How to set up Twitter lead generation cards, part 1

Last week, I talked about the Twitter IPO and some of the features we expect to become more prominent. Today, I want to walk through one of the most neglected features and how powerful it is: the Twitter lead-generation card. As with all of Twitter’s newest features, this one is hidden away in the ads interface:

Campaigns - Twitter Ads

Find the Cards selection and create a new card. From here, there’s a 5 part process to setting up a new card.

Create Lead Generation card - Twitter Ads

1. What’s your value proposition? Think about what you want in the card in terms of a short value proposition, bearing in mind that you will also accompany the card with a 140 character Tweet most of the time. You have 50 characters to work with.

2. You’ll need an image with a 4:1 aspect ratio. What you should aim for is something that’s 600 pixels by 150 pixels or larger, 1200 pixels by 300 pixels. This graphic can be anything at all – a visual of a coupon, a picture of your staff, your company logo, whatever. It’ll be the central image of the card, however, so make sure it’s eye catching.

3. Your call to action is whatever you want the button to say. As with all calls to action, it’s not a bad idea to rephrase or repeat the value proposition along with an obvious action. “Sign up” is mediocre. “Sign up now free” is better. You have 20 characters to work with.

4. Provide a link to your privacy policy on your website.

5. Provide a link to a URL on your website that has the same action in case the card doesn’t work. If you’re offering an eBook download, this would go to the eBook download landing page.

Once you’ve got your card set up, you have a URL that you can repost anywhere on the web, and the ability to create tweets from it. Simply incorporate your Card URL into any tweet to have it appear.

Cards - Twitter Ads

Here, you can see a tweet we’ve created that incorporates the card.

SHIFT Communications (SHIFTcomm) on Twitter

Now, with one touch or one click, someone can sign up for a newsletter, download an eBook, or even start the buying process right from a tweet.

And of course, you can then go back to your ads account and promote that tweet to drive some leads.

Once you’ve got this set up, you can begin downloading your leads simply by clicking the Download Leads button in your Cards manager. You’re ready to go! You can also have as many cards as you want, so if you want to create cards for newsletter signups, cards for webinars, cards for eBooks, the sky is the limit.

In the next post in this series, we’ll go further down the rabbit hole and look at connecting this directly to your sales CRM, marketing automation system, or email marketing platform. Stay tuned!

Christopher S. Penn
Vice President, Marketing Technology

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Posted on October 8, 2013 in Advertising, Marketing, Social Media, Technology, Twitter

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About the Author

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others. His latest work, Leading Innovation, teaches organizations how to implement and scale innovative practices to direct change. Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. In 2015, he delivered insightful, innovative talks on all aspects of marketing and analytics at over 30 events to critical acclaim. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast. Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero.
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