Reach your target audience on Twitter
1. Create a basic profile of your target audience. Include age, location, gender, common interests, brands, publications, and industry influencers they follow, and keywords and hashtags they use.
Use Twitter’s interest definitions to more closely match your audience.
2. Perform an advanced search on Twitter to find key members of your target audience.
Twitter Advanced Search helps you better understand your target audience and build potential targeting lists. Use All of These Words, This Exact Phrase, or Any of These Words fields for common industry keywords and phrases. Use These Hashtags field for common hashtags in your industry. Use From These Accounts field for common influencers among your target audience. Aim for 50-200 results. Narrow or broaden your search until you get a good range of results, using the qualifiers on Language, Follower Count, and From or To Dates. Look for common keywords and hashtags used among your audience. If few commonalities exist, adjust your search parameters. Add the common hashtags and keywords you find in the search results to your target audience profile.
3. Use tools like Hashtagify to find hashtags that resonate with your target audience and industry. Post relevant content that adds value to a hashtag discussion, avoiding any product or brand promotions.
Focus on hashtags that directly connect to your brand. For example, a social cause hashtag may not be a good fit for a brand with no corporate social responsibility policies. Avoid over-posting. Five consecutive tweets with the same hashtag can clutter your target audience’s feed and make them less likely to engage.
4. Engage with industry influencers to promote your content to your audience.
Find potential influencers on Twitter and engage them strategically: Follow them on Twitter Start retweeting their ideas and replying to their Tweets. Once you’ve built a rapport, reach out directly to discuss a potential collaboration. Work on co-created content, like a blog post or guest tweets. If the initial collaboration is successful, consider a long-term partnership.
5. Use Twitter Ads to reach your target audience, using demographic, interest, list-based, or follower lookalike targeting. Base your targeting on the basic profile you wrote earlier.
Demographic targeting: Segment your target audience based on their age, location, and gender. Interest-based targeting: Focus on 10 categories and subcategories that match your audience profile, mixing and matching until you reach a potential audience of at least 2,000 users. List-based targeting: Serve ads to accounts matching the contact info of an uploaded audience list. You’ll need a list of 5,000+ contacts, which can be either leads or current customers. Follower lookalike targeting: Target users with similar interests to your followers, which makes sense if your current followers reflect your ideal audience. You can also target a lookalike audience. If you’re unsure which of these options will work for your target audience, test each one and compare the results. Prioritize the option that results in the most clicks, engagements, and conversions.
6. At least once a year, review the shared characteristics of new followers to determine whether the tactics you’ve been implementing are effective in reaching your target audience.
If not, review your target audience profile and test different targeting options to try to reach more of your ideal audience.