Intangibility of Twitter Results | Twitter Bootcamp Money Marketing Machine Secrets Skills | Targeted Twitter Traffic

Categorized | Twitter marketing

Last week I had lunch with a marketing director from a well known cosmetics company. He believes in the power of social media, especially Twitter to promote the brand. He created a company Twitter account as well as his personal account where he announces company news, new blog posts, promotions and sales.

When we chatted, he shared with me how difficult it is for him to convince his boss about the effectiveness of Twitter marketing. He had a quarterly marketing report due where he had to show “the numbers”, i.e. how much time was spent on Twitter, how many tweets and how it converted into sales.

Twitter results depend very much on the type of products you market. In most cases the immediate call to action does not bring the expected results. So should you cross off Twitter from your marketing tools?

I had this thought when I first joined Twitter. I remember a couple of my Tweets promoting a jewelry piece, offering a discount. After posting it, I would immediately go and check the results only to be disappointed and find out how few of my couple of thousands followers actually bought the piece. But then I would show up at a party where someone I was introduced to, has heard about my jewelry collection thanks to Twitter. Before the Holidays I received an email from @masscontrolkern, an online marketing guru who asked me if we could design a 14K gold and diamond necklace for his wife. He said he found me on Twitter.

As I was getting more online orders, more press inquiries and interview requests, I understood how Twitter marketing works. It’s not direct, it’s not always that you can just plug in the formula of the amount of time you spend on Twitter divided by the generated sales. You can’t measure the immediate impact of your brand’s Twitter presence. Trying to plug Twitter into a formula won’t work unless the formula results include brand awareness, exposure and word-of-mouth.

By Anna of Lucid New York - Follow her @LucidAnna

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