Can’t read? No problem! Just go here to watch the video: Twitter For Business. Your secret ninja weapon! – The Tools Show
Do you use Twitter? If you’re like most of us, you use it for personal reasons–to connect with people you know, or like, Greg, to keep up on what’s going on in the world. Sage uses the Lists feature a lot, to segment his feed and customize his “picture of the world” at any moment, staying informed about particular areas of interest.
Some interesting Twitter facts:
With 80% of people accessing Twitter on mobile devices, and over 3/4 of users outside the US, there is a lot of opportunity to expand your audience using Twitter’s business tools.
Twitter for Your Biz
Greg wisely points out that, from a user perspective, there is a key difference between ads on Twitter that are really obvious and stand out like a sore thumb in your timeline (mostly because it won’t have anything to do with anything you’re interested in) and those that “blend in” because they are well-targeted and contain some kind of useful information. Especially in the context of a person who has spent time and energy curating his or her timeline to reflect the information they legitimately want to see, a not-well-done ad is just annoying. And that’s not the way to get new business!
These are the companies who complain that “social media advertising doesn’t work–because they haven’t taken the time to get to know their target audience and figure out what will appeal to them. The “spray it” method of advertising (think tv commercials) doesn’t take advantage of all the targeting tools that are available to businesses in social media outlets.
First, you’ll need to choose what kind of results you’re looking for from your Twitter campaign:
- Get more followers
- Drive clicks & conversions
- Increase engagement
- Installs for your app
- Find new leads
Sage walks you through the process, but Twitter has made it pretty simple and self-explanatory. Once you choose your goal (we chose Clicks & Conversions), name your campaign.
You can then choose or compose specific tweets to use as the basis of your ad; if you’ve had some tweets that have performed well and are relevant, you don’t need to come up with new ones.
Then make a Twitter card: in our case, we used the landing page URL that we want people to visit (check out last week’s episode to learn more about landing pages), then an image, a compelling headline, and a Call to Action button. Name your card something you’ll remember. You can preview the ad on all kinds of devices, to make sure it looks good no matter how your followers find it.
Targeting: This is where you can really hone in on your perfect target audience. Make sure you’ve already done your homework when it comes to your ideal customer, so you are getting in front of the right people. (Let us know if you don’t know how to determine them; we can help!) Plus, this is what makes you not look the idiot sore thumb from the beginning of the post.
Keywords: here is where your ideal customer profile comes in again, knowing what interests your audience has, or even what kinds of tv shows they like. Targeting the influencers in your market, and re-marketing to people who have visited your website, are also great strategies that you can put into play here.
Budget: A new feature is that now you only pay the first time someone clicks on your ad. You can set your maximum total spend, how much to spend per day, and Twitter gives you an idea of how big an audience you’re looking at with all of those parameters (pretty cool!).
Once you’re all set, LAUNCH!
Be sure to come back and check your stats, so you can see how well your ad is performing and what it’s costing you. (Engagements = clicks). In Sagerock’s case, at 58 cents per engagement, Twitter is a much better advertising tool to funnel people onto the landing page than Google Adwords, where clicks can cost much much more, especially in a populated space (like online marketing).
Caveat: Don’t expect to make tons of sales with Twitter ads; that’s not the goal. This is a tactic: a tool to get more eyeballs on your landing page that you’ve worked hard on, to open up your landing page to a new audience, and to work in concert with with your overall strategies and goals.
Most important, have fun with it! And let us know how it goes.