By Alex Gladu, Writer, Independent We Stand
A measly 140 characters doesn’t always seem like enough to cover what you have to say to your customers, but Twitter is helping them go further than ever. The social media giant has recently rolled out a string of new tools for small business marketers that maximize everything from reach to analytics – and it still only takes 140 characters.
Twitter’s latest tool, introduced in early February, is a way to turn your existing, high-performing content into a promoted ad. Quick promote allows small business marketers to easily promote a Tweet directly from the Tweet Activity Dashboard. That means you can take a Tweet that your followers respond well to and instantly send it out to other Twitter users who have similar interests. If you see that your followers are engaging with a particular Tweet of yours, simply go to your Tweet Activity Dashboard, set a budget and click to promote it. Twitter will also estimate the reach that a certain budget will yield, so you don’t have to spend any more than necessary.
Quick promote takes time and guesswork out of using Twitter ads. You don’t have to create an original ad or wonder if it’s going to resonate with your audience because you’ll be using an existing, successful Tweet. What’s more, you can do it all very fast, while you know the message is timely and effective. It’s an easy way to get real results: According to Twitter, users who see a relevant Promoted Tweet from small business marketers are 32 percent more likely to visit that business.
Quick promote seems like a logical progression for Twitter, which has been introducing new tools for small businesses since launching its self-service ad platform in 2013. In July, Twitter revamped the activity dashboard to include analytic data about a Tweet’s impressions and engagement. By providing this data to marketers, Twitter paved the way for future tools that make use of this data, starting with quick promote.
What will the next Twitter tool be? It could have to do with revenue more than conversation. In September, Twitter started testing a “Buy” button for marketers to directly turn Twitter traffic into e-commerce earnings. The button is expected to become available to all Twitter ad users sometime this year.
What Twitter limits in words, it makes up for in handy marketing tools. Maximize your business’s Twitter results by getting started with quick promote and staying up to date with whatever might come next.
Independent We Stand is dedicated to helping independent businesses across the country engage their communities and encouraging customers to buy local. If you’re a business owner, get buy local resources, tips and news by registering at www.independentwestand.org/membership/. Your business will also be included in our ‘locals only’ search engine and mobile app. If you’re a consumer, take the pledge to buy local and find local businesses in your community at www.independentwestand.org/take-a-stand/join-the-movement/.
About the Author
Alex is a senior at the University of North Carolina at Chapel Hill, where she is double-majoring in Public Relations and Spanish. Since becoming a writer for Independent We Stand, she has fully adopted the ‘buy local’ lifestyle. Her favorite indie business is Sugarland, a bakery in Chapel Hill, N.C, where she has been known to go a little cupcake crazy. She hopes to attend law school and pursue a career in nonprofit or political communication.