Well-written and witty Tweets can elicit an array of responses and drive relevant traffic back to branded websites, but how can Twitter marketers get their content beyond followers and in front of new users? The social network reserved the most-advanced features for big brands until recently. According to the official Twitter blog, the company now allows self-serve advertisers access to the same enhanced settings as corporations.
Small-to medium-sized brands will see the “Switch to Advanced” option at the top of their dashboards. Twitter outlines the differences between basic and advanced, noting that once a business switches over, it cannot turn back. Businesses that do transition to the advanced setting will benefit from new audience targeting capabilities, such as:
- “Users with the same interests as @username.”
- Members who note any of the 350 interest categories as their own.
- Consumers by device type.
Twitter’s advanced setting also offers marketers with content analytics options previously unavailable to them in basic settings. More, brands don’t have to spend a certain amount to become eligible for the program – companies that want access to the upgraded interface shouldn’t hesitate. Social media marketing has grown into an effective method for reaching niche markets, and on Twitter where brands only have 140 characters to convey a message, targeting remains key for lead generation.