It’s the season to tweet!
If you’re advertising on Twitter this holiday season (and you should be; according to eMarketer, social sites will be a major focus for US online advertisers this holiday season), you might be wondering exactly what you need to do maximize your Twitter campaign. Here are our some of our Tips for Successful Twitter Campaigns, straight from the experts at Overdrive’s Media Department.
1) Understand Twitter Targeting
Know that Twitter’s targeting capabilities include targeting by Interests, Followers, Look-Alikes, Search, Mobile, Geo, and Gender. Customize an audience for your campaigns, and make sure you are targeting the right people.
2) Define Your Goal
Do you want to gain more followers? Then you should do a Promoted Accounts campaign. Do you want to drive traffic to your site or implement a direct response campaign? How about show up on certain search terms? Then do some Promoted Tweets. Do you want to ramp up awareness for your brand and own the top conversations on Twitter? Then invest in Promoted Trends.
3) Extend Your Marketing Campaigns
Your Twitter campaigns should mirror your existing marketing campaigns, promos, and landing pages. You can try aligning with relevant celebrities and influencers within your category, implementing a contest, or creating a unique hashtag to generate conversations. But make sure that you are pushing our the same marketing message.
4) Monitor Your Campaigns Closely
Leverage the Twitter advertising dashboard and Insights to figure out which of your campaigns are performing better or worse. Then optimize accordingly. If you see that your ads are getting more engagements from Search, maybe try adding more keywords. If you see that your ads are getting more engagements from a particular audience, maybe try researching for other relevant interests so your campaigns can resonate with similar audiences.
5) Take Advantage of Seasonality
Twitter is a real time platform, so create some sort of urgency and exclusivity by making your campaigns align with the current season or trend. Are you promoting a certain event, a sale, or partnership this holiday season? Then focus on that. And don’t think that you have to be a retailer to do this; whether you’re a B2C or B2B marketer, you can analyze seasonal trends and start generating sales and leads.
If you’re interested in Twitter advertising, don’t hesitate to contact us. Happy tweeting!