Need Social Leads? Try Twitter Cards

Posted on December 5th 2013

Need Social Leads? Try Twitter Cards

Many people start marketing on social media, but find it can be difficult to generate scalable leads.  One of the biggest challenges is that you typically need to drive people off the site they’re on and direct them to one of your landing pages, where you can collect the lead.  Sending people off a social media website has notoriously had a low conversion rate.  In order to help marketers avoid this problem, Twitter has developed Twitter Lead Generation Cards.

What are Twitter Lead Generation Cards?

what are twitter cards?Lead Generation Cards are Twitter Cards that can allow a user to quickly sign up for your offer with just a single click.  The name of the user, their Twitter @username, and email address are already pre-populated within the Card. The user simply clicks a button to send this information directly to you.  Think of these cards as mini-landing pages, which are hosted on Twitter.

Now, you’ll notice that these Cards do not have too many data fields, so this product is good for developing your email lists, but might not be right for some more advanced or complicated sales funnels, so your mileage will vary.  Of course, you can always use these Cards to build a list of prospective clients, and then market to them through email toward your advanced sales funnel. 

Given the fact that you will be able to achieve much greater sign up rates using these Cards compared to attempting to get people to leave Twitter to visit your site, it will likely be worth the extra effort.  When managed properly, Twitter Lead Generation Cards can help you connect to those people who would otherwise have been missed opportunities.

Will Twitter Lead Generation Cards Integrate with Your CRM?

If you’re collecting leads, you’re probably using Customer Relationship Management (CRM) software to manage them.  Most of the popular CRM systems have already fully integrated Twitters Cards into their lead collection process, so the entire process is quick and easy for you.  Simply set up your Twitter Cards, and begin automatically sending your fresh leads to your CRM without any manual intervention.

The following CRM Systems can be setup to integrate with Twitter Cards:

Given the fact that the Twitter Lead Generation Cards have been catching on so well, it is very likely that other CRMs will add support for them in the near future.

Do Twitter Lead Generation Cards work for B2B clients?

Many people assume that Twitter would only be good for lead generation in the B2C space but recently Twitter has released a case study for WebTrends and the results were quite impressive:

Results

  • 996% acceleration in lead acquisition
  • 500% improvement in cost per lead
  • 300% improvement in cost per engagement

These numbers are obviously impressive, and show that the Twitter Lead Generations Cards can be an effective way to capture leads for virtually any type of business.  The fact that any marketer can have the Cards set up and ready to go with just a few minutes of work is just one more reason why every business should have these powerful Cards available for customers.

Setting Up Twitter Lead Generation Cards

When you’re ready to set up your Lead Generation Cards, simply login to your Twitter account, and visit the ads management page.  From there, click on the ‘Cards’ button at the top, and select the option to create a new card.  The simple five step process will only take a few minutes to complete:

  1. Short Description – Fill out a short description of what the card is used for.  In this area, write a brief value proposition telling people why they should sign up.  You’ll only have 50 characters here, so be brief.
  2. Select an Image – Choose an eye catching image that is easily identifiable with your brand.  The image must be in a 4:1 aspect ratio, and a maximum size of 1 MB.
  3. Call to Action – You have 20 characters to tell people to sign up.  This is the text that will be on the button users need to click to sign up, so something like “Sign up for Free” can be very effective, depending on the business.
  4. Privacy Policy URL – A simple URL to the privacy policy page of your website.
  5. Failback URL – Provide a URL where you want the users directed if something goes wrong.  Ideally, this should be a link to a page where the user can opt in to your list, since that is the point of the Twitter Card.

Once you’ve completed the simple form and saved it, you’ll be provided with a simple URL that you can repost anywhere.  Add the Card’s URL to any Tweet, and it will appear for viewers to see.

If you have any questions about the Twitter Lead Generation Cards, or Twitter in general, please don’t hesitate to ask them in the comments below.  We’ll be sure to reply as quickly as possible.

BrettRelander

Brett Relander

Founder, Launch & Hustle

Brett is a Strategic Digital Marketing Consultant who specializes in social media marketing, mobile marketing, and  lead/sales genertion. He's the Founder of Launch & Hustle, a company that offers affordable custom mobile apps for small businesses (iOS & Android), first class social media management/marketing services and a membership for top digital marketing training and resources. He has over 89,000 followers on Twitter which ranks him among digital marketing's most influential people online and his upcoming book Imperative - How any business can quickly and easily leverage mobile marketing for radical success, is scheduled for release this summer. 

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Comments

Mark Garner
Posted on December 5th 2013 at 11:38PM

"and visit the ads management page."


And where would that be?


i can't see anything like that in my account.;


Thanks

BrettRelander
Posted on December 6th 2013 at 1:41AM

Accidently posted this as a comment instead of a reply first. Here you go. :)

Hi Mark,

On your twitter profile go to your settings dropdown menu and click on Twitter Ads. This will take you to your ads management page. In the top nav of that page click on the Creatives dropdown and click on Cards. 

I hope this helps. Let me know if you have any other questions. 

Thanks!

- Brett

Mark Garner
Posted on December 6th 2013 at 3:07AM

Not available in Australia or most countries for that matter.


I hate it when that happens you go searching for a link in the menu and can't find it, and I think am I crazy, you think I'm a dill, and then we discover, Oh not actually availble to most people.

Good to know.

BrettRelander
Posted on December 6th 2013 at 3:12AM

I'm sorry, Mark. That stinks! 

Don't get too upset though. You do get to live in Australia. :)

Hopefully my next article actually works for everyone. My fingers are crossed. 

BrettRelander
Posted on December 6th 2013 at 1:40AM

Hi Mark,

On your twitter profile go to your settings dropdown menu and click on Twitter Ads. This will take you to your ads management page. In the top nav of that page click on the Creatives dropdown and click on Cards. 

I hope this helps. Let me know if you have any other questions. 

Thanks!

- Brett

WahibaChair
Posted on December 6th 2013 at 8:40AM

Hi Brett,

I could see this being really useful and the Twitter case study extremely helpful in educating clients on the ROI of their social media, especially if they are B2B. 

Twitter ads have recently become available in Canada, but when I log-in as you suggest above I do not see the 'Creatives" drop down. Is that also available for Canadian businesses OR am I missing something?

Thanks,

Wahiba @WahibaChair

BrettRelander
Posted on December 7th 2013 at 8:19PM

Hi Wahiba,

I've received a few similar comments from readers in Australia and Belgium that don't have access to twitter cards either. I've looked around the twitter developer area and haven't found anything that jumps out to me regarding countries where this service is available. I'll continue to look and let you all know if I'm able to find anything. 

Thanks for reading and great meeting you. Have a great weekend!

 

Pieter Vereertbrugghen
Posted on December 6th 2013 at 5:27PM

It does not work in Belgium (the opposite of Australia on the globe).

Unfortunatley, I cannot say "Don't get too upset though. You do get to live in Australia.". It is just Belgium. *Sigh*

BrettRelander
Posted on December 7th 2013 at 8:03PM

Hi Pieter,

That definitely made me laugh. Maybe we need to start a twitter hashtag campaign for them to expand twitter cards globally. #globaltwittercards or something more fun. 

I'm sure Belgium isn't that bad. I haven't had the pleasure of visiting but I'm sure there's some great beer. :)

I hope you're enjoying your weekend!