Digital Marketing Tips for Twitter

By Ryan Deiss, Russ Henneberry

With Twitter, digital marketers can reach almost any market, and targeting on Twitter is very similar to Facebook. People use Twitter to consume content and expect to find content in their Twitter feed, which makes this a great platform to run traffic to cold audiences. Use your tweets to introduce yourself and drive people to content, such as your blog, that provides value, establishes your brand as an authority, and starts building a relationship with your audiences.

You can create many different paid ads on Twitter, whether you seek to gain more Twitter followers or to generate website clicks and conversions. As with your efforts on Facebook, your Twitter campaign objectives should align with your overall campaign objective or end goal.

To encourage engagement with your tweets (that is, to cause retweets and likes), link to something of value and don’t make your tweets super “salesy.” The most effective sponsored tweets are the ones with the same look and feel of a regular tweet. They don’t mention a product or sell anything. These tweets are less invasive and are known as native ads.

Native ads follow the form and function of the medium in which they are placed. A native ad is not exclusive to Twitter and can be found on other paid traffic platforms. Native Twitter ads look like any other tweet and consist of good copy that piques interest and links to informative content that drives traffic off the Twitter platform to your predetermined landing page.

With Twitter, you typically target cold traffic with content to drive awareness for your brands, products and services. Therefore, rather than drive traffic to a traditional sales landing page for your product, drive traffic to informative blog articles that provide value and build credibility. Then, in your article, weave calls to action to a relevant offer that lead people to the next traffic temperature.

To be effective, each landing page article needs to have standalone value. In other words, readers derive value from the landing page regardless of whether they take your offer. To avoid having a negative impact on your relationship with a prospect and harming your chances of gaining a customer, be sure that your landing page delivers on the promise you made within your tweet. For instance, if you tweet about bridal shower ideas and the link you provide doesn’t deliver, people will view you as less trustworthy and associate your content with negative click bait.

When using Twitter, look for tweets that perform exceptionally well. If one of your tweets results in high engagement, the tweet will likely do well as an advertisement. Consider investing money in that tweet and promoting it to your cold audiences.