Who wants leads?
We all do, no matter what niche or industry you happen to be in, B2C, B2B, B2G, whatever. Great that we can now generate leads from various areas of digital marketing and this post will concentrate on social media, and Twitter in particular.
Twitter lead generation cards
I will venture into the world of Twitter lead generation cards for this post. This is a fresh unique tactic that we can all use since May 2013.
Lead generation cards can be embedded into tweets that can go out to your Twitter following. You can input all the setup details. When your target audience clicks to expand the campaign tweet, they will see what you highlighted, whether that is a service, product offer or competition etc.
Twitter has thought through how to handle the leads in an efficient way. You can link up your CRM system to receive the information (user’s name, @username, and email address) directly from Twitter, so avoiding downloading to a CSV file that was commonly used in the past with the first types of online web campaigns. The following CRM providers integrate with Twitter lead generation cards: Eloqua, ExactTarget, HubSpot, Infusionsoft, LoopFuse, MailChimp, Marketo, Optify, Pardot, Sailthru, Salesforce and Silverpop. This is a great way to measure your social media business success!
4 steps to success
To create your first Twitter lead generation card, sign up for Twitter Ads and then locate the Twitter Ads link under the drop-down menu in the top right-hand corner of your screen. Click the advertising interface and then click on the Cards option on the navigation bar, and on the right you’ll find the button for creating your lead generation card. You will be asked to input your campaign details and design assets. There are also some advanced settings to be made;
- Submit the URL - This is your endpoint connection, leading to your CRM system.
- Define a Fallback URL - Maybe someone clicks through on a non-supported platform? If so, this is the backup link they’ll be directed to. Naturally it gives you another chance to engage and convert.
- Rename the Form Fields (Custom Key Names) - This is important to sync up with your database headings like “Contact_Name”.
The card can be previewed once you have added all your details. You will be taken to the “Card content” page, where you will see mobile and web previews of your card.
Attaching a Twitter card to a Tweet
You can attach a saved card to a tweet. This is done simply by logging into your Twitter Ads account and then clicking the blue Tweet button located in the upper right-hand corner on any page in your Twitter Ads account. Attach one of your cards by clicking the card icon located just below the tweet input text box. Attach a card that you have created, and then you can send it.
You can also use Twitter promoted tweets to send the card. Doing this will add all the extra targeting options beyond your own following that come as a part of using promoted tweets.
The winning formula?
Lead generation cards can be sent from a tweet that you can compose in the Twitter ads interface. However, you will find greater reach when you use Twitter cards as an extension to a promoted tweets campaign. It is important to really think through your targeting strategy. What platforms, what message, when should they be sent, have I got an offer that really means switches on my target audience or am I advertising a service that really meets their needs right now?
I am a social media strategist, blogger and speaker about social media marketing. This blog is a fun outlet for me to talk about new trends and applications, especially helpful if you are new to Social media. Subscribe and learn about how to use and adopt Social media for Marketing, and keep up with the latest news. I am also the Head of Social Media for Philips Lighting. I am active with strategy development, activation, governance, projects and educational training activities for all aspects of social media within Philips Lighting. I have been working in the digital marketing area since 1997, and previously held roles in engineering, design and sales. In addition to this blog, I tweet daily on two Twitter accounts, have two Facebook pages, Google+, Pinterest, So.cl, Instagram, and participate in many other social networks.
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