Today’s guest post comes to us from Erica Rascón, an online content developer and contributing editor for The Balance Sheet — the Yardi corporate blog.
You’ve read the Quick Guide for Twitter Advertising, which is an excellent start to social media marketing. But knowing what not to do can be just as important as knowing what to do. Avoid these four Twitter marketing mistakes to make sure that your ads reap maximum conversions.
1. Advertising Without a Plan
Don’t try to guess for success. Investing in ads without a plan could lead to precious dollars down the proverbal drain. If you don’t like Twitter’s built-in system, take the time to find an app or software that helps you track your conversions in a way that makes sense to you. Then run multiple campaigns at once, or A/B tests, in order to learn which approaches bring the best results. Variables to success may include targeted demographics, posting times, tone of voice and image subjects, among others.
If your tracking demonstrates similar conversion rates with more than one campaign, you may not need to choose between them. Think about Geico, which runs ads with Flo and Maxwell the pig simultaneously. Different campaigns may draw in different audiences, and that’s terrific! But you won’t be able to confirm your success or revise missed opportunities without a plan and tracking tools.
2. Succumbing to Spontaneous Hashtagging
Promoted Tweets with hashtags can draw a 122% increase in engagement compared to tweets without hashtags. Hashtags are integral to success! Just make sure that you don’t misuse them.
Avoid spontaneous hashtagging. Established or trending hashtags can be a great way to raise brand awareness and participate in ongoing conversations. But if you’re creating multiple hashtags in every new post, you’re creating multiple new conversations that can be overwhelming to readers. Refer to a tried-and-true hashtag, like #protip, or carefully create your own:
Start by finding a short phrase that is 1) unique and 2) reusable for your brand. A unique hashtag will ensure that it isn’t confused with another brand or concept. For example, #goneinseconds sounds cute for houses that sell quickly in a popular neighbourhood, but it also pops up on police tweets and food tweets. #leasedinseconds or #fromsaletosold is more specific and tailored to real estate. Both could be reused anytime that you close a contract, giving the hastags longevity and a greater likelihood to catch on. Popular hashtags can build brand identification and loyalty.
3. Falling Back to Text Only Posts
When many of us think of Twitter, we think of 140 character posts. Twitter has evolved, allowing for pictures, videos and cards. Don’t overlook these visual aids. Find ways to integrate them. Not only will this show that your brand is hip and current, the images will also increase the likelihood of catching users’ attention when they scroll through their feeds.
4. Dropping the Ball
Once you’ve managed to generate engagement, be sure to maintain communication with your followers. You never want your clients to feel like they’re yelling into an empty, endless tunnel. When they engage with your Twitter ad with a reply, respond back. It’s also a kind, personable gesture to thank users for shares and retweets when you have time.
Do you have any Twitter pet peeves?