In February, Twitter began testing a new ad unit that enables marketers to generate leads directly from tweets. Today the company is making it — now known as the Lead Generation Card — available to its managed clients, with a global launch planned soon.
“The Lead Generation Card makes it easy for users to express interest in what your brand offers,” stated Twitter in a blog post announcing the rollout. “Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.”
Not only does the Card help brands and businesses to discover potential customers, but it also reduces the amount of time spent between finding and offer on Twitter and actually purchasing the product or service.
When someone expands your tweet, he or she will see a description of the offer as well as a customizable call to action which will instantly send his or her basic contact information — including name, Twitter username, and email address — to your business. All of this information is already pre-filled within the Card, eliminating the extra step of filling out a form.
The new Twitter Card has been tested with several brands, including New Relic, Full Sail, and Priceline, all of which have provided positive feedback about how it helped to drive deeper connections with customers. Additionally, many early testers found that the streamlined nature of the Lead Generation Card was “instrumental” in driving a low cost-per-lead compared to other technologies.
In recent months, Twitter has introduced a handful of new Cards that aim to enhance the in-stream experience for consumers as well as businesses, including integrations with apps, products, and galleries. The Lead Generation Card will likely be the most valuable to businesses looking to drive sales over engagement.
Currently the Card is being made available to accounts managed by Twitter, but the company plans to launch it globally and to small- and medium-sized businesses soon.