Brick-and-mortar stores rely on Facebook to help drive foot traffic into their stores. But, with a bit of planning, you can use Twitter ads to accomplish the same thing.
Step One: Build a Local Audience of Twitter Followers
Before you can reach potential customers on Twitter, you have to have people following your feed. Though it’s impossible to put an exact number on how many followers your account should have, you first need to have a good follower base. How many depends on the size of your business and the potential customer base in your community. If you are a local restaurant, a few thousand should be enough.
You can run a Twitter ads campaign to help grow your local follower base. Visit ads.twitter.com to set up a campaign. Sign in to your Twitter account. In the upper right-hand corner of the screen, click “Create campaign.” Select “Followers” as your campaign objective.
On the following page, fill in the details and select your funding source if you have not advertised on Twitter before. Such a budget and enter the start and end dates of your campaign.
It’s time to set up your first ad group. You’ll be bidding against other Twitter advertisers to reach your target audience so the rates can vary. Plan on an average of $2.50 to $3.50 per follower.
You’ll define the audience you’re targeting using Twitter’s demographic filters. And you can narrow your audience by factors such as:
- Age range
- Technology used
- Whether they’re using a new device
Determine who your target audience is and use these demographic filters to zero in on your potential customers. If you are a pizza joint in a college town, you may want to target both men and women between the ages of 18 and 35, who live within a certain radius of your zip code or delivery area.
If you scroll down the audience features, you can find additional options to target potential followers based on their behavior on Twitter such as:
- Topics they’ve discussed
- Interests they’ve tweeted about
- Keywords they’ve used
- Events they’ve discussed
- Movies and TV shows they’ve mentioned
- Follower look-alikes. Follower look-alikes are followers who are likely to have similar interests to followers of another Twitter account you identify.
Maybe you’re thinking about hosting a themed party, and you want to reach out to people who are fans of a specific movie or TV show. Use that to your advantage.
The final step is to choose your Twitter ad creative. You want to give your potential audience and incentive to follow your account. This could be anything from branded promotional items sent to the 100th or 1000th followers to a gift card. the best rewards generally involve giving away your products or services or discounts. This is even more effective if your reward encourages people to visit your business in person to claim it. After you filled in all of your details you’re ready to launch your campaign.
Finding Local Prospects on Twitter
Beyond running Twitter ads, you can also use the search function to find potential customers who may need your products or services and let them know about your offerings. Think about what your potential customers may be tweeting about.
Once you figure this out, use Twitter advanced search features to find them. To do a basic search, type your keyword into the Twitter search box and press enter. Use the search filters on the right to narrow your search.
Select “From Anyone” because you want to go beyond people who are following you. If you want to look solely at people in your local area, under location, select “Near you.”
You can press the advanced search link in the search filters box for additional options to help you narrow your search. You can use it to find tweets using any of the terms you enter in the “All of These Words” box, or any exact phrase you enter into “this exact phrase” box.
Now, search for comments and questions your target audience may be tweeting about. You can narrow your search by time frame as well. When you find relevant tweets from people in your area, reach out to those users and respond to their tweets.
Step Two: Keep Them Coming Back for More
Investing all that time and energy into a Twitter ads campaign, you need to keep your new followers engaged. If you see your number of new followers drop after your campaign, it means you failed to provide the content to keep them interested.
You want your new followers to do more than just follow you. You want them to interact with your business hopefully by visiting and making a purchase. This means you need to tweet content that makes them want to do both.
In keeping with our local pizza restaurant example, you may tweet every morning when the pizzas are fresh out of the oven. This encourages local followers to monitor your feed closely to know when they can stop in and get their favorite pizza. You can also use contests and giveaways exclusively for your Twitter following to give people a reason to keep following you and ensure they never miss one of your tweets.
Step Three: Promote Your Business on Twitter
After you’ve developed a following on Twitter, it’s time to use the account to support your business.
Tell People How to Buy From You
The most obvious way to promote your business on Twitter only takes a few minutes. Include your business address and contact information in your Twitter bio. Indicate how potential customers can take the next step if they are interested in doing business with you.
Tweet About Your Company
Obviously, you want to take time to tweet about your company but go beyond the standard text and links. Include photos and videos about your products, services, and team. Post photos and videos of your team at work and show what it is like behind the scenes.
If your employees work directly with customers, spotlight them. Tweet something interesting so that your customers get to know your team better.
Share Timely Information
Don’t rely on Twitter to be a constant promotional board. Use it to keep your customers informed about your business. Talk about any special discounts or seasonal offerings you may provide. Discuss new products or services and share any upcoming or ongoing changes to your business. Take the time to reply to people who are asking questions or sharing feedback, whether positive or negative.
No matter what kind of brick-and-mortar business you run, Twitter has a number of helpful tools that can help bring customers through the door. If you’re finding that your audience doesn’t engage with your content regularly, it may be time to rethink what you’re posting.