As Twitter grows in popularity, marketers should know how to track and measure success on Twitter. Twitter metrics provide insights to improve future campaigns.

Launched 17 years ago as a micro-blogging platform, Twitter has grown to become a multi-faceted social media network.

The app has become the main source for breaking news, a leading networking site for young adults, and a customer service channel for brands.

With 237.8 million monetizable daily active users, companies know that having a presence on Twitter allows them to connect with their customers and boost brand recognition.

Image via Statista

While running campaigns on the platform is one thing, measuring the effectiveness of your marketing efforts is another. To achieve your social media goals, you need to learn how to track and measure success on Twitter.

Here are 5 ways to measure the impact of your marketing campaigns on Twitter.

1. Measure Your Popularity with Impressions

Twitter allows you to track events to get a deeper understanding of your audience. One of the key metrics that will help you track and measure success on Twitter is the number of impressions.

Impressions represent the number of times your Tweet was organically viewed on Twitter during a specific reporting period. This also includes the attention a Tweet gets when it is retweeted by others on the platform.

This is a non-unique metric which means that a user can view a Tweet more than once and the Tweet will accumulate extra impressions despite those being from the same person.

The number of impressions is an important metric to track because it tells you how popular your Tweets are. While it doesn’t tell the specific number of users who saw your Tweet, the metric captures how far a Tweet has gone across multiple feeds.

As such, the metric can be used to track and measure success on Twitter by helping marketers monitor their efforts to build brand awareness.

The image below shows the impressions a Tweet received on the platform. To access this data, simply open a Tweet and click the View Analytics button.

Image via Twitter

The impressions data will be on the left of the dashboard.

With an idea of how far your tweets have gone, you can come up with a plan to create more viral content.

2. Track and Measure User Engagement with Tweet Engagement

Besides impressions, another way to track and measure success on Twitter is by analyzing the engagement you get on your tweets.

The Twitter engagement metric will tell you how many people interacted with your content. The metric is available both at a single Tweet level and a total account activity level.

The user engagement metrics that Twitter tracks include:

• Detail expands
• Likes
• Retweets
• @ replies
• Link clicks
• Profile visits

The total engagement figure is the summation of the individual elements highlighted above. From my earlier example, the Tweet received a total of 15 engagements, which include 8 likes, 2 retweets, 3 link clicks, 2 profile visits, and 1 detail expand.

Image via Twitter

Along with these, tracking specific hashtags is a good strategy to measure user engagement, provided you have a strong hashtag strategy. If you aren’t sure how to use hashtags effectively, this Attrock post is a good read.

So, how can you use these statistics to track and measure success on Twitter?

Well, as a marketer, you must have targets for your Twitter campaigns. In this case, your target may be to achieve a certain amount of tweet engagement in a certain period.

When you analyze your Tweets at the end of the campaign period, you will know if you hit the target or not. If not, it means your tweets were not valuable enough for your audience to stop and interact with them.

This data analysis will send you back to the drawing board to develop a better strategy to increase your Tweet engagement. For example, you may discover that adding engaging content like memes, GIFs, and videos can boost your engagement rates.

Other strategies to increase Tweet engagement include:

• Publishing content that’s relevant to users
• Creating content around trending topics
• Modifying your brand voice on Twitter
• Creating interesting polls and quizzed

3. Determine the Effectiveness of Your Marketing Activity with the Number of Link Clicks

When running an ad campaign on Twitter, you first need to set your objectives. If you want to generate more leads or drive more traffic to your website, you will be interested in the number of clicks your links are getting.

Twitter allows you to track the links on your posts. It’s through this feature that you will learn which type of content is attracting the most number of clicks.

For example, you can publish different posts and add the same link to your website. After some time, you will study the engagement in the posts to see which one had the most link clicks.

This information will tell you the type of posts that get the best results. For example, if you notice that tweets with an image get more link clicks than other types of tweets, you can update your Twitter marketing strategy and add an image to generate more link clicks.

4. Identify Brand Advocates with the Top Follower Metric

When you share a tweet, Twitter analytics will let you know how many new followers you’ve gained from that tweet.

Every business wants a huge following on social media to make it easy for them to promote their products. That is why the new followers metric is a great way to track and measure success on Twitter.

