I want to start this post by saying that Twitter is an awesome social media platform. While it has been much stronger back in those days (the good old days), Twitter is still considered one of the top social platforms for both influencers and business owners.
The ‘game’ had changed dramatically over the past years and Twitter had experienced significant drops in terms of effectiveness (non-paid ads). People are flocking to Twitter with the hope of getting more visibly faster and more effective.
However, the challenge starts as there are millions of active users on Twitter daily and it requires a lot more planning than just ‘post and tweet’ and wait for clicks. And one of the most effective ways is to use Twitter ads.
Make no mistake as Twitter ads had improved since those days and now, it is still one of the most robust social advertising tools on the planet.
In this post, you will discover some Twitter advertising best practices to garner more traffic, eyeballs, and growth to your business.
Twitter Advertising Best Practices
1. Understanding Twitter’s demographic
Do you know that there are many demographics on Twitter and you need to be really selective? For starters, I noticed that my Twitter feed is always filled with educated and above average Twitter users.
According to Social Media Today, Twitter users are generally (and majority) young, educated and wealthy.
Now, this may not be related to your industry but think again. Twitter is filled with all walks of life and your ideal customers are in there.
What are you doing to garner their attention on Twitter?
For starters, you should plan your strategy and start building a client’s persona on Twitter. By understanding your target audience, you will be able to market your product better and use Twitter ads more efficiently!
2. Goal setting is critical
Don’t be like most amateurs who jump right into paid advertising simply because ‘it works.’ Paid advertising is powerful and effective only when you have the right goals setup.
Thanks to the advancement of technology, you can now set different goals for your Twitter advertising. And if that is all too confusing for you, here are some quick ways to start.
Determine if you want to:
- Generate Leads
- Create awareness for your brand/product
- Reach out to a wider audience (or to specific businesses in your local neighborhood)
- Promote special offers to new and potential customers
The sky is the limit when you are planning your goals. What matters most for all goal settings is leveraging the S.M.A.R.T. rule:
3. Getting your ad formats correct
Do you know that there are many people who don’t know much about the ad formats?
Twitter advertising allows you to create a different type of ads to achieve your specific goals (refer the point #2 for goal setting).
Here is a list of the ad types on Twitter advertising:
- Promoted tweets
- Promoted accounts
- Website cards
- Lead generation cards
- App cards
- Video ads (hot, hot and hot!)
- Promoted trends
Again, there is a huge list of Twitter ad formats that you can choose from. Puzzled? Don’t be!
Typically, video ads often get MORE visibility than any others because (duh!) we all love videos. Videos are interactive and it can be very interesting as well.
Choosing the right ads based on your business needs is critical to your success.
4. Become a targeting pro
Most business owners don’t use this feature and it is one of the biggest ‘sins’! Advance targeting allows you to target the right audience and more importantly, assisting you to achieve a positive return on investment (ROI) from Twitter advertising.
By default, Twitter ads manager allows you to manage your advanced targeting features such as:
- Keyword matching
- Email lists
- TV targeting (applicable to some countries only)
- Event targeting
- Exclude features
For this part, remarketing and exclude features are two features you cannot leave out. For example, retargeting allows you to reach out to your audience who had once engaged with your content. Chances are it is easier to convert them into sales than finding for new prospects.
Exclude features allows you to optimize a set of an audience through several features. For example, you can easily ignore a set of audience that doesn’t fit your needs (buying power, gender, location, etc.).
5. Powerful content is still paramount
Folks, crafting powerful content is still important. You need to understand that each people consume different types of content. In social media marketing, there is no one-size-fits-all approach.
Therefore, you should always aim to create different types of content to attract a wider range of audience.
Typically, you can start by using a different call to action (CTA), content length, tone, promotion codes, entertaining or professional, exclusive content and much more to understand the market’s demand.
Again, always remember that what works for others may not work for you, and vice versa.
The trick here is to test as much as you could and more importantly, analyze the results on a weekly basis. Personally, I try to avoid testing different content daily as the results may not be big enough to gauge.
A list of data that can be compared are as follow:
- Number of engagement
- Overall Reach
- Click-through rate (CTR)
- Number of sign ups
- Number of purchases
- Revenue generated
Why is effective Twitter marketing important for you?
For starters, this helps you to save more money and make your marketing budget work harder for you. With the same amount or value, you will be able to reach more people and increases the chances of getting more business in the shortest time period.
Yes, you may dispute that Twitter may no longer be that effective compared to those days but with over 300 million users, it is a no-brainer that there is still a portion of users on Twitter that could bring your business to new heights.
As a business owner or marketer, you should start leveraging what Twitter has to offer to ensure that you are always ahead of the pack.