Twitter Ads Guide for Small Businesses
Twitter is a popular social media platforms for ads for many reasons: it’s simple, quick, it allows you to send a clear and concise message (although short) and to connect with your audience in a more casual way. While there are certain limitations to this type of advertising, it’s still very efficient. Ellan Dineen from Design Wizard is guest blogger on this awesome post. Read on…
The amazing thing about Twitter is that it can be really impactful for big brands. It provides another channel of communication allowing closer relationships with potential customers.
For this same reason, it is also very impactful for smaller businesses. If you have a small company, there are four things you need to keep in mind when it comes to Twitter ads.
1. Proper Targeting
Like most other social media advertisers, Twitter advertisers usually suffer from improper targeting. Investing money in ads just so you can say you’re advertising is a bad strategy. Ultimately, it will lead you down a very dangerous road potentially ruining your company.
The main purpose of social media for businesses is to reach more people. However, there is no point in reaching out if a person isn’t a potential lead. First, you need to start by analyzing the market and finding your ideal customer. If you’ve worked in a business for a while, this shouldn’t be a hard task.
Twitter has great filters that will allow you to seek out just the right demographics. You can also focus on certain keywords that will help out the process. For example, by checking out common keywords used by your potential clients, you will be able to tailor ads in order to cater to that particular group of people. Google can also be used as a weapon in this case.
2. Choosing the right budget
Most economic experts will tell you that there is no limit as to how much you can spend on marketing and they would be right. But, if you’re a small business owner, you have to make some important calls and decide how much and where you wish to invest.
In order to properly manage your Twitter campaign, you have to be very disciplined. Investing more funds when things go well or decreasing your budget when things are bad will give adverse results. If you managed to setup the campaign properly, it is very important to stick with it till the end. This doesn’t mean you won’t make any adjustments though. However, you also shouldn’t be rash in changing your strategy. The great thing about this type of ads is that you’re allowed complete control over your budget.
Similar to Google Ads, Twitter is based on bidding. In that regard, you will have to compete with your direct competitors as to how much you’re willing to pay for click. Winning a bid will not always be ideal; in certain industries and niches, advertising can be quite expensive and can endanger your daily operations. So when biding, make sure you don’t go overboard and stick with a budget that will allow you to advertise but still make a profit through sales.
3. Content as the focal point
Everything on the web revolves around quality content. Spending lots of money can only get you so far. In order to maximize advertising results, it is very important to have good content as this will be the contact point with first-time readers.
Everything starts with your landing page. When creating a campaign, it is very important to properly choose your lander as this is the place where you’ll be funneling people. Most experts will recommend using is a highly commercial page; a page that is directly offering products and services. But, there needs to be some additional incentive so that conversion occurs.
For example, you might want to post a discount for people who came through Twitter ads. If you don’t have such a page, make sure to create one. In fact, don’t even start a campaign without creating a proper landing page that you’re certain will convert. Another way to stimulate conversion is through retweeting. For example, all these discounts will become available if the post is retweeted a certain number of times. This will force users to take action and spread the message even more. Also, you might use a strategy where you provide a discount only to a certain number of fast acting customers. Content can also be used to instill trust as this will be an important step in creating a good first impression.
4. Analyzing the campaign
A Twitter campaign is very similar to all other marketing campaigns in terms of steps that you need to undertake to be successful. The last step of the process is always analysis. Of course, you should start by checking the profit.
If you at least managed to break even, this is a good sign that a campaign was a success. Sometimes you might consider running ads at a loss. This is only if you want to prioritize exposure and are not that much concerned with current ad revenues or profit. But, there is more to analysis than simply discovering whether or not you’ve been successful. It is much more important to analyze the interaction data and decide if there is any room for improvement.
If you’re constantly achieving the same results, it is safe to say you haven’t made any progress. Even if you ran a pretty successful campaign, you need to keep in mind that there is no limit as to how well a campaign can go. Ultimately, if you cannot decipher the data, you might want to hire a Twitter ads expert that will help you out (at least for the analysis part).
Twitter ad campaigns are a powerful tool especially when paired with other marketing efforts. They are great for small businesses as they provide a much-needed and fast exposure. Remember that not every campaign will be the same; they will vary based on resources, industry and ultimately execution.
By pulling off a complete effort, you’ll be able to position your small business in the market and get the profit you’ve been looking for.
Ellan Dineen is the Marketing Associate at Design Wizard. When she’s not hard at work, Ellan can be found en route to foreign lands with a book in her hand and a podcast in her ear. With a Master’s in English and Diploma in Social Media Marketing, she knows the importance of staying up-to-date with the industry’s latest trends and insights and is keen to pass these tips on to her readers.