Tips for-the-social-marketer-cheat-sheets

©2015 Marketo, Inc. Trademarks belong to their respective owners. All rights reserved. 2/25/2015 CHEATSHEET
LinkedIn Tips for the
Social Marketer Cheatsheet
LinkedIn has experienced explosive growth in
recent years by adding capabilities that entice marketers
from virtually every industry; connecting them with
a multitude of audiences.
LinkedIn has expanded its solution beyond a hiring and
networking platform to include robust company pages,
a highly targeted advertising solution, and a publishing
platform. With these additions, LinkedIn is now the way
to reach an audience with a business mindset.
A strong LinkedIn presence comes from leveraging
different aspects of the social network. Here are the
areas that you’ll want to pay specific attention to and
how to get started:
Your company profile page is where a user lands when
she searches for you or clicks on your logo from
a user’s profile. Company profile pages are a free
LinkedIn service for any user looking to start one on
behalf of their brand. Because this is your primary,
branded landing page on LinkedIn, it’s very important
to make sure that you have carefully thought about the
images and messages you choose to represent your
brand. There are specific aspects of the company profile
page that are customizable—pay attention to:
• Your Logo: This tells users who you are in a small
thumbnail, which is attached to almost any action
that you take across the platform—from posting a job
opening to sharing a corporate news announcement.
Often, this is an easily identifiable image that does not
include additional text because the image size is so small.
Your logo image, like your actual logo, will rarely change.
• Your Header Image: This image sits at the top of
your company profile page and rests behind your logo
as a backdrop. The header image has more flexibility
On your company page you have the ability to share
posts. Posting on LinkedIn is a key way to build followers
and fuel your paid advertising efforts (which we will
talk about later in this cheat sheet). These posts can be
comprised of text, images, links, non-native video (like
a YouTube link), and slide decks.
Note that because LinkedIn is seen as a professional
network; your content mix and tone should aim to
be fairly professional and engaging. We’ve found that
because users are on LinkedIn mostly for professional
purposes, educational posts perform very well.
A company showcase page is an extension of your
company page that is designed to highlight specific
products, or services. Showcase pages are especially
helpful when your business has multiple solutions with
different types of fans and followers. For example,
PayPal could have a showcase page that highlights their
merchant solution (targeted at business owners and
sellers of goods) versus the payment tool that they have
for consumers. Having these segments allows fans to
follow the parts of your business that relate to them.
Build Your Brand Presence
Company Profile Page
Posting
Showcase Page
for creativity and frequent changes. Because of the
larger size, brands have more real estate to work with
to be creative. Your header image could include brand
messaging, campaign promotions, or product images—
the options are endless.
• Your About Section: The about section, resting under
your logo and header image at the top of your company
profile page, is your opportunity to share details about
your company with a LinkedIn user that lands on your
company profile page. This section includes a variety of
elements like date founded, whether your company is
public or private, and how many employees it has. The
about section gives you room to provide a more detailed
description of your organization, its products, mission,
etc.
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Another aspect of LinkedIn’s offerings is ‘Talent
Solutions’—a LinkedIn product line that serves recruiters,
HR, and can showcase your company culture. The focal
point of this offering is the company career page, a paid
page that sits tabbed behind your company profile page.
The career page offers marketers, HR, and recruiting a
specific space to run activities that pertain to attracting
talent.
This space augments your Company Page branding
efforts by sharing the personality and brand of your
corporate culture. Your marketing and messages on
your Career Page are targeted specifically at prospective
employees or followers who are looking at all aspects of
your company and personality. Like the company profile
page, it has a variety of customizable elements, such as:
• Your Header Image: LinkedIn allows you to have a
separate header for your career page. You want this
to specifically relate to your company culture and
hiring efforts. The image you choose should echo the
identity of your brand and aim to capture the interest of
prospective employees.
• Your Posts: Your posts will auto-populate from your
company profile page, but you also have the ability to
post separately. This could be a good place to highlight
roles that you are trying to fill, team-building activities,
employee testimonials, company perks and more.
• Your Roles: Your roles will auto-populate on the right
side bar if you use LinkedIn Talent solutions to post your
open roles. To maximize this benefit and get the most
out of the traffic on your page, make sure that your roles
are up-to-date.
