THE COVFEFE OF MARKETING FOR TWITTER
Disclaimer Social Media Marketing changes daily and many factors will be important in determining your actual results and no guarantees are made that you will achieve results similar to ours or anybody else’s, in fact no guarantees are made that you will achieve any results from our ideas and techniques in our material.
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What is Twitter? Twitter is a social networking service that has been described as text messaging for the internet.
Users communicate, post and read tweets (short messages) of 140 characters maximum. Tweets are usually entertaining and concise messages that can be read quickly and sent to other users (followers).
What is All the Hype? Twitter content is usually made up of news, quotes, trends, celebrity news, advertising, promotions, sales leads, local openings, events, advertising and anything that users find entertaining or useful. It is possible to follow people, brands and organizations by searching for a username in the search bar. Each username has an @ symbol before the rest of the username (for example @mortonservices). Using Hashtags, a user that is tweeting about an event called Vivid Sydney might mention the following in a tweet. Is anyone going to #vividsydney? This means that anyone that clicks on #vividsydney will see all the tweets about the topic.
What is All the Hype? (Cont.) Twitter allows numerous opportunities for finding an audience in almost any niche; • Twitter has numerous features for selling, increasing followers and driving traffic to other websites. Campaigns for social media marketing is just one example. • Users can engage with an audience by tweeting the latest trends, news, brands, promotions, blogs and websites in one place. • Information on Twitter moves fast due to the small size of tweets and fewer layers of privacy. • People feel comfortable interacting with others that are lesser known or just using it strictly for business.
Twitter Marketing Twitter offers many benefits to Social Media Marketers.
• It is estimated that 500 million tweets a day are made on Twitter. • Twitter is a faster way of acquiring a target audience and can begin within hours of creating an account unlike some other social media websites. • It is possible that 50 potential clients can be made in two days on Facebook. The same number of people may be reached in hours on Twitter if the content is appropriate and well timed for the audience.
Why is Twitter Marketing so Effective? Why is twitter marketing so effective in such a short amount of time? • Multiple tweets are expected to gain the attention of followers particularly at peak times. • Retweeting is easy and a tweet can be forwarded to multiple followers that are not necessarily friends or people that are known to the user. • Twitter includes a broad range of campaigns to acquire more followers for Twitter, websites or apps.
A Popular Place for Conducting Business • Gaining an audience of influential users is important in the initial stages of building a reputation and profile. • It is easier to network with a competitor’s followers and understand how they gain their followers. • It is possible to observe how the competition markets a product or service to potential clients. • The user can also learn what each target market requires to drive traffic and conversions.
A Popular Place for Conducting Business (cont.) • Is it more likely that people will follow a new product that has 500 followers on Twitter instead of having no Twitter profile? • Google also notices the popularity of a Twitter profile and good SEO. Retweeted original hashtags, username mentions and links to a website are more likely to be ranked higher in Google search results. • Websites like www.klout.com and Google Analytics use social media analytics to rate users according to their online influence. For example, Klout uses the ‘Klout Score’ which is a numerical value between 1 and 100.
Strategy and Research • Consider a budget for using the services of other websites and ads campaigns in the creation of a strategy. A strategy should include branding, business activities and the overall web presence of the user. A memorable profile, banner and logo will reflect this. • Gain more followers, schedule tweets and check what constitutes good content for a target audience by checking other influential followers and competitors.
• Decide on some simple campaigns for generating more traffic and retweets to websites and a Twitter account. • Other campaigns may be aimed at gaining more follows, click throughs or website conversions. • Make a list of other websites that can schedule, create and measure the progress of tweets.
Twitter Profile • The attention of most Twitter users is very short. A well worded and visually attractive bio will attract more followers to all other websites and social media. • A professional bio with five top ranking niche keywords and links will be clicked on if people believe strongly in what is being explained in the bio section. • A highly recognised username that informs the reader about the intention of the business should also be added. It should be memorable and worded similarly to the website or company name.
