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.

1. How to Increase ROI from
with
#TwitterROI

2. Head of SMB Marketing, Twitter
SMB = Small & Medium-Sized Businesses
Introductions
Head of Optimization, Optimizely
#TwitterROI

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. What are your near-term goals
of using Twitter?
#TwitterROI

5. What are your long-term goals
of using Twitter?
#TwitterROI

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. How do you drive
consistent interaction?
Generate traffic through engagement
1
#TwitterROI

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. • Photos
• Sneak-peeks on products
• Blog posts
• Videos / Vines
• Curating 3rd party Content
• RT customers
Drive interaction with
#TwitterROI

10. 80/20
Engagement content to
direct offers
#TwitterROI

11. Incorporate photos and Vine
videos in your Tweets.
Be visual
#TwitterROI

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. 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. Pro Tip
Tweet Scheduling and Tweet Activity Timeline
#TwitterROI

15. Drive traffic and sales with Tweets
2 Direct response marketing
#TwitterROI

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. 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. 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. Track your success
Use our online conversation tracking

20. Amplify your presence
Twitter Ads - Promoted Tweets
#TwitterROI

21. Converting visitors
3 Test and learn
#TwitterROI

22. Tailor your ask to wherever the
visitor is coming from.
#TwitterROI

23. I learned here.#TwitterROI

24. CTAs
#TwitterROI

25. Dollars per medium
#TwitterROI Data typical of one campaign, not aggregate
~$300 ~$6,000 ~$300,000

26. One interpretation
#TwitterROI
~$300 ~$6,000 ~$300,000
Data typical of one campaign, not aggregate

27. Better interpretation
#TwitterROI
?
~$300 ~$6,000 ~$300,000
Data typical of one campaign, not aggregate

28. Subtitle
Don’t just assume
#TwitterROI

29. Subtitle
Test assumptions
#TwitterROI

30. Testing landing pages
4 See it in action.
#TwitterROI

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. Resources
blog.twitter.com/small-business
@TwitterSmallBiz
community.optimizely.com
blog.optimizely.com
#TwitterROI

33. Redeem this offer

34. Q&A
#TwitterROI
@akmercog @kylerush