Tag digital advertising

In the whirlwind of its massive changes over the last two years, in ownership, in staff, and in policy, marketers have been cautious in re-embracing Twitter on behalf of their clients. However, Elon Musk’s cleanup of the company including the wipeout of fake accounts, bot accounts, and other unsavory types of accounts that drain marketing dollars. This new move toward authenticity in the system is a potential goldmine for marketing purposes so we thought it a good time to revisit some of the top ways to tap into Twitter for marketing purposes.

Twitter boasts more than 217 million active daily users making the social media platform an important piece of your marketing strategy. Not only does the microblogging site have a significant user base, but Twitter is also the world’s seventh most popular network and is expected to grow to over 340 million active users by 2024.

But with 350,000 tweets sent per minute and 500 million tweets sent daily, you need to be strategic and savvy to win (and hold) your audience’s attention and achieve your Twitter marketing goals.

Set Goals

Success on any social media platform begins with having clear, measurable goals. There’s no way to know if your strategy positively impacts your business unless you understand what you’re trying to achieve.

You want to create SMART goals: Specific, Measurable, Attainable, Relevant, and Time-bound. So “going viral” doesn’t count. These goals should align with your high-level business objectives and be broken down into measurable indicators of success.

For example, you may want to drive more traffic to your website. Translate that into a SMART goal by aiming to increase your average click-through rate. You can use your baseline click-through rate from your Twitter audit to set a specific achievable goal over a reasonable period of time (say, an increase from 1.5% to 2.5% in three months).

Check Out the Competition

You know what they say… keep your friends close and your enemies closer.

While it might feel sneaky, don’t forget to review the Twitter accounts of your industry competitors. Analyzing their social media can help you refine your own by revealing weaknesses or gaps in their strategy and ways that you can distinguish yourself.

If you want to be super savvy, create a private Twitter List of your competitors so you can see what they’re tweeting and discussing in real time.

Make a Content Calendar

Planning your content takes a little bit of time upfront but ultimately saves you effort and stress later on. Trust us. You’ll be glad you did it when you’re not struggling to develop a witty, original tweet for #NationalDoughnutDay at the last minute.

A social media content calendar helps align the content you’re posting on all your channels and spot possible gaps and conflicts that you can address. It also helps you plan ahead and seize opportunities for timely or interesting content, like sharing your sustainability practices on Earth Day or celebrating your female founder on International Women’s Day.

When creating your calendar, consider:

• How often you want to post
• The best times to post
• Who should approve posts

A calendar can also help you assess your content and see if you’re sharing a balanced mix of tweets. You want to follow the rule of thirds (number 8 on this list): ⅓ of tweets promote your business, ⅓ share personal stories, and ⅓ are informative insights from experts or influencers.

However, you can’t set it and forget it. You still need to keep an eye on your Twitter account so you can reply to DMs and mentions and join conversations.

The best strategies of mobile app marketing are primarily about increasing the awareness of your app and getting potential users to install and interact with it meaningfully. In order to achieve these goals it is essential to dial in on your ideal audience, their online behaviors, their primary interests, where they may be geographically, and how to get your app in front of them.

Think of mobile app usage as a “funnel.” There are many funnel stages, but here’s a simplified view:

• Acquisition is the first stage in a user’s interaction with your app. How do you get them to download and install your app in the first place?
• Activation is next. The exact meaning of “user activation” differs from app to app, but in general, activation refers to a user’s first actions, such as adding their email address or making an initial purchase.
• Engagement begins when brands are personally and respectfully able to engage with their customers and begin to monetize the app.
• Loyalty is earned through relevant experiences that drive satisfaction and advocacy.

The funnel concept is useful, but in reality users often go back and forth between stages. So you may also hear this referred to as the mobile engagement loop or customer app lifecycle. Each phase of the lifecycle requires different strategies and tactics for engaging your customers.

Each stage of the funnel deserves in depth treatment. In this article, we will focus on acquisition.

