Is Twitter incorporated into your social media marketing plan? If not, it might be prudent to consider establishing an account. As the second most widely-used social platform globally, trailing only Facebook, with a monthly user base of 310 million unique individuals, it presents a substantial opportunity for connecting with both existing and potential customers.
Yet, how can you engage with users who have never encountered your company? This is where Twitter advertising becomes a valuable asset. The platform provides advertising solutions tailored to a range of objectives, and with no minimum budget requirement, it is accessible to businesses of all sizes.
Discover how Twitter can be a potent marketing tool for your company by continuing to read this article.
If your business lacks a Twitter presence, the initial step is to create an account. Even if you do not intend to promote tweets, it is an effective means of being accessible to your clientele and addressing their comments and queries. Once your account is set up, familiarize yourself with the platform.
Follow a few relevant companies or businesses, draft your initial tweets, and utilize Twitter’s discovery feature to see if there is any existing conversation about your brand. Once comfortable, navigate to Twitter’s advertising start page to begin leveraging their paid advertising options.
The first task in your advertising campaign is to define its objective. If you have prior experience with Facebook advertising, Twitter’s offerings will be quite familiar.
You can select to promote your content with the aim of increasing followers, driving traffic to your website, enhancing retweets and replies, encouraging app installations, or gathering emails from interested parties. These are all valuable options, contingent on your business’s advertising goals. You can manage multiple campaigns simultaneously or focus on one at a time.
Once you have established the campaign goal, determine your target audience.
Start by selecting basic targeting criteria such as location, gender, language, platform, and device. Twitter then allows for highly specific targeting options, including keywords, follower targeting, interests, tailored audiences, and behavior.
Keyword targeting enables you to reach users who tweet specific terms. For instance, as a marketing firm, we might want to target users who tweet about marketing. After entering a keyword, Twitter will provide the daily tweet volume for that term and suggest additional options. This can be particularly effective for reaching niche audiences or ensuring a targeted reach with limited budgets.
Follower targeting allows you to reach users with similar interests to followers of certain accounts. This can be particularly useful if you know your competitors and believe their followers might also be interested in your company.
In addition to targeting specific keywords, you can also focus on entire interests, which are determined by the accounts users follow and the tweets they engage with.
If you have specific users in mind, you can target them by their Twitter handle, requiring a minimum of 500 users and the ability to upload lists from your computer.
Behavior targeting enables you to reach users based on their online and offline actions and characteristics. You can also exclude certain behaviors.
Twitter ads operate on an auction-based system, requiring you to specify the maximum amount you are willing to pay for each action resulting from your campaign. You will only be charged for the actions your campaign generates.
When setting your budget, Twitter will stop promoting your tweets once your set budget is reached. You can also set a total budget, ensuring your campaign runs until the designated amount is spent.
After determining your objective, audience, and budget, it’s time to create your tweets. You can compose new tweets with text, links, and images or select existing tweets from your account.
Twitter also introduced a quick promote feature, allowing you to promote your top-performing tweets directly from your dashboard without the need for a full setup process.
For businesses without dedicated marketing teams but looking to establish a presence on the second-largest social network, Twitter’s quick promote feature is an ideal choice.
This article on Twitter advertising is part of a series exploring paid advertising options on social media. Read our Facebook advertising post here and stay tuned for insights on promoting your content on Pinterest and LinkedIn!
