We’ve discussed Facebook advertising at length on this blog, but you as a small business owner might not know that Twitter also launched its advertising platform a few months ago, and the results have been just as impressive. At recent count, Twitter had over 230 million active users. That’s a lot to work with. If your business has a Twitter presence, or if you think you might want to develop one, advertising on the platform will likely be a good strategy for you.
Twitter advertising, like its Facebook counterpart, works through targeting your key demographic to increase advertising impact. In Twitter’s case, you can target your audience based on:
Keywords in the timeline – Twitter users tend to post about things they’re interested in, making their feed a great spot for guessing what their wants and needs may be.
Interest Category – Twitter uses post information to segment its users into distinct interest groups. All you have to do is select that you want the “Education” or the “Car Racing” interest group, and your ads will go out to members of that group.
Geographic Location – you can select whether you’d advertise to users in your neighborhood, or in a specific country.
Device – if you’re selling a tech product that’s device-dependent (or, if you’ve found iPhone users simply can’t resist your product for some reason), you can only market to users with a certain device model.
Gender – if your product or service is gender-specific, you can choose to narrow your demographic to just that gender.
Similarity to your followers – your Twitter followers follow you for a reason. It makes sense to market to users who are similar to the people who are already interested in your brand.
So, once you’ve selected your target demographic, how do you advertise? You can do one of two things: promote an account, or promote single Tweets.
Promoting an account is the right choice if you’re just getting started with Twitter, or are trying to build your follower base faster. This action will show your profile in the “Who to Follow” suggestion window of users that fall within your target demographic. Once these users follow you, you have their attention. Best of all, you only pay when someone follows your account.
Promoting a Tweet, on the other hand, allows you to surpass your current follower pool by showing your Tweet to users within your appointed demographic who are not currently following you. Because the Tweet shows up as any other in their feed, they’ll likely give your content a fair shot before they move on.
Obviously, figuring out how to turn these followers into customers also requires some strategy. We’ll get into Twitter advertising Do’s and Don’ts in our second post of this series. For now, you can find out more about this ad platform by visiting Twitter’s business webpage.