Twitter is starting to gain a great deal of attention in main stream media in recent times and it reminds me of when Facebook initially started to gain a wider audience base about 2 years ago. At that time it was the early adopters in your network of friends that started to tip their toe in, with many still skeptical of the platform or concerned about privacy. I am seeing that same network of friends starting to move to Twitter.
I think one of the reasons why we’ve seen a recent growth in Twitter is the use by both celebrities and companies who have already embraced the platform and having an actual two way discussion with fans or uses of their products. Something that till now has been hard for brands to do. Over at my personal site, I’ve created a list of Celebrity Chefs on Twitter.
So how does your brand engage with consumers on Twitter and gain an audience of a few hundred thousand followers overnight?
Gourmet Ads has been on Twitter for a while now (follow us @gourmetads), and we use the platform to talk with advertising agencies, marketing managers, publishers and anyone associated with our business around the globe. We publish regular content into Twitter each day as well as have conversations with clients and publishers regularly. So we have something that our audience actually wants to engage and actively discuss or even just read and observe.
Apart from people simply adding us via Twitter, we’ve grown our audience base through running targeted ads through the Gourmet Ads network. This is something that you can do its very cost effective compared to the some of the wild over thought strategies that you read or hear about. There is no point randomly adding people who are not relevant to your brand. If you are food brand and your product is only in New York State, Gourmet Ads can run a campaign that is targeted towards people that live in New York State who are more likely to engage with your brand than not. If you are winery in Napa Valley with national distribution, then it makes sense to just run your campaign in America.
Your campaign to drive people to your food or wine Twitter page could be done two ways. You could either drive them simply to your page on Twitter. However I believe that’s a very immature way of doing it because you assume that everyone who clicks on the ad will know;
a) what twitter is
b) what they have to do.
I would recommend sending the users to a page on your website and educate them about Twitter. This page could be about why your brand has decided to embrace Twitter and why they can benefit from following your brand online. I saw a boutique beer brand in Australia run a weekly competition only open to people following their brand on Twitter. Very clever.
If you’d like to look at increasing your reach using Twitter, then Gourmet Ads can help build your audience. We’ll develop a Digital Media Plan that targets your audience and helps drive engagement and conversation with your consumers.