Internet Marketing Digital_marketing_for_dummies | Page 247

level.
Twitter
With Twitter, you can reach almost any market, and targeting on Twitter is very similar to
Facebook. People use Twitter to consume content and expect to find content in their Twitter
feed, which makes this a great platform to run traffic to cold audiences. Use your tweets to
introduce yourself and drive people to content, such as your blog, that provides value,
establishes your brand as an authority, and starts building a relationship with your
audiences.
You can create many different paid ads on Twitter, whether you seek to gain more Twitter
followers or to generate website clicks and conversions. As with your efforts on
Facebook, your Twitter campaign objectives should align with your overall campaign
objective or end goal. Figure 10-3 depicts a promoted tweet from Liberty Mutual that
clearly states its benefit and includes a call to action. Notice how the image the company
uses is congruent with the copy of the tweet.
To encourage engagement with your tweets (that is, to cause retweets and likes), link to
something of value and don’t make your tweets super “salesy.” The most effective
sponsored tweets are the ones with the same look and feel of a regular tweet. They don’t
mention a product or sell anything. These tweets are less invasive and are known as native
ads. Native ads follow the form and function of the medium in which they are placed. A
native ad is not exclusive to Twitter and can be found on other paid traffic platforms.
Native Twitter ads look like any other tweet and consist of good copy that piques interest
and links to informative content that drives traffic off the Twitter platform to your
predetermined landing page (see Chapter 7 for more on landing pages).
With Twitter, you typically target cold traffic with content to drive awareness for your
brands, products and services. Therefore, rather than drive traffic to a traditional sales
landing page for your product, drive traffic to informative blog articles that provide value
and build credibility. Then, in your article, weave calls to action to a relevant offer that
lead people to the next traffic temperature. Return to Chapters 5 and 6 for blogging
strategies to use for your Twitter landing pages.
To be effective, each landing page article needs to have standalone value. In other
words, readers derive value from the landing page regardless of whether they take
your offer. To avoid having a negative impact on your relationship with a prospect
and harming your chances of gaining a customer, be sure that your landing page
delivers on the promise you made within your tweet. For instance, if you tweet about
bridal shower ideas and the link you provide doesn’t deliver, people will view you as
less trustworthy and associate your content with negative click bait.