Why Use Them?
As the name suggests, they are a great resource to use in a lead generation campaign. The cards allow you to gather data about your customers (Twitter handle, name and email address), which they voluntarily give to you while browsing their Twitter news feeds.
Twitter Lead generation cards are incredibly practical because they allow users to share their email address with you, without at any point requiring them to leave the social media channel to fill out a form, or visit a contact us or newsletter sign up page.
These can then be used for your email marketing and lead nurturing activities, whether that’s sending out newsletters or inviting people to events.
How It Works
When a potential customer sees your tweet, they can expand it and see a description of an offer (free weekly tips in a newsletter for example) and then click a call to action embedded within the card (sign up here).
They’ll then see that their email address, Twitter handle and name are already pre-filled on the card. All they need to do is click a button to accept that they are sending you this data and it’s all done.
You can use this data at a later date, either as a method of generating sales, for lead nurturing purposes (sending over useful newsletters and advice) or using their data as part of your email marketing campaign.
You only need to pay for the number of leads (email addresses) that were gathered during your campaign – and like in AdWords you have a set budget per day and per campaign.
How to Set Them Up
Login to your Twitter account and here is where you’ll find the cards:
Once you’ve found the right page you’ll need to:
- Give your campaign a name (either based on the action that you want people to complete, or the event that you’re promoting).
- Set it to run immediately, or give it a date range.
- The most important step is to choose who you’re targeting. Twitter offers a huge range of targeting options, depending on what audience you want to tap into. All of the following options can be mixed and matched, or you can simply use one type of targeting, depending on what you’re advertising.
- Location targeting: Much like Adwords, you can run global, country specific, regional or even local campaigns targeted by postcode
- Gender targeting: If you have male or female oriented products, then you can tailor your campaigns accordingly. If you don’t, it could still be interesting to split test your campaigns by gender, as you may find that one is more likely to convert than another, again depending on your products
- Language targeting: Cut out irrelevant traffic by targeting one specific language, or conversely, open up our campaigns by targeting multiple languages. I’d personally suggest having campaigns target specific languages, as you’d be able to tailor the content of your cards accordingly.
- Device targeting: This is actually quite specific. You can target mobile, tablet or desktop devices, specific operating systems (Android or IOS) and even WiFi connectivity
- Follower targeting: You can serve your ads to people who follow specific accounts that you know are relevant (for instance businesses with similar products or services to yours)
- Interest targeting: Search Twitter’s list of over 300 categories and target people with specific interests. Those that you know your customers are interested in, or categories that your business falls into
- Keyword targeting: Again much like Adwords, this reaches people that search for particular terms on Twitter. You can even target people who tweet or simply engage with specific terms, meaning that you can deliver your message to people at the very moment that they are having a conversation about a given topic. This will make your targeting dynamic and extremely relevant to that person at the time
- Television targeting: You can target people who watch, engage with or are talking about specific TV shows. So for instance, if you run a Zombie makeup event, it’s be a great idea to use this type of targeting at the Walking Dead premiere of the upcoming season
- Behaviours and Partner audience targeting: This option allows you to reach users on Twitter that have performed certain actions which highlights them as “high intent” users, who are more likely to convert
- Tailored audiences: These are people who’s email addresses or Twitter IDs you’ve already gathered, who have already expressed an interest in your brand and whom you’d like to target for a particular reason (getting them to an event for instance)
- Set you budget
- Choose your creatives
Here you’ll be creating your ad.
Always ensure that people know what they are signing up to: never be vague, add a descriptive headline that gives context about what users are signing up for.
It’s always good to bear in mind that in this day and age, people are constantly being asked to share their email address with businesses. So, make sure that you give them a reason to give it to you: create a compelling reason for them to share their data with you, such as an offer, a discount, a free sample, a sneak peak etc.
Images are also important. Depending on your business, it could be a great idea to use a funny image. After all, you want to entice people as they browse Twitter to be entertained or find interesting articles. If you can make them laugh, as well as provide them with something useful, you’re on to a winner: people will give you their email address with no questions asked.
Measure Your Results
As always, digital marketing is exceptional in that it provides you with measurable results – Twitter lead generation cards are no different.
You’ll want to track you Twitter Analytics, Card Analytics and measure the performance of your campaigns: how many leads are you generating, at what cost, at what rate etc. This will help you tweak your campaigns accordingly. If you’re spending less and getting fewer leads than you wanted, maybe branch out with your targeting to reach more people. If you’re spending too much, tighten up your targeting settings to show your ads to fewer but more valuable customers.