While social media platforms like Facebook and Twitter provide innumerable ways to organically connect with customers and prospects, many marketers have upped the ante for their brands and successfully utilized a variety of paid advertising options available on these platforms.
With the large array of advertising options available to marketers, however, Twitter has recently simplified its advertising offerings, in an attempt to make them more accessible and effective for brands. We spoke with two marketing agencies that have chosen to focus on one of the ad units in particular — Promoted Tweets — to get some real world insights into how this Twitter advertising feature has been successful for their clients.
They offer a variety of observations, suggestions, and best practices that can help you get the most out of your Twitter Promoted Tweets campaign.
Fang Digital: Find the Right Voice
Jeff Ferguson, CEO of Fang Digital Marketing tells us that before he ever considered offering Twitter advertising to his clients, he used his own agency as an “acid test” to make sure the products actually worked “in the real world.” He says that to find out what worked, and what didn’t, Fang Digital tried a spectrum of variables for its own Promoted Tweets. “We did a bunch of testing with different copy, we experimented with different voices, from corporate to chatty and conversational,” says Ferguson, “and there was definitely a sweet-spot that seemed to work best.”
Ferguson and his team concluded that when Promoted Tweets were too “corporate,” very few people paid attention, and when the tweets were too conversational, it resulted in a bit of confusion from his target audience. “We got some odd tweets in response to our really conversational Promoted Tweets. People began asking things like ‘Is this your agency or your employee talking?’ so it just didn’t seem the right fit either.”
In the end, Fang Digital found a voice for its Promoted Tweets that was “half-way” between corporate promotion and informal conversation, and that voice tended to get the most positive results, according to Ferguson.
When asked if he’d recommend Promoted Tweets as part of a brand’s digital marketing strategy, Ferguson advises that this ad platform “works best for brands that already publish a lot of content on Twitter.” He says the additional content helps to add context and other access points for people to engage with the brand after they engage with any given Promoted Tweet.
Ferguson also recommends a strong call to action in Promoted Tweets. “When you’re paying for a tweet, that’s not the time to talk about generic stuff,” he says. Instead, Ferguson recommends that brands put a link to a landing page, or a strong offer, where you can accurately measure incoming traffic and the resulting conversions from your tweet.
Ferguson likes the direction Twitter appears to be headed by offering more advanced features “like targeting a range of keywords and getting your tweet seen by people who are actually mentioning keywords relevant to the brand you’re promoting.”
As a result of the positive results he’s seen, not only for Fang Digital but for a variety of brands he’s worked with since he first began experimenting with the product, Ferguson says that Promoted Tweets are now a “regular recommendation” for his clients.