Twitter can be tricky when it comes to tracking measurable sales results and return on investment. After all, what’s the return on a conversation?
While you’re debating how to measure ROI, your competitors are laying the groundwork by building relationship with prospects and partners on social networks.
Tweeting can sometimes feel like shouting in the wilderness — not knowing whether anyone’s listening. But when used as part of an integrated marketing plan, Twitter becomes a powerful promotional tool for generating awareness, developing leads, conducting market research, and driving traffic back to your website.
Speaking of lead generation, SocialTwist reports that Facebook’s shared links average only three clicks, while a link shared on Twitter generates nineteen clicks on average. Twitter users generate double the median monthly leads of non-Twitter users, regardless of company size.
With the right tools, it’s not difficult to track progress and see measurable results. While there are many third-party programs that can add metrics to your Twitter efforts, Twitter now offers its own vehicle for tracking effectiveness through Promoted Tweets and Accounts.
How Twitter Promotes Accounts
Finding the right people to follow on Twitter can be a challenge. Twitter’s Promoted Accounts advertising program analyzes your current followers, then searches for people with similar interests and recommends you to them in the “Who To Follow” section. You only pay when you get followed.
How Twitter Promotes Your Tweets
Promoted tweets and accounts aren’t like traditional ads. You don’t have to write anything new to get promoted. Twitter constantly monitors your engagement to put your best tweets in front of the right people at the right time.
Let Twitter Do The Work
You only pay when someone follows your account or engages with your promoted tweet. There’s no charge for simply showing up on someone’s page. You can set a budget and limit how much you want to spend per day, or how much per follower or per engagement. You can also decide where you want your content to be promoted geographically, which helps in finding local customers. Twitter’s Promoted Accounts and Tweets program works on both the web and mobile, to help you reach the right people at the right time.
You choose the locations you want to reach and set your budget. Twitter does the rest.