Recently I had to prepare a presentation for potential clients on using Twitter for business. While I believe one should always cover the basics (‘Follow and listen’, ‘Be yourself’, ‘They are already talking about your business whether you’re on Twitter or not’) I tried to go beyond the obvious and the basic.
1. Target the right audience.
Twitter ads offer us 11 ways to target customers:
- Users like your followers
- Tailored audiences
- Keywords in timeline
- Keywords in search
- Geo location
By creatively tailoring our audiences we could increase the efficiency of advertising.
2. Use Twitter cards.
A relatively new thing, Twitter cards allow brands to add rich content to tweets (on the web and on mobile devices) in many new ways.
This lead generation card contains a call to action: ‘Join the club’ that allows customers immediate access to the relevant page on the Barista Bar’s website.
Twitter cards are created by adding a few lines of HTML to webpages. Other types of cards are: summary, summary with large image, photo card, gallery card, app card, product card, player card (allows to add and play videos within tweets). Cards give brands control over how content is displayed within tweets (images won’t be distorted or cropped), they drive traffic to websites and can help increase the following on Twitter through content attribution. Twitter offers dashboard analytics for every type of Twitter card.
3. Use Twitter Amplify.
When something exciting is happening on TV brands can push their content to audiences discussing live events on Twitter and build multiscreen campaigns.
4. Measure your success.
Use closed-loop marketing (Salesforce, HubSpot, Pardot, Marketo) to track your customers’ journey from Twitter to the shopping basket on your website.
5. Use Twitter in combination with other channels.
Is Twitter the best social platform for business?
According to this inforgraphic from VentureBeat (based on a study done by AoL platforms in 2014) Twitter on its own is not the most efficient platform for conversions, but as it is the best ‘middle’ channel it can be used to create awareness and in combination with tools like YouTube (the most efficient first and last point of conversion) will drive conversions.
6. The future: ‘Buy Now’ button. A few weeks ago Twitter announced that they will start testing the ‘Buy Now’ button on their iphone and Android mobile apps. At the moment it only affects a limited number of participating businesses, but if Twitter decides to roll it out they way customers shop will be changed forever.