I’m sure it’s happened to you. You click on some content of interest from a brand, whether it’s through email, social media, ads, or any other channel, and there’s a form to fill out. You immediately abandon your mission because you don’t want to fill out the small fields on your phone and there’s no auto-fill option. Maybe you’ll complete the form out of strong interest in the brand, the chance to win something, or some other promised benefit, but all too often the proposed value isn’t worth the effort to submit information.
Brands often face this obstacle in the checkout process–and that’s when the customer wants something from them. Collecting new leads is a whole different battle; however, Twitter’s Lead Generation Cards address this exact issue.
If you’re unfamiliar with what a Twitter Card is or don’t know how to set up an ad account on Twitter, head here before reading any further.
A lead generation card presents users with an offer from your brand. If a user is interested in your offer, he or she clicks it, and the card expands to reveal details about your offer alongside a call to action button. The user’s email, first name, last name, and @handle, will be pre-filled within the card. All he or she has to do is click to consent the submission of their information.
Two clicks, 1 new lead, and 0 fields to fill out.
Suddenly, the tasks of growing your blog subscribers, increasing email subscriptions, collecting contest entries, etc. aren’t so daunting. Lead generation cards are a native, relatively unobtrusive platform and users never have to leave Twitter to take action on your offer. When user abrasion goes down, leads tend to go up.
Twitter went a step further and also made the process smoother for the brands creating Lead Generation Cards. As leads are captured by your card, they are stored within your Twitter Ads account–available for direct download in CSV format at the click of a button (see arrow in image below). From there, you can manually import them into your CRM system, email marketing system, etc. If you use one of the following Twitter-approved CRM partners, you can import your leads directly from Twitter without downloading them:
- – Driftrock
- – Eloqua
- – ExactTarget
- – Infusionsoft
- – LoopFuse
- – Mailchimp
- – Marketo
- – Pardot
- – Sailthru
- – Salesforce
- – Silverpop
Within the context of your account’s organic following, use of Lead Generation Cards is unlimited and free. However, if you wish to expand your audience (and you should), you can put some advertising money behind a Lead Generation Campaign through promoted ads.
Twitter offers a wide variety of targeting options to fulfill your campaign needs:
- – Interests: Serve your ads to users whose interests align with your business
- – Keywords: Target users who have recently tweeted or engaged with a specific topic
- – Followers: Reach the followers of specific accounts who will likely be interested in your content
- – Tailored Audiences: Utilize your own CRM lists to target user groups
- – Locations: Focus your ads on a specific geographic locations
- – Devices & Platforms: Only display your ads to users on designated devices and platforms
- – Gender: Cater your ads to general male or female gender segments
- – Language: Limit your ad’s display to users who use Twitter in the language you specify
You can combine any number of targeting options within a specific campaign to mirror the specificity of your ideal lead, however it’s best to keep separate campaigns for each major targeting option you choose (i.e. one follower-targeted campaign & one keyword-targeted campaign).
The pricing structure is simple. Cost-per-action pricing means you only get charged when a user completes an action that you specify as a goal for your campaign. When you launch a Lead Generation Campaign, you’ll only be charged for the number of leads you collect. All other actions are free. The cost of each lead is determined by an auction-based bid, which will never climb higher than the maximum bid you set.
Following its Lead Generation Card beta run, Twitter commented: “…many beta participants found the streamlined nature of the Lead Generation Card was instrumental in driving a low cost-per-lead compared to other technologies in their marketing suite.” So while social engagement is important for any brand, achieving a measurable and low-cost approach to lead acquisition is certainly advantageous.
When you’re ready to set up your first Lead Generation Campaign, follow Twitter’s technical how-to guide to get started. Remember to use engaging images & copy and offer something genuinely valuable in your Lead Generation Card. Lastly, don’t forget to follow up with your leads–whether you contact them individually or simply enlist them in the service, such as your email list, that they expressed interest in.
Have you used Lead Generation Cards? Tell us about your experience in the comments section below.