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08 Dec 2016

Promote Your Event Using Twitter

Nowadays, talking about social networks as obvious marketing places, places that can create tremendous value for every penny spent. This is something a lot of people have realized. As a matter of fact, more and more businesses are increasing the time and money spent on social media. The reason is quite simple: they find that the returns are worth it, and then some.  Twitter is one of those social media platforms that you could try to use to market your events.

Easy Getting the Real Numbers

As a salesman, marketeer or marketing director, one of the most important points of advertising is what you get back, in the form of revenue. Finding the right numbers when advertising via traditional media isn't easy, where the best you can do is try and estimate how many people have seen your ads. Advertising via digital channels gives you a whole new set of tools to get some very exact numbers as to the effectiveness of your ads, as well as the ability to fine-tune the amount of money spent. In other words, on social platforms you're an active advertiser, instead of turning over control to TV channels, magazines and newspapers, or radio stations.

Get People Involved With Your Event

Twitter can be one of those channels that works really well for sponsoring and marketing your event.  The problem is, currently there are 500 million Tweets published every day, making it easy to get lost among the noise. Sure, you can post the same message over and over every hour, but that is likely annoy your loyal followers and possible new customers. Not to mention, that repetitive posting will get punished by Twitter's algorithms, meaning the Tweets will be downranked in other people's streams, further decreasing your visibility. In other words – don't do this if you want to get word of your event out. Instead, use Twitter's advertising tools.

Advertising Using Twitter Is a Breeze

We're going to guide you through Twitter advertising, step by step. There aren't, really, that many things you need to know to get your marketing started, and thanks to Twitter's smart categorizations, you'll be able to very effectively reach your event's target group(s). But let's start at the beginning, and walk you through the parts of Twitter advertising we think you'll be the most interested in when it comes to marketing your events.

Demographics

The very first thing you'll have to consider regarding your Twitter advertising is the demographics. This includes choosing where in the world you want your ads to be seen, the languages spoken by the target groups, their gender and what kind of smartphone or computer they use for Twitter. If, for example, your event is targeted towards people interested in the latest smartphone technology, you can choose to target your ads at people running, for example, the latest versions of iOS. Or why not people who have installed the latest version of Android on their smartphones?

Keywords

This is a step that it's important to keep a close eye on, and devote the time needed to get right. This is about getting people using certain popular words or hashtags to see your ads. By inputting them during this step, your ads will only be shown to the people using those words. Maybe you've already held an event using a specific hashtag? Using this tool, you can customize ads just for them, to, for example, invite them to your next event.

Followers

If you've advertised on Facebook, you probably recognize this step. This is about directing your ads to the people following you, and, if you look, to people who are similar to the ones following you. You can also direct your ads towards people following your competitors, or other accounts that might be interested in your event.

Commitment

You can also choose to customize your ads towards people who've previously interacted with and shown interest in your Tweets. This alternative also exists on Facebook, for example, where those who interact with your content automatically becomes a target group. This step is largely about having a good and interesting stream, with many interactions. Failing that, picking another option for your event might be a better alternative

Tailored Audiences

This final step will also be recognizable to those of you with experience advertising on Facebook. This is Twitters answer to Facebook's “Custom Audiences”, which allows you to upload a list of contacts that you can use as target group, to aim your ads at. This is probably the best way to target your ads at people who have visited your previous events, since you're likely to have their contact information.  This too can be taken a step further, by targeting your ads at people with profiles similar to the ones you've uploaded.

Time To Evaluate the Results

It might feel unfamiliar and cluttered trying to navigate Twitter's reporting tools, but don't worry. It's easier than it looks. It's fairly easy to read the information, and it's important to note that numbers that are the most important to you are those that are shown first. You'll be able to find many different results from your advertising campaigns, for example clicks and conversion rates, what the cost per result is, the impressions of the ads and much more. You can dive deep into the numbers and find detailed information, depending on what information you're looking for.

Some of you might use Facebook pixel today, but did you know Twitter has its own Pixel? This is a good code to put on the home page of your event that makes tracking traffic and conversions easier. And it's easy: just copy the code given to you by Twitter's advertising tool and put it on the home page of the event.