Twitter is a unique channel that is both an inbound and outbound channel. If you're using Twitter as an outbound channel to drive leads with Twitter Ads, here are five ways to optimize your Promoted Tweets campaigns to drive even more leads.
1. Include call-to-actions in Tweets with a required form on the landing page for users to fill out.
Whether you're promoting a new whitepaper, guide, ebook, promotion offer, coupon, or free trial; be sure to include a form on your landing page to convert the visitor from Twitter to a lead.
2. Check which organic search terms are driving the highest quality visitors to your site and to determine our targeting criteria
Use your focused keywords from your SEO strategy and the search terms that are driving trafic to your site to determine which keyword to use for your Promoted Tweets in Search campaigns.
3. Monitor Twitter campaign on a daily basis and optimize campaigns to achieve highest performance levels
Check your Twitter campaigns on a daily basis to make sure you are targeting the right keywords, location, and devices with the Tweets you are promoting. Also, adjust the bid accordingly using the suggested bid range that changes on a daily basis.
4. Implement a "Struck-while-it's-hot" process to reach out immediately to users who mention your brand name or any of your targeted keywords
Use saved searches on Twitter or use your own social monitoring tool to identify if there are Twitter users that are mentioning your brand or relevant keywords and reply with answers to their questions or relevent content.
5. Close the loop by Tweeting relevant follow up links to users who became a lead from Twitter
- Optify (@optify) August 15, 2012
@alexanderrhysb@amyshort90 Hope you enjoy our#SocialMedia Campaign guide! Here are other resources you might like bit.ly/MW5Ux5
If you have the capability to track a lead that converted from Twitter from a specific Tweet, close the loop and reply back on Twitter with follow up content.
But wait, before you start using Twitter Ads...
Be sure to have the baseline metrics and analytics in place as you continue to run ad campaigns on Twitter so you can analyze which campaigns not only drove leads but resulted in opportunities. Use similar elements (content, call to action, distribution, targeting) to optimize future campaigns.
Visit Twitter's case study page to read about the results and success we've seen at Optify by integrating Twitter Ads into our multi-channel marketing program.
What are some other tactics you've found efffective for driving leads from Twitter?