TWITTER ADVERTISING: GETTING STARTED

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by The Ibis Network
MARKETING, SOCIAL MEDIA, TWITTER
TWITTER ADVERTISING:
GETTING STARTED
FEBRUARY 12, 2015
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Twitter has lots of powerful, native functionality that you should already
be using, including Twitter cards and pinned tweets. Now we want to
take a quick look at advertising on Twitter.
Get A Twitter for Business Account
First of all, whether you intend to purchase Twitter advertising or not,
you should sign up for a Twitter for Business account. You should do
this no matter what because it’s free, and it gives you access to
Twitter’s analytics console, which can inform your future actions on the
platform, even if you don’t intend to advertise.

Getting access to this analytics data is easy: just go to Twitter Ads and
sign in with your account. There is a lot of data available here, so we’ll
cover analytics in detail in another post. Once you’ve signed in, you’ll
have access to all of that data, but you’ll need to provide a credit card
to get access to the advertising tabs. Now that you have an account,
you can get started advertising.
Use Tailored Audiences
Twitter gives you some awesome ways to reach exactly the right
audience with your message.
If you want to be really specific, you can upload and target just your
own lists. Your list can be Twitter IDs, but can even include email
addresses or mobile phone numbers — Twitter will automatically find
users who have provided that information. Just upload our list and
Twitter will map it to who’s active on Twitter. This is a great way to
send targeted messages to existing customers, or special promotions
just to prospects.
Another great audience you can target are people who have already

visited your website. This is the idea of retargeting that we discussed
in our post on Facebook advertising.
Target Demographics
For most advertising campaigns, you’ll want to reach out to people
who don’t already know about you. To do that as effectively as
possible, you’ll want to make sure you hone in on the right
demographics.
Twitter is a global platform, but odds are you don’t want to advertise to
the whole world. You may not even want to advertise to the whole state
if you’re a local business (then again, maybe you do). You can limit
your promotion to any combination of countries, states/regions, metro
areas, or even postal codes.
You can also specify gender, language, type of device, and mobile
carrier. We suspect you’ll usually leave these blank, but it’s worth
putting some thought into it — if you can be more targeted, you should
be. So, for example, if you’re a beauty spa, maybe you want to
promote a tweet just to men advertising your Valentine’s Day special.
Find The Right People

Whether you’re target-demographic is broad or narrow, you’ll still want
to be reaching out to the right people within that demographic.
Because Twitter is a social platform, finding those people can be easy
— if people are interested in a specific topic, then they’re probably
already tweeting about it, searching for it, or following a certain set of
Twitter influencers.
Twitter lets you target your ads by keyword, interest, or Twitter handle.
Targeting @usernames can be particularly powerful. It allows you to
target people similar to those following the username. So, if you’re a
sports bar in downtown Detroit, maybe you want to target users similar
to followers of @DetroitRedWings. You can combine these different
targets as well. So, you could add “beer” to interests and target people
in your geography who are similar to those who follow the Red Wings
OR who are interested in beer.
If you want to get even more specific, you can use keywords.
Keywords target, well, key words — but specifically, keywords in
search queries, recent Tweets, and Tweets with which the user
recently engaged. This is perfect for when you want your Tweet to
drive direct user action by reaching users when your keywords are top
of mind, or to catch users in the right moment when they are asking for
specific content. So, if you’re offering a post-game happy hour, maybe

you want to specifically target people who are searching for “cheap
beer”. You get the idea.
Pro Tip: Use Twitter to Build Your Email
List
Most of the time, your campaigns on Twitter will be designed to
increase followers, increase Tweet engagement, or drive traffic to your
website. But Twitter also has what they call a “leads campaign”. Leads
campaigns are designed to help you collect emails from people who
express interest in your offer by allowing Twitter users to quickly and
securely share their email address with you. With two simple clicks,
potential customers can share their contact information with you. This
is a great way to get people to sign up for your email newsletter.
This article is part of our February series on social-media advertising.
Hopefully you learned something new! The first article in the series
was last week: 4 Facebook Advertising Tips. To make sure you get
the rest of the articles, sign up for our weekly emails, either in the page
footer, or over at the top of the right-hand column!

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Know when people are listening and talking- There are documented peak times of activity on social media sites.
Once you know these, you can determine if you want to be included in the rush of communications or a voice away from the
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Host Events – Hold regular events such as giveaways, seminars, chats, networking parties, promotions, etc. Facebook has
recently updated their event feature so it is easier and more efficient.
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Be willing to post links, information and resources of other businesses that can help your clients where you cannot.
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Visual Marketing – Marketing is going visual and you need to do the same. Embed text and your business info in relevant
graphics to post. Pinterest, using image sharing, has broken records with its growth. Pictures are also the mostly widely
used and shared method of posting on Facebook.
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TWITTER ADVERTISING: GETTING STARTED

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