What's Hot in Small Business – Chris Crum
|Chris Crum has been a featured writer with the WebProNews.com team and the iEntry Network of B2B Publications since 2003. Chris writes for Small Business Resources about social media, search, and what’s new for small business. Hundreds of publications link to Chris’ articles including the Wall Street Journal, USA Today, LA Times and the New York Times.|
Twitter Makes Advertising Easier for Small Businesses
Last month, Twitter announced the launch of a new advertising offering called Quick Promote. It's aimed specifically at small and medium-size businesses, and lets advertisers promote their best-performing tweets from the Tweet Activity Dashboard.
A lot of SMBs have no doubt been waiting for such an offering, essentially mimicking Facebook's easy-to-use sponsored posts. In fact, Twitter has made the offering even easier and closer to Facebook's offering in the month since the original announcement, and made it so that businesses can promote their tweets right from the Twitter profile without even needing to visit the dashboard.
Twitter has developed a number of offerings geared toward Small Business to help them reach some of their goals since initially launching its self-serve advertising platform two years ago. In 2014, it launched objective-based campaigns, reports, and pricing to make it easier for businesses to manage campaigns, while only paying for actions specifically related to their marketing objectives.
Twitter also made organic Tweet analytics available to everyone last summer, so smaller advertisers could improve their content strategies.
With the new Quick Promote feature, small businesses can promote a tweet with just a few clicks, and the tweet will automatically target users who have similar interests to the business' followers. This, according to Twitter, is the audience that is most likely going to be interested in the message the business is trying to promote.
Twitter product manager Buster Benson said in a blog post that those tweeting about products, promotions or their own blog posts will be able to achieve measurable business results thanks to the new Quick Promote feature.
Twitter actually found that its users who see relevant promoted tweets from a small or medium-size business are 32% more likely to visit that business. That's a pretty impressive figure, though we'll have to take Twitter's word for it.
Of course if you wish to use Quick Promote from the Tweet Activity Dashboard, you can do so. Just go to the dashboard, select the tweet you want to promote, and select a budget for the campaign. Once you do that, Twitter will give you an estimate of the reach your tweet will likely achieve once you promote it.
The dashboard also lets you keep an eye on the engagement the tweet receives in real time. You'll also be able to do this from the Twitter profile, as was announced with the addition of Quick Promote to that section.
Twitter also announced a new homepage for Twitter Analytics, which the company refers to as "account homepage". This page enables you to see a summary of all of the activity associated with your account. That includes the number of times your account has tweeted, how many people have seen your tweets, how many people have visited your profile, how many people have mentioned you, how many people followed your account, how many times people have shared links to your site (if you take advantage of Twitter's website cards), your account's top tweets, and your followers with the largest network in a given month.
According to Benson, this information can be used to help you quickly share your best content with a wider audience and engage with your most influential followers. You can also use it as a starting point to do a deeper dive into your account performance in general, he says.
Quick Promote is available for all small and medium-size businesses on Twitter. Account Home is available to all advertisers.