T WI T T E R FO R B U SINESS

Transcription

1 T WI T T E R FO R B U SINESS This tactical toolkit is designed to help you create an effective content strategy, grow your community of followers, drive business results and measure your impact.

2 TABLE OF CONTENT 03 Get started 04 Grow your community 05 Building a content strategy on Twitter 06 Drive action 07 Promotions on Twitter 09 Drive website clicks and conversions 10 Drive app installs or engagements 12 Measure and refine 13 Discover your top performing Tweets Account home Tweet activity dashboard 14 Learn who follows you and track your Twitter Ads performance Followers dashboard Campaigns dashboard 15 Resources Twitter for Business 02

3 GET STARTED Grow your community Building a content strategy on Twitter

4 GROW YOUR COMMUNITY Followers consistently drive your marketing efforts forward because they see your Tweets on a regular basis. They re more likely to recommend your business, Retweet your content, and make purchases from you. Here are some easy ways to connect with existing and potential customers on Twitter. Connect with existing customers Help people find you on Twitter by adding Follow buttons to your online and offline marketing materials, like your website or in-store signs. Make sure your Twitter profile is up to date and reflects your current hours, website address and branding. Link your address book to Twitter to help you connect with your current customers. Amplify your relevant follower growth with a followers campaign 1 Log in to your Twitter Ads account and 5 Set your budget You ll only pay for followers. 2 3 Select your objective: Followers Name your campaign and choose your timeframe A continuous campaign means that you ll consistently be adding to your follower base. Alternatively, if you want to quickly gain new followers leading up to a big event or promotion, you may want to select specific start and end dates for your campaign. 6 Launch and measure Monitor your campaign dashboard frequently to see how many followers you ve gained and to assess your cost-per-follow (CPF). Your followers dashboard is another helpful tool: it lists your followers top interests, their locations and other relevant statistics. These insights can guide your content and make your campaigns even more successful. 4 Target your audience Username targeting is a very effective way to find your potential customers on Twitter. Choose relevant accounts that your desired audience is likely to follow. You can also tailor by interests, geographies, genders and more. Targeting allows you to reach the people who are most likely to be interested in what your business has to offer. Twitter for Business 04

5 BUILDING A CONTENT STRATEGY ON TWITTER When it comes to Twitter, think about crafting a compelling and cohesive story about your business. It s not just about being a megaphone for your products or services followers want to know why you started a business and what keeps you motivated. They want to celebrate your successes. Like any story, you want to take followers along with you and give them a reason to keep coming back. Here are some best practices: 1 Tap into everyday moments that matter. These are shared experiences people can relate to and create a natural spike in conversations on Twitter. Here are four themes to help you get started: 3 Create a content calendar to help you keep up a regular cadence and stay organized. MONDAY Offer an exclusive promotion TUESDAY Give a behindthe- scenes look at your business WEDNESDAY Create a series of helpful tips World Holidays Elections News Cultural Sports Music Traditions 4 THURSDAY Focus on your customers FRIDAY Feature industry experts or news Keep Tweets short and include rich media to drive engagement. Respond to customers to keep the conversation going. Personal Celebrate the anniversary of your business New Year s resolutions TV Mid-season finales Holiday specials Tweets < 100 characters have 18%+ more engagement Tweets with rich media such as images or videos have +313% engagement 2 Follow the 80/20 rule to drive engagement by putting your customers needs first. 80% 20% of your Tweets should focus on driving interactions of your Tweets can incorporate direct offers Stand out by being a resource to customers and providing a solution to their needs. You re likely using multiple marketing channels so use Twitter to connect them all. Finally, tap into the power of curation people love small bits of information that are useful. Tweets from advertisers 1x week have +18% engagement Twitter for Business 05

