How do you create an effective advertising strategy for Twitter?
I'm thinking of running some promotions/ads on Twitter and I was wondering if anyone has any tips on how to create a strategy for this? It would be great to get some tips and advice specifically for cafes/restaurants.
It depends on what you use Twitter for, whether for branding purposes or to update your customers on discounts, promos, etc.
With Twitter ads, visuals tend to do really well. Try to convey your message with a video, image, animated gif instead of words. A person should understand it without having to read 140+ characters. Lead cards are great for putting a call-to-action (CTA), which is super important but sometimes easily forgotten.
As Twitter's audience isn't as big as Facebook or Instagram, working with Twitter influencers may be a better form of advertising as their reach is bigger. If you're a small cafe/restaurant, trying to build followers on Twitter, whether through ads or organically, may be painstaking and long.
've used Twitter personally for a long time and have used it for various brands over the years as a marketer. I'd say there are really three areas Twitter really shines.
- Customer service. For one brand, we used it almost exclusively to answer customer questions. It was a big brand so we got a lot of enquiries through Twitter and it worked really well for that purpose. For a smaller brand though, it doesn't make a lot of sense to use it for this purpose.
- Events and real time happenings. This is probably where I think Twitter is out on it's own for social networks. It's really unsurpassed when it comes to live events and things happening in real time. If you're engaging with people that are attending different marketing events I think you'll see fantastic results. I'd get a really good list of all the upcoming events in digital marketing and if you can, attend them and engage through Twitter in real time. If you can't attend them, you can still engage with people that are with questions and comments. Like any content marketing strategy, the real gold comes when you give plenty of great advice and help and don't ask for anything in return.
- Finding great people. Twitter is a treasure trove of great information and finding interesting people in your field or customers that would likely want to use your services is fairly easy.
It can be a tricky platform to see an ROI on but it's definitely a great one to begin to position your brand in the industry you're looking to target. I think the real time events is where you should focus and intersperse the dead time in between with meaningful content.
Twitter's ad platform is getting better and I'd had some success from an awareness point of view. It generally doesn't lead directly to a sale but I've managed to direct large numbers of people to different websites where I have other tracking in place to build out audiences on platforms like Facebook and Instagram. That way I can build custom audiences and retarget them on other channels where I get a better, clear ROI. Hope that helps!