Twitter continues to be a driving force in the world of social media. According to AdWeek, Twitter ranks second overall when it comes to the number of users in the U.S. and it is predicted that 57.3 people will be tweeting in 2016.
In social media marketing, there is one thing everyone is after, a high return on investment. Whether you are using Twitter’s in-house analytics dashboard or a third-party software, here are five ways you can use Twitter analytics to boost your ROI.
Target your amplifiers
What is an amplifier? An amplifier is an avid Twitter user who loves to consume and create content. Amplifiers are the people who are most likely to retweet. In 2013, Twitter released a study on their blog that shed some light on who amplifiers are and why you should be targeting them.
- Amplifiers can be found in every demographic
Amplifiers are not limited to millennials or the upper-middle class. Every market group represented on Twitter includes its own active influencers
- Amplifiers are highly visual
In general, a Twitter feed that includes images is more compelling. Amplifiers, in particular, have been found to be more responsive to images that text-only tweets.
- Amplifiers want to hear from brands
These invaluable influencers actually crave brand attention and interaction.
Now you know why you should target amplifiers, but how can analytics help you?
Twitter analytics can actually give you a rundown of all of your followers based on their influence. This simple metric will help you identify your coveted amplifiers and let you know who you should be paying attention to.
The tool also lets you see followers interests, the types of content they consume besides yours and the pages similar to you that they follow. Use this information to post content that will engage your amplifiers and get them talking.
Tailor content for your followers
People are more likely to engage with content that they find appealing. What is it that your audience likes to see? Using analytics you can identify the types of post that are inspiring the most retweets, shares, follows and even mentions.
Analytics gives a better understanding of what resonates with your audience and the type of content that falls flat. Take a look at your post rankings. Are there any types of posts that are consistently garnering more engagement? When you share links to product updates, are they receiving more attention than your commentary on a trending topic? What about photos and videos vs. text-only tweets?
You can also take it a step further and split your content into categories to see exactly what information your audience wants to hear from you. If your brand is a furniture store that also inspires a lot of DIY projects, are people engaging more with photos of catalog-style rooms or tutorials that show exactly how the look can be achieved?
Increase your conversion rate
Along with information on your followers and engagement stats, Twitter analytics allows you to track your conversion rates. One of the best parts of this tool is that the person viewing your ad or tweet does not have to act immediately. If someone sees a Promoted Tweet on their phone, but doesn’t visit the website until the get home and are on their laptop, Twitter analytics will still track it.
Boosting conversion rates and tailoring your content go hand-in-hand. What tweets are driving people to the action you want them to take? Do the tweets with the best conversion rate use action words like “download” or “visit”? Do they include a high quality and relevant image?
This all lets you know what direction you should be taking your content.
Find your optimum posting time
TrackMaven’s, The Retweet Report shows that while most tweets are going out during the workday Monday through Friday, retweet frequencies are actually higher between 10 p.m. and 11 p.m. EST and on weekends. Is this true for your brand as well?
Use analytics to see if your audience is engaging with your content more at these times or not. Maybe your target is stay-at-home moms who are active on Twitter during naptimes, but tend to be stagnant on weekends when they are with family. Maybe it is millenials who are consuming information all day long, but not interacting with it until late nights and weekends.
Knowing this information will allow you to better schedule your tweets to be published at optimum times for your market.
Save money on promoted tweets
Using all of the above information will help you save money on your promoted tweets. By identifying your amplifiers, tailoring your content and knowing your optimum times for conversions, you will have a better idea of what tweets to promote and what tweets are best left to drive engagement organically.
Twitter is all about conversation and letting your audience receive messages the way they want. When you understand how your audience prefers to consume content and interact with their favorite brands, you can rise above the social noise by giving them what they want.