In May, Twitter announced the limited availability of its Lead Generation Card — a streamlined tool that helps advertisers find and connect off-Twitter with consumers. After testing with a handful of early adopters, Lead Generation Cards are now available to all advertisers, including small- and medium-sized businesses, starting today.
The Lead Generation Card makes it easy for consumers to express interest in what brands offer. They allow people to easily and securely share their email address with your business without leaving Twitter or having to fill out a cumbersome form. When your tweet is expanded, the interested individual will see a description of the offer as well as a call to action that will instantly send his or her basic information to your business.
Outdoor gear and apparel company Rock/Creek used the Lead Generation Card in a Promoted Tweet campaign to collect the email addresses of people who wanted to enter to win a free pair of sandals. The campaign saw a 4.6 percent engagement rate and generated over 1,700 new email contacts in less than one week. That success was due in part to the company’s ability to precisely target interests and @usernames, ensuring that it reached people who were highly likely to be interested in its products.
Since its initial launch, Twitter has made some additional enhancements to the product. For instance, basic setup now takes just minutes from start to finish, and you can download your leads straight from Twitter Ads into a CSV spreadsheet. You can also arrange for incoming leads to be instantly updated in your CRM system.
Additionally, you can now view important metrics that will help you optimize your card designs, such as cost per lead by card. These metrics can also be accessed within the reports for each of your Promoted Tweet campaigns. Twitter is also experimenting with more card layouts, allowing you to use Lead Generation Cards for coupon offers, newsletter subscriptions, and political campaign sign-ups.
Have a global audience? Twitter has made the Lead Generation Card available in all languages supported on Twitter Ads. This means that no matter where your customers are, you can ensure they’ll have a positive experience with the Cards you tweet. To get started, you’ll need a Twitter Ads account. Already have one? Then check out Twitter’s overview and learn how to create your own Cards.
[Image credit: Tadson Bussey]
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.