Get Tweeting • Look to retweet information that engages with an audience. Websites like http://digg.com have trending articles, videos and stories from other websites that can be used on Twitter. • Social Media Scientist Dan Zarrella found that tweets with 120 to 130 characters received more retweets than those between 50 and 80 characters. • Zarella also found that the word ‘retweet’ instead of the initials RT had a better result. • He also found that 50% of all retweets containing links increases an account click through rate and overall web presence. • Photos, videos and quotes are retweeted the most.
Best Time to Tweet • Dan Zarrella found that tweets made after 2pm but not between 6pm and 7pm from Thursday to Saturday with the words please retweet, please help or please (with any other words) with 2 or fewer hash tags were far more likely to be retweeted and also had the highest click through rates.
• He also found that most retweets were made between 8am and 9am in the morning when people are commuting.
• Websites like http://www.tweriod.com or https://buffer.com gives advice about the best times to tweet by analysing the tweeting habits of users and followers.
Schedule Tweets • Dan Zarrella found that Twitter requires between 20 and 30 tweets per day to attract more followers. • It is possible to reword tweets with different images to convey the same information. For example, a video can be used numerous times with different segments of a video and new wording. • Schedule multiple tweets and duplicate content to different social media outlets such as Twitter, Facebook and Google using websites like http://hootsuite.com, http://meetedgar.com or http://www.buffer.com.
Find Followers • Find friends and colleagues that are already on Twitter by using the search bar to find people by name, username or keyword search. It is also possible to import contacts or click on suggested followers or trending hashtags. • Find users from your email subscribers list. • https://moz.com/followerwonk uses a keyword search to display followers of a Twitter account with the most influence. The most relevant followers of influence can be added to a list and can be retweeted or commented on later.
Creating Follower Lists • Lists are a great way to track competitors, industry leaders, followers with expertise and influential users. • Lists make it easier to contact the right followers quickly or to target an audience with a tweet or ads campaign. • Lists can be created by following these steps. • • • •
Go to your Twitter page and then select profile and settings tab icon. Click lists under the profile and settings tab and click on ‘create new list’ . Create a name for your list and a short description, select public or private list. Once the list is saved it is then possible to go to a follower, click on the ellipsis next to the ‘follow button’ and click on add to list.
Soft & Direct Contact • Sprout Social found that 57.5% of users are annoyed by brands that post too many promotions. • Making tweets that do not look like promotions but rather casual conversation has more potential of drawing an audience then an obvious promotion.
Tweet Engagement • Helping a potential follower to solve a problem or asking for ideas and advice are ways to increase engagement. • General conversation about humour, places visited and upcoming industry events are also good ice breakers. • It is then possible to request private communication via email or LinkedIn. This is a great way to build an email list that can be later used for promotions, offers or directing them to your websites and other social media channels.
Drive Traffic to Twitter • http://clicktotweet.com is a website where you create a button that allows users to direct traffic back to Twitter from your website or other social media channels.
• Click to Tweet analytics show the total clicks, unique clicks, dates and the location of the clicks. This is perfect for testing content and keywords for campaigns that are location specific.
Drive Traffic From Twitter • Twitter has several types of Twitter cards to gain interest, promote brand awareness, drive traffic, and increase sales. • They offer a way to provide a better explanation of a product or service by bringing the attention of an audience to simple visual information before clicking through to a website. • Summary cards and ones with large images are used to demonstrate a thumbnail or large image of linked content before users click through to a website. This is great for blog posts, news articles, research articles and photos.
Drive Traffic From Twitter (cont.) • App cards persuade users to install mobile apps while providing a name, description, icon, price and rating of the app. • Player cards can be used for showing videos and sharing audio transmissions without having to leave Twitter. • For example:
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A clothing website may have a great product description but is looking to advertise the clothing by showing how the clothing is worn, colours and sizes.
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They use a player card so that users get an idea of sizing and how the clothing looks from different angles.
