Making Conversions Count
Outwith organic reach Twitter gives marketers the added bonus of paying for Twitter ads to spread their online content. Unlike traditional social media marketing which is bracketed to cost upwards of $1,000 per month, the value of the Twitter ads scheme is as cost-effective as it is quantifiable.
With Promoted Tweets, it’s only when an end user engages with the tweet in question - whether it be retweets, replies or click-throughs - that the marketer or brands campaign is billed i.e they are only charged when an aforementioned action occurs.
With Promoted Tweets, the onus is on the scope, with campaign content being placed directly above Twitter search results and into the tweet streams of the targeted audience. The average Promoted Tweet costs just $1.35 per engagement so it’s easy to see why using ad tools from Twitter makes sense. In the parlance, such engagement helps to produce new leads and drive click-throughs to the marketers chosen point of purchase.
For a topic to be trending - one which people are actively discussing online at any given moment and usually without the involvement of tailored marketing efforts - signifies audiences are involved with a subject that matters to them.
Often viewed as a Holy Grail of Twitter, marketers can sidestep the normal organic route to be trending via its Promoted Trends feature. Through placing a hashtagged brand at the top of its worldwide trends, the platform can virtually catch the attention of the world to what a marketer is promoting. Budgeted to cost up to 100k per day it’s often used by only the marketing departments of the planets largest companies.
Such as with Hotel chain DoubleTree by Hilton - which incorporated Promoted Tweets and a Promoted Trend in a Twitter based contest where users tweeted #doubletreetaxi along with a photo of its branded taxi cabs that were in circulation. This double-pronged campaign saw more than twice its usual Twitter engagement of 605,191 impressions and 12,706 clicks respectively.
With native space on Twitter being highly prized, marketers can opt for the Promoted Accounts plan. This will have their associated brand accounts showing in the left sidebar of prospective followers along with being suggested directly to users based on the Twitter accounts they already follow.
Polling the End Users Preferences
Twitter offers an abundance of tools that marketers can use effectively. Take the Twitter Poll for example.
Situated natively in timelines and straight in front of a brands existing followers, the polls can collect feedback on a myriad of questions and more importantly of the marketers own choosing.
The questions posed help marketers go way beyond the average tweet by tapping into their demographics opinions and perspectives on topics intrinsic to their business model. These informed decisions can be then used to plan out future marketing/product features that will hold more value to their end users. Note that for further reach the all-important ‘#‘ hashtag should be used in poll posts to ensure they reach immediate audiences and those that are not within a brands Twitter remit
In getting followers involved in product/service decision making with polls the marketer, at first, can foster brand loyalty by showing their company trusts the market to help make their offering better.
Of course polls at one point or another can always be used to market products services and promotions. Yet going against the grain of the limitations of traditional marketing, Twitter Polls open up a reciprocal communication by engaging with their audience and getting feedback instantly.
And rather than posting polls that are simply to help in audience awareness, marketers can also drill down to specific subsets and topics affecting the wider industry they’re active in. By doing this they can gather data on the sector-wide factors as well as position themselves as a point of authority with such concerns.
Tech curator Product Hunt, which lets users share and discover new products online, did just this by creating a poll not directly related to their service by asking users to poll…
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This enforced that Product Hunt knows what their audience is engaged with outside their business model and off Twitter yet but subtly created engagement with there own brand.
The seasoned Twitter marketer understands that the opinions of its target market are crucial. Why? Well, this perception can be inferred as data that can they can use for ongoing marketing and be relayed to brand owners to create actionable intelligence.
Take time to understand Suite Success
Twitter marketers, whether they be in-house or outsourced, are only as good as the reach they achieve - and clients and bosses need to see exactly how effective marketing on the platform is.
Using Twitter Analytics - which can be found at https://analytics.twitter.com - gives marketers insights (and those that hold them accountable) into exactly how their marketing campaigns are performing.
In the fashion of the Yahoo/Bing focused Media.net and Google’s own Adsense, Twitter’s analytics suite highlights exactly who the target demographics they are engaging with are - in terms of income, interests, gender and more.
All marketers raison d'être is to craft a clear and evident path from the point of promotion to the point of emotional investment or commercial purchase. And with Twitter Analytics this can be tracked by how often tweets are shared, retweeted and in the bigger picture engaged with.
