Analysing your Twitter strategy
Your Twitter campaign is now fully underway. There is one aspect, however, that has yet to be covered, and it is a vitally important one. How should you measure the success of your Twitter marketing campaign?
There are 190 million unique Twitter visitors every month
The importance of measuring performance
As with any form of marketing, it is vital that you measure and track Twitter results. Not only does this help determine whether you are enjoying a positive return on investment, but the information gathered can also be used to optimise your campaign and generate improved results.
With a Twitter campaign, you should be measuring the following metrics:
As we discussed earlier, the importance of quality takes precedence over quantity; but as long as your followers are engaged and active, you will want to expand the size of your following. Keep a regular record of your follower count so you can identify what led to any increases or decreases. Did a tweet you sent out cause people to unfollow you? Or did somebody blog positively about your business, leading to an increase in followers? Investigate, and act upon your findings.
In order to determine the quality and relevance of your followers, measure the levels of engagement your tweets receive. You can measure your number of retweets, responses, and shares. These actions all indicate a strong level of engagement, and some can be tracked through Twitter itself, but you may find the use of a free measurement tool to be easier and more beneficial. Tools such as Tweet Reach and TweetStats offer a wealth of information and statistics.
The ultimate goal of any Twitter campaign is to drive visits to your website, ultimately increasing sales. Measure and track the number of referrals to your business website you receive via Twitter. Track your website's traffic sources using services like Google Analytics. Not only will you gain insight into how much traffic Twitter generates for you on an average day, but more importantly, you can also learn how well specific Twitter campaigns are performing.
Optimising your campaigns
Monitoring results is only a part of the process. You should use the information you collect to further improve your Twitter campaigns. Determine the best time to tweet, and then use this data when deciding upon your publishing schedule. Be sure to monitor which type of tweet performs best with regard to your desired goal. By using all of the information you gather, you will be able to create a highly effective Twitter marketing campaign.