Most active companies post on their Company Page
frequently, so if you are starting to think about running
ads, there are a few content tips that will make a critical
difference in your success:
• Keep Your Content Fresh: It’s very important to
be able to refresh your ads regularly.
• Images Matter: Make them interesting and eye
catching, which will help improve your click through
rates.
• Sharp Subject Lines Make A Difference: Try to keep
it to one line, and make your subject lines engaging. For
example, try formatting your subject line as a question
or a tip—you want to give someone a reason click.
• Do Not Over-Post: Stick to no more than 1-2 post per
day as a general rule. You don’t want to over saturate
your audience, paid or un-paid.
LinkedIn offers two main ways for marketers to engage
with their ads: through a self-serve platform or as a
LinkedIn Advertising Partner, which means that you have
a signed insertion order for ad products that usually
spans a quarter.
Self-Service Ads: These ads include display and text ads,
and sponsored content ads. They give marketers a quick
an easy way to get started with LinkedIn advertising.
• Display & Text Ads: These ads appear in various
places across the platform, like the side and bottom of
a homepage. Advertisers can include an image or video
and limited ad copy.
• Sponsored Updates: As your page posts updates, you
can pay to distribute those posts to a larger audience
across the LinkedIn network. Also known as Sponsored
Content, these ads appear in the LinkedIn users’ news
stream, which typically makes them feel less like
an ad and leads to higher engagement.
Company Career Page Ad Content
Ad Types
Once you have built your company page and populated
it with content, you have fodder for creating advertising
to reach your target audience more broadly. Advertising
through LinkedIn, in any format, helps you broaden
the reach of your message or post, in a targeted and
measurable way.
LinkedIn Advertising & Optimization
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Targeting
Optimization
The LinkedIn targeting options are very granular and
accurate, which makes it easy to reach the specific audience
you are going after. Targeting on LinkedIn is based on
firmographic and demographic data—allowing you to
target LinkedIn users based on company, industry, job title,
experience, geography, etc. It also lets you exclude users
based on company, or job title, which can be important
when thinking of your competition.
LinkedIn ads work on a pay-per-click basis so the advertiser
who bids the most gets the highest share of impressions.
Keep this in mind as you set your bids. To make sure that
your ad spend is optimized try implementing these tips:
• Run a Few Different Campaigns: Take advantage of
the detailed demographic targeting provided by LinkedIn
by running a few different campaigns. This allows you to
tailor your messages and content to a specific audience.
The more relevant your content is to that audience, the
higher your click, conversion, and engagement rates will
be.
• Change or Add New Content 1-2 Times a Week:
Keeping your ads fresh is an important way to maintain
your audiences’ interest. Offering the same content over
and over again will exhaust their attention and can be
damaging.
• A/B Test: Experiment with your images, subject lines,
ad text, etc. This will help you discover your audience’s
preferences and ensure that your ads reflect them.
• Experiment With All Ad Types: Try each type of ad
to see which works best for your business and target
audience.
• Provide a Mix of Content Offers: If you are using
LinkedIn for lead generation, try mixing gated content
(content that needs a user to complete a form prior to
access) with un-gated content, which will help keep
your target audiences engaged.
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• Dark Posts: These ads are unique because they
support campaigns that a marketer does not want to
push out on their LinkedIn homepage (hence the name
‘dark posts’). You can create dark posts and put paid
advertising behind them without publishing them. Using
dark posts has a couple advantages: 1) you can create
very targeted ads and avoid alienating your hard-won
followers by sharing too many broad messages, and
2) you are able to do discreet A/B testing for the same
campaign or ad without posting your message multiple
times on your page. This lets you easily test variations in
image, copy, and targeting.
LinkedIn Advertising Partner Solutions: These
ads introduce more variety and ad options than the
self-service ads. Marketers that implement LinkedIn
Advertising Partner Solutions have access to all types of
ads on the network.
• Premium Display Advertising: These ads offer more
options in how they are served and the size of the
ad, which gives marketers more flexibility with their
message and creative. The types of display ads include
textlinks that sit on the home profile, company, group
and message pages, footer banners, and larger side
navigation banners.