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The campaign ensures that people will click through to the website and place some orders.
Twitter Campaigns Twitter users can create targeted campaigns and advertisements to improve the flow of traffic to Twitter and any website in Ads Manager. Each campaign will ask the user for an objective such as driving web traffic or making conversions on a website. Campaigns are usually low cost and multiple ads can be targeted to different audiences using images, links, videos, or text. The user can decide when people will see ads and measure the response in Ads Manager.
Create a Twitter Campaign Creating and managing an advertisement is easy on Twitter. Follow these steps. 1. Login to your account and go to profile and settings. Twitter will then take you to the Ads page to start creating an ad. 2. The user will then be prompted to set up the ad campaign. Select your campaign objective from the list.
Target an Audience 3. Name the campaign and choose when the campaign starts. The user should then decide if third party tracking is required. 4. Start with one broad category such as interests, location, gender, device, platform and even carrier.
Target an Audience (cont.) 5. Target the audience further by selecting one further sub interest such as behaviours, specific keywords, hashtags, usernames and even TV shows that people watch. •
Keywords are often useful for targeting users that need something fixed. A person selling a certain type of homemade soap could add a keyword like ‘dermatology’ to narrow down the audience.
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It is also possible to target the audience of competitors by adding around 30 to 40 followers that have usernames of influencer.
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It is possible to upload data from Google Analytics based on a list of website visitors to create a tailored audience of Twitter users.
Cost & Bidding 6. Twitter Ads is an auction based system, so a budget and the correct bid will determine the price of a campaign. Twitter offers three types of advertising options: •
Promoted tweets - $.50 – $4.00 per engagement
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Promoted accounts - $.50 – $4.00 per engagement
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Promoted trends - $200,000 per day.
• You only pay when users interact - they reply, retweet click your ad or favoriting your tweet. • Twitter will show more of an ad campaign if content is valuable and drives more traffic. Good targeting produces a positive level of engagement that drives traffic and demonstrates relevance to a target market. It results in better value for money and decreases the recommended bid.
Choose a Tweet to Promote 7. Choose from a list of existing tweets or create a new one to promote for your ad. The tweet should include; • A headline with a link. • Twitter cards for more attractive extra promotion of material. • A call to action button so that users are clear about the intention of the ads such as retweet, follow, download and more.
Split Testing Split testing provides a better understanding of customers likes, interests and preferences to drive traffic to Twitter and other websites. It compares multiple versions of an ad to see which one performs the best. Once this is known it is possible to cancel the other ads that are not performing well. There are various methods for split testing but the simplest form involves a test of one element against another to see which one results in better performance. Test the call to action, content, headlines, best time to tweet, offers and promotions, images and videos. Split testing should include goal setting, tweet creation, shortening links, deploying tweets and checking results.
Measuring Success Twitter analytics provides users with higher odds of targeting the ‘right’ audience by using statistics and algorithms to narrow an audience. However, the usage of Twitter analytics will depend on the end goal of the campaign and the target audience. For example, does the user want to receive more followers, clicks, click throughs or conversions? Twitter Analytics allows users to easily view their activity, measure engagement, and learn about followers. That data is organized into three main categories. •
Data Related to Tweets
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Data Related to Followers
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Data Related to Twitter Cards Only
Conclusion Twitter on the surface looks to be a simple and easily accessible social networking website but it has a large reach with targeted audiences. Having only 140 characters means you must think of clever and concise ways to capture followers attention and get your message across. It also offers a number of ways to drive traffic to your website using ad campaigns and analytical data so you can track your performance so you know what is working and what to change. Marketing your products on Twitter and building followers can really help grow your business.
THE COVFEFE OF MARKETING FOR TWITTER
Disclaimer Social Media Marketing changes daily and many factors will be important in determining your actual results and no guarantees are made that you will achieve results similar to ours or anybody else’s, in fact no guarantees are made that you will achieve any results from our ideas and techniques in our material.
"Designed by Freepik“