How to Increase ROI from Twitter with Optimizely


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Twitter is the platform for generating awareness and engagement with your brand.

Optimizely is the platform for building optimized, personalized, high-converting online experiences through testing.

In these slides we cover how to use both together to drive more traffic from Twitter to your website and convert those visitors into customers.

Published in: Social Media, Technology, Business
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How to Increase ROI from Twitter with Optimizely

  1. 1. How to Increase ROI from with #TwitterROI
  2. 2. Head of SMB Marketing, Twitter SMB = Small & Medium-Sized Businesses Introductions Head of Optimization, Optimizely #TwitterROI
  3. 3. Your customers are on Twitter 60% of surveyed respondents say they’ve made a purchase from an SMB based on something they saw on Twitter. Source | Twitter + DB5 Research Study #TwitterROI
  4. 4. What are your near-term goals of using Twitter? #TwitterROI
  5. 5. What are your long-term goals of using Twitter? #TwitterROI
  6. 6. • Generate traffic through engagement ! • Drive sales and traffic with Tweets ! • Convert visitors with A/B testing ! • Test landing pages live with Optimizely Today’s Agenda #TwitterROI
  7. 7. How do you drive consistent interaction? Generate traffic through engagement 1 #TwitterROI
  8. 8. 9out of10have engaged in conversations with, or about a SMB 76%Have tweeted directly at a SMB Source: DB5 Small Business Customer Insights 2014 #TwitterROI
  9. 9. • Photos • Sneak-peeks on products • Blog posts • Videos / Vines • Curating 3rd party Content • RT customers Drive interaction with #TwitterROI
  10. 10. 80/20 Engagement content to direct offers #TwitterROI
  11. 11. Incorporate photos and Vine videos in your Tweets. Be visual #TwitterROI
  12. 12. Top reasons Twitter users follow SMBs Learn about new products Show support Get information I can use Discounts and promotions 40% 39% 36% 35% Source | Twitter + DB5 Research Study #TwitterROI
  13. 13. Direct Response vs. Engagement Tweets Balancing different types of content. Monday: Behind the scenes Tuesday: Special promotion Wednesday: Helpful tips Thursday: Media spotlights Friday: Focus on followers #TwitterROI
  14. 14. Pro Tip Tweet Scheduling and Tweet Activity Timeline #TwitterROI
  15. 15. Drive traffic and sales with Tweets 2 Direct response marketing #TwitterROI
  16. 16. Direct response Tweets Here’s how to compose one. No hashtags or @mentions Deliver a strong call-to- action that manages click expectations Communicate a sense of urgency Deliver a compelling and relevant offer Include a website URL to the specific product or offer #TwitterROI
  17. 17. Exclusive offers and promotions Flock to unlock. 1. Find an incentive followers will love ! 2. Tweet about when the campaign will launch ! 3. Tweet clear instructions on how to earn the offer e.g. after a certain number of Retweets ! 4. Give followers their well-deserved reward ! 5. Follow up after the promotion #TwitterROI
  18. 18. Consider a Lead Generation Card Help capture intent directly in a Tweet Collect name, email address and @handle Customize Tweet copy Diversify the creative based on the offer #TwitterROI
  19. 19. Track your success Use our online conversation tracking
  20. 20. Amplify your presence Twitter Ads - Promoted Tweets #TwitterROI
  21. 21. Converting visitors 3 Test and learn #TwitterROI
  22. 22. Tailor your ask to wherever the visitor is coming from. #TwitterROI
  23. 23. I learned here.#TwitterROI
  24. 24. CTAs #TwitterROI
  25. 25. Dollars per medium #TwitterROI Data typical of one campaign, not aggregate ~$300 ~$6,000 ~$300,000
  26. 26. One interpretation #TwitterROI ~$300 ~$6,000 ~$300,000 Data typical of one campaign, not aggregate
  27. 27. Better interpretation #TwitterROI ? ~$300 ~$6,000 ~$300,000 Data typical of one campaign, not aggregate
  28. 28. Subtitle Don’t just assume #TwitterROI
  29. 29. Subtitle Test assumptions #TwitterROI
  30. 30. Testing landing pages 4 See it in action. #TwitterROI
  31. 31. Lessons learned Test unique experiences for visitors from different mediums 1 2 Ask why and interpret data before making broad decisions.3 4 Drive traffic with DR Tweets and specific offers. Investing in engagement strategy means creating an audience that will broaden your reach and look forward to your content. #TwitterROI
  32. 32. Resources @TwitterSmallBiz #TwitterROI
  33. 33. Redeem this offer
  34. 34. Q&A #TwitterROI @akmercog @kylerush