Most firms today understand the necessity of having a strong social presence, and so are creating profiles to meet those demands. Having a social profile for your firm offers up possibilities to grow your audience and build your brand (Propero Partners State Of Digital Marketing In Professional Services, 2017).
With two types of social media strategies available: organic (free) and paid, it’s important to strike the right balance with each. However, while organic social media poses less restriction for those on a tight budget, it is limited by who you can reach. Paid social, like Twitter for example, gives your firm the chance to reach a more targeted audience–people outside of your immediate followers who are likely to have an interest in your brand.
Why use Twitter?
Twitter is one of the most popular social media platforms in both B2C and B2B industries. According to Propero Partners State Of Digital Marketing In Professional Services, 64% of professional services firms are on Twitter. Because Twitter services offer such a broad spectrum of people, when it comes to directing traffic to your content, you need to understand Twitter’s ad platform and all that it offers.
“71% of Twitter users say they use the platform multiple times a day.” (Source: Hootsuite)
During this blog we’re going to focus on Twitter Advertising and discuss what you need to know in order to use them to your firm’s advantage.
What is a Twitter ad?
Twitter advertising can appear in different formats however the most common, and the one I’ll be talking through today, are sponsored posts. Sponsored posts look similar to organic (free) Twitter posts but are put in front of a targeted audience chosen by the advertiser.
These target audiences are built using the targeting criteria options provided by Twitter which are generated and collected based on a user’s behaviour and the information they provide on their profile.
Paying for a sponsored post allows your ad to be put in front of an audience that isn’t necessarily following your brand and therefore provides the opportunity to generate new leads and business enquiries.
When to use it?
Twitter advertising is predominantly used by professional services firms as part of a wider social media marketing strategy. Twitter ads are a great way of building and promoting a firm’s brand and services, usually through gated content which, unlike tools such as Google AdWords, attract customers who aren’t actively searching for your services or aren’t yet aware of their need for them.
Now you know what they are and why your firm should be using them, read on to optimise your Twitter ads to generate results.
Top tips to optimise your Twitter advertising…
Create a solid profile
Creating a solid foundation for your Twitter advertising is important because, for many, it will be their first experience of your brand. If a potential client clicks on your ad to learn more about your firm and sees an unkept, haphazard profile it will have a negative impact on their perception of you firm. If this happens, you’ll have wasted precious time and budget and a potential lead.
To ensure your Twitter profile supports your pursuit of new business, make sure you:
- Include a company bio that briefly outlines your services and USP
- Include a URL link to your website
- Add your location to create another level of legitimacy
- Choose an appropriate profile picture and header image, e.g your logo or an image in keeping with your brand guidelines
- Ensure you’re following relevant people to your firm and target industry
Know your target audience
Choosing who to target when creating your ads is arguably the most important part of the process when setting up a paid Twitter campaign. You must choose a criteria that fits the target audience you have in mind for your firm.
Twitter offers many targeting options, however, as a starting point, focus on the following:
- Followers: Who are your target audience likely to be following?
- Interests: What interests are your target audience likely to have (choose from a pre-determined list of categories such as, books and literature, business, careers, technology, etc.)
- Location: Where is your target audience based?
- Language: What languages are they likely to be speaking?
Measure your analytics
Understanding your Twitter advertising’s results is vital to constant optimisation and improving your ads in the future. Using the analytics provided by Twitter, you can understand what your target audience responds best to and therefore learn what to avoid and include in the future.
Some of the most important analytics Twitter generates for your ads are:
- Impressions: How many people your post was put in front of
- Clicks: How many people clicked on your post
- CTR: The number of people who click on your link as a percentage of the posts’ impressions
- CPC: The cost per person who clicks on your post
- Conversions: The number of conversions you generated from the ad
- Conversion rate: The number of people who converted as a percentage of people who clicked on the link
- Total spend: How much you spent on each ad in total
According to Twitter, those most successful with Twitter advertising are those who have an active Twitter profile. By regularly tweeting and interacting with your followers, you’re boosting your ad’s likelihood of success and, as a byproduct, learning more about what your Twitter followers want and respond best to.
When next using Twitter ads, consider the points above, implement them into your next social media marketing strategy and you’ll see an increase both leads and brand recognition. So, tweet, interact and engage regularly and wait for the results to come through.
Not getting the results you want? It takes time, resources and an in-depth knowledge of how Twitter ads work, to start generating the volume of results you’re likely after. If you’re struggling to see them, send an email to firstname.lastname@example.org to find out how we can improve your ad spend ROI.