6 DRIVE ACTION Promotions on Twitter Drive website clicks and conversions Drive app installs or engagements

7 PROMOTIONS ON TWITTER When someone follows you on Twitter it s a powerful signal of intent. Try running one of these easy to implement, only-on-twitter promotions to see your followers support in action. Flock To Unlock Incentivize followers to spread your message by Retweeting (i.e. sharing) your Tweet to unlock exclusive content. 1. Find an incentive your followers will love. Consider asking them for suggestions. 4. It s reward time. When they reach the set number of Retweets, give your followers their well-deserved reward. 2. Drum up anticipation. Start Tweeting about when the campaign will launch and follow up with frequent countdowns to boost excitement. 5. Follow up: keep your followers interested. You ve increased your visibility, so keep the momentum going with intriguing Tweets and positive conversations about your campaign. 3. Launch and stay engaged. Tweet the campaign specifics with instructions on how to earn the incentive. Twitter for Business 07

8 Twixclusive Launch an exclusive on Twitter that your followers can t find anywhere else. Put it on the calendar. Schedule regular Twixclusives to incentivize groups of people to follow you and get excited about your Tweets. Give your followers value with discounts, promotions and flash sales. Use unique coupons to track your results. Build buzz and good-will by taking your Twitter followers behind-the-scenes. Share exclusive videos or photos or host only-on-twitter Q&A sessions, interviews and chats. Twitter for Business 08

9 DRIVE WEBSITE CLICKS & CONVERSIONS CHECK OUT Powered by robust targeting options that tap into real-time signals of intent, a website clicks or conversions campaign drives relevant web traffic to help impact your business top line. These campaigns feature Website Cards, which surface additional information about your website. This additional context leads to a better experience for your potential customers and prompts them to take action: Promoted Tweets with Website Cards drive 43% more engagement compared to Tweets with URLs. Connect potential customers and leads to your website 1 2 Log in to your Twitter Ads account and Select your objective: Website Clicks & Conversions 5 Target your audience Target by keywords, interests, device, geography, language, or gender. You can also target the followers of other usernames to reach a niche audience, or a tailored audience based on your customer data. 3 4 Name your campaign and choose your timeframe A continuous campaign means that you ll be consistently sharing your website with a wide audience. Alternatively, if you want to boost traffic for a special event or promotion, you can set specific start and end dates for your campaign. Create your Tweets Tell people why they should visit your website and use a clear image. A best practice is to have 4-6 different Tweets running per campaign; we ll optimize for the best performing Tweet. 6 7 Set your budget You ll only pay when a user clicks through your Website Card to visit your website. Launch and measure Track your cost-per-click (CPC), cost-per-acquisition (CPA), and your incremental lifts in web traffic or conversion. ANATOMY OF A WEBSITE CARD Highlight your products or services and give people a reason to visit your website. Include a brief description and URL for your website. Select a strong Add an image to make call to action. your Tweet stand out. Promoted by SoCal Surf Company Twitter for Business 09

10 DRIVE APP INSTALLS OR ENGAGEMENTS App install campaigns drive mobile engagements and installations of your apps. You can target the Twitter users who are most likely to be interested in your apps based on a variety of factors, including their mobile device. Helps You Increase awareness of your app to drive installs Promote a new version or upgrade to your app Get discovered and drive downloads 1 2 Log in to your Twitter Ads account and Select your objective: App Installs or Engagement 5 Target your audience Use device targeting to reach user who are using a specific mobile operating system or a specific mobile device. 3 Add your App Add your app ID so that the correct information is displayed via the App Store or Google Play. 6 Set your budget You ll only pay when a user visits your page in the app store or downloads or opens your app via your App Install Cards. 4 Set up your creative Compose a compelling Tweet for why users should download or open your app. Then set up your App Card, which includes an image and call to action button that takes the user directly to the app store. 7 Launch and measure Track your cost-per-install (CPI) and your overall number of app installs. ANATOMY OF AN APP INSTALL CARD Choose a picture of your app or an image that relates to it there are no text:image ratio requirements. Write Tweet copy that s clear and compelling. Your app s name and user rating will be automatically pulled in from the App store or Google Play store. 1-click sends users to the App store or Google Play store to download your app. If they already have it installed, the button will read Open. Twitter for Business 10

