Twitter is probably the least talked about platform when it comes to where marketers can put their money for PPC campaigns. But, it has some powerful targeting and objective features that you won’t find elsewhere. Here’s what you need to know about incorporating Twitter for Business into your marketing mix.
What is Twitter for Business
Twitter for Business is what Twitter calls its advertising platform. You can either automatically promote your Tweets as ads, or create custom campaigns via Twitter Ads.
How to advertise on Twitter using Twitter for Business
Automatically promote your Tweets
First, we’ll take a look at how you can automatically promote your Tweets as a quick and easy way to get Twitter Ads out the door.
For a set monthly fee ($99 USD per month), your Tweets and account are automatically promoted, which Twitter says can help you reach up to 30,000 additional people every month.
Here’s how it works—each day, your first 10 Tweets that pass Twitter’s quality filter are added to a Promoted Tweets campaign that targets your selected audience. Tweets that are promoted become Twitter Ads and appear with a small "Promoted" icon. Your Retweets, Quote Tweets, and replies will not be promoted.
Launch a Twitter Ads campaign
You’ll be familiar with this approach if you’ve ever run a campaign on any of the other major PPC platforms. In this case, all the magic happens through Ads Manager. There you can set campaign dates and budget, nail down your targeting, choose the Twitter Cards that suit your campaign, extend your campaigns with Twitter Audience Platform, and create a Direct Message card.
Twitter campaign targeting offers the following capabilities:
- Tailored audiences
- Tailored audiences from lists
- Tailored audiences from web
- Tailored audiences from mobile apps
- Geo, gender, language and age targeting
- Device, carrier, and new mobile user targeting
- Behavior targeting
- Conversation targeting
- Event targeting
- Interest and follower look-alikes targeting
- Keyword targeting
- Movie and TV show targeting
- Tweet engager targeting
To set up a campaign you start by selecting an objective. Twitter marketing objectives include:
- Quick Promote: extend the reach of specific Tweets with a Quick Promote campaign
- Followers campaign
- Tweet engagement campaign: gain more Tweet engagements by promoting your Tweets
- Website clicks or conversions campaign: gain more website traffic from Twitter.
- App installs or app engagement campaign: get more downloads for your app with App Install Cards.
- Create a Promoted video views campaign: get more people watching your video content on Twitter using Promoted Video.
- Awareness campaign: reach more of your customers and drive better awareness for your brand.
Twitter marketing strategy
Your marketing strategy on Twitter won’t look any different from other PPC platforms, it’s the execution that you’ll want to tailor since Twitter offers a different audience and opportunities than say LinkedIn.
Create a purpose-driven profile page
This is a little tougher on Twitter since you don’t have that much space, so you have to make every pixel count.
- Upload high quality, compelling images for both your banner and profile picture.
- Choose a Twitter handle that matches your company. Using your company’s name is the strongest approach, but it might already be taken, so get creative but not confusing. If @adstage was taken, we could have done @GetAdStage.
- Your bio should offer the elevator pitch about your business and offer a link to more info, usually your home page.
- Update your Pinned Tweet frequently. The Pinned Tweet is a super effective way to make sure your most relevant info is what pops up for customers first.
Build an always-on content strategy
With Twitter, content creators usually ask themselves, “Does this tweet present a unique idea, entertain, or educate our followers?” Twitter happens fast, so you have to make sure you’re always providing your followers with some kind of value.
Don’t let always-on intimidate you. That doesn’t mean you have to start building out a dedicated content team. There’s likely plenty going on in your company that you can tap into:
- Case studies
- White papers
- Website blogs
- Slide Decks
- Customer testimonials
- Video from internal talks or external conferences
- Industry trends
- How to product videos
Be sure to mix up your media, too. Text posts along with images, infographics, and videos.
Don’t forget your hashtags! Hashtags are a good way to get yourself in front of someone who is interested in your post, but may not have found you directly.
Engage with your audience
People who interact with your posts on Twitter want to hear from you! Dedicate time every day to reply to comments, tag people, or host Q&As or giveaways.
Twitter has a smaller user base than Facebook, so many marketers discount its value. But fewer people on the platform means you’re less likely to get lost in the shuffle. Twitter also provides some unique audience and targeting features you won’t find elsewhere. And ta-da, it has a super low CPC, especially when compared to other platforms. Download our latest Benchmark Report to see what you can expect to pay.