Your fans and followers are both important sources of revenue for your business, but it turns out that
people on Twitter are more immediate and interested in being influenced to
spend money. Over the past 2 years, we've been tracking how effective our clients' online marketing campaigns are at driving in-store revenue. The results may surprise you.
It turns out that people engaging with your brand on your website and Twitter are more likely to come spend money with you than the people on your e-mail lists and Facebook fans. Not surprisingly, our findings suggest that the audience engaging with you on your website and Twitter carry a significantly higher intent, or immediate propensity to buy, than those on your email list or other social media. People on your website and twitter followers also take action more immediately.
As you can see above, over 50% of customers who convert from twitter, and over 60% of customers who convert from your website spend money in-store within the first 24 hours of claiming an offer. That's incredible. People who engage on Facebook and through email campaigns often take their sweet time to come in, but that's NOT a negative. It merely suggests that their intent is not as high. These platforms are still incredibly valuable for building brand awareness and community. [NOTE: targeted messaging on Facebook (ads) and E-mail (segmentation) resulted in significantly higher in-store conversion rates].
What’s the take away? Online to offline conversion is merely a function of targeting the right customers at the right time. ROI focused social and digital campaigns are most successful on Twitter and website, likely because these are the places customers land when they're looking to make a buying decision. Facebook and email can also be highly effective means of driving revenue, but require a more targeted approach.