Twitter continues to enable real-time, highly personalized information to the tune of 500 million tweets a day. But how can you use this information to target specific audience segments? Here are a few tips to help you better understand, identify, and target high-value audiences on Twitter.
1. Incorporate User-Based Signals
Twitter users provide a wealth of information based on the things they tweet about and the accounts they follow. So, whether you’re looking to target people who enjoy movies, or people who can’t get enough of Japanese horror films, Twitter will help you find and reach them. Consider these simple but effective options:
- Interest targeting helps you reach people whose interests align with your business. Select from broad interest categories or custom segments.
- Keyword targeting allows you to connect with users based on what they tweet about and search for on Twitter.
- Follower targeting lets you target people who follow specific usernames. Consider targeting the followers of industry leaders or even your competition.
2. Adapt Your Strategy Throughout the Funnel
Regardless of where your customers are in the sales funnel, Twitter can help you find and reach them in a way that fits their current level of consideration. Mix and match these strategies for a full-funnel solution:
- Top of the Funnel – Opt for interest, keyword, and follower targeting to reach a broad yet relevant audience. Showcase your business or brand and drive engagement.
- Middle of the Funnel – Narrow your focus with tailored audiences to reach more high-value users. Also try partner audiences to reach users who’ve demonstrated high intent across other channels.
- Bottom of the Funnel – Use retargeting strategies to reach users who are most likely to convert. Start by leveraging Twitter’s website tag to build high-value audience lists.
3. Make the Most of Your Data
Tailored Audiences help you make the most of your 1st-party data by targeting existing customers with highly relevant campaigns. Twitter provides a lot of flexibility so that you can use multiple sources and combinations:
- Lists – Create audiences based on CRM data, newsletter distribution lists, people you’ve targeted in the past, etc.
- Web Visits – Target users who’ve visited your website, and re-engage them with highly targeted and personalized campaigns.
- Mobile App Data – Reach people who’ve downloaded or engaged with your mobile app, prompting them to use it again or adopt more features.
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