Is Your Business Benefiting From Twitter Ads?

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Are your Twitter ads letting you down? Perhaps you are not using them to their full potential. A recent article on Social Media Examiner gave an in depth look into 5 unusual ways your company can benefit from Twitter ads.

1. Close Uncompleted Sales 

If you run an e-commerce site you are well aware how frustrating it is to see abandoned shopping carts. With Twitter you can re-market to those buyers with tailored audiences.

Just a little advice, if you do decide to use this tactic, website audiences cannot be populated with past visitors. So, it may take some time for you to gather an audience large enough to run this campaign.

2. Improve Your Newsletter Open Rate 

Newsletters are a great way for companies to communicate with their audience. Many companies will integrate these newsletters within social media. With Twitter tailored audiences you can target subscribers who are not opening your emails, which in turn will hopefully bring your open rates up.

3. Increase Traffic To Your Website 

A great way to get people to click-through to your website is by using Twitter Cards. What is a Twitter Card you ask? They improve your tweets with additional media, content and calls to action.

The Twitter Card uses a thumbnail representing your website and a call-to-action button encouraging readers to click-through.

4. Generate Leads 

The traditional lead generation process involves a lot of back and forth that usually amounts to users dropping off. Since it is not generating any leads, it is not doing you any good.

Now with Twitter you can use their Twitter Lead Generation Card. It works because it cuts the usual lead generation process from five steps to two! It is very simple, you present the information to your leads and then if they are interested they click-through.  Say good-bye to confirmation emails and forms.

5. Engage With TV Viewers In Real Time 

Everyone is guilty of being constantly on their smartphones. Even when we are watching television we still are checking in on Twitter, texting friends, and distracting ourselves during commercials. With Twitter’s Conversion Targeting you can engage with TV show conversations on Twitter before, during and after a show.

These are just a few examples of how you can use Twitter Ads. It may take some time, even some A/B testing to figure out what works best for you and your audience.

To learn more about the Twitter Ads ads we discussed, click .

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Twitter Cards: Expand Your Tweets, Expand Your Business

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Twitter Cards are a great new way for businesses to feature their content. The Twitter card expands a tweet beyond the basic text and creates a media rich experience that includes anything from images to videos to product information.  Whatever you may be promoting, from a product to a website, Twitter has created 8 different cards to help you do it.

1. Summary Card: This card summarizes any type of informational page, such as a blog, and provides access to further information

2. Photo Card: Great for any business featuring art or photography, this card allows you to highlight one photo within a tweet

3. Gallery Card: Just like the photo card, but allow up to four images in a tweet!

4. App Card: This card detects a user viewing a tweet on their iPhone and directs them to the App store to download the business’s app!

5. Player Card: Puts live video or audio within a tweet, allowing businesses to tweet each piece of media they create

6. Product Card: The product card should be seriously considered for any business selling a product – The card allows a business to feature a product with title, description, thumbnail image, and Twitter handle attribution, along with details such as price, location, and availability to make purchasing easy!

7. Lead Generation: Great way for users to get leads for businesses – the user clicks just one button to share their Twitter associated email and subscribe to their page

8. Website Card: Features a businesses website to drive traffic directly to their homepage!

For more information about Twitter Cards and how to install them, check out this article.

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A Slow Website Will Hurt Your Bottom Line

Many of our Social Media meetings with brands and businesses invariably turn to a conversation about the client’s website and what can be done to drive revenue to their bottom line.  Makes sense as in the end of the day any e-commerce based business cares about revenue generated on the website above all else.

What is shocking to me, is how many of these websites are so poorly planned and implemented.  Their goal is to serve up a positive UI and UX so that they convert a sale, yet there are so many hurdles put in the way to stop the user.  Heavy flash integration, music auto play and slow page loads are just so common.

I learned a long time ago that just like with so many other things in life the website experience is all about WIIFM (What’s In It For Me) to the user and it shouldn’t be about what YOU like.  The better way to look at it from inside out is WIIFT (What’s In It For Them) when developing your website plan.  So remember although you might like Mozart and cute animation, that doesn’t mean your potential buyer does to.  So do not force those on them, or they just might not buy from you!

This piece in Social Media Examiner lays out some of the basic and common mistakes that compromise a website’s SEO and conversion opportunities.  Read them and contact us for a consultation regarding ways to improve your website today!

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Is Pinterest A “Must Have” or A “Nice to Have”?