• Sponsored InMail: These ads give advertisers the
ability to send a type of email message that appears in
a LinkedIn user’s inbox. It’s a great way to send a
targeted, detailed message to a specific set of users.
• Follow Company Ads: These ads help businesses and
brands grow their following. They appear on a user’s
page and encourage them to follow a specific company.
Followers receive posts and updates without needing to
spend ad money.
• Join-Group Ads: These ads are a great way to get
a targeted group of people to join a community. They
include a description of the group and a call to action to
join.
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Publishing on LinkedIn Pulse
Groups
LinkedIn Pulse is the latest offering by LinkedIn to
help users expand their personal brand and thought
leadership. Any user can publish to LinkedIn Pulse, and
if they get a wide enough readership and distribution
through their own network, LinkedIn will increase the
posts’ visibility by sharing it broadly across the network.
For brands, this means that cultivating a set of thought-
leaders in your organization has more benefit than ever
before. You are able to use your LinkedIn Pulse articles
to increase your inbound links, support your thought
leadership platform, increase the followers on your
company profile page, and boost your social following
on other social platforms.
LinkedIn groups are communities on the social platform
formed around topics of interest, industry, title,
professional organization, brand, etc. In these spaces
users can, based on group permissions, share articles,
post jobs, exchange advice and gather digitally.
Groups can be a strategic and important way for
a organization to create a community of its users.
From a support focused group, to a user group, to
an invitation-only advocacy group, brands can use
groups to segment their audience and develop relevant
conversations. Before starting a group, identify your
objectives and decide which group structure will
best facilitate those goals. LinkedIn offers a variety of
functionality controls in groups—like choosing whether
to have an open or closed group, turning on or off
the ability to post jobs, etc. Make sure that your group
settings match the objective of the community you are
trying to build and are not overly strict—it is still a social
network.

Facebook Tips for the
Social Marketer Cheat Sheet
Facebook’s star continues to rise as a powerful social
network with a very large and active user base. It was
built on the idea of connecting people and their ideas,
and provides a place for users to connect with each
other and the brands that they care about.
Facebook officially created a space for brands on its
social network in 2007, and since then, has continued
to evolve the ways that marketers can engage with their
audience.
This cheat sheet will help you jumpstart your Facebook
marketing success.
Your Facebook presence is made up of multiple
components, each of which should provide value or
entertainment for your audience and strengthen
your brand.
Here are the areas you’ll want to pay specific attention
to and how to get started with them:
Your Facebook Page is the central hub of your brand.
Creating a Facebook Page for your company has
many benefits: it makes your business discoverable in
Facebook search, it allows you to connect one-on-one
with your followers, it helps you reach large groups, and
gives you deeper insights into your audience.
Your page is an extension of your business and there are
many ways you can customize it to represent you—let’s
take a look at how:
• Cover Photo: This image sits at the top of your
company profile page and rests behind your logo as a
backdrop. The cover photo is typically a more flexible
space and lends itself to creativity and frequent changes.
Because of the larger size, brands have more real estate
to work with to be creative. Your cover photo could
include brand messaging, campaign promotions, or
product images—the options are endless.
Build Your Brand Presence
Your Brand Page
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• Profile Photo: This image sits on the bottom left of
your cover photo and is how Facebook users are able
to identify who you are. It’s a small thumbnail that is
attached to almost any action that you will take across
the platform—rom posting in a group, to posting on your
own timeline—this image appears next to all of your
posts.
Often, this image is your logo—choose an easily
identifiable image that includes little to no text because
of it’s small size. Your profile picture, like your actual
logo, will rarely change.
• About Section: The about section is a tab in the
navigation bar that resides under your profile photo and
cover photo. This section includes two elements. The
first is your page information, which is your opportunity
to share details about your company. This section
includes a variety of elements like a description, your
awards, products, and contact information. The second
element is milestones, which lets you commemorate
and share important events and the history of your brand
with your followers.
• Timeline: Your Facebook Page gives you the ability to
post updates for your followers. Posting on Facebook is a
key way to build followers and fuel your paid advertising
efforts (which we will talk about later in this cheat sheet).
