chapter 28

Promote Your Tweets

What if we were to tell you that a follower on Twitter was 72 percent more likely to make a purchase from you? You'd probably do anything to figure out how to get as many followers as possible. However, the reality is that growing a large Twitter following can be a formidable task to take on. It can sometimes even take years to build a large and loyal following. However, luckily for you, there is a way to pay to get in front of more Twitter users – and that’s through the Twitter advertising platform. Here's a quick video that Twitter put together that gives a brief overview of how Twitter Ads can help small businesses:

Getting Started With Twitter Ads

What makes Twitter Ads quite interesting is their targeting options. It's best to sign up for an account and investigate all the targeting options yourself, as there's a lot to check out. Before you do that, here's a rundown:

Twitter is similar to Facebook advertising in that you can target users by:

  • Interest
  • Gender
  • Geography

However, one major difference is that Twitter allows you to also target by:

  • Keywords in the timeline
  • Keywords in the search results

Twitter has a unique cost-per-action model: You pay only when users follow your Promoted Account or when they retweet, favorite, reply or click on a link in your Promoted Tweet.

There are three types of Twitter advertising promotions you can choose to partake in:

  1. Promoted Accounts – Twitter will suggest accounts to follow to its users. One way to squeeze onto this list is to pay to be a promoted account. 
  2. Promoted Tweets – You can also wedge your tweets into the timelines of Twitter users by paying for this targeting option.
  3. Promoted Trends – Twitter will list the top trends in their user’s geographical area and interest domain. You can also pay to be in this trend list. However, this option tends to be a bit pricey.

Promoted tweets probably have the most useful effect for smaller online retailers out of the three options listed above. Tweets have a lot of flexibility in terms of how you can create engagement, excitement and curiosity, ultimately having prospective customers visit your landing page and converting. You really can draw a lot of power from tweets alone. 

Since you can have a far greater reach with a promoted Tweet over tweeting normally, you might want to try these tactics:

  • Ask a question – Great for market research, starting conversations and exposing your brand to new potential followers. Think of engaging questions that are both fun to answer and target your niche. Say for instance you sell sporting goods memorabilia. You can start a conversation about what professional sports star should be traded to a specific team this year. That way you get the attention of highly devoted fans and their dreams for the season. 
  • Tweet a coupon code for a highly demanded product – If you have a supply of a rare, but highly demanded product, a sponsored Tweet with a coupon code is a great way to bring more attention to your store since you can advertise to a much larger audience. Not only will you increase your follower count, you can engage in very detailed public conversations about the product and your store. This is a great way to connect with future customers on a deeper and more personal level. When other Twitter users see your conversations you also begin building a closer, more trusting relationship with them as well.
  • Promote a contest – If you have a clever idea for a contest, using Twitter advertising to get the content buzz out is a good idea. Remember, you’ll be able to reach more followers and you only pay for actions taken by people who interact with your tweets. In theory, you could create tweets that act more like billboards that help with branding your contest. This could result in lower advertising costs since you’re not instigating actions like retweets, follows or clicks.  

Reserve Time to Manage Your Twitter Account

With all these tactics listed above, the most important thing is that you can respond to tweets, mentions and direct messages in a timely manner. As a matter of fact, if you can respond to them instantly, you’ll achieve much better results from Twitter advertising.

So with that said, you’ll either have to set up your social media monitoring tools to allow you to be alerted at any given moment or hire a social media manager to do this work.

You can also use this to take advantage of bigger retailers who may be using Twitter advertising. There is a chance that they are “sleeping on the job” so to speak. You are allowed to engage their customers and prospects who have been left unattended to. That’s why the say the most important thing to do when using Twitter as a business is to “listen”.

Test, Test, Test…

Twitter is a very interesting universe where you can employ all sorts of marketing tricks. Spend time testing your Twitter tactics out and once you’ve found something that works, kick it up notch with Twitter Advertising.  For instance, try testing branded hashtags (#) and mentioning (@) key influencers in your industry. You may unlock some interesting opportunities that will become key marketing secrets you’ll hold dear for years to come.

Next chapter

29. How to Sell at a Flea Market or Farmer's Market

5 min

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