Advertising on Twitter
Fitness businesses can now pay to increase their presence on Twitter using the Twitter Ads Self-Service. Businesses can use the service to either promote their entire account or focus their attention on an individual post. Launched in the US in 2012 and in Australia in October last year, Twitter Ads allows businesses to target potential customers based on their location and interests. Twitter describes the service as a tool to quickly build your community of followers by getting your account in front of more users who are likely to be interested in your business.
To demonstrate the potential impact of Twitter advertising, Twitter conducted a survey of 1000 active US users. Results showed that 81% of respondents are more likely to take action on information about a small to medium business (SMB) that was shared via Twitter. It also showed that of those surveyed, 60% said they have purchased something from an SMB because of Twitter. While these results shed interesting light on Twitter users’ behavior, it’s important to be mindful of the small sample size of the survey.
How it works
To promote an account, businesses need to first write a description about why people should follow their business. So for a fitness business, this would be an explanation of the quality of your services or an outline of your unique offering. When creating your Promoted Account, Twitter offers the following advice. “Set yourself up for success with a clear profile picture, a straightforward Twitter handle, and a profile bio that explains who you are and what you have to offer. Limit hashtags and usernames to keep the focus squarely on your business. First impressions matter so make sure you’re welcoming your new followers with a steady stream of engaging Tweets and content.”
Once your account is set up you can then choose to promote your account to users who fall within a broad category, users who are similar to the followers of influencers in your industry, or those who live in a certain location. The same process applies for promoting individual Tweets, with businesses able to target individual pieces of content to highly specific demographics of followers.
In terms of the cost of this service, Twitter lets you set a daily limit and you only pay when users follow your Promoted Account or when they retweet, favourite, reply or click on a link in your Promoted Tweet.
Using the Tweet Activity Dashboard, businesses can track the performance of their Twitter ads and when necessary re-align the objective of their campaign. Within this dashboard businesses can review metrics such as the number of times users see or click on the ad, your follow rate and cost-per-follow. It also allows you to track your follower growth and find out more about new followers, such as their location, gender and interests.
Find out more about Twitter Ads here.
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