WNA Blog

Sun 28 Feb 2016

Twitter Tracking Tips To Increase Conversions

Business By Social

There is no doubt that Twitter is no longer just a micro-blogging site, or an extension of a business’s website. Twitter has become a very important marketing channel for businesses. It not only enables businesses to connect with customers, it is also a valuable tool to listen and join specific conversations and keep an eye out on competition.

In fact, a recent study of 1,100 SMB owners showed that 72% considered Twitter an important marketing tool.

The question is, how do you measure the impact Twitter has on your business goals and how can you improve these results?

With Twitter and social media in general, there are 2 types of metrics.

The first one known as “vanity metrics” are simply the measure of how many Twitter followers you have and tweet analytics such as how many “favourites” your tweets receive, how many retweets and mentions you generate. These tweet analytics and follower metrics are available within Twitter but tools such as Klout will also give you a score from 0 to 100 indicating your impact on Twitter.

Although these metrics are important, they are not as important as measuring traffic, leads and sales.

To measure traffic generated from a tweet, tools such as clickmeter.com create multiple tracking links which can be used to measure traffic going to a specific webpage. It also distinguishes between unique clicks and total clicks as people can potentially click on links more than once. A similar tool for measuring traffic and which is extremely accurate is infusionsoft.com.

When deciding to get into the complex world of Twitter conversion tracking and know how to optimize your marketing efforts it is important to perform the following Twitter analysis:

Types of tweets: Checking whether imaged-based tweets for example perform better than text-based tweets or video-based tweets.
Times to post: Posting similar content every few hours and monitoring which times of the day generate more traction.
Call to action: Finding the best way to formulate a call to action can make a huge difference in conversions.

Twitter conversion tracking can go even further depending on how deep you want to go. For example, some analytics tools can even provide information about the gender of the people who click on your links and the devices they used when clicking on your link, whether they were on a mobile device for example or a desktop computer.

After performing a Twitter analysis and having a clear understanding of what is working and what is not, your Twitter marketing campaigns will no longer lead to accidental results. Instead, you’re most likely to experience predictable results and be able to forecast your returns on investment. In addition, the data collected from Twitter tracking can be used when buying advertising space on Twitter and avoid the costly mistake of running ads which don’t perform.

I hope this post has been of help and I would love to hear what you think by you leaving me a comment below.

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