Thanks to American Express I’ve been trying out advertising on Twitter for less than $100 I got 26 followers and 42 clicks. This means absolutely nothing – until you put deep analytics behind this to fully understand the ROI of the money spent and can see over time what action these clicks and new followers have resulted in, in regard to your sales (or other desired action)
You cannot get excited about followers and clicks (well not too excited) with Twitter advertising or any other online advertising. Sure these are metrics which are a signs of engagement, but the real MONEY and EXCITEMENT comes in knowing that these 26 followers, brought in $59 in sales from 3 converted customers – see what I mean?
The only way you can know this is if you are TRACKING your Tweets and all online engagement (which many of us don’t do). To do this, use an integrated marketing system that can help you track all your online advertising and engagement from beginning to end.
There are a number of systems that can help, including Infusionsoft, Hubspot and Marketo. Tools from Constant Contact, Vertical Response provide social media engagement tools as well but are not made (yet) for a completely integrated solution.
So my POINT is while online advertising is cheap and neat to see all the action – you MUST careful track your advertising to know what is most effective or you’ll be wasting your time on glitter and sizzle with no real profits.