Recently updated: January 5th, 2019
Twitter, the third largest social media platform, offers great opportunities for advertising. In fact, Twitter advertising is an important aspect of digital marketing. The microblogging service has a bunch of around 157 million daily active users, who are a part of specific interest-oriented, geography-oriented, language-oriented, behavior-oriented, gender oriented, or age oriented communities. Reaching out to these already listed communities is sure to yield excellent conversion for your business.
According to recent statistics –
In a nutshell, Twitter is a very trustworthy source for the users, for it guarantees that none of the information published on it is fake or irrelevant. So, what are you waiting for?
Become Increasingly Visible
Visibility is one aspect of marketing, be it traditional marketing or digital marketing, that will never ever change. In order to commence conversions for your business, you need to put yourself before the world, the public.
Regardless of the years that pass by, marketing strategy before and after a digital transformation revolves around how customers see your business. It is vital to harness the power of social media through platforms like Facebook, Instagram, Google+ and Twitter. The more you establish your brand presence online, the better you make your visibility.
Big Data Analytics
The world of internet is full of possibilities. With so much information stored on the servers of these social media platforms, big data analytics have made the ‘focus’ on digital marketing easier.
With big data analytics, you can always deliver business value faster. Visual analytics help you understand large and varied data sets. By examining the data, hidden patterns, unknown correlations, market trends, customer preferences etc. can be uncovered and utilized to make more informed business decisions.
Use of Big Data Analytics For Targeting
The success of any social media promotion campaign depends upon the right targeting. With the help of big data, you can definitely make a better selection of preferred audience for your campaign. Instead of sitting for hours and monitoring the stats, you can use big data analytics to get answers to the prevalent trends almost immediately.
The most important factor that governs targeting is ‘focus’. If your advertisement reaches an uninterested audience, it is of no use. Thus, it is a massive undertaking to discern valuable information from the volume of data available.
Targeting Audience on Twitter
There are almost 10 kinds of parameters that can be used for targeting on Twitter. Yet, using them simultaneously or one at a time needs proper knowledge, which can be achieved through the analytics of your user base. The larger the business, the diverse the user base.
For example, if you have beauty products range line up, you will have a diverse product user base. Some might be interested in creams while others in shampoos and females will form a larger proportion of your audience. So, analytics for each product will be different.
The following 10 parameters will help you to build and reach a relevant audience.
At times you need to focus a specific set of audience who understand a particular language. This is especially important when your advertisement is in a particular language. Campaigns can be limited to users who understand specific languages. Twitter supports campaigns that advertise in Afrikaans, Bahasa, English, Spanish, French, Italian, Dutch, German, Hebrew, Japanese, Finnish, Norwegian, Portuguese, Swedish or Danish.
Obvious from the heading itself, makeup brands displaying advertisements before male users will never convert into valuable results. Twitter provides you an option to target to only one gender if it is beneficial for your business. In this way, you can reach more users of the same gender, removing the uninterested audience from your target list. There are three options – Any gender, Male only, Female only.
The most effective and most profitable form of targeting in interest-based targeting. The profiles or brands followed by users on Twitter form a specific percentage of their interest in the 25 braid categories which include Lifestyle, Education, Technology, etc. There are 350 subcategories in them, which help to refine the targeting of the promotional campaign.
This is an exclusive option on Twitter and very helpful for business who want to get app downloads to iOS or Android devices through the promoted link. Twitter helps to optimize campaigns for users who access accounts through mobile devices. It can be refined with options as the operating system version, device type, WiFi or Mobile Carrier. For those who intend to get more website clicks, mobile options help if the site is mobile friendly.
Twitter keeps a track record of the recent search history of the users on Twitter. The kind of searches that are performed shows the behavior of the person and analytics show, that they are more likely to go by clicking the links that match their searches. Using this kind of targeting, you will have campaigns that deliver to people who have recently shown interest in similar searches.
Often businesses need to classify their products as per the age slots for whom they are meant. For example, new smartphones will be purchased only by youngsters, probably in the age slot of 18 to 35 years. Displaying the promotion to other age groups would not yield desired results. Twitter provides age slots like 18-34, 18-49, 21 and up & 25-54, based on the location you choose.
The basic form of targeting, that is widely practiced on Facebook by businesses is using the location of users. Even Twitter has effective geotargeting. You can choose from countries as a whole to a specific town, street, locality, zip code or pin code. Or have a full-fledged global audience. This targeting is useful for businesses who operate locally and have a daily dealing with customers in person. Food joints, bookstores, Beauty salons, etc. are likely to benefit more through geo-targeting on Twitter.
This is an exclusive feature of this micro-blogging site. Keyword targeting allows the promotions to be displayed to the Twitter users based on words and phrases they’ve recently Tweeted or searched for on Twitter. These phrases are indicative of what is going on the top of the mind for them at that instant. Cultural, seasonal, or industry events that relate to your business can achieve maximum conversion with keyword targeting.
This is another great way to optimize the delivery of your promotional campaign. You can target a group of people who have recently engaged with your business. It is a kind of re-marketing, focusing on the highly relevant audience. Also, a tailored audience can be in the form of groups who have recently attended an event that is relevant to your business. Lists, recent website visitors, recent mobile app actions, etc. for the list of tailored audience.
Competitive marketing strategies need you to reach people who follow the businesses in your niche. Follower targeting helps you to target the users based on the people they broadcasting by selecting the usernames. The people who follow similar businesses are likely to be interested in your business. Focus on competitors, complementary brands, industry media, influencers, similar audiences, etc.
Best Practices For Twitter Advertising
While there are so many options available for audience targeting on Twitter, it might get difficult for a person to choose as to which is the best. (Big data analytics has come to your rescue.)
The best practices include-
Conclusion
The Internet of Things has been in its infancy until 2018, when businesses have begun leveraging the power of billions of connected devices, through social media. Twitter, as earlier said, is the third largest social network, with a variety of users from sportspersons to celebs and from social activists to common people. In fact, Government organizations have also begun broadcasting themselves on Twitter.
Also, when combined with big data analytics (collecting and making that data useful), “Twitter advertising Services” can be used to harness the maximum growth potential. It is not at all hard to accomplish if unlocked once.
It is the time we must change the way that we think about social media and classify as something for leisure. Facebook advertising and Twitter advertising have become hotspots for sales and services. They have brought wider opportunities to get closer to the customers.
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