This is because the statistic will let you know which type of posts are relevant to your audience.

For example, when you realize you get more followers when you post informational content that enlightens your audience, your will adjust your content strategy and create more informational posts.

Besides telling you how many new followers you have acquired, Twitter will also let you know the top follower from your new connections. As the name suggests, this is the user with the most number of followers from the accounts that have followed you.

This is a valuable metric for potential influencer marketing campaigns for your brand. The top follower has already demonstrated interest in your brand and can help you reach a wide audience with their large following.

5. Pay Attention to Conversions

Another proven way to track and measure success on Twitter is to study the conversion rate of your ad campaigns. When you launch a campaign on the platform, Twitter allows you to track how many people interact with your ads.

However, the metric that greatly determines success is the conversion rate. You want to know how many people performed the desired action after seeing your ad and that’s exactly what this metric measures.

Let’s say you created an ad to get people to download your invoicing software. You’d want to know the percentage of users that clicked your ad to take the next steps.

If your conversion rate is not where you wanted it to be, this will guide you to modify the ad to attract more users. In this case, you can consider changing the heading, visuals, ad copy, or CTA.

Overall, tracking your conversions can help you track and measure success on Twitter.

Final Thoughts

As Twitter continues to grow as a marketing channel, marketers should take time to learn how to track and measure success on Twitter.

Having a presence on the platform is not enough if you want to grow your brand. You need to identify the metrics that matter to your business and track them to determine if your campaigns are effective or not.

Use the insights from the metrics to improve your campaigns and drive positive business performance on the channel. Good luck!

Author Bio – Gaurav Sharma

Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.

Gravatar Email ID: gauravs@attrock.com

Social Accounts: Twitter, LinkedIn, Pinterest, Instagram & Facebook

With around 10K tweets being shared every second, your post might not get the desired traction on Twitter if not done the right way.

In fact, there is no room for common Twitter marketing mistakes when it comes to marketing your brand on Twitter marketing your business on the platform. And, as a social media marketer, you don’t want people to unfollow your brand on Twitter.

So how do you avoid common Twitter marketing mistakes? Well, that’s what the article is about.

(more…)

Wondering how to use Twitter analytics?

You’ve come to the right place.

Twitter is an important social media platform with over 397 million monthly active users.

Image via We Are Social

This makes it a very good platform to launch your marketing campaigns that are geared at boosting lead generation and conversions.

But, just tweeting into the void will not get you the results you want. You need to make sure that your marketing messaging is on track, and using Twitter analytics can help you do just that.

But what is Twitter analytics?

Let’s find out.

(more…)

In recent years, we have all seen the impact that influencers can have on brands.

This explains why more and more businesses are jumping on the influencer marketing bandwagon. In fact, the global market value of influencer marketing has more than doubled since 2019 to reach $13.8 million in 2021.

This proves that the future of influencer marketing is booming with opportunities for brands.

That being said, influencer marketing is rapidly changing—thanks to the evolving social media landscape and ever-emerging technologies.

(more…)

It’s understandable why you are reading a post on Twitter marketing strategy for ecommerce.

As I see it, there are two main reasons why ecommerce marketers focus on Twitter marketing.

1. The platform has a mammoth user base of 330 million monthly active users (as of Q1, 2019). For ecommerce marketers, Twitter is a goldmine of opportunities. They can leverage it to reach, engage, and convert a large number of people.

2. Of these 330 million users, 40% say their purchase decisions are directly influenced by Twitter influencers. Purchase intent increases by nearly 5.2x when branded Tweets are supported by influencer tweets about the brand. In short, Twitter has immense conversion potential, especially when it’s used for influencer marketing.

If done well, Twitter marketing can generate high-quality leads, customers, and advocates for ecommerce businesses.

Are you leveraging the platform’s full potential? No?

I don’t blame you. Most ecommerce marketers devote time and budget to platforms like Facebook and Instagram without knowing that Twitter can be the answer to their prayers.

And, that’s precisely why I’ve written this post. I’m going to discuss five ways to multiply your ecommerce sales using Twitter. All the tactics covered in this post are actionable, proven, and simple to implement. If that’s the kind of marketing strategy you’re looking for, read on.