These posts can be comprised of text, images, links,
non-native video (like a YouTube link), native video (a
video posted specifically and originally on the Facebook
platform), slide decks, and photo albums. We’ll go into
the types of content that you can post later in this cheat
sheet.
• Tabs: Tabs now sit in two places on your Facebook
Page, on the left side of your timeline and in the
navigation bar under your cover photo. At Marketo we
use our Facebook Tabs to promote our large content
assets. When a user clicks into a tab, they are shown
a social version of a Marketo landing page. Marketo
has the ability to publish landing pages directly to
Facebook—it is an option a user can select when building
their landing page.

To shine a spotlight on a specific post, Facebook gives
Facebook Page admins the option to “pin” a post to the
top of the page. Doing this effectively ensures that the
post is seen before the other posts on your timeline,
even if it is not in chronological order. It can help
increase engagement with the post and the content.
For example, if you are launching a large campaign,
program or event, you may want to have your
corresponding post pinned to the top of your page.
Build Your Fan Base
Creating regular posts is an integral part of building
and maintaining your Facebook Page audience. You
want your audience to seek out your posts because
they are entertaining, engaging, and informative. At
the same time, it’s important to not over-post—while it
varies by organization, the best practice presented in a
Socialbakers study indicates that one to two posts per
day is a good posting cadence for optimal engagement
without overwhelming your audience.
To find the right content mix for your posts, follow
the 4-1-1 Rule, which was originally introduced by
Joe Pulizzi of Content Marketing Institute. The 4-1-
1 Rule states that for every four early stage, light, and
Content
informative content offers you provide, you can have
one soft-sell offer and one hard-sell offer, like a demo.
For your Facebook post offers, be sure to have a mix of
fun, un-gated (without a form as a barrier) assets and
more educational, gated-assets (using a form as a barrier
to the asset).
Like we mentioned earlier in this cheat sheet, there is an
almost unlimited variety of post types that you can share
on Facebook.
Facebook does adapt some of its posts automatically, to
be more friendly to the viewer—for example, when you
insert a link into the publishing field, Facebook will auto
generate a preview that includes an image, a description
and a title from the link.
For most posts, Facebook best practices indicate that
including an image increases engagement and click-
throughs. So, think about the images you choose to
accompany your blog, because they will likely be the
image that accompanies your Facebook Post.
Additionally, if you plan to use your post for advertising,
you will need to consider how much of your image
includes text. Facebook adheres to a fairly strict policy
that doesn’t allow ad-images to be more than 20% text.
To work within this requirement you can entirely avoid
text in your images, or use the Facebook grid tool, which
will check your text to image ratio for you.
Posts
Pinning to Top
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Tabs can also be used to host a variety of apps, which
help a business extend their capabilities directly on their
Facebook Page, including running contests, connecting
to your other social accounts, hosting an ecommerce
storefront, and more. To see what is available and
choose apps to add to your page’s tabs, visit the
Facebook App Center.
How you use your tab space is a question that should be
answered by your social strategy, and the goals you hope
to achieve. The benefit of using tabs instead of directing
a user right to a landing page is that the Facebook user
is able to stay within the Facebook ecosystem and does
not navigate away.
• Insights: Visible only to the page admins, Facebook
Pages come equipped with an Insights tab. This tab
allows marketers to see the analytics associated with
their activity on their Facebook Page. These analytics
help you identify your audience more specifically, see
which posts get the most engagement, and track the
volume of your traffic and fan building activity.
For marketers, building your fan base is one of the key
activities they do on the social network. There are
a variety of techniques marketers can use to build their
fan following, and we’ll explore them in this section.
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Native video—a video posted specifically on Facebook
and not a link from a different platform—has become an
increasingly popular way for users to express themselves
and share moments with their friends on Facebook. This
movement of user preference and engagement with
video is not isolated to individual Facebook users and can
be leveraged by brands. Native video often gets higher
organic reach than videos that are hosted elsewhere
because users automatically view the video as they scroll
through their timeline, versus taking a click-action to
engage.
Because native video starts playing in a Facebook users’
newsfeed as they scroll over it, to be successful creating
this type of content, you need to grab your users
attention right away. To do this, try these tips:
• Make it interesting enough to be engaging with or
without sound.
