Both Twitter and Facebook – which introduced an SMB version of Custom Audiences in 2013 and created a small-business council in 2014 – have increased focus on SMB advertisers. For Twitter, this means building out direct-response tools, like lead-gen cards, card-linked offers and experimenting with an ecommerce button.
Many of these tools can also be integrated with standard email and marketing automation systems, according to a beta Twitter small-business advertiser, making it pretty seamless to continue the Twitter chatter offline or on email.
But while these tools will help Twitter drive revenue – which it has consistently been able to do – the microblogging site has another problem: flagging growth of its monthly active users.
As such, the company is also building products to push promoted tweets off-Twitter. Thus far, it has a partnership with content aggregation app Flipboard and expects to have one with Yahoo Japan.