Tag Archives: targeting

What’s New in Twitter Advertising

Twitter Advertising allows advertisers to share their message and content with the 200+ million active users on Twitter at any given time. Twitter’s advertising revenue was $45 million when it began to offer the service in 2010 and has then since grown to earn $582.8 million in global ad revenue in 2013. By 2015, it is estimated to approach over $1 billion in total worldwide revenue.

More than ever, businesses are able to target ad campaigns to the users they want to reach with a variety of determining factors. The following improvements to the Twitter Advertising Dashboard make it easier than ever to set up an effective campaign with sponsored tweets or accounts.

twitter-campaign

1. Progress Bar

The new progress bar is visualization of how far along your campaign is, making it even easier to understand. This visual guide tracks your steps from start to finish, letting you know what’s left to be done and what is ready to go.

2. Save Drafts

This new feature allows you to take a break mid-campaign and come back and pick up where you left off. You no longer need to worry about rushing through a campaign and missing out on all the effective targeting tools Twitter ads offer. Advertisers can use keywords in the timeline, interests, location, gender, device and similarity of existing followers to target and attract new followers with their promoted tweets.

3. Maximize Results

It’s more important than ever for digital advertisers to connect and engage with the consumer and understanding how people use Twitter helps. Over 60% of Twitter users are on their mobile devices, so content needs to be catered to a shorter, on-the-go mentality. Advertisers should mix up pictures, videos, links and even new products in order to ensure relevance in the consumer’s mind. Keep things interesting, and more users will be inclined to interact with your promoted tweets.

3 Changes to the Twitter Ad Dashboard

 

 

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Social Media Content 101

You have selected the social media channels that best fit your target audience. Now what? Which content will be disseminated to each one of them? How are you going to present the content? These are just three fundamental questions that you and your team need to be analyzed thoroughly, when developing your content strategy. They can be both fun and frustrating at the same time.

by esalesdata

by esalesdata

1. Who are you trying to reach?

The primary action you need to take is defining who you are trying to reach when developing content. Research and collect data on your target audience to gather their demographics (age, gender, location, etc). This data will provide a better view on the personality of those looking for your content. You can tailor the role of each social platform to suit the needs of your audiences.

2. What matters to your audience?

After discovering who you are trying to reach, the next step is to understand what type of content engages and interests your audience. The content should grab your audience’s attention immediately and naturally, by demonstrating that your brand really knows and understand them. This part requires for you to be really creative and be able to use the proper images and videos that will fit into the content you are trying to share.

3. How often should you post?

There is no rule set on stone for this question, but there are some guidelines you should strongly consider while developing your content strategy. It is very helpful to have a content calendar that will enable you to define the right frequency and consistency of your posts based on your audience. You should also take into consideration analytical information you will be able to collect from the insights of your social platforms, such as what days of the week are most of your followers active. Never post just to post make sure your content has a purpose. You need to listen to your fans and followers because they will tell you what’s working and what’s not.

To take a further look into these and other tips click here: 5 Things to Think About When Creating a Social Media Content Strategy

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Interest Targeting Boosts FaceBook Ads

 

FaceBook recently announced interest targeting. The social media agency is now able to buy ads among certain conversations instead of bludgeoning its way on demographic targets. This change made sense and was met with enthusiasm, but until the numbers came in its benefit was all speculation. Some of those numbers are coming in and they are enthusiastic.

An example is the relationship between jewelry sales and conversations about Leighton Meester, the star of Gossip Girl.  Jewelry ads that are showing up on those newsfeeds are seeing a CTR three times the average CTR for those same ads using different targeting parameters.

In 1974 the idea of psychographic targeting was developed. FaceBook will finally allow the social media agency to experiment and try to uncover what associations are powerful forces for driving sales. The hard part for the agency lies in uncovering those relationships. Surveys will be helpful. Being able to compile data from smartphones will also be helpful. Seeing where customers shop and go as well as when they do certain tasks will all help brands deliver more powerful messages to their potential customers. This new ability will also help FaceBook quiet down the criticisms about a weak advertising model.

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Tips for Lean Marketing With Email

The social media agency is focused on social networks as a way to create and to maintain customers. However, email is the oldest method for digital marketing and offers one of the most effective ways to retain customers. Finding new customers through email is difficult as users are quick to hit the delete key, but they are much more willing to open emails from vendors that they have purchased from in the past.

CrowdSPRING is a digital marketing firm that focuses on the design side of what brands need for an effective digital presence. CrowdSPRING also offers a list of tips to help keep those emails in customers inboxes and to increase their opening rates.

The most important rule for the lean email campaign is to know the audience. This is an obvious lesson, but the amount of unsolicited email people receive is staggering and without something that seems relevant then the odds of having the email opened and read is negligible. Knowing the user is also important for adequate targeting and segmenting. This involves creating at least two different approaches and then measuring which one works best. With those best practices created for different audiences, then the work of continually approaching the customer can begin in earnest.

The first and often the only thing the customer will see is the subject line. It needs to appear to be personalized. It needs to appear important. It needs to create a sense of urgency. It needs to be tested. Even if everything else is done well, a bid subject line will kill an email campaign.

The final important lesson for the lean email campaign is to recognize that there will be loss. People will opt out of emails and people will complain. That risk needs to be accepted and planned for. Once it has been accounted for then the work to make sure that risk is minimized can begin. Emails can be effective, but if they are not done well they can also short circuit better campaigns to come and risk driving away customers.

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