Is Twitter marketing still relevant for business? We get asked all the time and the answer is yes, but with a caveat. It depends on your business and whom you’re targeting. There are still 326 million active monthly users, and 47% of those users who visit a Twitter profile will also visit the website linked to it.
When you combine those two statistics, it demonstrates that there is much potential in leveraging Twitter for your business.
While there are several ways to use Twitter marketing, running Promoted Tweets, and Promoted Trends campaigns is something that you may want to consider. Here are how they work and the benefits they provide for your business.
Target Advertising with Promoted Tweets
If you are unfamiliar with Promoted Tweets, they act just like regular Tweets except advertisers purchase them to reach a wider group of prospects or to start engagement from their existing followers. These tweets will appear at the top of users’ feeds whenever they are searching for a relevant topic. Marketers can reach a much larger audience in a shorter period without the painstaking process of building a following from scratch.
Much like Google Ads and other promotional platforms, you can control your daily and long-term budget. In some cases, you may want to run a Promoted Tweets campaign for an ongoing period. Other times, you only want to run it for a few days to advertise a particular event.
You can also control the demographics according to criteria like geographical location and viewing devices. For instance, you could set the tweets from one campaign to only be viewed by desktop and laptop users. In another campaign, you might configure it so that your tweets only display to iOS and Android users. Analytics make it easy to track the success of your campaign and adjust as necessary.
Use Promoted Trends to Engage More Viewers
Another option Twitter marketers use is Promoted Trends. 28% of U.S. adults use Twitter. By displaying a trend, you capture interested readers who may be new to your brand. Promoted Trends show up at the top, or second to top, slots of the "Trends for You" section in their home Timeline and Explore tab.
Marketers run a Promoted Trends campaign by paying to have a hashtag created that displays on Twitter’s trending topic list for 24 hours. Consequently, this reaches a much larger audience than Promoted Tweets. The drawback is that it’s costly to run this type of campaign which can go as high as 6-figures a day.
While out of reach for most small to mid-sized companies, Promoted Trends can drive tremendous amounts of targeted traffic for companies who can afford it.
The Benefits of Leveraging Twitter Marketing
Perhaps the most significant advantage of these two campaigns is the quick results businesses receive. Companies can potentially build a huge following overnight. When run correctly, this can mean massive profits in the short-term and a sustainable group of followers in the long run.
Event Marketing and Twitter marketing go hand-in-hand. Twitter marketing is exceptionally useful for getting the word out about a particular event. These marketing options can also be a great alternative to a traditional PPC campaign.
We can show you how Twitter is a useful marketing tool for your business and how to reach more of your demographic for the highest ROI.
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