To do this the analytics dashboard takes a calculated medium of how many shares, retweets likes and favorites a marketing tweet achieves per day. This way the marketer can see exactly where their efforts are under or overperforming.
A widely used idiom in the business world goes ‘there’s no such thing as failure… only feedback.’ So with the average tweet performance data shown in the dashboard, marketers and those higher up their business chain of command can either pivot or capitalize on it.
A Calculated View on Content Performance
By quantifying the performance of a post engagement in Twitter Analytics and the Impressions it has made, a marketer can clearly define what content wins most favor with their followers.
With both being highlighted in Twitter Analytics, the Engagement Ratio of a tweet trump’s its Impressions made on the network. With the latter outlining only how many people see the marketing tweet this is tantamount to simply window shopping what’s on offer.
When high impressions are accompanied by low engagement this shows that Twitter audiences aren’t taking to what’s being promoted and therefore the message conveyed may need to be reworked to gain an audience’s emotional approval
By using these metrics to find out what’s hitting home with audiences, this shows the marketer the clear path to make ongoing marketing a success on Twitter.
Engagement Rate = Results
The Engagement Rate function in the analytics dashboard acts as a snapshot of the connection a marketing campaign has with the Twitter audience.
Collating data from click-throughs, favorites, follow, replies, retweets and more it brings together an easily digestible snapshot that shows how well engagement efforts on the platform are faring.
The View Tweet Activity function also shows what the end user does upon receipt of marketing tweets. Above all else, the most coveted reaction is the retweet as this details that audiences are moved enough to convey it to their own online circle or followers. The function can be used to view the full range of engagement sentiments each tweet garners in the navigation bar of the Twitter Analytics suite.
Hashtags have Form
Not constricted to the platform and wholly adopted by other networks, most notably Facebook and Instagram, it goes without saying that marketers pay a lot of attention to Hashtags and their use in campaigns.
By knowing best what tags are best received by the end user, this data can in turn, can be used to optimize future marketing campaigns across all social channels.
Its noted that the impact of Hashtags can be tested in real time by way of split or A/B testing - to show the effectiveness of tweets at the same time. The tweets tested will have similar marketing content but will vary - for example using an image in one and not the other or perhaps two differing slogans in each respected tweet - with the results defined in the analytics dashboard
Third-party vendors also know the value that lies in the simple Hashtag. A plethora of suites from the likes of Brand24, RiteKit’s own RiteTag and Keyhole support social media and hashtag analytics across most social networks to show exactly how far a branded Hashtag has traveled.
Following Brand Growth
Another advantage Twitter Analytics affords marketers is the ability to chart the growth of the brands they espouse on the network. Twitter account growth can be detailed over 7 days and will show the follower uptake or drop in numbers. Both instances can then be clearly attributed to marketing efforts or any negative sentiment towards the brands or unfavorable tweets sent out from the marketer’s side - to which subsequent action can be taken.
Tracking till the end
The Video Views function in the analytics dashboard also helps to show how many people have viewed video content uploaded to a brand Twitter account and the Completion Rate section shows how long the video has been watched. Both can be found in the More tab on the suite.
From these valuable insights, a marketer can see the initial uptake of video content and its effectiveness. In relation to showing how long people stay around to watch it, this can alert the marketer to any messages that need to be rectified at any given time in the content.
Tracking Tweets outside Twitter
For marketers who include Twitter ads in their budgets, they can also measure what happens after audiences are presented with the content on the platform. Conversion Tracking creates a direct link for when people engage with such marketing content on Twitter and follow click-throughs to the marketers or brands website, blog or sales page.
This is done by adding transaction values and key conversion tags to any of the above destinations which it turns will import the data straight into the analytics dashboard.
From there, the marketer can place priority on users that have followed to the suggested destinations and focus marketing on them in the future.
Twitter in all its Worthiness
Marketers also favor Twitter as their main social media marketing platform due to the transparency of its own effectiveness - with the analytics dashboard clearly showing the ongoing value of paid and unpaid tweets over a calendar month.
The metrics that today’s successful social media marketers use to created and push campaigns are coveted best by Twitter.
Overviews of what’s right, wrong and returning investment in Twitter marketing campaigns are readily available via the analytics suite, third-party apps, and the paid tools touched on in this article.
Differing companies will always adopt different marketing strategies. In the world of social media marketing the common denominator is Twitter - the veritable marketing powerhouse that covers all campaign bases.