Mobile App Acquisition

The first part of building a successful app is getting people to download it. From a messaging perspective, you need to convince a prospective user that your app can solve a problem they have. Some of the most common channels for sending these messages include:

• Social. It’s one of the most popular app acquisition channels. Unless you already have a large audience, paid social advertising is likely to be the most effective channel. An even more effective channel, once your app has traction, is getting users to recruit their friends.
• Real-world incentives. Offering a product giveaway, sweepstakes entry, or some other tangible reward in exchange for an app install is a common strategy. One pitfall of using real-world incentives is that users who sign up this way may end up immediately removing your app as soon as they’ve received their reward.
• Search advertising. Ads appear when users search for specific app keywords. For example, ads for mobile payment apps might appear when a user searches “send cash.” You can also purchase search advertising through platforms such as Google AdWords, so someone searching “buying a home” sees an ad for your real estate app. The link then goes directly to your app store page.
• App cross-promotion. If you have more than one app, a good way to acquire users is to use one app to promote the other. For example, if your company produces a restaurant database, you can put ads in it that refer to your travel app, since users who are interested in one might be interested in the other.
• App store listing. App stores require text and picture descriptions of every app. Writing your listing thoughtfully is critical to convincing users to download it. The text in your listing influences, among other factors, whether users will see it as they look for apps in your category.

In determining an acquisition strategy, it’s important to keep track of your cost per acquisition, or CPA. Some channels — such as your app store listing, a web page or organic social posts — don’t cost anything, but are time-consuming to manage. Others — such as paid ads — can be expensive, but are easier to optimize and scale. Determining the right balance of acquisition activities is critical for the long-term success of your app.

Comparing the CPA to the lifetime value of your customers will tell you whether an acquisition strategy is worth the money and time you’re putting into it. And the lifetime value calculation depends heavily on whether you can activate, and then retain, the users you’re acquired.

There are general digital marketing trends for anyone conducting a campaign in 2023, and then there are new trends for websites and apps in 2023. In this article, we will tackle the top trends that will impact the optimization and conversion capability of your website or app based on industry changes, future consumer behaviors, and the needs of the market.

1. Form Building Will Dictate Zero-Party Data Gathering

Big data has become significantly more important to businesses than ever before. However, the way we gather data has had to change due to privacy laws in place across the globe.

When it comes to digital marketing, a hot trend in 2023 will likely involve businesses being more proactive in gathering intel through various practices. For example, form building can help find out information from your customers that could influence your next product launch or service.

2. Email Marketing is Still Huge

Email marketing is, by far, one of the best marketing methods currently being used. With 89% of marketers using email marketing primarily for generating leads, it’s a trend that will continue thriving into 2023. Almost everyone has an email account, making it highly accessible for brands and businesses to connect with their customers.

Regarding product launches, it’s beneficial to use email subscriber lists to reach existing customers and those that have perhaps signed up but not bought anything yet. Product launch emails for small businesses can help significantly widen the profit margins you make as a business during what is often a critical time for a new company.

3. Surveys can Dial-In Your User Experience

There are a lot of applications and tools out there that can help with creativity when it comes to marketing. Creativity is what will undoubtedly become more prevalent as we enter 2023. With so much competition and content to compete with, every piece of marketing you put out as a business must have the best chance of getting noticed and engaged.

4. Consumers Love Real-Time Messaging

Consumers want everything, and they want it all as quickly as possible. With many marketing teams, real-time messaging platforms have become an excellent opportunity to reach customers quickly, and directly, and for data collection.

As digital marketers, the more these real-time messaging platforms mature, the more they can make from it when it comes to customer data. They can almost become a data hub that can store everything you’ll need to understand more about your customer than ever before.

5. Chatbots Will Help Fill the Customer Service Gap

Chatbots have become more useful for marketers and, as such, have become another source of investment. They help small businesses and those not operating all day hours to answer queries and engage with customers who might need assistance outside of working hours.

Building your website or app digital marketing strategy for 2023 with the above tips in mind will help your business in an immense way.