Social Media does encompass everything digital and we feel very strongly that it is not just a marketing tool. It is a mandatory component of any business’ online infrastructure and touches all departments internally, including but not limited to customer service, recruiting, retention and sales.

All that being said, marketing is the lifeblood of any organization and social media is the most powerful ally any marketing team has on today’s internet. In our travels we are constantly asked to advise on which tools are best to use and how to use them. The big players have become an automatic, but who else should be considered?  One definite tool that we have found to be very effective is Pinterest! We are certain this is not the first you are hearing of this beast of a platform, but that doesn’t mean you are using it (or at least effectively) yet!

“We’d advise it’s time for you to consider Pinterest as an integral part of your social marketing effort, right next to the Big 3  - Facebook, Twitter, and YouTube. Here’s why: businesses that have effectively used Pinterest as a marketing tool have experienced higher referral traffic, higher quality leads, more sharing through Facebook and Twitter, and increases in sales.

That says it all right there! That was taken from a recent article in Social Media Today and it is is the right message. Pinterest is such a powerful tool and it can be a tremendous source of traffic for your business. Some brands have really been making some really nice progress on the platform and if you haven’t already it is time to start paying attention. Read the article for some useful tips and be sure to share this great content with others.

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ROI Of Video Marketing

At this point in the online marketing timeline we think it’s safe to say that having online video as part of a company’s marketing efforts is finally universally accepted. It is just the most effective way to deliver a message, have it be seen and then have it be shared with others.

Measuring online video Return On Investment (ROI) begins with understanding what the videos set out to accomplish. At Sircle we always preach that “Social Media” is just a new term for the internet as a whole. Social networks afford businesses and individuals a vehicle to easily share information and can help the word spread very quickly on any relevant content. The delivery mechanism that packs the biggest punch is video, making it such an attractive product for most. The problem is that you must make sure that the content in that video is compelling and easy to understand.

Video is a tool that can be used by various departments within a business. Sales, HR, Customer Service and Marketing all can benefit from the positive attributes of a well positioned video message to tell their story. Attributing a direct ROI to video by department can be tricky making true video ROI a tough one to map out. Ask yourself:

How many more prospects did our sales reps speak with today/this week/this month because they had a video to help explain your product more succinctly?

How many customer service issues were resolved with greater ease based on your video that explained how to use, setup or fix a product?

How many new hires were we able to recruit based on our company position video?

From a true marketing standpoint, it is not much different than a traditional marketing campaign. Comscore reports that on average a person watches 14.8 hours of online video a month, so it’s not the matter of trying to prove that online video marketing is effective. The Executives at every business however, want to know that the marketing dollars are achieving the highest value and ROI while receiving the desired results.

So how do you measure ROI of online video?

  1. Know your objectives.
    The most essential component of executing a campaign successfully is having clear goals. The simplest way to measure return on what you’re investing is knowing your target audience and what message you are trying to deliver. Your objectives may vary. For example, if you’re trying to promote product sampling, your objective may be to have individuals register for a coupon on your website after viewing the video. If you want to increase exposure and awareness of your brand or business, you might be simply looking at views to measure total exposure of the campaign. Dividing cost, by views can give you a cost-per-view metric. Know what you want to see happen before you start.
  2. Social = Sharing = Exposure.
    Remember, ROI doesn’t necessarily have to equal a dollar figure. It can be social interactions, shares, conversations around your brand and recommendations by your brand ambassadors. If your video is getting shared by your target demographic and this audience is recommending your video to their friends, the reach and engagement is just as valuable as a dollar figure. Make sure you give them the opportunity to easily share your video!
  3. Don’t be afraid to get creative.
    Measuring online video ROI isn’t always an exact science and with a non-traditional platform, you have room to come up with creative and different ways to validate your efforts.  Online video can often drive traffic back to your website and one way is to look at what that traffic would have cost if it had been acquired by a push advertisement.

For example, comparing the pay per click model and the received traffic you can use the following:
Running banner ads on a website with $3 per click which results in 300 unique visitors to your website. This traffic of 300 people to your website is then worth $900. Although this approach offers an easy dollar figure, it’s crucial to note that the difference in pay per click banner ad traffic and organic post video engagement differs greatly and the value through organic engagement is much higher.

To conclude, online video enhances and creates the most engaging online user experiences. When it comes to ROI, the measurement metrics differ greatly depending on the specific goals. However, success lies in the ability to target a specific audience based on demographic, geographic and contextual parameters.  Being able to speak the language of your target audience and deliver a strategic message in a simplified format is a sure fire way to increase business.

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