The best practices of a Twitter ad change daily.
The problem with marketing guides, especially for advertisers, is that they have a short lifespan. The world of digital marketing is changing at a much faster rate than other industries. When it comes to topics like SEO, social media, blogging or any of the other myriad forms of internet promotion, an idea or tactic that was relevant a week ago can now be obsolete.
Since this guide is about Twitter, let’s start with a relevant example.
Chat ads are a type of interactive ad that allows users to answer a question by clicking on a call to action. If they choose to reply, they automatically tweet the reply to their account.
This example highlights how important it is for marketers to stay informed. Advertisers are likely to see a number of new features available in the coming years, this is probably a prediction, but it seems to be justified in light of the new type of ads described above.
Reading Twitter’s “Advertiser Blog” will help a bit, but you should also channel ideas from your own tests into the overall strategy.
14 Tips for Improving your Twitter Advertising Strategy:
1. Twitter users are young, educated and well-off
Although it is one of the most popular advertising channels in the world, there are still opportunities for marketers. The majority of users are well-off, familiar with technology, educated millennials. In other words, the ideal customers for most types of any digital offering, especially SaaS.
There are many case studies of companies that have had successful campaigns. Poo-Pourri achieved sales of $ 73,000, targeting influencers and those with similar interests. LG, on the other hand, used a strange giveaway to quadruple smartphone sales.
2. Prepare a plan
The initial plan is the most important part of the strategy. It will determine which ads you use and how you measure their success. It should include many key elements such as: general objectives, customer profile, understanding of influencers and an editorial diary.
3. Define your goals
You will be amazed at the number of marketers who take a random approach to how their Twitter accounts work. Decide early on what your main goal (s) will be on Twitter. Answering the question, “Why do I have twitter?” will allow you to create optimized campaigns. The answer will also indicate the type of people you are targeting, the ads of your choice, the content you will design and the metrics you will use to assess your success.
The following examples are common objectives:
- Customer creation.
- Create more awareness for your brand.
- Use the action of your profile as an extra effort in content marketing, work to increase the visibility of your blog posts, videos and guides.
- Promote special offers to new potential customers.
The choice of goals will be directly related to the way you run a campaign, so it is vital to be clear. Do not end up being too general in choosing your goals. In the early stages, the idea is to find a middle ground between general and specific goals, which ultimately feed into specific choices about ad types.
You should also make specific choices for each campaign within the overall goals. If you are looking for customers, for example, you may want to attract visitors to the site, while Tweeting to increase your content strategy will likely include ads designed to drive loyalty.
Twitter offers the following goals for each campaign:
- Click or site conversions
- Twitter Commitment
- Installation applications
- Potential customers (email registrations)
- Video views
4. Define the customer profile
To make the most of Twitter’s many targeting options, you must first have a clear idea of the type of customer you want to reach. This will allow you to create a purely focused content strategy (the material you tweet.
The following information will help you develop a clear picture of the ideal Twitter user:
- Demographic information: The Audience Insights tool, which is available through the advertiser toolbar, is an extremely powerful tool for collecting demographic data. Information about age, location, gender, etc. are all available. Current audience data (customer base, blog readers, current Twitter followers, etc.) can also help you create a clear profile.
- Psychographic information: At this point you should point out the particular fears and preferences of the user you want, along with the questions they usually ask. Tracking chat and influencer on Twitter can offer a wealth of information.
- Common Behaviors: Finally, find out what specific behaviors characterize your target group. Through which forms do they prefer to consume content? When are they usually most active? What tone / style / structure do they prefer.
5. Watch the influencers
Copying competitors’ success is a means to an end. On Twitter, this tactic is incredibly easy to apply. By tracking the tone, substance and different levels of engagement of the content of the competition, you can steal what works to improve your approach.
Analytics tools, such as BuzzSumo, can help you create a list of key factors influencing your ranking or industry.
6. Use a flexible editorial diary
Finally, you want to have a structured editorial diary. This will allow you to set clear goals that will guide you in creating content, while maintaining a level of consistency, without which proper controls are virtually impossible.
When designing your calendar, keep in mind the following points for timing your posts:
- The best time to post something is between 12pm and 3pm.
- Everyday is the best time to post B2B companies.
- Wednesdays and weekends are the best days for a B2C company post.
- The click-through rate is highest on Wednesdays.
7.Understanding the forms of advertising
The important thing to remember about different forms of advertising is that they are designed to achieve similar results. You can, for example, gain new followers through promotional accounts, promotional tweets or cards. Because of this, it is vital that you test the return on investment (ROI) of different ads that are designed to produce the same result.
The following is a brief description of ad types:
- Promoted Tweets: These are just tweets that are promoted to new users. They can be very useful in increasing the reach of tweets, which already have an impact on your followers.
