{"id":30884,"date":"2016-06-15T15:22:19","date_gmt":"2016-06-15T15:22:19","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2016\/06\/15\/building-effective-twitter-campaign\/"},"modified":"2016-06-15T15:22:19","modified_gmt":"2016-06-15T15:22:19","slug":"building-effective-twitter-campaign","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/building-effective-twitter-campaign\/","title":{"rendered":"A Quick Guide to Building an Effective Twitter Campaign"},"content":{"rendered":"

\"Starting<\/p>\n

 <\/p>\n

Twitter is home to over 305 million active users, and you should take that for everything it\u2019s worth. You\u2019ll never be able to reach everyone, but with a user base as staggeringly large as Twitter\u2019s, you\u2019ll certainly be able to reach more than enough people to do whatever it is you\u2019re trying to do. Twitter<\/a> comes with tools to help you run a successful campaign, and that removes much of the guesswork. All you need to do is understand what these tools do, and determine how to most efficiently use them for your desired end.<\/p>\n

 <\/p>\n

Starting your Twitter campaign – the essentials<\/strong><\/h2>\n
\n

Before you start planning your Twitter campaign<\/a>, decide what are your critical goals on Twitter. Twitter\u2019s Ads feature allows to choose from several different objectives like website clicks, conversions, engagement, Twitter leads, followers or video views. Pick your goals carefully and identify your target audience. You can\u2019t take another step without knowing who it is that you want to convert.<\/p>\n

 <\/p>\n

Here\u2019s a case study to help you understand how Twitter campaigns look like in real life. Following their transition to Fair Trade produce, Ben and Jerry\u2019s launched a Twitter campaign<\/a> to make the most from this new awareness. The brand created a simple tool which allowed customers to send tweets directly from their website – if they didn’t use up all 140 characters, Ben and Jerry\u2019s would add their own short message about Fair Trade produce.<\/p>\n

 <\/p>\n

Turning their campaign into a donation action, Ben and Jerry\u2019s managed to acquire over 500,000 characters from Twitter Users, helping the brand to effectively spread the #FairTweets message around the web – all thanks to the brand\u2019s followers.<\/p>\n

 <\/p>\n

Carefully Consider the Kind of Campaign You\u2019ll Need<\/strong><\/h2>\n
\n

When you\u2019re beginning your campaign, Twitter will give you a list of preset options<\/a>. You can start a campaign for followers, website clicks, website conversions, Tweet engagements, App installs, or leads. You also have the option to launch a custom campaign, but that won\u2019t be necessary in most cases. The basic tools cover the most prevalent ways to draw people in, and you won\u2019t have to worry about convoluting your plan if you stick to the basics.<\/p>\n

 <\/p>\n

If you aren\u2019t already blessed with a large crowd of followers, you may want to run two campaigns consecutively. You should run a campaign solely to grow your number of followers to increase the success rate of whatever you decide to do afterwards. There\u2019s no sense in preaching if you have no pulpit. Once you\u2019re happy with the amount of followers you have, move on to a more specific campaign.<\/p>\n

 <\/p>\n

Twitter\u2019s list of presets is very direct, and easy to work with. When you run a campaign for clicks, conversions, apps, or leads, Twitter presents you with the opportunity to design a card<\/a>. These cards are entirely customizable images that will run with your tweets. This will help more people find your card. Take advantage of your card to show off killer images, leaving the burden of text mostly to the accompanying tweet. Don\u2019t forget to use the right hashtags.<\/p>\n

 <\/p>\n

\"photo1\"<\/strong><\/h1>\n

 <\/p>\n

Understand Twitter\u2019s Targeting System<\/strong><\/h2>\n
\n

There are several ways to target Twitter users, and using a combination of all of them will never hurt. Start by familiarizing yourself with trending hashtags. When you know what people are talking about and searching for, it\u2019s much easier to work your campaign into the current global conversation.<\/p>\n

 <\/p>\n

\"photo2\"<\/p>\n

 <\/p>\n

You can narrow down these hot topics even further when you sort them by interest. If you can\u2019t provide anything meaningful to the general crowd, you may be able to get involved with people whose interests are in line with your campaign by researching the goings-on in Twitter\u2019s 350 preset interest categories.<\/p>\n

 <\/p>\n

Twitter will also give you the option to work within targeted audiences if you already have a thorough understanding of the demographic you\u2019re trying to appeal to. With different labels, you can be as specific or as general as you wish.<\/p>\n

 <\/p>\n

Observe, Optimize, and Continue<\/strong><\/h2>\n
\n

With Twitter\u2019s thorough tracking system, you\u2019ll be able to easily view and interpret every relevant metric you can imagine. Knowing what\u2019s going on will allow you to make changes that will maximize the results of your campaign. If your engagement is low, it\u2019s time to try something else. You don\u2019t have to waste time hoping you got things right on the first go around. You can modify your campaign while it\u2019s still in progress to drive your numbers up higher.<\/p>\n

 <\/p>\n

Take a close look at your metrics every month. You\u2019ll be able to separate your productive Tweets from the ones that didn\u2019t work so well, and develop a plan based around the positive results you\u2019re getting. A campaign is an evolving process \u2013 you can\u2019t set it and forget it. If you want to see meaningful results, you\u2019ll have to be willing to make small changes along the way.<\/p>\n

 <\/p>\n

About Author:<\/strong><\/p>\n

Mary Frenson is a Marketing Assistant at Checkdirector.co.uk, a new source of information on UK companies. Mary is always happy to share her marketing ideas and thoughts on business issues. In her free time, she enjoys handicrafts.<\/p>\n","protected":false},"excerpt":{"rendered":"

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