Often the incomprehensible pace at which the world is moving — sometimes beyond what we can predict or imagine — keeps changing the business rule book and how we interact with consumers every day.
Launched in 2007, Twitter came with big promises for the world of social media. It wanted to change the world.
Today, the 140-character platform has changed how people have conversations on social media, how they respond to global events, and how they communicate their brand.
According to social media examiner’s 2017 trend report, 82% of marketers are putting in more than 40+hours weekly on Twitter with 56% of them planning to increase their posting frequency on the platform.
Facebook largely drives paid activities while Twitter remains an essential platform for advertising because of its many benefits.
However, with more than 500 Million daily tweets, it becomes increasingly difficult for brands and businesses to tap into the right conversations at the right time.
So how can you advertise on Twitter more efficiently to reach the right audience? How can you meet your goals with Twitter advertising? What elements make an effective Twitter ad? We’ll tell you how!
The Right Objective
This is the first and often most overlooked step when creating an ad. Knowing your key objective is important to get the most out of your social media spend.
For example, if your goal is to drive traffic then choosing engagements as your goal may not be the right move.
Twitter has the following objectives that allow you to reach the right people to enable the desired action:
Website Clicks & Conversions
When to use it: You want to drive traffic to your site, and you want people to take action (i.e. downloading a whitepaper, registering for your event, subscribing to your newsletter, making a purchase).
What you pay for: Number of clicks that lead to website visits.
Key metrics: Cost Per Clicks, Cost Per Conversion, Click Through Rate.
When to use it: You have posted a fantastic tweet you think has the potential to engage a lot of people. You promote it hoping people will engage with your tweet.
What you pay for: Paid engagements on your tweet. Anything that’s organic as a result of your ad is free.
Key metrics: Cost Per Engagement, Engagement Rate.
When to use it: You’ve been tweeting for a long time, and now you’re looking for more followers. The more people you have in your community, the stronger the network for engagement.
What you pay for: Paid followers.
Key metrics: Cost Per Follow, Follow Rate.
When to use it: You have something in your arsenal that’s worthy of everyone’s attention This time awareness is your campaign objective. Perfect for top of the mind recall.
What you pay for: A Thousand Impressions. Note: Reach is the unique number of people your ad has reached, and an impression is the number of times they have seen your ad.
Key Metrics: CPM or Cost Per Thousand Impressions.
When to use it: You made a video and you want everyone to see it.
What you pay for: Promoted video views. (Note: Nearly 90% of all Promoted Videos are viewed on mobile so it’s always good to optimize the video for mobile users.)
Key Metrics: Cost Per View, View Rate.
App Installs or Re-engagements
When to use it: You want to drive installs for your mobile-app or you want to re-engage with your existing users.
What you pay for: Installs of your app. (All other engagements are free)
Key Metrics: Cost Per Install
After choosing the right objective and the duration of the campaign, it is important to detail your campaign with effective targeting.
Targeting is the crux of a successful campaign. With millions of conversations going on, it’s important to define the audience that will help you reach your goal.
Just like every other advertising platform, Twitter gives you the ability to target your audience based on demographics and psychographics.
Here are a few great examples of some of Twitter’s targeting features:
One of the most powerful features of Twitter — keyword targeting — helps you target based on intent.
With the right keyword targeting, your ad reaches out to people who have recently used that phrase in their tweets or have searched about it on Twitter. Here’s one of many great examples by Twitter on how to do it right:
“Suppose your company sells baby clothes. Your phrase-matched “boy infant clothes” keyword from your search campaigns is unlikely to reach many users on Twitter, because people don’t Tweet that way. Why not reach an interested audience by trying a keyword like ‘it’s a boy?’ Eight thousand Tweets per week contain ‘it’s a boy’; almost zero contain ‘boy infant clothes.’”
Username & Interest Targeting
Use interest-based targeting when you want to reach a larger audience base. With over 350 categories to choose from, interest-based targeting can be a good way to test your campaign and how a certain group of users respond to it.
Couple this with username targeting that helps you reach out to followers with interests similar to the account you have targeted. For example, if you target @buffer, a social media management tool, your ad will reach people who are likely interested in digital marketing and social media.
This is a hidden gem within Twitter. With tailored audiences, you can reach out to people with highly relevant and targeted campaigns.
Here are three ways you can use Tailored Audience to make your ad effective.
Bidding is the most important part of any campaign. When you are new to Twitter, it is often unclear what you should be bidding in the first place.
A general rule to follow is to never use automatic bidding unless you want to reach a large pool in a short span of time.
Always make use of manual bidding and set a maximum bid (the most you are willing to pay per engagement) for your campaign. Click here to learn more about Twitter bidding best practices.
Creative and Copy
Your creative and your copy can make or break a campaign. Use clean, mobile-optimized images, and action-oriented copy.
Here are some overall best practices for creative and copy:
- Align the creative with your brand identity
- Write a tweet that speaks directly to your audience
- Always A/B test the creative and copy, measure the results and choose the ones that perform best
- Remember: Twitter is all about trending topics. Choose creative and copy that reflects trending elements to catch more attention. (Note: If you aren’t running an engagement campaign, don’t use hashtags in your tweet copy. Unnecessary hashtags distract the user from taking the desired action.)
When done right, Twitter advertising can serve to be a huge boost for campaigns. Make use of the right objective, focus your targeting, bid manually, and make stellar copy and creative to stand out and win at the Twitter ads game.
And how will the latest change in algorithm impact Facebook pages.
