The Most Popular Twitter Marketing Metrics
Marketing in a fast-paced online environment like Twitter can be a bit tricky for brands and businesses trying to pitch their tent in Twitter in order to drive their desired marketing goals. The primary objective of marketing on Twitter would determine the kind of metrics that you need to track. This can easily be achieved with the help of a reputable social media marketing agency; the right Twitter metrics can be place for better conversions. These are some of the Twitter metrics you should consider tracking.
Audience demographics
Knowing the type of audience you have is the first step to getting Twitter engagement right. You can’t properly engage people that you don’t know. You need to understand the demographics of your audience. What’s their age, gender, location, devices they use, interests and so on. The in-built Twitter analytics shows insight about your audience type, and you can make use of other third-party analytics tools for Twitter to get a more detailed analysis of your audience type.
Impressions and reach
Keeping track of the number of impressions that you get on Twitter is one of the simplest ways to know if you are getting it right or not. Impressions are the number of times your published tweet was seen, while reach is the number of unique Twitter users that have seen it. You can have four followers but get 20 impressions on it. You could also reach 30 people on Twitter with a single tweet and have 400 impressions.
Impressions calculate the total number of times a tweet was seen. So having more impressions and reach on your tweet is an indicator that your content is good, but you need to work extra hard on getting people to engage with your content. It is vital to track impression and reach growth as well. Consistently improving the number of impressions and reach you get every time you tweet could improve engagement rates and follower growth.
Click through rates and traffic referrals
If you have been riding with Twitter for long, you would have observed that users rarely like to be redirected to an external link. “What happens on Twitter stays on Twitter” seems to be the favorite quote most users like to live by. This is because clicking on a link takes them away from the other interesting things they could see (or miss) on their timeline within the few seconds or minutes they have to spend on your website.
So if you put a lot of effort into building an engaging audience that has grown loyal to your brand (who are willing to click on links you share), you must be able to keep track on the click rates and traffic flowing to a website. Depending on the reason for driving traffic to your website, you should also look beyond the clicks and traffic flow to ways to retain or convert traffic gotten to leads, conversions or sales.
Hashtag performance
Before Instagram became the hub of the hashtag, Twitter was the emperor! With hashtags, Twitter users are able to follow a chain of tweets. Using the right hashtag can help brands and businesses break into a Twitter community to catch the attention of those users who are likely to be interested in their content. Brands and businesses can also have branded hashtags, making it easier for Twitter users to keep track of updates from them. It is important to note that even branded hashtags can become abused (where tweets not relevant to the hashtag are used alongside a branded one), so have more than one branded hashtag. There are third-party social media analytics tools that you can use to gauge how well your branded hashtag is performing.
Engagement rates
Engagement rates are one the most fundamental metrics to track on Twitter. You need to know how well the contents you push out on Twitter is performing and audience interaction with the contact determines this. Tracking things like the number of times your brand or business is mentioned, replies to tweets, people using your branded hashtags, tweet likes and retweets, clicking on links shared, number of people viewing published video contents, direct messages sent to you, follows.
These are all important indicators that reveal how engaging your brand or business’ Twitter profile is. It is also important to pay attention to the kind of content you are pushing out. The more relevant the content is to your audience type (the people following you) the more engagements your brand or business will get. Also, if you are unsure about the performance of the contents you publish on Twitter, track the engagement rate of each content to know what’s working and what’s not. Engagement improves brand visibility. For a more specific data about the rate of engagement, you can check the engagement rate in the built-in Twitter analytics.
Leads generated and conversion rates
For brands who want to divert from just getting online visibility, to receiving more conversions and leads that could bring in the desired sales goal, this is a critical Twitter metric to track. There are quite a number of analytics tools that you can use to track how your website visitors journey through your sales funnel (like Google analytics) until they get to take an action that results in a conversion. Understanding their journey can help brands and businesses know areas of the sales funnel that they need to work more on in order to get more leads, sales or conversions.
Follower growth
If the number of followers keeps increasing, it is a clear indication that you are doing something right. People only follow Twitter accounts that are relevant to their current interest. It is important to note that the interest of people changes frequently and you need to be able to keep up with tracking the current interest of the audience following you to publish tweets relevant to their interest. Otherwise, there would be a huge drop in engagement rate.
As much as possible avoid getting into online rifts that could damage the reputation of your brand or business, this can cause a drop in the number of followers or create an engagement that could negatively affect the brand or business online. The number of followers you have doesn’t necessarily translate to conversions through engagement. So while increasing followers is good, finding ways to engage them is better.