Welcome back to my brief Introduction to Twitter Advertising! In case you missed it: In this three-part series, Ill be walking you through three of the most important questions to consider before you get started with advertising on Twitter:
1. What is your objective?
2. Who is your target audience?
3. How are you going to measure your success?
Ive already discussed how Twitter can help you meet your marketing objectives, so lets move on to possibly the most important part of any Twitter campaign: Targeting. After all " if you dont target the correct audience, you wont have a successful campaign.
Who Is Your Target Audience?
You probably know who you want to target " but can that audience be found on Twitter? Heres a breakdown of how to navigate Twitters targeting options.
- Reach people that search, tweet about, or engage with specific keywords. These are best used to promote events (#NYFW), product interest (#iPhone6) or purchase intent (travel ideas).
- A slightly less-specific version of Keyword targeting, Interest targeting permits you to select Interest groups that have been predetermined by Twitter. Twitters two-level hierarchical targeting options allow for you to get pretty specific " for instance, within the broad Books and literature category, there are several more specific genre/category options, like Cookbooks or Romance. Interest categories are a great option if youre looking for a broader reach.
- Target the audiences of specific Twitter handles. This can help you find new audiences, demonstrate brand expertise on a specific topic or gain publicity. By targeting an influencer in your industry, youll be able to reach their audience and demonstrate your business expertise. You could also try targeting your competitors audiences to generate awareness of how your business can help solve their pain points.
- Target the second-screeners. I saw this a lot during Shark Week " brands were leveraging #SharkWeek to attract attention from those who were engaging with Shark Weeks programming. While this option is less applicable for most businesses, it can be very successful for others. Jacobs Creek Winery, for example, leveraged ABCs The Bachelor and encouraged fans to tweet with the hashtag #MoscatoMonday. And it caught on " encouraging social watching also generated product awareness of their delicious Moscato.
- Have a CRM list of emails? Put it to use on Twitter. New to the self-serve platform (previously, you could only access this level of targeting via a 3rd party vendor), you can now upload a list of email addresses & target them directly on Twitter. I would recommend this tactic only if you have a rather large email list at your dispense as the match rate of emails to @handles could be <50%. Also, note that it can take a few hours for the uploading/matching process to happen.
- Also new to the self-serve platform, you can now generate a remarketing code to place on your landing page and use to retarget users on Twitter. This would be an especially useful tactic to encourage donations, contest entries or event sign-ups.
Once you know your objective, its imperative to reach the right people in order to get your message across. As with all campaigns, its certainly easier to cast a wide net and get your message out to many people, but the only users who will take action are those who share an affinity with your message. As such, dont be afraid to call out specific groups and use images that speak directly to your target audience.
Coming soon: Part 3 of my Introduction to Twitter Advertising, where Ill discuss how to measure your success. Stay tuned!
- How To Do Twitter Advertising " Part 1: Objective (Victoria Hoffman)
- The Quick Guide to Timing Your Tweets (Jade Furubayashi)
- Keyword Targeting on Twitter: The Right Place, The Right Time (Chris Atkinson)
- How To Really Use Twitter Hashtags (Jessica Davis)