How to Drive Ecommerce Sales Using Twitter Marketing: 5 Killer Ways

For Twitter marketing novices, here’s something to chew on: Before you start selling on Twitter, you need to draw audience interest towards your brand. You can’t simply bombard random people with promotional posts and expect them to convert.

Then what?

Make sure your followers align with your customer persona. Then, capture their attention by sharing interesting non-promotional content.

Once you have your target audience’s attention, use the hacks below to boost your ecommerce sales.

1. Showcase Your Products Smartly

As you know, all social media platforms (including Twitter) are flooded with great branded content. To cut through the noise, you need to showcase your content in the best light.

Demonstrate how people can use your product and how it can simplify their lives. The aim is to encourage them to try or purchase your products.

Pixel-perfect pictures and product videos can help you highlight the anatomy, benefits, and usage of your products perfectly. Moreover, they help you stand out on the text-focused platform and grab eyeballs.

Example: Fenty Beauty presents real use cases of celebrities using their cosmetics. You can use user-generated content from your customers and influencers to make your posts more relatable.

Image via Twitter

Want a pro tip?

Nothing frustrates social media users more than sluggish feeds. To create fast-loading pictures, compress your files before uploading them. There are tools to compress images without losing resolution. Use them to create product pictures that load fast and render well on small screens.

2. Leverage Twitter Cards

Ecommerce marketers often complain about a pain point while talking about Twitter marketing.

With a character limit of 280 characters, Tweets don’t have much scope for detailed product information.

The solution?

Twitter Cards.

You can attach a Card to your Tweets to redirect users to your website, where you share in-depth information about your products. When you add a Card snippet to your website mark-up, a Card is inserted in your Tweets.

Image via Twitter

When people retweet your posts, a Card link is added to their retweets. This way, your visibility and website traffic increase, which can eventually translate into more conversions.

Fortunately, Cards don’t have any character restrictions and come in a variety of formats, including:

• App Card: Best for SaaS tool sellers since they allow direct app installs.
• Summary Card (with/without thumbnail): Best to include product description + thumbnail.
• Player Card: Best for sharing customer testimonials as videos, images, and audio clips.

Example: Fashion brand, Modcloth, embed coupons into their Cards to drive sales seamlessly from Twitter. With a single click, users are taken to the goodies page where they can redeem their coupon. That’s effective ecommerce!

Image via Twitter

3. Let Influencers Drive Your Sales

As mentioned before, you need to embrace influencer marketing on Twitter if you own an ecommerce business. Influencers can help you boost sales as well as brand awareness and consumer trust.

But, to reap all of these benefits, it’s crucial that you work with relevant influencers. Influencers who have worked with brands in your niche can be valuable assets.

Why so?

• Their followers are most likely interested in the products that you offer.
• They have foundational knowledge about how your products work so they can create authoritative content for your brand.
• Their demonstrable work experience means assured ROI.

To find influencers who are a good fit, you can use tools for influencer discovery. They can scan thousands of profiles in minutes to identify influencers who match your domain, follower persona, and budget.

Once you’ve found and hired influencers, it’s time to put them to work.

Have them create dedicated sponsored Tweets and product reviews for you. Let them spearhead contests and giveaways featuring your products.

Or, ask them to participate in expert interviews and panel discussions on your behalf, especially if they are industry experts. This way, you establish your authority and goodwill on the saturated platform, which can help win over customers.

Example: Popular opinion maker, Beth Comstock, gave a shout-out to makeup brand, Glossier, for their standout business strategies. She subtly slipped in a mention of her favorite Glossier product.

Image via Twitter

4. Provide Proactive Customer Support

Customer support should be a priority for all progressive ecommerce marketers. If you’re smart, social media platforms like Twitter become a powerful touchpoint to connect with customers and address their concerns on a one-to-one basis. It all adds up to a superior customer experience that sets you apart from the competition.

Ecommerce brands are using Twitter in many innovative ways to reach and engage their customers.

Like what?

Twitter Chat

Using Twitter Chat, you can interact with individual customers to find out and resolve their problems. When combined with social listening, Twitter Chat can also help with crisis management. You can tap into customer issues in the early stages before they get blown out of proportion and damage your reputation.

