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I once heard someone compare the conversation on Twitter to that of a cocktail party—short interactions meant to make a quick impression. Where’s the value in that?
There may be more than meets the eye. Consider some of these facts gathered by a recent survey released by Edison Research. The full study of over 1,700 respondents is 49 pages of information, graphs and data. Here are some interesting facts they learned about Twitter:
- • 7% of Americans use Twitter—roughly 17 million people
- • Of those 17 million, almost HALF follow brands or companies
- • Twitter users are 3 times more likely to follow brands than Facebook users
- • Twitter users research and engage with companies
- • 42% learn about products and services via Twitter (again almost half)
- • 41% provide opinions about products and services
If brand interaction is a major part of life on Twitter, how can your business leverage that to engage their prospects? The answer is promoted tweets or Twitter cards.
THREE KEYS TO A SUCCESSFUL TWITTER CAMPAIGN
Have clear goals
Leverage the three card elements
Experiment and test
GOALS
Start by identifying what you want to achieve and whom you want to reach. Think about your company’s mission and vision. What type of campaign will project a consistent and meaningful message about your brand?
How do you differ from your competitors and how does that benefit your customers? Answering these questions will help you understand who to target and how to position your brand.
What is your objective—more sales, more visits to your website, brand awareness, installing your app? Focused goals and objectives will help you choose the right campaign.
Define your metrics for success—more sales means increase in revenue, more visits could mean increase in traffic OR click-throughs. Be specific!
Next steps—determine your budget, line up your developer and marketing consultant and craft your campaign plan.
CARD ELEMENTS
There are three main elements of the Twitter card: the tweet copy, the image and the call-to-action. See the pic below to get a visual sense of how the elements fit together.
In our next blog we’ll talk about some best practices to maximize the synergy between elements.
EXPERIMENT AND TEST
Like A/B testing for email, you can test your copy, the image and the calls to action. Cards with copy that includes a “?” typically perform better—up to 25%! The same is true with dropping the “#” and the “@” symbols. Word choice in your copy can be tested. What types of images generate more engagement—pics with people or pics of the product? Compare CTA choices to see which performs the best. The key to accurate results is to make comparisons of only one element at a time!
Are you using Twitter cards? Share with us your success.
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