Today email is one of the best ways to turn leads into customers, but
companies are also finding success using Twitter retargeting ads as
another way to convert leads. If you follow the five steps below you can
see if this could be a viable channel for your business as well.
1. Choosing your Audience
Since
match rates can vary widely, the larger the list you can start with the
better. You’ll also want to use the segmenting features of your
marketing software to target your campaign and increase success.
2. Splitting into Groups
To
see if your retargeted ads are successful, you’ll need to create two
groups: a test group that will see these new ads, and a control group
that won’t.
If you can’t split your list within your marketing
software, look for the export feature. Make sure you include email
addresses for the best results.
The export will give you a file
you can open in Microsoft Excel. You’ll want to randomize the file by
adding a new column and filling it with the formula “=rand()”. Sort by
the new column to complete the randomization. Now just move to the
middle of the list and cut and paste the second half to a new sheet,
deleting it from the original. Save both lists into their own files and
upload them back into your software, make sure you give them each a
notable name so you can keep track of the groups.
3. Upload your Lists
Next you’ll want to upload the test list you plan to retarget to Twitter Tailored Audiences.
4. Set up Reporting
You’ll
want to monitor the success of each group so you’ll need to set up
reporting. You’ll especially want to keep track of the “Lead to Customer
Rate.” Twitter will also provide detailed analytics you can use to
further fine tune your campaign.
Using the data you collect you
can easily create a table for both groups comparing important factors
like the number of opportunities and customers as well as the lead to
opportunity and customer rates.
5. Choose the Content
Finally, you need to decide on the content you’ll be delivering: product awareness or bottom funnel.
Product
awareness is the first stage. It introduces your product to potential
customers and lets them know what it can do for them and why they need
it. Consider using videos, a natural fit in the mobile first ecosystem
of Twitter. You can also use blog entries with tips in your market and
show how your product can help.
The next and final stage is bottom
funnel content, which is everything else needed to convert your lead to
a customer. Consider using reviews of your product on trusted third
party review sites to show off your product in a positive light. You can
also use case studies so potential customers put themselves in the
shoes of others who have found success with your product.
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