- Promoted Accounts: The promoted accounts are designed to increase the followers, they appear in the “who to follow” widget and in the users’ calendar.
- Website Cards: Designed to drive traffic, Sitemaps are similar to regular tweets, but include a photo, a title, and a “read more” button.
- Lead-Gen Cards : allow Twitter users to subscribe to the email list with a single click. It’s a very effective way to create a larger subscriber list.
- App Cards: You can increase app downloads with App Cards. By clicking on the prompt for action, the user goes to the app store, where he can download whatever he wants. There is room for an image, an app rating, a description and an icon.
- Video Ad: Include videos, sound clips or GIFs in these ads. There is no direct prompt for action here, so the idea is for users to watch the content and then click on the link in the text.
- Promoted Trends: If you have the budget you can buy a point in the “trending” widget.
8. Use advanced targeting features
The real power of social media advertising like Twitter and Facebook comes from the combination of huge audience and incredibly specific targeting features.
Finding the right position for you, where you can achieve and maintain a positive investment (ROI) in the long run, involves a combination of using the right forms of advertising and targeting the right audience.
A Twitter campaign includes the following targeting options:
- Keyword Matching: After uploading a set of keywords, Twitter will search for tweets that contain them and show your ads to users who have used them. Interestingly, Twitter can exclude those users who have used the keyword with a negative connotation.
- Followers: This feature allows you to target influencers and corporate followers.
- Email Lists: Suppose you recently promoted a product in your email list. How could you reach those who do not buy? One way would be to use Twitter emails that match their accounts and be directly targeted.
- TV Targeting: A feature that allows you to target people who watch specific TV shows.
- Repeat Marketing: Similar to Facebook’s reusable marketing feature, Twitter’s “site visitors” option allows you to target users who have visited your site in the past. You can even connect with people based on specific pages they have visited. Selling a corporate product? All you need to do is target those users who have read relevant blog posts.
- Event targeting : Event targeting allows you to reach out to people who participate in them.
- Feature Exclusion: I do not see many people talking about the foreclosure option, which has many possibilities. One of the best ways to optimize your audience is to narrow down your performance. You can also use this feature to avoid targeting your own followers.
9. Content worth sharing
Data has shown that Twitter users prefer certain types of content. Although it is always difficult to come up with an approach that suits everyone, information like the one in the chart below can be used to lay the groundwork for your own tests.
Here are some tips for creating content based on research:
- Copy what works for the big influences, r in terms of content formats and substance.
- Take part in conversations by replying to tweets, including followers and connecting with influencers.
- Keep it intimate.
- Include controversial topics, as it is always popular, but only when it is appropriate to do so.
- Use dynamic words, as shown in the graph below.
- Be careful not to exceed the limit of 100 characters. Research has shown that this is the ideal.
- Always use images as tweets, which have better results.
10. Always do tests
It is important to associate advertising costs with specific business objectives from the outset. You should use conversion tracking from get-go. It’s an incredibly simple tool that requires only a few lines of code installed on your site. Then you can attach specific results – purchases, downloads, subscriptions, etc. in campaigns designed for conversions.
The same principle applies to the division of tests. It is incredibly easy to run similar ads with small changes and see if there is any change in loyalty levels. Campaigns can also target different types of audiences, events and behaviors.
Any of the following metrics can be helpful in measuring the success of a campaign:
- Increase in the number of followers.
- Commitment of followers.
- Overall approach (this is good for testing different types of content).
- Click-throughs on posts.
- On-site email registrations.
- Product markets.
11. Promote other users or sites
This should be one of the least used tactics on all social media, not just Twitter. The basic premise is to offer the promotion of an account or a website if they do the same for you. Having a consistent information campaign of this nature, where you regularly reach out to users of similar sizes to yours, can be extremely successful.
12. Involve partners in paid promotion
Another tactic is to offer potential affiliates their inclusion in an ongoing advertising campaign. This is a more exclusive strategy that should target only a few influences.
13. Free lead-gen cards
The Lead-gen cards described above can be distributed free of charge to your current users. This strategy works best in conjunction with a promotional tactic, such as a free giveaway.
14. The influence tweets
Celebrities and influencers are the main form of modern advertising. Brands can turn to them to work on promotional content that will suit their audience. * Note that a notification message must be included.
Effective marketing on Twitter can lead to a significant increase in revenue. With 310 million users, the platform is the second largest and most targeted targeting option in the world, offering merchants access to many segments of the public. The key is to set clear goals, choose the right forms of advertising, create engaging content and then measure results to achieve a sustainable return on investment (ROI).
Twitter offers many options for growing your business, take advantage of them!