Example: Zappos replies to a customer gushing about their timely delivery within minutes of her tweeting about it. Who doesn’t love that kind of personalized attention?

Image via Twitter

Here’s another example of Zappos’ phenomenal customer service:

Image via Twitter

Twitter Polls

You can use polls to gather instant insights about your existing and potential customers. You can ask pointed questions about your products/brand and actually get into your customers’ minds.

Example: Old Spice uses a poll to find out which of their products (Ultra Smooth or After Hours) has a bigger market share.

Image via Twitter

5. Use the Power of Twitter Ads

Sales are the lifeblood of ecommerce, more so if you’ve just started your online store. You need a steady income stream to scale up and grow as a brand. That’s where Twitter Ads enter the picture.

Twitter Ads have a targeted reach and trackable performance. You will know exactly how your ad is performing, which helps justify your marketing expenditure.

Twitter offers many kinds of ad campaigns, each with a unique objective. I recommend ecommerce brands opt for brand awareness or website click campaigns.

No matter which campaign type you choose, follow these best practices to boost your advertising ROI:

• Use personalized ad copy to match Twitter’s conversational vibe.
• Power your ads with visuals to stand out from the crowd.
• Leverage remarketing to target users who resemble your website visitors.

Example: Daily Harvest uses an enticing video ad to promote their organic food products. The ad has everything going for it – crisp copy, visuals, and clutter-free layout.

Image via Twitter

Conclusion

As you can see, Twitter is a powerful sales and marketing tool for ecommerce. It can also double up as a customer service platform. There are endless possibilities of how ecommerce brands can use the platform to grow their awareness, credibility, and revenue. But the five tactics I’ve mentioned above can give you a great head start.

Do you need more tips on Twitter marketing? Leave your requests in the comments. I’ll be back with some more great hacks and tools soon.

Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.

Social Media Profiles

Instagram: https://www.instagram.com/gaurav_sha/

Twitter packs a ton of value and ROI for brands that know how to use the platform.

It’s superb for brand awareness, customer service, sharing your brand ethos, and driving traffic to your company website. To reap all these Twitter marketing benefits and more, you need raving fans.

But here’s the thing.

12% of people claim they unfollowed a company on Twitter in the last few days. So if you aren’t vigilant, your fan base will shrink and you won’t enjoy the benefits.

(more…)

Hashtags may have started out as a way to categorize similar content under the same roof. However, their purpose has gone well beyond that. Brands have started to use hashtags to grow the reach of their posts.

How so?

When you use hashtags in a post, the posts will show up in the hashtag feed, and this, in turn, can increase their reach. But the purpose of hashtags has moved beyond that as well. You can now use them to track the progress of your campaign to understand if you’re doing things right.

So, how can you use hashtag tracking to understand how effective your social media campaign was?

Let’s find out.

(more…)

Email and social media are two of the most powerful marketing platforms, and they’re even more effective when used together. While some marketers approach each channel separately, more and more companies are starting to combine their marketing platforms for a more cohesive customer experience.

In this article, we’ll cover some of the most effective ways to combine your social media and email marketing strategy. Interacting with users on multiple platforms will improve your outreach and encourage cross-channel engagement, helping you move leads through the sales cycle and convert more first-time visitors into loyal customers.

(more…)

Image by Megan Rexazin from Pixabay

Consider this: by the end of 2021, the average internet user was forecast to spend roughly 100 minutes a day watching online videos. That number was reached and surpassed in 2020. TikTok, the viral video platform, exploded onto the scene with more than 800 million users, viewing over 1 billion videos daily. Why? What happened?

Global events have caused most of the world’s population to be movement-restricted and remote-working. We’re all glued to various screens more than ever. And with the growth in video consumption has come an accompanying increase in video marketing. (more…)

After a year of dealing with the unexpected and having all of your marketing plans tossed out the window, you may have your eye on 2021 as the year of your big marketing comeback.

Whether you’re looking to promote an ecommerce store, a podcast, a local business, a blog, or just yourself, one thing is certain – Twitter should be part of your marketing plan.

Often overlooked for other social media channels (ahem, I’m talking to you, Facebook fans), Twitter remains largely untapped for its marketing potential in most industries. Sure, it’s not ideal for every marketer, but for some it can be the gem in that marketing toolbox.

(more…)