative.  We have an entire customer services team waiting to assist you today.

We look forward to your comments.

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