Twitter can be an effective and valuable option for your company to build brand awareness, exhibit expertise, share valuable resources and generate leads and sales.
If your business is using Twitter as part of a marketing campaign, you should be measuring the effectiveness of your efforts. Through technology solutions, such as call tracking and web analytics, you can gather valuable data on audience response to your Twitter activity and calls to action.
Tracking Conversations from Twitter
Ideally, your Twitter activities and marketing efforts associated with the platform will result in lead conversions, some of which may occur by phone. To track these
conversions, you should consider introducing call tracking into your Twitter strategy, and configuring analytics to track Twitter-related visitor activity.
Below are three ways you can integrate call tracking with your Twitter account to capture conversions that happen via the phone:
- Within Your Profile — Assign a unique tracking number to your profile, and add it to the “bio” section under profile settings. The number can direct customers to your general business line, customer service center or sales department. (Remember that the bio has a 160-character limit, and a tracking number with hyphens will take up 12 characters).
- Within Your Tweets — Assign a unique tracking number to an individual tweet or to your entire Twitter campaign. These numbers can be used to track responses from limited-time offers, customer service referrals, direct messages (DMs) and more. (Remember: tweets must be 140 characters or less).
- Within Your Website — By integrating the call tracking Javascript snippet throughout your site, a visitor’s traffic source — direct traffic, search engine, referring site, etc. — will be recorded, and they will be shown a unique call tracking number. As soon as a call comes into this number, the call tracking platform associates it with the person’s traffic source and records it for later review.
When a visitor comes to your site from Twitter, then calls, the conversion is associated with Twitter and reported in your dashboard. This enables you to track calls from Twitter, thereby helping you to evaluate its ability to generate leads and evolve your Twitter strategy to increase conversions.
Twitter Conversion Tracking Through Analytics
Google Analytics can also offer insight on traffic received from different online sources, including social media accounts like Twitter. Under the Traffic Sources tab, you can set up Advanced Segment filters, giving Google Analytics rules for segmenting traffic from specific sources (such as Twitter and Hootsuite) as you define.
Once you’ve identified and setup Twitter, and any URL shortener sites, to be tracked as referring social sources, you can drill into the information — number of visits, pageviews, time spent on site, bounce rate and online form completions — that will help you better evaluate Twitter’s ability to generate leads.
If you feed your call tracking conversion data into Google Analytics, you can quickly obtain a holistic view of lead generation — both online and offline — that result from your efforts on Twitter, and you can more effectively measure and evolve your Twitter campaign based on ROI.
Has your company integrated call tracking into its Twitter account or other social profiles? If so, what have you found effective for enticing customer responses?
