How to Run a Twitter Marketing Campaign: Everything You Need to Know
Twitter is one of the most popular social media networks on the planet. In the decade since its introduction, Twitter has grown from a niche microblogging platform into a tech giant that boasts a household name, over 300 million active users and a lot of potential for marketers to make an impact.
Twitter’s advertising platform, Twitter for Business, is a powerful, cost-effective way for brands to raise awareness, drive traffic, increase conversions and a lot more.
Like anything worth doing, running a Twitter marketing campaign is worth doing well. If you’re not familiar with managing an ad campaign on Twitter, navigating the process for the first time can be a daunting task.
If you’re about to dip your toe into Twitter marketing, this guide should help you learn the basic steps and get started right.
Pick an Objective
Not all Twitter ads are created alike. Depending on your goals for the campaign, Twitter offers different ad products to deliver on different objectives.
These campaigns are designed to increase web traffic to specific landing pages on your site. They can be effective to drive leads, online conversions or to promote content. These ads run on a pay-per-click model, so you’ll only get charged when users actually click through to your site.
If your business or brand is just starting out on Twitter, this ad model is designed specifically for growing your follower base. That means it’s unlikely to result immediately in direct conversions, but the potential for long-term ROI is high since more followers means more eyes on your unpaid content stream.
Awareness campaigns promote Tweets to maximize exposure. If you’re raising brand awareness, promoting a sale or news event or going for anything else where reach and impressions are key, this could be the campaign for you.
Promote a Video
Video content is the wave of the future, so it’s not surprising that Twitter offers a special product just to promote video. These ads auto-play on scroll and encourage users to tap or click to view the full video or click through to your site.
If you’re looking for hard conversions, like service sign-ups, e-commerce purchases or gated content downloads, this is the campaign for you.
Twitter lets you track a number of different conversion events, such as Site Visit, Purchase and Download by installing a custom code snippet on your website. This allows pricing to be set on a target cost-per-conversion basis.
Target the Right Audience
Like other social media platforms, Twitter lets you target your ads based on a variety of demographic criteria:
- Location and language targeting
- Gender targeting
- Interest targeting
- Follower targeting (this allows you to target followers of one or more other accounts)
- Mobile device targeting
- Behavior targeting based on shopping and spending patterns
- Keyword targeting
- Custom targeting imported from a CRM
Utilizing multiple targeting dimensions can allow you to create a highly specific audience that’s as niche or broad as you’d like. To help you out, Twitter’s ad platform provides an illustrative real-time graphic to keep you from straying too far in either direction.
After determining the basics (language and location) a good piece of advice when setting up your campaign’s targeting is to restrict your ads to one targeting type only — follower, keyword, interest or behavior. This will allow you to get more meaningful insights from ad performance and who best to target moving forward.
“Restrict your #Twitter campaign ads to one targeting type for the best results” TWEET THIS
Create the Right Copy and Media
Twitter is built around the arts of brevity and big images, which makes it the perfect place for really great copywriters and graphic designers to shine.
When creating your promoted Tweet, use bold, eye-catching imagery and copy that provides an enticing call to action. Users tend to scroll through their Twitter feeds at a good clip, so if you don’t hook them early they’ll be lost.
Copy, of course, needs to come in at under 140 characters and the recommended media size for images is 1200 x 675 pixels.
This is also a great opportunity to take advantage of trending hashtags or to create your own hashtag trend.
Track, Test, and Repeat
Once your campaign is up and running, it’s time to track its performance based on your initial goals. Are impressions and click through rates as high as you’d like? Are users converting? In addition to whatever analytics platforms you normally rely on, Twitter provides its own custom analytics track to help you gauge the effectiveness of your campaigns.
No matter how well your initial campaign performs, there’s always room for testing. In the long-term you should expect to experiment with different targeting, graphics, calls to action and landing pages as your campaign progresses. A big part of running a good Twitter campaign comes down to knowing the basics of A/B testing.
As you continue to test and gain new insights into your audience and what they respond to best, you can update and improve your campaign to get bigger and better returns on your investment.
Originally published on THINK blog