When working on your Twitter marketing strategy you need to really consider if the Twitter advertising platform is suited to your marketing goals and objectives. While advertising on Twitter is very easy to set-up with a huge potential reach, it isn’t always a wise choice. In fact, it may hurt your brand reputation.
How could Twitter marketing hurt?
The problem with Twitter for marketers is that for a long time it didn’t have any advertising. Even today, if you don’t meet the targeting parameters of Twitter advertisers then you still may never see any ads. So when ads do appear they stand out and users can be very negative towards them.
Think about the way most people ‘read’ on Twitter. With messages capped at 140 characters we quickly learn to skim until something catches out eye. The introduction of images and video has supplemented links and hashtags as attention grabbing features, but we still skim.
If your ads are perceived to be getting in the way of our skimming, are unrelated or seen too often then you are going to annoy people. Impatient users are like that. While the internet set a new benchmark for short attention spans, Twitter found a way to shorten them even more.
So if your brand is seen as responsible for interrupting a users ability to use Twitter the way they want to, you become enemy number one.
What about Twitter re-marketing?
Normally I’m a huge fan of remarketing. But not so much on Twitter. While I do implement Twitter remarketing tags for clients we find that we rarely use them, unless they have something really spectacular to announce.
There will be many other online marketing consultants that say that if a user is on a remarketing list then they will are ideal targets for ad campaigns. Generally I’d agree, but on Twitter the same annoyances mentioned above ring true even for people on your Twitter remarketing lists.
If you have something truely amazing to announce then by all means use your Twitter remarketing tags to target a Twitter advertising campaign. Otherwise, be patient and save this strategy for another day.
If you must use Twitter marketing
If you are going to persist and use Twitter marketing then you really should set-up two things first (if you haven’t already):
- Twitter remarketing tags on your website or app.
- Twitter conversion tracking.
While I suggested that you refrain from using Twitter remarking above, at least until you have something worth promoting, it doesn’t hurt to start creating remarketing lists now. Adding the short code snippet provided by Twitter to your site, perhaps through Google Tag Manager or similar, is worth the effort.
Secondly, conversion tracking is a must, no matter what source or medium you use to advertise online. Also, depending on the website analytics set-up on your website or app you may want to consider using the Google URL Builder to pass and capture key campaign data.
Planning a Twitter marketing strategy
When the time is right to launch a Twitter advertising campaign there are a number of things to consider. Below are some of the main points that I think about when promoting a client’s products or services via Twitter.
- Explore the various targeting options to maximise your budget.
- Remarketing lists are powerful when used with highly alluring messages or offers.
- Limit the number of times a person sees an ad per day. Often this is as low as 1-3 times.
- Display/brand building campaigns tend to annoy people on Twitter. Promote something actionable.
- Provide a number of ad variations. Don’t settle for one ad design.
- Check the results often and optimise as soon as a pattern appears in ad response rates.
- Monitor your cost per click (CPC) closely. You may need to target less competitive keywords (if using this method).
- Don’t be afraid to be wrong. Change your strategy until it works.
- Make sure you are using mobile (cell) optimised/friendly landing pages.
I could go on here but you get the drift. Implement / monitor / review / adjust / repeat.
Twitter advertising is easy to implement and can be very tempting for internet marketers looking for a new toy to play with. But as I have suggested in this post it should be used sparingly for best affect. Whatever you do, don’t become a nuisance.
I also really like the Twitter advertising interface. It is very user friendly and even an online marketing beginner could jump right in and get things rolling. The reporting side of things could be better though and professional digital marketers may be frustrated with the data download/export options (as it stands at the time of writing anyway).
If you want to go and play with Twitter advertising and take a look at the admin interface, just keep in mind that you will need to provide your payment details to access all features. Again, at the time of writing this is necessary even if you don’t spend any money or activate any live campaigns.
So what’s your Twitter marketing strategy?