As one of the largest social media networks, its no surprise that advertising on Twitter has become a great tool for businesses. While targeting and options are not as detailed as Facebook marketing or LinkedIn advertising, you can still reach the right audience, develop leads, and increase conversion through Twitter ads.
As the second part of our series about social media marketing, we’re going to focus on how to advertise on Twitter effectively. Get more Twitter followers, get more leads, more email signups, more conversions – whatever your goals are, marketing on Twitter can help you achieve them.
Follower campaigns are pretty self-explanatory – they will help you get more Twitter followers. In these campaigns, you can choose a Tweet to promote that will appear in a user’s newsfeed along with a button to easily follow you. Be sure to keep the text short, simple, and avoid adding any links as these can cause distractions to the users. If you’re just starting advertising on Twitter and want to increase your audience, a Follower Campaign is a great place to begin.
If you don’t include a Tweet, your account will simply appear under the ‘Who to Follow’ heading on the sidebars of various pages. However, to make the best impression, it’s important to include a Tweet.
If your goal is to increase clicks to your website, you can set up a Website or Conversion Campaign. First, you can decide what you want to track, whether it be sign-ups, orders, views, or a custom tracking option. Twitter then generates a piece of code for you to put on that specific webpage to help you track your success. You will choose a specific Tweet to promote, similar to the Follower Campaign, to appear in your audience’s feed. When they click it, they’ll be brought to your website page specified.
You can also use a website card for a Conversion Campaign – this provides you with an image and 70 extra characters for your Tweet. This can be beneficial for making an impact on your potential customer, while some audiences may respond better to something simpler.
A Leads Campaign
A Leads Campaign or using a Lead Generation Card is helpful for achieving very specific goals. It works especially well for email list sign ups or membership information. You choose a Tweet to promote, and people can opt into your offer with just one click. Twitter already knows their email address and name, so with the click of a button, this gets sent to you. Lead Generation Cards can be integrated with a variety of CRM software so you can keep keep track of all your new data.
Tips for Marketing on Twitter
In any campaign, there are a few tips you should follow for successful Twitter advertising.
- Set a budget
To do this, you have to decide the value of a new follower, a new lead, or a website click through, and decide to pay less than the result of this would be. It can be difficult, but once you set a goal and decide the value of your clicks or followers, you can decide the length of your campaign and set your daily budget. Tweet engagements and new followers are often around a few dollars each, so choose your budget wisely.
- Experiment with your Tweets
With any campaign that you run, you have to create a few slightly different Tweets or promotions to find which works best. If you only try one at a time, you have nothing to compare and you’ll have difficulty tracking your success (or lack of it). If you try a few different things at once and experiment with language, images, and calls-to-action, you can find out how to get the most out of your advertising budget.
- Choose your audience right
On Twitter, you can choose your audience for any promotion – their gender, location, behaviour, age, interests, and many more factors. Keep in mind, however, that the more details you choose for your audience, the broader the net gets cast. Your audience will be people who fit any of the criteria, not all of it.
If you’re just getting started, it can help to choose one interest or target people who follow one of your competitors. Remember, you’re paying for these engagements and followers, so you want to make sure you’re getting qualified leads.
- Track your results
Twitter provides conversion tracking so you can easily measure your ROI for various campaigns or tweets. This, paired with analytics on your website, can provide you with great insight into what works and what doesn’t. Once you’ve experimented and you’ve found Tweets, audiences, and campaigns that benefit your business, you can slowly start to increase your budget and reap the benefits of Twitter marketing even further!
VivosWeb can help navigate the world of Twitter and social media marketing. For a boost in your followers, contact us today!