Everybody knows that Twitter drives conversation. Short and to the point, those 140 characters allow users to swap, share stories, and disseminate mountains of information in record time.
You'd think that would mean that they would be a marketer's dream, right? Maybe – if they're written properly. They have to be attention-grabbing and they have to help you accomplish your goals – namely, driving conversions.
How do you use Twitter to drive conversions?
Determine the goals you want to drive
Twitter isn't quite the straightforward marketing device you might expect. Most people aren't thinking about buying anything when they check Twitter. For most, Twitter provides a momentary distraction, a break, from more arduous tasks.
Because of that, it's probably not so much about driving direct sales. Instead, focus on conversation; conversation in this medium can drive sales. 76% of respondents in a recent survey said that they Tweeted a small business directly.
This can be some trial and error, of course, but figure out your goals and then hone them with laser precision so that they'll increase your long-term profits.
Metrics you should follow
- Increase in followers month-to-month - This metric tells you the word-of-mouth discussion or advertising you're getting from followers, and what sort of influence you have on them.
- Percentage of Twitter visitors who become leads - This tells you if your conversations are having an effect on your followers – in that they are becoming your customers.
- Which (or how many) Tweets drive traffic to your blog - What's really going help your customers discover your brand? Your blog content. However, Twitter is a great way to drive customers to your blog so that they can discover you. You can tweak and optimize traffic flow with this metric.
Tweets are great. Tweets with images are even better; customers are two times more likely to engage with posts that have images. Test out different images to see what works for your customers.
Use specific images, or, even better, test out different image types, like product images alone, or models holding products, etc. Which type of image works better for your customers? Keep in mind that although there's a lot of social media overlap in that much of what may work on Facebook will also work on Twitter, it's not always true.
Figure out the best time to release your posts
Depending on your customers and your broader audience (whom you hope will become customers), you may find that it's better to release your posts in the early morning on a Wednesday, etc., or late at night on a Saturday. Some trial and error will help you figure out when it's best to release your posts so that they get seen and shared, although some testing has already shown that later afternoon Tweets have higher click through rates, with 5:00 PM the best time to encourage re-Tweeting.
Carefully craft your call to action
Length and language are both important when you craft your call to action. Run campaigns on different channels to determine how different CTAs affect engagement.
For example, your audience is likely as interested in learning as it is in re-Tweeting; craft CTAs that will encourage learning, and these will also likely be shared.
Consider promoted Tweets
With so much competition out there, individual Tweets don't last long. If you promote your Tweets, you may increase both their shelflife and reach. Be careful with this, though – you don't want to spend your entire PPC budget on promoted Tweets. Test carefully and see what works before you invest significantly in this.