At the end of 2011, Twitter only had 1,600 advertisers on it’s platform. Needless to say Twitter dragged its feet in playing the advertising game and has recently started “hitting on” small businesses. The whole thing reminds me of Will Farrell hitting on women in Night at the Roxbury and I think Twitter will receive a similar failure when it comes to photographers. Twitter uses a pay-per-click self-advertising model, the style that Google either invented or at least made successful. It costs nothing to list or even show your ads, you pay only when an interested viewer clicks.
Facebook Advertising Playbook
Google Paid Search (SEM) Ideas
This post covers Twitter’s three advertising options.
1. Promoted Accounts
On the left side of a Twitter page, it suggests who to follow. Some of these are sponsored results, labeled as Promoted, like Wildfire in the example below.
Promoted Account campaigns have a goal to get lots of followers quickly. I don’t like this model for photographers because followers have little value until they buy something and it’s hard for a business as intimate as photography to get hired directly from Twitter.
If you want to experiment, have a solid grasp on the value of a follower. How many new followers do you need to gain one new client? For example, would you spend $500 to gain 500 new Twitter followers ($1 per follower)? The “get followers” strategy works better when a single sale is worth a lot of money (as in wedding photography) or when you post to Twitter constantly causing followers to click a lot and drive major traffic to your website.
2. Promoted Tweets
Promoted Tweets are exactly that, a Tweet that was paid for to show in searches or at the top of a user’s timeline.
Promoted Tweets are priced on a Cost-per-Engagement (CPE) basis, meaning you pay when someone does something with the Tweet like Retweets, clicks, or adds as a favorite. Impressions on Retweets making viral campaigns cost-effective.
Both Promoted Accounts and Promoted Tweets can be targeted so specific geographic areas, a must for a photographer looking for business in a specific region. You can target Twitter keyword searches similar to Google, but cannot target demographics to the level of Facebook.
Promoted Tweet in a search for “photography in sacramento”
3. Promoted Trends
Twitter reflects the moment’s hot topics via the Trends box on the side of your homepage. Because of this placement, a Promoted Trend gets massive exposure. Sounds great, but nearly impossible to apply to a single photography business. Click a promoted trend and it takes you to a Twitter search for a common hashtag. For example, #AmexSyncOffers in the sample below links to a search page showing all the tweets having used that hashtag.
A photographer would first need a large volume of tweets using a predefined hashtag (like #yourname or #citynamephotos) then users need to click through those Tweets and hire you afterward. A long shot at best. Promoted Trends are best suited to ward publishers who control the flow of mass-scale media with tens of thousands of followers.
Planning an Effective Ad Campaign
Before you even consider advertising your photography business on Twitter answer the following questions:
- Are your potential clients active on Twitter?
- Does what they see on Twitter influence them?
- What is the value of your Twitter following? How many followers or Tweets do you need to earn one new client?
- Do you have available budget for a one-time test? What results do you need to see for the test to be successful?
- How will you track the campaign?
- Can you be more effective via other advertising channels, like Google or Facebook?
The final question above is the most important and missed. Anytime you’re going to invest in your business you MUST know if the investment paid off. Online sales can be difficult to track, so you’ll need an offer exclusive to Twitter to measure exposure.
Create an Exclusive Landing Page with Incentive
Most advertisers use generic marketing text and link to their homepage. Users don’t have any reason to want to contact you, and even if they do, you won’t know they were a result of your ad. Change that by creating an exclusive landing page for your ad that includes a special offer.
Engaged? Congratulations! Let me give you a behind the scenes tour of a couple exclusive wedding venues in Cityname: http://mysite.com/offer-page
Link this Tweet to a page only accessible from Twitter. The page should be specific to this offer, include offer details, information about you, and a contact form. Since the only place anyone would have seen this page is your Twitter ad, any contacts through the form were a result of your advertising campaign. Not only will more people contact you due to the amazing offer, you’ll know exactly how many new clients resulted from your investment.
Unfortunately, Twitter may not choose to promote your well constructed Tweet. Twitter regularly analyzes your Tweets to find up to 5 of your most engaging, recent Tweets. View these Tweets below and remove the ones that you never want Twitter to promote.
Get Started with Twitter Ads (or Don’t)
You may have noticed the goals, objectives, and advertising text all came before we even begin creating the ad. Expect about 5 hours of planning for every ad that takes only 5 minutes to setup.
Setup includes defining a location for the target audience.
As well as budget. Set your daily budget to get a forecast of how many people will click each day. Expect to pay $0.50 – $2.50 per new follower via Promoted Account or $0.50 – $1.50 per click on a Promoted Tweet.
These prices compare equally with what you’ll spend on Google and Facebook, although I’d expect less results from Twitter. Even so, it’s often worth a test to make sure as your business may have a unique angle that makes this form of advertising a gold mine.
What do you think of Twitter’s plan to become profitable? Are your clients on Twitter, or do you think Google and Facebook advertising is a better option for photographers? Comment below. Oh, and follow Zach Prez on Twitter to get links to great marketing articles from around the web.