You’ve undoubtedly spent hours crafting Tweets for your brand, but once they hit the feed, how do you measure performance for posts designed to get users to your website?
We all know that linking from Twitter to our website provides valuable cross-channel engagement, drives campaign objectives, and gets users to the point of purchase. Despite this, it’s not always easy or obvious how to optimize Tweets for website traffic.
Let’s take a look at 3 measurement tactics you can use to start optimizing Twitter engagement to website traffic.
1. Combine Twitter Activity and Your Site Funnel
How do Tweets resonating on Twitter funnel down to site visits?
Pairing Twitter referral traffic with Tweets linking to your website provides a much more powerful lens than looking at trended Twitter visits on their own. Combining Google Analytics with Twitter data allows you see not just how much referral traffic you’ve received, but how many tweets it took to drive those visits.
Measure how sent Tweets are amplified throughout your network, expanding potential impressions and reach before funneling down to visits on your site. Since getting users to your site is just the beginning, configure goal completions to measure actions visitors took after reaching your site.
What you have now is the ability to attribute site visits, campaign submissions and purchases, back to specific Tweets. You can see what content is responsible for helping you push the needle.
2. Analyze Content and Calls to Action Based on Website Metrics
The goal is to optimize content that draws users to your website. You optimize your content calendar to meet engagement goals, shouldn’t this include site visits?
Dive into the top Tweets to see what’s working. These are the Tweets linking to your site, and the top content responsible for visits from Twitter. Analyze which audiences were targeted and what was included in Tweets that motivated users to click through to your site. Determine which calls to action work best.
As you seek to take a holistic approach to your digital brand presence, start incorporating existing practices for mobile, search, and display into social. When driving users to your site, choose your keywords and call to actions carefully. Expanding these practices to incentivize site traffic will improve your outreach tactics moving forward.
3. Discover Website Influencers
Who is driving traffic to your website? Identify which users link to your site, and why.
Understand where your traffic is coming from. Segment earned vs. owned visits. Are your own Tweets the primary driver for traffic to your site, or are others directing traffic for you? Your focus should be to create more engagement with your Tweets, while encouraging others to contribute more content that links to your site.
Explore user profiles that are successful at driving traffic, especially those that frequently share out Tweets linking to your site. Users that engage their audiences with Tweets to your site likely have audiences with particular interest in your brand. Discover what content resonates with these audiences, whether its products, promotions, or industry thought leadership.