How to Optimize Tweets for More Blog Traffic
2018 Social Media Marketing Planning Guide
If you use Twitter in your marketing strategy, you undoubtedly spend hours carefully crafting generous numbers of tweets for your brand. Twitter, being the fastest-paced social network, requires us to engage with our audience often throughout the entire day.
In the past second, 7,803 tweets were sent.
Your branded tweet, while the most perfectly concise and engaging tweet ever, is now competing against nearly 8,000 other tweets as soon as it is sent. Unlike other networks, where we can still achieve success with 1-2 posts each day, our Twitter strategies need to be stock-piled with engaging content if we are to keep up with the pace at which our audience consumes information on Twitter.
Once your tweets hit the feed, how do you measure the performance of posts specifically designed to drive users to your website?
Linking Twitter to our website provides valuable cross-channel engagement, drives campaign objectives, and gets users to the point of purchase (or a landing page where we can then provide more information). Despite this, it’s not always easy or obvious how to optimize our tweets to increase website traffic.
Let’s fix that. In this post, we’ll show you how to use Twitter to drive web traffic.
Tweet Your Link and Tweet It Often
Of course, by now we know that sharing our website URL on social is an effective way to generate more traffic to our website. A study from SocialQuant analyzed a sample of 500,000 tweets, providing the data we needed to undeniably confirm that tweets with links perform significantly better. The study found that 91.7% of all retweets contained a link.
Simply put, linked tweets are gold medallions on Twitter — highly valuable. However, the nature of the network makes it so that by turning away for even one second, our feeds are already filled with hundreds of new tweets. To ensure that our tweets (and our website links) are gaining the most traction, they must be shared often.
Don’t be afraid of tweeting out the same link often throughout the day. If you’re worried about your audience getting fatigued by the same post, don’t. According to comScore, each person spends just one minute a day on Twitter. So chances are the same person in your audience isn’t going to see the same link twice. Phew.
However, this doesn’t mean you should just post the same exact tweet five times throughout the day. Write 3-5 variations of tweets using different text and figures from the content, you are sharing to make your tweets more diverse. For example, while we continue to promote the launch of our enhanced listening solution, we vary our tweets with different hashtags and copy and can then track engagement to determine which one resonated most with our audience.
Listen to Your Audience
As any social marketer will tell you, social media provides a great platform to learn more about your audience interests and their lifestyles, and of course to gather demographic information so that you can fine-tune your ideal customer profile.
Here’s a screenshot from Simply Measured Listening showcasing our most-engaged tweets (either mentioned by our followers or directly tweeted from our own account). We can determine who is talking about our brand, who is engaging with content, where tweets are generating geographically, and which content is performing best and getting the most attention—this is all very useful as you start planning which content to create and eventually tweet out.
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 which content is responsible for helping you push the needle.
Analyze Content and Calls to Action
If a primary goal of your Twitter strategy is to drive people to your website, then you need to optimize content that draws users in and directs them to your website. You already optimize your content calendar to meet engagement goals, so shouldn’t this also include site visits?
Social Analytics can help you pinpoint specific pieces of content that drive the most Twitter engagement and ultimately drive your audience to your website. Look for trends in the content and focus on how that content is bringing value to your audience.
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 — and remember that wording is everything, so vary the copy of your tweets and continue to use those that 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 calls to action carefully. Expanding these practices to incentivize site traffic will improve your outreach tactics moving forward.
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 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 which content resonates with these audiences, whether it’s products, promotions, or industry thought leadership.
Twitter in 2018
With 2017 coming to a close, you will soon start planning your Twitter strategies for 2018. Here are just a couple of Twitter trends to consider in the new year.
Image Recognition–Triggered Ads
Last year, Twitter announced plans to incorporate image recognition–triggered ads. Twitter plans to improve image recognition AI to facilitate a new type of ad offering where users will be able to gain access to exclusive content by taking a photo of an object. When users take a photo and post those photos to Twitter, an AI-fueled system will recognize the content and automatically respond with a reward for that tweet.
Think of the possibilities for your brand if you are able to automate responses to tweets with links to your website or direct them to landing pages with your offered reward. Driving engagement and web traffic with image recognition–triggered ads could prove to be the best thing to happen to your Twitter strategy. While Twitter has stayed pretty quiet about it ever since the initial announcement, we are eager to see it follow through.
Character Limit Increases to 280
Let’s face it — sharing links (like those to your website) takes up valuable character space, leaving you with the more difficult task of compacting your message even further. While the 280-character increase has some thinking Twitter will become cluttered and unappealing, the character increase only enables marketers to add meaningful details to their already succinct messages. And who are we kidding? 280 characters is still very small.
If you are looking for even more ways to optimize your Twitter strategy, take a look at our blog post, When Is the Best Time to Post on Twitter?
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Bryan is the Content Marketing Manager at Simply Measured. He spoils his dog, is a fitness fanatic, and loves research and writing.