Oh I bet you’ve used Twitter a lot already.
You posted daily updates.
Heck, you even tinkered with automatic reposting articles from the blogs you follow, didn’t you?
But I bet you never really thought that the social netowrk could help you fill the sales funnel.
- More than 65% of US companies use the social network for business purposes.
- 74% of customers follow brands on Twitter specifically to stay up to date with product updates.
- And many brands report that Twitter Ads boost their offline sales up to 29%.
Hard to believe, eh?
And so, in this post, I decided to show you how you could use Twitter Ads to find and attract new leads and customers to your business.
Interested? Then keep on reading.
Why Twitter Advertising
Facebook might be a great place to hang out with friends, and stay up to date with what they’re doing.
But it’s Twitter, with its business conversations, updates, and profile bios that offers an unrivalled opportunity to discover what ticks your audience, understand their current opinions and trends they pay attention to.
And you know what? No matter what products or services you sell…
…Your target audience IS on Twitter.
What’s more, these people tend to engage in the social network a lot.
For example, Statista reports that Twitter has 305M active and engaged monthly users.
And according to AdWeek:
- 79% of these people are more likely to recommend brands they follow.
- 77% of users pay attention to product reviews on Twitter to make a buying purchase.
- 50% made a purchase decision based on a recommendation on the social network.
Finally, according to the same source, 33% of users will buy from brands they follow on Twitter.
Amazing, isn’t it?
So, How Can You Use Twitter Ads to Fill in The Sales Funnel?
Before we go any further, a quick recap on what are the key stages of a sales funnel.
The Sales Funnel
You know, on the outset:
The sales funnel is nothing else than a representation of your customers’ journey to purchase.
It begins with the Awareness stage in which prospects focus on discovering and learning more about their problem. They’re not interested in your product, service or brand. All they care about is the reason for their problem, and then, how they could eradicate it.
The funnel’s second stage is Consideration. At this point, potential customers begin to research and evaluate available alternative solutions.They evaluate vendors for choice and look for justification of the buying decision.
Finally, at the Decision stage, customers make a call whom to buy from.
And here’s how you could fill each of these stages with Twitter Ads.
Prospects at the awareness stage don’t care about your product.
And therefore, if you try selling to them, you might just repel them from even thinking of engaging with your brand in the future.
So how do you target people at the awareness stage?
Simply, by making them aware of your company.
Enter Promoted Accounts.
If you ever ran Page Like Facebook campaign, you’ll be familiar with the idea behind Twitter’s promoted accounts.
Promoted Accounts aim to help you grow your following and introduce your brand to more people who, in time, could become customers and brand ambassadors.
When promoting your account, you can target people by a vast number of targeting options. For example, you could select people based on interest, where you can choose up to 25 categories, or target followers of a specific account, like your competitor or complementary brand, for example. You can also focus on keywords and target users Tweeting about specific topics.
Twitter will then display Promoted Accounts messages in 4 locations:
- A person’s home timeline,
- “Who to follow” widget on the right side of the Home and Notifications tabs
- “Who to follow” widget on the right side of the People search results page
- “Who to follow” widget on the right side of the Profile page
Why use Promoted Accounts?
I’ve already shared some stats on user engagement with brands.
But twitter offers its own statistics to highlight the benefits of using Promoted Accounts in the short video on this page:
- 86% of users who follow businesses on Twitter plan to purchase from them regularly,
- 70% of users who follow SMBs provide free advertising through retweets,
- 66% of users have been following SMBs for more than 6 months.
In short, Promoted Accounts let you introduce your brand to people who might be looking for solutions you offer, invite them to follow your brand, and grow your audience.
People who already know their problem are looking for 2 things:
- They want to find a solution provider that’s going to meet their expectations, and
- They need to come up with a logical reason to actually buy from them.
And to deliver on those two reasons on Twitter, you need to engage with the audience, have an ongoing conversation and entice them to engage with your content – retweet, share and comment on it.
And then, act on your message to become leads.
To achieve it, Twitter gives you two different advertising options:
- Promoted Tweets, and
- Lead Generation Cards
As the name suggest, these are promoted messages that show up in the person’s feed.
With Promoted Tweets, you can position your content in front of the very people you want to attract to the site and build relations with.
You could use them to:
- Announce a product release,
- Promote a piece of content you published,
- Let the audience know about a lead magnet you put out,
- Introduce an event you’re hosting and entice them to sign up,
- Reveal a sale you offer and many more.
Promoted Tweets appear on the person’s timeline and are denoted by a little “Promoted” label to distinguish them from ordinary tweets.
Lead Generation Cards
I’m sure you’ll agree:
There’s no point in trying to fill in a sales funnel unless you can generate leads directly from your efforts.
Luckily, when it comes to lead generation, Twitter has got you covered too.
By adding Twitter Lead Generation Cards to your tweets, you allow people to express their interest in your brand without having to leave the social network.
And yes, if you immediately thought about the Facebook’s Lead Ads when reading about Twitter’s cards, you’re absolutely right.
Similarly to their Facebook counterpart, Twitter Lead Gen Cards allow users send their email, twitter handle and name to you without leaving the social network.
Twitter will then either store the information in your Twitter Ads panel. Alternatively, you can also connect it to your CRM system. Twitter Lead Gen Cards work with the main CRM providers such as Salesforce, Eloqua, InfusionSoft, MailChimp, Marketo and many others.
Finally, you want to entice people who have made a decision to buy from you to visit your site.
And in this case, Twitter Ads can help too.
Use Promoted Tweets to target people tweeting about specific topics, or use Tailored Audiences to focus on high potential leads from your CRM.
Run ads that advertise your product to them or remind them of their interest to buy (in case of current leads).
Twitter’s an amazing social network to position yourself as an expert, promote content and connect with the target audience.
But it’s a little known fact that it can also help you fill the sales funnel.
With Twitter Ads, you can target people at different stages of the buying cycle to attract them to your account, promote your content and then, strategically position your brand and product when they’re ready to buy.