Twitter, one of the favored social media channels for effective business marketing, has seen rapid growth in recent times. But Twitter marketing also comes with a recordable successful advantages and few drawbacks. Marketers many a time do not consider the inefficiencies and focus only on the advantages which result in failure in the promotion strategy.
Therefore; to effectively use twitter for marketing, it advantages and disadvantages should be known. While some online marketers sing the praises for the micro-blogging service, others continue to shun it despite the huge audience on them. Here we have listed some of the advantages as well as disadvantages of Twitter Marketing for a business.
Pros Of Twitter Marketing
1. Multiplicities of Ads
Twitter lets a business promote its brand in various forms, for example, “promoted tweet”. A promoted tweet lets a particular tweet to be pushed on to the timelines of users that match your target segment, which encourages them to follow the handle and can even click on the links on the tweet landing up to various business pages of your brand.
Businesses can also promote trends, which appear in the search box in the app and on the left side of the timeline on browser. Twitter ads see 1-3% more success than facebook which also comes with free targeting.
2. Reach A Worldwide Audience
Reaching millions of twitter users is a benefit for any particular business looking for reach. Thanks to Twitter’s segmented databases, it reduces time for companies to narrow down their segment and can hit their targeted section’s timeline in no time. By using hashtags or joining conversations, you can get your message to Twitter users across the world. This offers a very inexpensive and effective way of building recognition for your brand and opening up access to a vast new market for your product or service.
3. Shortened URL:
Twitter allows shortening the URL for any target webpage of your brand on which you need users to land up. It also saves the characters being used in a particular tweet giving more space for the message as well. With the recent update on twitter, it shortens the URL as much as it can just by updating the number of characters used in the URL and inserting into the post. Simple huh!
4. Scheduled Tweets
The beauty of Twitter is that you do not have to be online every time you want to reach people. Businesses now can schedule Tweets to be posted in the future. Both organic and promoted-only Tweets can be scheduled for future delivery, and as needed, coordinated to go live with new or existing campaigns. Anything that can be planned in advance can be scheduled, such as new product releases or regular updates. In addition, you can use this feature to publish Tweets on the weekend, evenings, or other inconvenient times — to keep your Twitter presence lively around the clock. Tweets can be scheduled up to a year in advance and to 1-minute regularity. Apart from it, several online automation tools are available such as Hootsuite, Twittimer e.t.c. which allow you to schedule tweets when you are unavailable for tweeting. Very helpful!
5. Easy to track data
Twitter Analytics offers robust tools to instantly view how each one of your tweets is performing in real time. Whether you monitor your interactions, measure your tweet’s reach, or track the clicks on the links in your tweets, Twitter offers the tools for that. Their analytics tools even allow you to export this data into graphs, helping you to understand the data better and discover trends. This helps you to track your progress and optimize your strategy for success on the platform.
In addition, you should consider using other Twitter analytics tools that might help you perfect your marketing strategy and efficiently spend your resources and energy on Twitter.
6. Engage with customers
Twitter is a great platform for engaging with your customers and receiving important feedback about your brand. You can use it to answer the questions of your customers, or even those posed to competitors. Most brands use Twitter as a customer care service to sort out any issues clients may have with their product or service. For example, Twitter polls is a great way to generate engagement and get feedback from your Twitter audience.
7. Twitter is ideal for collaborations
Contrary to popular belief, brands and influencers use today’s gigantic networks, like Twitter, as a place to grow together. “Collaboration” is a word we often use in today’s social media, and it means that users spend more time working together to grow their audiences and less time competing with each other.
A collaboration on Twitter doesn’t have to be complex. It can be as simple as tagging the user you want to collaborate with in a post and starting a clever conversation with them, such as the one above. If you think you lack the creativity for it, just look at the example above and I’m sure you’ll get some inspiration. Being friendly on Twitter really pays off.
Cons of Twitter Marketing
Not to forget that the twitter promoted trends cost very high in comparison to other social media ad cost. The high cost of twitter marketing can be one of the major drawbacks for the companies that want to promote their brands on twitter!
2. Addictive and Distracting
Despite being a helpful tool, Twitter can also be addictive. As clients keep interacting and communicating with you, the urge to always remain online checking your mentions and retweets can take its toll. It’s easy to get caught up in the stream of interesting tweets and spend a huge chunk of time scrolling and refreshing your feed. Spending too much time on Twitter can distract you from more pressing goals.
3. Difficult to derive the correct ROI
It becomes a challenging job to derive the ROI for investment made in Twitter Ads. For example, say someone clicked on the ad by mistake and it gets counted in the data as a click for the ad but that’s a wasted click for your business! Also, twitter drives traffic, but not necessary for sales.
4. Hard to build a following
Building a significant following on Twitter is quite difficult and can be expensive, especially when you are starting out. It takes a lot of time, effort, and experimentation with various strategies. It’s no wonder so many million Twitter accounts have no followers at all, and the average number of followers per Twitter user stands at 208.
By default, to get better results with twitter, you are required to tweet multiple times daily. Promoting on twitter rigorously can prove a business as a spammer too! Once a business is on twitter the behavior of that particular handle is being judged and if that is too disturbing for the people less interested in your product/services they can negate your business’ reputation even without your knowledge. Tough thing!
6. It’s a noisy place
There are 6,000 tweets sent each second, and 500 million tweets sent in a day. That is a whole load of noise! Getting noticed in the midst of this whirlwind of tweets is quite a task. Most of your followers will be following hundreds, or even thousands, of other accounts, many of which are tweeting more than you are. It can be difficult for you to cut through this noise at first.
Marketing on social media is easy and fun but it comes with many disadvantages and hence before stepping up social media activities you must be aware of all the possible consequences. Twitter is one of the most widely used social media platforms and has a user database that can boost any business at any given point of time. But to choose twitter for promotion one must have patience for interacting and engaging with users honestly, which will help the business in the long run.