11 Developer Cheat Sheet Here are a few need-to-knows to get your developers up to speed on the ins & outs of promoting your mobile application on Twitter. YOUR CARD DETAIL The App Card will pull in your app s name & rating directly from the App Store or Google Play. To set it up, the Ads interface will prompt you to enter your iphone, ipad, and Android App IDs. These can be located in your App Store URLs. For example, the Vine App ID in Apple s App Store is highlighted here: id ?mt=8 And the same Vine App ID, but for the Google Play Store: android&hl=en DEEP LINKING Adding deep link Schemes to your Card configuration improves the efficiency of your campaign by allowing users who already have your app installed to open it directly from the Tweet. For in-depth deep link information and instructions check out the FAQ: For ios, you ll need to add a URL Scheme into your app s.plist file. Common patterns for naming this scheme include reverse-dns, or simply myappname:// For Android, deep link information is passed to your app as part of the Intent data. You can add an Intent filter to the relevant receiving Activities in your app. CONVERSION TRACKING Implementing mobile conversion tracking means you ll be able to track every dollar spent. Answers is our proprietary mobile analytics solution. It s free to use and easy to implement. Learn more at answers.io. Or you can use one of our mobile measurement partners: Ad-X Tracking, adjust, Party Track, AppsFlyer, Apsalar, CyberZ, Fiksu, Grab Analytics, Kochava, Pyxis Ad Measure, or TUNE. Once you enable your tracking partner, their system will send the conversion events to Twitter Ads. Conversions are reported in real-time, so you can quickly optimize your performance. $ TOTAL SPEND 1,509,569 TOTAL IMPRESSIONS 5.74% 8,674 TOTAL INSTALLS Twitter for Business 11

12 MEASURE & REFINE By tracking and measuring the performance of your Tweets and campaigns you can better understand what content and strategies resonate with your target audience. Learn about our powerful dashboards, then log in to analytics.twitter.com to explore. Discover your top performing Tweets Account home Tweet activity dashboard Learn who follows you and track your Twitter Ads Followers dashboard Campaigns dashboard

13 DISCOVER YOUR TOP PERFORMING TWEETS Account home Account home is your analytics homepage. When you log in to analytics.twitter.com, you ll see a snapshot of your monthly performance from followers to Tweet engagements. Review your monthly highlights including: how many times you ve Tweeted how many people have seen your Tweets, visited your profile, mentioned or followed your account how many times people have shared links to your site (if you use Twitter Cards) your top Tweets and follower with the largest network in any given month These highlights enable you to engage with your most influential followers and pinpoint potential Tweets to quickly promote. Tweet activity dashboard With detailed metrics on all of your Tweets on an aggregate and individual level, this dashboard can help you address questions such as: How many people see my Tweets (e.g. the number of impressions)? Which of my Tweets resonate the most with my target audience? How do my metrics compare between my organic (e.g.unpaid) Tweets and the Tweets that are part of my paid Twitter Ads campaigns? How does my recent performance compare to my past results? What kinds of engagements do I get the most? You can access historical data by downloading the analytics for your past Tweets. Once you know which Tweets are resonating with your followers, you can also quickly promote them in real-time to a wider audience and drive even more engagements. Twitter for Business 13

14 LEARN WHO FOLLOWS YOU AND TRACK YOUR TWITTER ADS Followers dashboard The individuals who follow your Twitter account are your most accessible audience. To help you understand this critical group, this dashboard provides you with a real-time look at your follower growth, demographics and interests. It can help you uncover: The interests and passions that make your followers unique Where your followers live The gender split among your followers What other accounts your followers follow By regularly checking in with the real-time updates on this dashboard, you ll be much more informed about your community on Twitter. There are countless ways to use these valuable insights and they all involve sharing the most relevant and interesting content to your current followers and others like them. This leads to higher engagement levels for you and a better experience for your audience. Campaigns dashboard This gives you a comprehensive overview of your Twitter Ads performance organized by objective. It could help you address questions such as: Which targeting options drive the best results for my campaigns? How does changing the copy or content for my campaigns effect their performance? Which call-to-action performs the best in my direct response campaigns? Once you ve run some tests and analyzed your results, you can optimize in real time by allocating more of your budget toward the campaigns and content that are driving the best results. Twitter for Business 14

15 RESOURCES For more information and updates VISIT business.twitter.com ads.twitter.com analytics.twitter.com READ blog.twitter.com/small-business Twitter for Business 15