• Make a statement with your first few frames—you
need to get your viewer to stick around.
• Use smart copy—the text that you post with your
video will help create interest, curiosity and set the
stage for your video for your audience.
Native Video
Ad Content
Having a complete Facebook Page profile with regular
updates is an important step to build your audience, but
to take full advantage of Facebook’s large user base and
advanced targeting, you may want to consider running
advertising and paid promotions.
Facebook Advertising & Optimization
Facebook offers a variety of advertising solutions that can
support different type of campaigns. These options are
organized around helping you achieve the campaigns’
goals—for example, Facebook advertising can help you
drive:
• Clicks to Website: Sends people to your website.
• Website Conversions: Increases conversions on your
website. You’ll need to add a conversion pixel to your
website before you can create this type of ad.
• Page Post Engagement: Boosts the posts from your
timeline to a broader audience.
• Page Likes: Promotes your Page and helps you get
Page likes by showing the ad to more of the people who
matter to you.
• App Installs: Drives people to install your app.
• App Engagement: Increases users’ engagement in
and with your app.
• Offer Claims: Allows you to provide offers to people
that they can redeem in your store.
• Local Awareness: Helps you reach people near your
business to drive awareness or foot traffic.
• Event Responses: Raises registration and attendance
at your event.
• Video Reviews: Ads that get more people to view
a video.
Based on your goals, the content mix to support your
ad campaign should change—this helps your campaigns
excel because they are specifically based on the buying
stages of your target audience.
Dark Posts
A special type of ad that helps marketers hit their
objectives on Facebook is the dark post. These ads are
unique because they support and promote campaigns
and messages that a marketer does not want to publish
on their timeline. You can create dark posts and put paid
advertising behind them without having to publish them.
Using dark posts offers marketers the ability to create
very targeted ads and avoid alienating their hard-won

followers by sharing too many broad messages on their
timeline. Additionally, they allow marketers to discreetly
A/B test the campaign or ad without having to post it
multiple times. This lets marketers easily test variations
in image, copy, and targeting.
Targeting
Optimization
Facebook has robust targeting abilities—you can target
people based on a variety of information shared in their
profile, and the activities they perform on the platform—
from interests and behavior, down to zipcode and more.
You can also create “Custom Audience Lists,” which
allows you to target users a few different ways:
1) By Customer List: match emails, phone numbers,
Facebook IDs to people on Facebook
2) By Website Traffic: create a list of people who visit
your website or specific webpages
3) By App Activity: create a list of people who have
taken a specific action in your app or game
If you have a marketing automation platform that
integrates with Facebook advertising it’s possible to
tightly intertwine your paid Facebook advertising
directly with your ongoing digital marketing campaigns.
For example, it could help you better target “known”
customers based on information from your marketing
automation platform. Or, it could help you engage
unknown audiences by using personalization data from
across channels to send targeted Facebook ads to users.
Adding detail to the level of targeting that Facebook
provides, you can retarget users based on activity on
your website, upload a list from your database, or use
your ‘custom audience lists’ to create a “lookalike”
audience. “Look-alike” audiences are an extended
audience of people that have similar characteristics
to your defined audience.
All Facebook ads work on a pay-per-click basis, but to
optimize your advertising investment, implement these
tips:
• Run a Few Different Campaigns: Take advantage
of the detailed demographic targeting provided by
Facebook by running a few different campaigns. This
allows you to tailor your messages and content to a
specific audience. The more relevant you content is to
that audience, the higher your click, conversion, and
engagement rates will be.
• Change or Add New Content At Least 1-2 Times
a Week: Keep your ads fresh and don’t exhaust your
audience by running the same ad with the same
message over and over again.
• A/B Test: Use A/B testing to test the elements of your
ads and determine your best practice. Some aspects
that you can test include: images, subject lines, ad text,
etc. A/B testing helps ensure that you are spending
your money wisely.
• Experiment With All Ad Types: Facebook has several
types of advertising options such as sponsored posts,
event responses, offer claims, etc. Evaluate and try
each type to see which works best for your business,
target audience and goals.
• Provide a Mix of Content Offers: If you are using
Facebook for lead generation, try mixing gated content
with un-gated content, which will help keep your
target audiences engaged, and help you identify where
your audience is in their buying lifecycle.
