Twitter for Business: Inside Guide on Advertising
Twitter currently hold over 500 million users, and is still growing. The easy to use micro-blogging service is swiftly creeping up on Facebook, and has even made some users jump ship. Nowadays you always hear TV anchors asking you to follow them/their station on Twitter. Movie trailers are promoting specific hashtags to create a buzz before the movie launches. We are migrating towards Digitization, which is the process of converting information into a digital format. Finally global brands are starting to realize that the best way to target customers is by advertising online.
Catering to our needs while we are on the go, is common sense. During the day we check our email, Facebook updates, Twitter, favorite news source and much more. Twitter has made it normal to share bits/bytes of information with our friends and family. Some have even described the service as “the SMS of the Internet.” Seeing this wonderful tool being used by millions, creates a desire to get in on the action. Today we will be looking in to specific ways you can take advantage of Twitter to promote your service, product, or brand. We hope you will find the following knowledge useful!
You can use promoted tweets to amplify your message with targeting options that allow you to reach the right person, in the right place, at the right time. So what does this mean exactly? Here is a great example: Dell just released the XPS 13 Ultrabook. While searching for #Apple on Twitter, I came across their promoted tweet. It was the first result that came up, and encouraged me to check out the new design.
While looking at the specs, as any geek would do, I noticed that their product was very competitive to the Macbook Air and even better in some areas of performance. The PC makers are using the term ‘Ultrabooks’ to express reduced size, weight, and extended battery life laptops without compromising performance. Without getting into an argument which laptop is better, the outcome of Dell’s advertising efforts were, in my opinion, successful.
Now that I’ve heard about the XPS 13 ultrabook, my purchasing desicion will be highly influenced because of the information I know. Of course like any smart consumer, I will spec and price compare other products within this laptop category before I make my purchasing decision.
Promoted Tweets can be used in a variety of ways. Just like organic Tweets, relevant and interesting messages are rewarded above all else. By leveraging ideas, your campaign should be unique. Brainstorming ideas prior to launching is obvious. The hardest part it to create something that will catch on fire. Tweets that engage and resonate with users will appear more frequently. here are the main ones:
- Promoted Tweets in search: Use Promoted Tweets to reach users while they search for their interests on Twitter. Promoted Tweets targeted to search terms appear at the top of the results page.
- Promoted Tweets in timelines: Use Promoted Tweets to amplify messages to your followers or users who are like your followers. Promoted Tweets targeted to users’ timelines appear at or near the top of their timeline when they log-on or refresh their homepage.
- Geographic targeting: Increase the relevance of your campaign by targeting your message to a specific geography. Promoted Tweets can be targeted at the country level or at the U.S. regional level.
- Political campaigns: Use Promoted Tweets in search or in timelines to reach Twitter users during the election season. Campaigns requiring FEC-compliant notices will feature a purple promoted icon at the bottom of the Promoted Tweet. The disclaimer appears when a user hovers over the Promoted Tweet.
Promoted Tweets are priced on a Cost-per-Engagement (CPE) basis, so you only pay when someone retweets, replies to, clicks or favorites your Promoted Tweet. In addition, impressions on Retweets are free and can extend the reach and cost-effectiveness of your campaign many times over.
You can use Promoted Trends to drive conversations and interest around your brand or product by capturing a user’s attention on Twitter. Uses who are logged in will instantly see the little yellow arrow by that trend. Every minute of every day, Twitter hosts viral conversations that reflect some of the hottest topics of the moment. These trends are featured prominently next to a user’s timeline.
Because of this placement, your trend gets massive exposure and is ideally placed to kick-start or amplify a conversation on Twitter and beyond. This is a very powerful method and is used by major brands. If you can recall, so far big events like the Grammy’s, Superbowl, SXSW, TV Shows, NBA and others have took advantage of this advertising option. Successful Promoted Trends give users something new and exciting to discover, participate in, and share.
In the Who To Follow section, you can have the ability to encourage other to follow your brand. Use Promoted Accounts to quickly scale a follower-base of advocates and influencers for your brand. Whether you are gearing up for a big product release or looking to expand your online presence, building a strong base of engaged Twitter followers who share and amplify your messages can help your marketing take off.
Following on Twitter is one of the strongest signals of online affinity. These are people who have indicated an active interest in your brand and who want to hear more from you. Twitter’s account recommendation engine identifies similar accounts and followers to help users discover new businesses, content, and people on Twitter. Your Promoted Account appears in this section for users who have been identified as most likely to have interests similar to your account. If you are in the USA you can also run geo-targeted campaigns, perfect for locally based events!
Enhanced profile pages
This newly added feature allows you to enhance your brand’s Twitter profile page to increase engagement and drive your business goals. This type of profile page increases your brand’s Twitter presence by prominently featuring your most important content and visually branding your page. Your enhanced profile page is completely public — users can view it without joining or logging into Twitter.
Currently, the enhanced profile pages are available to a small selection of brands. In the next coming months they will be rolled out more broadly. Here are some of the advantages that enhanced profile pages have over the standard ones.To make things simple; think of this as fan pages, but on Twitter.
- Header image: Add a logo, image, tagline or any other visual branding to the new 835×90 header to create a lasting impression on your audience.
- Feature your content: Promote a Tweet to the top of your profile page’s timeline at no extra cost to highlight your most engaging and important content. If your Promoted Tweet contains a link to a video or photo from a partner provider*, it automatically expands to show that media within the timeline.
- Mobile devices: Users will have a more consistent experience across platforms, including mobile devices.
- Communicate with more users: In addition to hashtags, use your @handle in your other marketing activities to guide users to a richer brand experience on your profile page.
- Offer exclusive content: Twitter users love exclusives! Promote a Tweet on your profile page with exclusive content such as product launches, breaking news or promotions to deliver relevant, real-time messaging.
- Refresh your page frequently: Twitter users also love new content. Update your enhanced profile page with new Promoted Tweets or new header images to keep your messaging fresh and to keep users coming back to your page.
Ever used Google Analytics? Twitter offers two layers of analytics to advertisers, providing in-depth insight into both paid and unpaid activity on Twitter. Advertisers will have access to three dashboards that will display the fundamental metrics of your campaign: impressions, retweets, clicks, replies, and follows (Promoted Accounts) as they happen. You will finally be able to see your followers based by interest, geography, gender, and engagement.
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