If you avoid Twitter’s paid promotion tools in your marketing campaigns because you believe they’re too expensive or complex, it’s time to rethink that opinion. In this article, you will learn about the five types of Twitter paid promotions, how they’re used, and the pros and cons of using them. Promoted tweets are written like normal, unpaid tweets, but advertisers purchase the ability to reach a wider group of users or to spark engagement with their followers. Promoted tweets work on an auction model similar to Google AdWords: You bid on access to your target audience. Twitter allows advertisers to include multimedia in promoted tweets, which dramatically improves engagement. The inclusion of Vine videos in a promoted tweet works well, delivering at least 250% more engagement than tweets containing only an image. If you include any of these engagement elements that don’t contribute to the results you seek, your users may click on useless elements, lowering the value of the promoted tweets. You can set up and tailor promoted tweets quickly, which makes them ideal for time-sensitive campaigns.
Participants in CMI’s weekly Twitter chats like the cost-effectiveness of promoted tweets and have enjoyed great success with them. Promoted accounts are an effective way to increase the number of Twitter followers and enhance your social proof.
Once you’ve set up your promoted account, use Twitter’s audience-targeting tools to make sure the most relevant people view your paid account ad. As promoted accounts are most useful for growing your followers, make sure the call to action is strong and include your company or brand logo.
If your goal is to promote a product, event, or any specific content or initiative, consider using other Twitter ad tools, such as promoted tweets and Twitter cards. Compared to a conventional tweet, Twitter website cards add more content about your offer in the form of a large image and rich information through Twitter’s ad campaign services.
The website card is a tool to drive more relevant traffic to a specific product web page, landing page, or blog post.
Lead generation cards are free to distribute to your followers, but you also can use them in a paid campaign to non-followers. To create a lead generation card, select and upload an image that represents your company or brand. Twitter offers several advanced settings that enable you to send user data directly into a CRM application and match field names to your database. Once a card has been created and saved, you deploy it by creating a tweet within Twitter’s ad manager and attaching the card. For more details, check out this Twitter support article on how to set up lead generation cards.

Pay close attention to Twitter’s image size and format requirements for lead generation cards.
Keep in mind that you can add a simple message to your image to provide additional encouragement or to help Twitter users better understand what your offer is and how it will benefit them. Unlike the previously discussed paid promotion Twitter tools, sponsored tweets are not sold by Twitter. With sponsored tweets, you pay other Twitter handles to distribute your message to their audience.
Regardless of the type of paid promotion you select, Twitter offers an impressive array of tools to help you target your messages to people who are most likely to be interested in them.
Twitter’s real-time dashboard provides up-to-the-minute data on the performance of your campaigns. Be prepared to test, measure, tweak, and repeat before you start to see results from Twitter paid promotion. Ryan Bilak concurs, “Twitter paid promotions are a great way to start building engagement and a following on Twitter for any company right off the bat.
Knowing how Twitter contributes to your content marketing goals is helpful to an evolving successful strategy. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! Twitter’s affordable, well-designed promotion tools can help your brand generate leads, build an audience, and amplify your content – no matter the size of your company.
Twitter’s real-time dashboard enables you to see what your spend is and make adjustments to your campaigns at any time. In other words, the more followers you have, the more credibility and authority your company or brand appears to have. To create a promoted account ad, write a short description that explains why someone should follow your company.
The website cards prominently display an image, headline, and a call-to-action button below the text in the tweet. Write a tweet that gives people a reason to visit your website and include a brief description with your URL. When a person clicks on the “view details” button in a tweet containing a lead generation card, an image, description, and call to action are displayed. Given that this leads tool captures a person’s email address, create an offer that gives him or her an incentive to subscribe to your e-newsletter.
Nothing kills engagement faster than a poorly formatted, out-of-focus, or badly cropped image.
Keep it simple – it will appear on the screen in a fairly small size, particularly with mobile devices.

Once users have submitted their information from your lead generation card, create workflows to continue nurturing these leads. To use this form of paid promotion, you must register with a third-party firm like SponsoredTweets. Mandatory disclosures are attached to the message so their followers know they are seeing sponsored tweets. Be sure to target your keywords carefully, and refine them as needed to achieve a balance of reach and cost. Bidding and targeting can appear to be complex at first, but stick with it and you can master it.
He is also the founder and author of The Mind Mapping Software Blog, the world's leading website covering visual mapping.
No matter what industry or market you serve, chances are your audience has a presence on Twitter. Promoted tweets are priced on a cost-per-engagement (CPE) basis – you only pay when someone retweets, favorites, expands, clicks on, replies to, or follows you from the tweet. The lead generation card also gives the users the option to securely send their Twitter handle and email address to the advertiser with one click without leaving Twitter. The link could direct them to a product detail page, lead generation form, or the home page of your site. Twitter integrates with 11 CRM providers, including ExactTarget, Infusionsoft, MailChimp, Marketo, and Salesforce. Twitter includes its image requirements in its card creation form to make it easy for advertisers to get this step right. Share more educational information and value with them on a regular basis to move them along the sales funnel. What I find is that Twitter delivers more clicks and landing page visits than LinkedIn, but a much lower conversion rate. But the sheer number of users and messages creates a challenge for marketers: Unpaid tweets quickly scroll out of view, making it likely that your audience will miss many of your important messages. He has extensive experience in public relations, online marketing, content development and marketing, business strategy and creative problem-solving techniques. Twitter continues to tempt because the costs are much lower than LinkedIn, but those conversions are disappointing.

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