• Images are Very Important: The images used
on your Facebook campaigns matter—they can
significantly impact the engagement and click-through
of your ad, so be creative with the art.

Twitter Tips for the
Brands and organizations can no longer afford to ignore
the power of Twitter. This social giant has proven it’s
a critical part of any marketing mix. Companies that
lack a strategic, lead-generating plan for their Twitter
presence are missing out on access to a huge user base
and an opportunity to showcase themselves in a socially
savvy, relevant way. Being followed by a user on Twitter
is a strong signal of his affinity for your business. These
self-selected audience members are indicating an active
interest in your brand, what you have to say, what you
do, and are asking to hear more from you.
Twitter is a virtual water cooler where the worlds’ news
breaks, and people gather to discuss industry news,
pop-culture, and their daily musings. Twitter has become
an optimal network for thought leadership growth and
development, and has become a space where both
corporate and personal brands can develop ongoing
relationships with followers.
At Marketo, we use our Twitter channel to engage with
our prospects, fans and employees. We share content
that is interesting and relevant to them—from fun
infographics and educational content, to occasional
press releases and news announcements. We strive to
use our channel as a way to engage and further develop
a relationship with our followers.
Like other social networks, Twitter offers a way for
each user to customize their profile appearance. As an
organization, it’s important that you take advantage of
this and brand your space.
Here are some of the customizable elements on
a Twitter Profile that you should pay attention to:
• Your Twitter Handle: This is how other users on
Twitter will identify you, address you, and talk about you.
Try to keep your Twitter handle short so it doesn’t take up
too much of your 140 characters in a tweet.
• Your Bio: Share who you are. You have 160 characters
to succinctly say who you are, what you offer, and why
Because Twitter is so fast-paced, it’s important that you
post regularly. Without regular posts, your tweets will
get pushed down your followers’ stream by more recent
tweets. As you craft your tweets, think about creating
a mix of content that ranges from entertaining and
educational, to promotional. A good rule of thumb to use
when creating your content mix is the 4-1-1 Rule, which
was originally introduced by Joe Pulizzi of Content
Marketing Institute. The 4-1-1 Rule states that for every
four early stage, light, and informative content offers
your provide, you can have one soft-sell offer and one
hard-sell offer, like a demo.
Building your following on Twitter is one of the key
activities to drive success on the social network. There
are a variety of techniques marketers can use to build
their following, and we’ll explore them in this section.Build Your Brand Presence
Build Your Following
Creating Engaging Tweets
you’re important. Put yourself in the user’s shoes and
see if your bio is interesting and informative or purely
self-promotional.
• Your Profile Photo: This image shows Twitter
followers who you are. For an individual, this is often
a headshot, and for brands, this is often a logo. This
image sits next to your tweets so other users can
visually identify you as the source.
• Your Header: This is a background photo that sits
behind your profile photo. Most images are resized to
automatically fit the dimensions, but Twitter also offers
the image parameters on their website. This is the
opportunity for you to be creative and share an image
that expresses your brand, campaign, or other imagery
in a larger format.
• Your Background Design: This is a backdrop for your
Twitter profile, header, and feed. You can choose from
a preset list of options, or you can customize this to
match your brand.
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Twitter lists are a simple way to accomplish two
important things on Twitter: strategically listen, and
curate content for your users.
Curated content often comes in the form of a retweet
and is a good way to ensure that your content mix is
not purely self-promotional. To make curating content
easier for yourself, develop a Twitter list. Lists are a way
to segment a group of accounts that regularly feature
interesting content. Segmenting these accounts into a
list makes finding content to retweet quicker and easier.
Lists can be public or private, and can serve very different
purposes. For example, if you want to incorporate an
employee voice or perspective into your content mix,
you could create a private list of all of your employee
handles and use it to quickly find their tweets and
retweet them. On the other hand, if you are promoting
an event or content asset that features thought leaders
you could create a public list, made up of all the thought
leader handles, so any Twitter user could follow that
list—making it a benefit you are offering your audience.
There are a few important tips to make your tweets more
searchable, shareable and readable on Twitter.
