From Branding to Acquisition: How B2B Companies Can Thrive on Twitter Advertising

Twitter advertising can be a powerful tool for B2B companies looking to increase brand awareness, drive website traffic, and generate leads. With over 330 million monthly active users, Twitter offers a vast audience for businesses to reach. However, it can be challenging for B2B companies to navigate the platform and make the most of their advertising efforts. In this article, we'll explore how B2B companies can use Twitter advertising to achieve their business objectives and thrive on the platform.

First and foremost, it's important to understand the difference between branding and acquisition on Twitter. Branding campaigns are focused on increasing awareness of your company and building your brand, while acquisition campaigns are focused on driving conversions and generating leads. Both types of campaigns have their place on Twitter, and it's important to understand when to use each one.

🗣️ For branding campaigns, Twitter offers a range of ad formats that can be used to increase awareness of your company. Promoted Tweets, for example, allow you to reach a wider audience by promoting your tweets to users who are not already following you. Twitter also offers Promoted Accounts, which allow you to promote your account to users who are likely to be interested in your business.

🚀 For acquisition campaigns, Twitter offers a range of ad formats that can be used to drive conversions and generate leads. Promoted Tweets with a call-to-action (CTA) button, for example, allow you to direct users to a landing page where they can learn more about your business and convert into leads. Twitter also offers Website Cards, which allow you to promote a specific page on your website and drive conversions.

When it comes to targeting your ads, Twitter offers a wide range of options. You can target your ads based on demographics, interests, behaviors, and keywords. This allows you to reach a highly relevant audience, increasing the chances of conversions. To track the success of your Twitter advertising campaigns, it's important to set up tracking using a tool like Google Analytics. This will allow you to see how much traffic is being driven to your website, and how many conversions are being generated.

Twitter advertising offers several different ad formats, including Promoted Tweets, Promoted Accounts, and Promoted Trends. Each of these formats has its own strengths and can be used to achieve different marketing objectives.

Promoted Tweets: These are tweets that are promoted to a wider audience than your normal tweets, increasing visibility and engagement. B2B businesses can use Promoted Tweets to promote their products, services, or content, and to drive traffic to their website.

Promoted Accounts: These ads are promoted to users who are likely to be interested in your brand, increasing the chances that they will follow your account. B2B businesses can use Promoted Accounts to increase their followers and build their brand, as well as to promote specific products or services.

Promoted Trends: These ads are promoted to the top of the trending topics list, increasing visibility and engagement. B2B businesses can use Promoted Trends to increase brand awareness and drive traffic to their website.

Lead Generation Cards: These ads allow businesses to easily collect leads from users on Twitter. B2B businesses can use Lead Generation Cards to gather leads for potential customers.

Website Cards: These ads allow businesses to drive traffic to their website and promote specific products or services. B2B businesses can use Website Cards to drive traffic to their website and promote their products or services to potential customers.

Video Ads: Twitter provides the ability to run pre-roll and in-stream video ads that can be used to promote brands and products in a more engaging and interactive way. B2B businesses can use video ads to showcase their products or services and to increase brand awareness.

App install ads: These ads allow businesses to drive app installs from Twitter users. B2B businesses can use App install ads to promote their app to potential customers.

It is recommended to split your budget between branding and acquisition in a way that aligns with your marketing goals and allows you to achieve the desired results. A good starting point is to allocate 60% of your budget to branding campaigns and 40% of your budget to acquisition campaigns.

As for European benchmarks, the cost per click (CPC), cost per thousand impressions (CPM), cost per view (CPV) and click-through rate (CTR) can vary depending on the industry, ad format, and targeting options. However, here are some rough benchmarks based on 2021 data:

Average CPC: €0.5 - €1
Average CPM: €5 - €10
Average CPV: €0.1 - €0.2
Average CTR: 0.5% - 1.5%

It's worth noting that these are rough estimates and actual costs can vary greatly depending on factors such as competition in the industry, targeting options and ads format used.

In conclusion, Twitter advertising can be a powerful tool for B2B companies looking to increase brand awareness, drive website traffic, and generate leads. By understanding the difference between branding and acquisition campaigns, using the right ad formats, and targeting the right audience, B2B companies can make the most of their advertising efforts on Twitter. By tracking the success of your campaigns using tools like Google Analytics, you can make data-driven decisions to optimize your campaigns and achieve your business objectives.