Facebook has made multiple changes to its algorithm over the years. And after last year’s much-debated topic of whether “fake news” shaped the U.S. election verdict or not, the effort to filter fake news stories out of the news feed has been a major concern for Facebook.
Ask a marketer to list their priorities in 2017 and most of them would put driving traffic and lead generation at the top.
Hubspot’s State of Inbound report reveals just that with more than 60% of them listing generating traffic and leads as their top priorities in all regions.
Capturing a lead — someone who has a potential of providing revenue to your business — however, isn’t an easy job. In fact, for modern day marketers, lead generation is one of the biggest challenges in 2017.
According to BrightTalk, 80% of them report that their efforts are only slightly or somewhat effective.
While an increase in social media penetration and its familiarity has contributed to quality leads and helped sooth down a marketers’ anxiety, it still isn’t close to the oldest and the most effective medium for lead generation: e-mail marketing.
Email has come a long way. According to the Radicati group, we are nearing a worldwide user base of 3 Billion by 2020.
In 2014, McKinsey released a now widely cited study. It highlights that email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers.
These numbers are huge. However, they don’t just put light onto a bigger market to tap in for lead generation, but also serve to be an alarming call to get intelligent and smarter with email marketing.
In this article, we explore 4 ways you can use email to generate and close leads — the smarter way.
1) PERSONALIZE AND SEGMENT
At each instant, every person is in a different buying cycle. Moreover, they don’t necessarily have the same root cause backing their decision to purchase from you.
This is where email Personalization & Segmentation become critical to your lead generating email marketing strategy.
Econsultancy reports that businesses who personalize email report a 14% uplift in sales. However, while the commercial case is strong here, only 5% of companies are personalizing their emails.
In an age where an average user receives an average of 121 emails per day, segmented and personalized emails help companies stand out. So how do you do it right?
At the core, it is all about defining your audience based on certain parameters. An important thing to remember is that personalization goes beyond calling people by their names in the email body and subject.
In the e-mail below, Hubspot has segmented me:
- As someone who has an interest in the courses offered by the Hubspot Academy;
- Personalized the e-mail with my name;
- Personalized the email with the content that I’d like to consume;
- Provided a human face to their business. Notice, I have received this email from Justin Lee and not HubSpot Asia. An important point to note here is that people do business with people.
Read: Infographic: The Future of Email Content — Alive and Personal
2) USE EMAIL AUTOMATION
Email automation is one of the most important (and smartest) aspects of email marketing today.
In fact, in a report by Marketo and Ascend2, 91% of the most successful users agreed that marketing automation is “very important”.
Here’s an example:
A user visits your e-commerce website, checks out your product, adds it to the cart and bounces off.
In traditional marketing, the user will still receive emails but they will not be relevant, targeted and personalized. Moreover, these emails are manually driven.
Where marketing automation excels is by triggering emails based on user activity. These emails are part of marketing automation or drip marketing campaign.
In our example above, the user will receive a triggered email informing them about an item in their cart. Few days later, they will get a 25% discount on the product.
Marketing automation enables trigger-driven, behavior-based emails that you create in advance — saving you time, energy, and heaps of money. This makes an email more personal, relevant, and timely — which is at the core of email marketing.
3) KNOW YOUR NUMBERS
If you plan to run email marketing at scale, data will be the crux of your strategy.
Measurement and analytics of your email marketing strategy leads to smarter decision — which in turn increase the overall ROI based on optimizations and changes. So, what are the metrics you should you measure and analyze for intelligent email marketing?
Click Through Rate: Click through rate is a measure of whether or not your email sparked interest in your target audience. It’s important to factor in the various parameters that affect CTR before making optimization decisions.
Conversion Rate: After someone has clicked on your email, the next goal is for them to perform a desired action. This can be purchasing a product or filling up a lead. Whatever the end goal may be, conversion rate tells the story of how relevant is the overall offer. If you are consistently seeing a poor conversion rate, it is important to optimize the strategy.
Forwarding rate: It is vital to keep an eye on the email sharing rate or forwarding rate metric. Forwarding rate determines the relevancy of your email and also the number of new users you can generate. Hence, it becomes one of the important metrics to track.
ROI: There are many ways to calculate ROI and it depends what you want to achieve from your business. On a simpler level, it is a factor of all your investments and the profit you made from it.
Measurement and analytics is critical for an intelligent email marketing strategy. Data driven decisions hardly go wrong.
4) MAKE IT MOBILE FIRST
Smartphones are key to a smarter email marketing.
“By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion”. — The Radicati Group “Email Statistics Report, 2014–2018”
The growth of mobile as a means of email communication has been nothing short of tremendous.
According to Emailmonday, Mobile email opens have grown by 180%. So, if you are a modern day marketer without a clear mobile first strategy for email marketing, then you are missing out on a lot of leads, customers and added ROI.
With a mobile-friendly email, you ensure consistent communication across devices. A mobile friendly email is tailored to mobile and has elements stacked up in a manner that creates better experiences.
Some of the key elements include shorter copy, using a larger font size and having a distinct call to action .
Here’s a great infographic by Salesforce that highlights key mobile-friendly elements that should be part of your next email.
In an age where Social Media dominates the ad spend pie, email marketing has been a clear outlier. Slowly and steadily, it has become a disruptive channel in terms of return on investment.
Clearly, marketers have taken notice. Which is why an average user receives about 121 emails per day.
So the next time you send an email, make sure your business stands out by practicing smarter and intelligent email marketing. Today it isn’t just a best practice, it is necessary for a successful marketing strategy.
This article was originally published on Mailigen — a ridiculously awesome email marketing platform for all your business needs.