Twitter recently announced that it was making objective-based advertising available to everyone. These new campaigns ensure that you pay only for the specific result you’re aiming for:

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On the surface, this seems like an excellent deal for advertisers. You pay only for what you want to buy. The question is, are these things you want to buy?

The answer depends on understanding what your objective is. If you haven’t already mapped out your social media funnel then it’s unlikely you’ve got a solid handle on what to buy:

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Before you spend a dollar on any kind of social media advertising, understand what you’re buying.

You’ll need to invest serious time digging around your analytics to find what’s working least well so you understand what to buy. For example, inside Twitter’s analytics, people following you and the reach of your tweets would be metrics that fall in audience. Favorites and replies would be engagement, as would media engagements. URL clicks might be actions. What’s most broken for you?

Which of these areas is your greatest problem in?

If you try to skip the entire top of the funnel by buying leads, you might find yourself disappointed with the outcome. Likewise, if you don’t engage or drive people towards the bottom of the social funnel in any way, you might spend a lot on growing your following but not produce a business outcome.

Buy first what’s broken most!


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