Views: 0 Author: Site Editor Publish Time: 2021-12-12 Origin: Site
What do we know about Twitter advertising?With the rapid development of network technology, the social media industry is emerging and more and more people are using it. People have also begun to explore advertising and promoting their brands on various social networks, such as Google, Facebook, Twitter and Tik Tok, but we are very Let’s not mention Twitter advertising. The one most similar to Twitter is Facebook, and users on Facebook account for the overwhelming majority. So can Facebook completely cover Twitter’s business? The answer is of course: no.Twitter and Facebook are still different. In nature, Facebook is more like a circle of friends, which can only be seen by friends. When adding friends, we must pass verification before we can see each other's information. This is a two-way process, while Twitter is more like Weibo. Freedom of speech, and following a user does not require verification, and you can then see the information he posted. This is a single item and relatively simple. From a competitive perspective, Facebook's usage ratio will cause more and more brands to pour in, while Twitter's use will decrease accordingly, and the competitiveness will be relatively reduced, causing the prices of competitors to be relatively reduced. In terms of purchasing power, more than half of Twitter users will choose the brands they follow to make purchases, which is not as high as Facebook's. In terms of branding, Twitter users prefer to pay attention to some fresh posts and brands that they have not seen or followed before, making it easier for merchants to shape their brand image. Many world-renowned brands (Huawei, Nike) use it for marketing. In terms of audience, most of the users on Twitter are teenagers and professionals, and the majority are male; It is not difficult to see from these aspects that Twitter still has a market to operate in.Speaking of operations, Twitter’s operating model should also be mentioned, that is: homepage operation and paid advertising.In operation, most B2B customers will choose the latter, because the biggest difference between homepage operation and paid advertising is that the latter uses paid methods to push advertisements to those users who have not followed the account in a short period of time, making the account Have more exposure and gain greater benefits, thereby helping corporate brand marketing to be successful. one.So how to enable Twitter ads? Three Account Opening Instructions 1. Register a twitter account First of all, we need to register a Twitter account (registration address: https://twitter.com/). When registering, you must complete your personal information. It is best to use your brand name or common ID to register, so that it is convenient for friends. Follow the account with fans. After the account is successfully registered, you need to set the Profile of the Twitter account: The picture shows you the content that needs to be filled in and the suitable sizes for the avatar and banner images.The improvement of this information is a good first impression for us on potential customers, which helps to authenticate our identity (brand) and expand the influence of the brand.In this way, you can easily register a Twitter account successfully. 2. Agent account opening It is more convenient to find an agent to open an account, because agents can help solve problems such as recharging or mistakenly closing the account after it is established. Fill in the account opening information: The completion of the information when registering the account in the early stage will help us to open the account smoothly. The next step is to fill in the information needed to open the account. After filling it out, it will be sent to your agent. Generally, it takes 3-5 tasks after submitting the account opening. day. 3. Preparation of advertising materials Advertising materials, including copywriting, image size, target audience, promotion form and our budget, so that we can go online in time after opening our account.After doing this, we can start our Twitter advertising journey~ advertisement making After the account is opened, we can make plans for B2B customers, usually in the following ways: ◎ Tweet promotion It is similar to when we publish a news, the difference is that 'promoted' will appear below it, and when promoting tweets, you can choose articles, images, Gifs and videos (it is recommended to choose Gifs and videos, you can give us Create high-quality, impressive visuals). ◎ Account promotion Mainly by recommending our accounts to users, we can quickly expand the scope of the community, gain more followers, increase the company's attention, and thus give the brand more traffic. ◎Trend promotion Our ads can combine current hot topics and tags to promote and promote products. This is also the so-called 'hotness', just like Weibo and Douyin. After adding these popular tags, people will reach it when searching With this label, our ads will also appear in it, increasing more exposure. two.So how does Twitter advertising help B2B corporate marketing? Goal setting: Promote by selecting awareness, consideration, and conversion rate. In the face of the steel pipe industry, we will build awareness for customers in the early stage, because Twitter users have a high trust in brands, and many users will place orders from the brands they follow, so I will first increase the awareness of the customer's brand, in a way , I choose to promote tweets, carousels and videos. When promoting tweets, I use more images and videos. The visual effects of videos leave a deep impression on people, so their conversion effect is higher than that of ordinary articles. At the same time, I use Twitter’s Social functions, likes, comments, and forwarding of potential customers will increase the influence of the company's brand. Targeting settings: Select the appropriate country, age, interest, language, as well as keywords, emoticons, and devices that are not available on Facebook. As for the steel pipe industry, when positioning its advertisements, the country will choose Europe, America, the Middle East and other countries, publish it bilingually in English and Russian, choose the age range from 25+ to 54 years old, choose Steel and Iron as keywords, and choose PC as the device And the mobile version, the ratio is: 2:5. Because more people now use the mobile version, the proportion will be relatively high. Time setting: Choose a suitable time period. For the steel pipe industry, the time set when publishing advertisements is generally no later than 9 a.m. for the first article, around 12 noon for the second article, and after get off work at 6 p.m. for the third article. Select users who are relatively active. Three advertisements a day is best. Frequent advertisements will cause visual fatigue for customers. ps: Select a time period when users are relatively active (before 9 a.m. or after 6 p.m.) Follow the trend: add popular tags and hot topics to increase exposure. Let’s take the steel pipe industry as an example. When we publish ads for it, we will use #SteelMatters., #finde, etc., which are popular titles suitable for steel pipes. However, we do not recommend too many tags, which are easy to confuse and are irrelevant. Labels will offend users and obviously gain popularity. Cost advantage: Twitter’s average advertising cost is lower than that of Facebook, which is currently popular. Data shows that Twitter’s average CPC is about US$0.40 (Facebook is US$0.57), the average CPM is 5.93 (Facebook is US$8.35), and the average CTR is 1.55%, ( 1.46% for Facebook). Taking the steel pipe industry as an example, Facebook has more active users (2.7 billion monthly active users), so it is mainly used to acquire customers. The cost of a single lead (potential customer) is about US$2.5. Twitter has few active users. However, brand reputation and brand value are more dominant, and the average CPC price is also relatively suitable, so you can choose Facebook to acquire customers and Twitter to expand the brand, a two-pronged approach to solve the problem of difficulty in acquiring customers on the B-side.The following is the budget ratio of Facebook and Twitter advertising for current cooperative customers: In terms of budget allocation, Facebook's budget is higher than Twitter's because this client focuses on customer acquisition. If it is a client who wants to focus on brand expansion, the budget can be appropriately tilted towards Twitter. 3. Summary Hi~ We are coming to an end today. Let’s review today’s content. We mainly talk about the advantages of Twitter compared to Facebook and how Twitter advertising can help corporate promotion.I hope that through the above sharing of Twitter and Twitter advertising, we can bring some gains and learn more about Twitter, which will help us display and promote advertising.
