Determining the ROI of Your Twitter Strategy
Twitter accounts can be an enormous boon to email marketing campaigns, web presence, seasonal events, enjoyable customer interactions, and guerilla marketing tactics. Monitoring tags, seeking out mentions of one’s company, and encouraging follow feedback can help a business grow show off their excellent customer service and build a great rapport with potential clients.
Understanding what makes people tick on social media can allow companies to grow a basic Twitter account into a major part of their sales workflow. However, many steps must be taken to ensure successful Twitter use. Here are four ways companies can grasp the ROI of their Twitter strategies.
1. Link tracking
Knowing how many clicks outbound links have per Tweet can help businesses learn which posts are popular and which ones are disregarded in their followers’ everyday feeds. The key to encouraging clicks is to pull readers in with short, succinct Tweets. Trivia, product facts, and other fun posts can drive curiosity and lead casual fans directly to a company website. Free tools like bitly can help marketers shorten URLs and keep track of click counts.
2. Promo codes and phone numbers
Specific promotional codes can be used only through Twitter, allowing companies to capture leads once a purchase has been completed. Tallying the number of instances a specific promo code is used can help a business measure their conversion rates from Twitter. Companies that provide contact information for sales representatives and customer service may use phone numbers that are shared exclusively via Twitter. This way, companies can collect information on how many calls their Tweet generates and what their Twitter followers’ needs are.
3. Twitter stat services
There are many reporting services and software options for Twitter marketers that allow them to keep track of net Twitter followers, reach, growth, and potential. Brainstorm with IT and marketing teams to find out what areas require reporting. Different companies should tailor their statistics software to fit their specific growth needs.
Various departments can get a lot out of Twitter feedback. Product development teams can identify potential updates to a product based off positive recognition or complains online. Customer service reps may identify faulty processes and help fix a customer relationship.
4. Get the full picture
For companies to truly succeed with their Twitter strategy, they must look at their ROI with a bird’s eye view. Hiring agencies to conduct basic market research, combining Twitter tracking with Google Analytics website reporting, and leveraging different Tweet tactics can help bring an influx of new customers via social media.
Make sure to apply Twitter strategies comprehensively to one’s company, don’t just focus on its marketing potential. Strong relationships can be built between businesses and customers can learn to trust these Twitter accounts as sources of new industry information and updates.