How to create a winning Twitter strategy this Afterpay Day
There's little doubt that digital platforms can be game-changing for businesses.
From finding new customers to building brand equity, selling products and growing subscriber lists, digital platforms offers a raft of benefits for businesses, and has become a vital part of the marketing mix.
So, how can you create a winning social media strategy? We spoke to Kieran McKinn, Client Account Manager at Twitter Australia, about the best ways businesses can utilise Twitter to reach new customers this Afterpay Day.
1. Kieran, can you tell us in 280 characters or less, why merchants should be on Twitter this Afterpay Day?
People come to Twitter to see what’s happening. They’re in a discovery mindset - they want to explore, and engage with what’s happening. By aligning with a key moment such as Afterpay Day, merchants would be able to connect with their target audience, when they’re most receptive.
2. What campaign options does Twitter offer that merchants can make the most of during the Afterpay Day sale event? Which ad formats are best to get started with?
Twitter offers a full funnel solution for marketers. Whether you want to launch something new, or spark a conversation, Twitter offers ad products that will suit your marketing needs. As an example, if your objective for Afterpay Day is to drive traffic through to your website, I would recommend you consider leveraging the Twitter Website Card. By doing so, the campaign would be optimised towards link clicks or a conversion on site.
3. What tips do you have for merchants when they’re approaching ad groups and targeting?
If the campaign you are running is targeted to a wide group of users, it would be best to break them into smaller or categorised groups. This will allow you to analyse the best performing audience group, while managing and maximising your spend against each group or category.
4. How should merchants be adapting their campaigns and messaging for the hype phase and then for the Afterpay Day sale event itself?
As marketers, we are well aware that marketing campaigns should always be built around key stages - hype, launch or sustain. However, it is also imperative that this same strategy be applied to your campaign ad format, as well as your creative messaging.
By ensuring your creative message primes your audience to any deals that you may offer on the day of launch, it creates value to your audience. Thus, encouraging them to look out for your campaign launch.
On Twitter, you can utilise our video ad formats to generate awareness in the lead up to the campaign. While, on the day of the campaign, I would recommend using Website Cards to drive traffic back to your site.
Pro tip
Consider using retargeting during the sustain phase post Afterpay Day to drive any additional engagement.
5. What are your pro-tips for merchant’s organic Tweets to reach customers this Afterpay Day?
Organic Tweets are a great way to reach an audience that are leaned in and already following your page. The best brands on the platform create a brand voice that speaks to its followers (not at them). Best practice is to ensure your organic content is informative, conversational, and engaging.
6. If a merchant is new to Twitter, and hasn’t run a campaign before, where’s the best place to get started?
We’d love to help get you started on Twitter. You can find a ton of information about getting started at our Business Hub. If you’d like a little more help getting started with Twitter Ads, our team would love to help.
Reach out to the team here.
