Making The Most of Twitter Analytics To Redefine Your Marketing Strategy

Recently, Twitter expanded the character limit for tweets from 140 to 280. Now, you can easily market your products and draft interesting Call to Actions without worrying about the 140-character limit. Needless to say, this is just the right time to come up with a brand new marketing strategy for Twitter.

The 280-character limit will allow marketers to be more expressive and informative while still keeping their tweets crisp and engaging.

Before you start drafting new tweets for your account, take a step back and analyze how your previous content is doing. Twitter has a native analytics tool that can be used to examine the reach of your content and know your audience in a better way.

All you need to do is visit the Twitter Analytics page of your account right here and bring a radical change to your marketing strategy. If you are visiting the Analytics page for the first time, then it can be a little overwhelming. Let me take you on a step-by-step walk through of the Analytics section by suggesting how to use this information in your favor.

Before we dive in, let's kick things off with a quick video from Ms. Ileane that shares how to use Twitter Analytics to Optimize Your Hashtags.

1. Analyze your growth and top content in one place

The Twitter Analytics section comprises of different tabs. If you wish to get a quick look of your top content and get crucial information regarding the growth of your account, then you can simply browse the Home section.

The top-most section will provide a quick summary of your profile visits, impressions, follower growth, etc. By default, these metrics would be counted for the last 28 days and are updated on a regular basis.

After scrolling down a little, you can view a monthly breakdown of your content like top follower, top media tweet, top mention, and more. On the right, this will again show the change in profile visits, mentions, followers, and more related to the respective month.

This will let you scan your monthly performance by getting all the crucial data in one place.

2. Dig a little deeper into Twitter Analytics

Even though the home page of the Analytics section will let you glance through the growth of your account, it won’t be enough. To get more information, you need to visit the dedicated tab of the Analytics page. The first section is for “Tweets” that can be used to examine vital information related to the performance of your tweets.

On the top, you view a histogram regarding the daily impressions of your tweets. By default, this histogram will depict data related to the past 28 days. Though, you can just click on the calendar icon and alter the time duration as well. Simply hover on the histogram to examine the impressions of your daily Twitter activity. This will help you determine the days which host maximum traction for your content.

By scrolling down a little, you can get comprehensive information about your tweets. The section has these 4 tabs:

Tweets: Providing a list of all the tweets made on the selected duration

Top tweets: A list of tweets that got maximum traction

Tweets and replies: A list of both tweets and replies

Promoted: This only includes promoted tweets

You can just select the category of your choice to view its details like impressions, engagement, and engagement rate. As you know, impressions depict the number of users who have seen the tweet while engagement depicts the number of people who have engaged with the tweet (clicked, replied, retweeted, and more). Engagement Rate is the total number of engagements divided by its impressions.

In this way, you can know the exact reach of your content. Examine what kind of tweets gained more engagement and why. Furthermore, you can identify your top tweets and focus on developing the similar kind of content in the future.

Besides that, you can get tons of information about tweets on the right panel. Here, you can see a visual breakdown of your profile visits, engagement, replies, retweets, etc. Several histograms would be plotted on the basis of the selected duration. You can readily use this data to know the performance of your Twitter account metrics.

3. Examine the ROI of your promoted tweets

By following the above-mentioned drill, you can get an in-depth detail about the performance of your tweets. Though, the same section can also be used to examine how your promoted content is doing. For instance, if you have run promoted tweets before, then the histogram will feature two different shades. Simply hover on the bar and differentiate between the organic and the paid reach of your tweets.

Furthermore, you can visit the “Promoted” section right under the histogram to know the exact impressions, engagement, and engagement rate of every promoted tweet of yours. This will help you examine the ROI of your promoted content without any trouble.

4. Draft tweets according to the interests of your followers

Now when Twitter has expanded the character limit of its tweets to 280, you can certainly experiment a little with your marketing plans. Make sure that you are already aware of the concept of Twitter Marketing before you bring a radical change in the existing plan.

One of the best ways to do it is by getting to know your audience. Just go to the Audience Insights page and get to know more about the interests of your followers. From the TV shows they like to their political inclination, the analytics page will let you know it all. In this way, you can come up with a more resonating and personal content plan for your followers.

5. Target your audience wisely

Apart from knowing the interests of your followers, you can also gain extensive information related to them under the “Demographics” section of the Audience tab. This will provide details related to your followers on the basis of their gender, age, languages, country, household income, and more.

In this way, you can know whether your followers align with the target audience of your brand or not. Also, this data can be used to bring a drastic change in your marketing strategy and open new insights.

If you are using Twitter for brand monitoring and awareness, then you should certainly visit the “Consumer Behavior” section of the Audience tab as well. This will let you know the buying style of your followers, the kind of products they like to purchase, and more.

6. Make your campaigns event-driven

The golden rule of social media marketing is to stay relevant. That is, you should know what is trending and how you can market your brand by tapping the ongoing buzz. One of the best ways to do this is by visiting the “Events” section of Twitter Analytics.

This will provide a list of all the major upcoming events the world over. You can simply create a new campaign right from its native interface or click on the “View Details” button to know if the audience of the event aligns with your consumers.

Also, you can browse the upcoming events here. You can filter them on the basis of your country, date, and event type. For instance, if you own an apparel brand, then you can look for events related to your brand in the country. Later, you can view details regarding the event and come up with an engaging campaign. In this way, you will never miss out on an event.

7. Track conversions from Twitter to your website

This newly added feature of Twitter Analytics can certainly help you in numerous ways. Just select the “Conversion Tracking” option under the “More” tab to get things started. From here, you can create a unique website tag that can later be added to your website’s code. In this way, you can track how your audience from Twitter got converted to a prospective lead.

8. Do more with Twitter Analytics

If you wish to extract more details related to Twitter Analytics, then you can also export these reports. Just go to the Tweets tab and select the time duration of the data you wish to extract. Later, you can simply click on the “Export” button to download a CSV file of this content. You can open it with Excel (or any other document) and perform various operations as per your needs. This data can also be used to make reports and presentations.

There are lots of free Twitter Tracking tools that you can also use. This can help you dig a little deeper and get comprehensive details related to your account.

Twitter Analytics Provides Marketing Data

Now when you know how to make the most of Twitter Analytics, you can certainly enhance your marketing strategy on Twitter. Utilize this newly attained knowledge and make use of the 280-character count of tweets to outshine your competitors.

If you have a question or suggestion about Twitter Analytics, feel free to drop a comment below.