• Use a URL Shortener: You only have 140 characters,
so using a URL shortener like Bit.ly or the shorteners built
into social media platforms like Hootsuite are vital to
getting more of your message into your tweet.
• Keep Your Tweets Concise: Hitting your maximum
character count happens, but leaving some space for
your followers to add their thoughts when they retweet
is ideal. Try to keep your tweet to around 100 characters.
• Use Hashtags (#):These symbols have become
synonymous with Twitter and are used to tag tweets
by topic, making it easier for users to find your tweet.
Marketers can develop hashtags and use them to help
promote and track social campaigns.
Crafting Your Tweets
A Twitter chat is a public conversation on Twitter based
around a unique hashtag. The hashtag allows you to
follow the discussion and easily participate in it. Most
Twitter chats are usually recurring and on specific topics,
but some are based around special events. Hosting
a Twitter chat is an amazing way to engage with your
fans and followers. It’s also a great way to understand
your community and promote your brand or business.
With Twitter, you can target your ads based on the users
that your target audience follows, the keywords they
search, their profile and interest data, activity on your
website, their geographic location, or an uploaded list
from your database. Here is a quick breakdown of the
main types of targeting:
• Keyword Targeting: Keyword campaigns are specific;
they target users looking for a specific keyword, which
often means they are a more qualified lead or buyer.
• Interest Targeting: Interest targeting lets you target
your ads to followers of specific @handles, allowing
you to reach users with interests similar to the
followers of those accounts.
Because of its large global user base, Twitter is able
to offer marketers advertising options that are highly
customizable and targeted. Let’s explore the types of
targeting and advertising that Twitter offers, and then
how to optimize your ads for peak performance.
Twitter Chats
Ad Targeting
Twitter Advertising & Optimization
NEW CHEAT SHEET
• Use @Mentions: @mentions are a way for you to
engage other Twitter users in your tweet. If you’re
posting a tweet that you think is relevant to a specific
follower or thought leader, tag them at the end of your
tweet with an @mention. This will call their attention to
your tweet. Avoid using this in excess, because it can
seem spammy.
Twitter Lists
pg:2

Twitter has expanded its advertising to include options
that drive to a variety of goals, from engagement to
collecting new contacts. Regardless of the goal, these
ads appear in the home timeline of the users you’ve
targeted (based on the previous list of targeting options).
• Promoted Tweets: This type of ad can be used for
lead generation or for branding purposes. It is a standard
looking tweet, but it is promoted to your specified target
audience, sitting on top of their Twitter stream. You are
charged on a cost-per-click basis, which Twitter calls
cost-per-engagement.
• Website Cards: Website cards allow you to cut
through the noise by letting you use interesting/engaging
images along with your tweet to promote your product
or message. When a user clicks on this ad, they are
taken to an off-Twitter landing page that the brand has
created and populated with content. With this type of ad
you’re charged on a cost-per-click basis so it is to your
advantage to use this often.
• Lead Gen Cards: This type of ad is similar to Website
Cards but includes a 1-click “offer” feature, which
provides you with the user’s information (from their
Twitter account) without requiring a form completion, or
navigating away from Twitter. Brands can use lead gen
cards to offer a free trial, ask users to enter a contest, sign
up for a newsletter, etc.
To maximize the effectiveness of your ad
spend, ensure that you:
• Use Both Keyword and Interest Targeting For
Your Ads: Using both types of the basic targeting
methods will ensure that your ad is seen by the widest
audience.
• Refresh Your Content: Keep changing images and
tweets for your ads regularly. You won’t achieve the
success you are looking for with stale content.
• Test: Experiment with images, tone, content, and offers.
Then gear your ads to reflect your audience’s preferences.
Ad Types
Optimization
NEW CHEAT SHEET
• Retargeting: Twitter also provides the ability to run
retargeting campaigns. This helps you target users
who have visited your website, are not yet a lead, have
not made a purchase, and you want to accelerate their
buying lifecycle. This requires a marketer to add
a Twitter pixel to their website—a small snippet of code
that allows a marketer to cookie individual users to
track their behavior. Once installed, when a user is on
Twitter, a retargeting campaign allows you to target
that user with relevant messages based on their known
behavior from your website.
pg:3

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