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How to Master Twitter Advertising in Three Easy Steps

By Ben Shepardson | February 22, 2017

Do you tweet?

If not, you could be missing your share of a 320 million worldwide following that composes the Twitterverse. And as the platform continues to become more business-friendly, you face plenty of opportunities to cash in on Twitter’s popularity for your own financial gain.

Like other social media channels, Twitter offers businesses a chance to promote themselves for a minimal investment, helping to connect directly to a target audience. In addition, Twitter provides analytics to help you measure your ROI based on engagement from your followers. This way, you can know specifically what’s working and what’s worthless to help you conquer your Twitter objectives.

And the best part? You don’t have to be a social media genius to see real results. Here’s how you can get started:

How to Win at Twitter Advertising in 3 Simple Steps

Step 1: Define your goals and target audience, and be as specific as possible.

As with any type of marketing, you first need to figure out what exactly you want to accomplish. Advertising on Twitter offers two solid options: gain followers or push content.

If you’re somewhat new to Twitter, sharing your blog posts, links, and other CTA’s won’t mean much if you don’t have anyone to share them with. Twitter can help you create a campaign specifically geared for increasing your following, so all that great content you post won’t go completely unnoticed.

Or, if you already have a good crowd to talk to, Twitter can help boost your content’s visibility through Promoted Tweets.

Once you decide on your campaign type, you can follow the step-by-step process to set your budget, time frame, and target audience. Be careful though: the demographics features offers lots of options, but the more you select the broader your target becomes. Instead, keep your target narrowly segmented by only choosing one or two options. You can always use A/B testing to change your choices in future campaigns.

Step 2: Create and share your content honeypot.

Regardless of how much money you spend, the only way attract and retain followers is to serve up some sweet info. Think case studies, tips, and tricks, free e-book or whitepaper, blog posts, anything that can provide value to your target audience and position you as an industry leader.

Keep in mind your main focus should rest on building relationships rather than selling. Social media is just as saturated with ads and sales pitches as the physical world, and people are becoming more adept at tuning them out. But when you provide helpful, informative content, people will start to see you as their go-to source for more.

Keep in mind each type of post you promote should serve a purpose: drive web traffic, gain a follower, capture lead data, etc. If you are promoting pieces that can't deliver your results, rethink your content strategy.

Step 3: Test, track, and tweak your formula until you discover the perfect recipe.

Twitter provides some data analytics to help you measure the success of your campaigns. Check these analytics often to ensure you are hitting your benchmarks. If you aren't, avoid a complete overhaul and try changing one aspect at a time (also called A/B testing) until you start seeing the results you expect.

Be aware that you might not discover the secret to Twitter success on your first go. But with a little practice, patience, you’ll be posting like the pros in no time. And that’s something worth tweeting about.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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