What Is The Best Way To Conduct a Marketing Campaign On Twitter?


There are two questions that you have to ask yourself before answering this question.  First, are you targeting your current followers, or are you trying to reach everyone?  Second, are you giving something away just to increase awareness, or are you trying to get something out of the contest?

Followers vs. Everyone 

If you are targeting your own followers, then you should make multiple posts updating your followers on the status of the promotion and encouraging further submissions.  Remember that people only see a small percentage of their tweets due to over-following tendencies, so they need to be hit during all times of the day.  That being said, you should still stick to the normal 5-10 tweets/day at the very most so that you don’t spam your followers.  If you are trying to get brand new followers through the contest, you should have a different website set up for the contest, and your tweets should drive people to that website.  Instead of tracking the progress of the contest, your tweets should be more geared towards the prize (since the people you are targeting will not have seen the earlier tweets about the contest itself).  Prize-oriented tweets that drive people towards the contest website will attract the most new followers.

Awareness vs. Actual Benefit

If you are just trying to increase your brand’s awareness, make sure that the name of the contest itself highlights your brand in a meaningful way (e.g.  people should know what your brand is all about just from the name of the contest).  In addition, you should try to give everyone who enters an incentive to drive additional people to the contest (e.g.  they get more entires if they send referrals to the contest, this would have to be valuable enough for them to be increasing their odds of winning in order to work).  If you are trying to get actual benefit out of the contest, you should gear the contest entry towards something that helps your company.  Forcing an actual sale in order to get an entry is probably the least effective way (but the quickest profit) to get entries.  A better idea would be to collect subscribers to a newsletter, reviews on various websites, or link re-posts in exchange for contest entries.  These might not net you any profit immediately, but can be extremely valuable in the long-run and will drive tons of additional entries into your contest.

I hope that helps.  Good luck out there!

 Todd Hagopian
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About Todd Hagopian (@ToddHagopian)

Todd Hagopian received his BA from Eastern Michigan University with a major in Political Science. After graduation, he worked as a Financial Advisor and a Bank Manager before returning to school. He attended Michigan State University, where he completed an MBA with a double-major in Finance and Marketing. Todd is now a Senior Product Development Manager for a Fortune 500 company. He frequently writes about business issues, social media strategy, and political issues that he finds important. Enjoy the blog!

Posted on September 23, 2011, in Business Strategy, Social Media and tagged , , , , , , , , . Bookmark the permalink. Leave a comment.

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