The Best Practices for Targeting Twitter Audience

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Finding the right audience that can naturally become good ambassadors for your brand might seem tricky, but there are some easy things you can do. It is so incredibly important to know your audience! The main goal is to know who you want to reach and who needs this product/service.

 

Source: Unsplash

First, let’s review some common demographics for Twitter today:

When it comes to Twitter, there are slightly more women than men using Twitter in the United States. However, if you are looking globally, there are more men than women that are using the platform.

Essentially, it all depends if you are a local, national or international brand. Most users are living outside of the United States; about 80%.

The largest age group on Twitter in the United States are those between 18-29 years old. A study from Pew Research shows that the usages of Twitter drop as age increases.

 

Source: Unsplash

Now That You Know the General Demographic of Users on Twitter, How Do You Find the Right Audience That Will Be Interested in Your Brand?

On Twitter, you can search for keywords to find users who need your product or service. With a Twitter business account, you should also explore their analytics tools whenever doing a campaign. One of the things you should consider is their Interest Targeting tool. With this tool, you can reach an audience who is interested in the type of service or product you provide. There are different categories that you can choose from, such as marketing, leadership, and business. Ideally, pick two of these categories per campaign.

Other tools can provide more specific information about users such as location, name, and keywords.

Socialbro is a useful tool that helps attain this information that businesses must subscribe to, while FollowerWonk provides the same features, yet is free!

SalesForce Marketing Cloud is a tool that views conversations about your brand and can help find context for those conversations in order to better target your campaigns. Salesforce Marketing also includes social content, engagement, social ads, workflow and automation, measurement, and packages.

 

Source: Unsplash

“Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.” – Robert Rose

By knowing what interests your target audience, you can specify your content to fit their wants and needs; also known as narrowing your niche. Writing blogs and creating visual content intriguing to your audience brings value. As aforementioned, Google ranks valuable content higher on their search results. Posting different types of content, such as videos, reviews, images, and blogs establishes variety and prevents monotony. Using Twitter analytics to see what type of content gets more engagement can help establish the type of content that is most successful on Twitter. Even if one type of content is working better than the others, we would still recommend add variety and not bore people out of lack of imagination. You want your followers to be excited and curious about the content you share.

“Create content that reaches your audience’s audience.” – The Marketing Profs

While the goal of creating content adds value and is interesting to your followers, you ultimately want that content shared. This, in turn, automatically provides brand awareness and creates more traffic to your desired channels. COBRA, or Consumer’s Online Brand-Related Activities, allows users to interact, express, share, like, and create content.  This is something that is important for every marketer or brand to know.

There are three different COBRA-types;
(1) the consuming of brand-related content,
(2) the contributing of brand-related content, and
(3) the creating of brand-related content.

The consuming COBRA type is the lowest level of brand activeness. This means users that watch videos, read reviews and comments are doing so very minimally.

The contributing COBRA type is the middle level of brand activeness. Users engage by commenting on content as well as taking part in the brands posts.

The creating COBRA type has the highest level of brand activeness. Followers are consistently creating videos, reviews, articles, or pictures about (or for) the brand.

All COBRA types are important for any brand on Twitter! You want to encourage all types of engagement, guiding them to the creating COBRA type.

 

Source: Pexels.com

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” –  Andrew Davis

Consumers and internet users have become more and more influential regarding the brand or products they are interacting with. The last couple of years, influencer marketing has exploded! Celebrities and other pivotal industry leaders are paid to promote a brand or product in order to “influence” the general followers through social media. However, it is not only influencers that can affect and persuade others to buy into a brand or product. In fact, anyone with a social media account can make their voice heard about a business.

This phenomenon is called eWOM; Electronic Word of Mouth. Elihu Katz and Paul Lazarsfeld had one of the earliest definitions of word-of-mouth described as, “the exchanging of marketing information between consumers in such a way that it plays a fundamental role in shaping their behavior and in changing attitudes toward products and services.” (Katz and Lazarsfeld, 1966) eWOM is, basically, the internet form of this.

Another form of eWOM is to ask consumers for reviews! More than two-thirds of consumers today rely on reviews posted online before making a purchase and 57% of consumers use social media platforms for recommendations. What users post in reviews about your brand is something you need to use in your marketing strategy. Not only can this content be retweeted, but this can also help you rank better on search engines like Google. Google ranks valuable and unique content highly. It is also more likely to rank higher on Google if your website is shared a lot! For people to link your website in their reviews, blogs or posts is a good strategy to encourage.

 

Source: Pexels.com

Try to brainstorm with your team to come up with new, fun ideas for compelling content. You know your brand best, but to be aware of what truly interests your followers and being responsive to them is a must for reaching your ideal target audience.

About the Author

Lova Olsson

Lova Olsson

Social media and digital marketing professional with a passion for content and storytelling. Originally from Sweden and speaks Swedish, French and English. Graduated from UCLA Extension in December 2017

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