How to use @Twitter cards for #b2b lead generation

Twitter’s Lead Generation cards generate inbound interest from users by allowing them to easily share their information with your company from within a Tweet. Lead Generation cards will allow marketers to collect leads directly within the tweet. Users don’t even have to fill out a form — their information (Name, email, and username) is already pre-filled within the card.

“Marketers regularly talk to us about their goals, and for many it boils down to one major theme: generating leads, and ultimately driving purchases.” – Twitter Advertising (@TwitterAds)

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The Lead Generation Card makes it easy for users to express interest in what your brand offers. When someone expands your Tweet, they see a description of the offer and a call to action. The user simply clicks a button to send this information directly (and securely) to you. Learn how to set this up in 3 easy steps.
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Step 1: Create your card

In your account settings, click Twitter ads and scroll over to the Creatives dropdown menu. This is where you create, modify, send, and track your Twitter cards.

The Card Content

This is where your card begins to come to life and Twitter makes it easy. Simply fill in the required fields with that clever b2b content rattling around in your head.

Short description: This where you tell your followers or other Twitter users what you’re offering or promoting. It’s what they received by clicking your call to action.

Card image: This is where you get to show off your creativity. This image will be shown to users as part of your card. It must be at least 600 pixels wide, and must have a width:height aspect ratio of 4:1. Consider this somewhat odd size before selecting a picture.

Call to action: This is where you get your followers or Twitter users to click. The call to action text is displayed on the button inside the card.

*Notice also that you can switch views from mobile to web to see how your card looks on multiple devices.

The Privacy Policy

You must also provide a link to your privacy policy on your site in order to use the Lead Generation card. All Twitter cards must include this link so users can see what data is being collected and how it’s being used. A simple copy and paste of the link to the  privacy policy on your company website should do the trick.

The Fallback URL

This is the URL where (1) users can learn more about your offer after they sign up for your offer, and (2) users will be redirected to if they view the card on a non-supported platform, such as a third party Twitter client. This URL should point to a generic page on your site such as your homepage or a lead generation form that you host on your site. If your Twitter card is promoting a recent white paper, ideally you want them to show interest by clicking you call to action and you can follow up by sending it to them via email. The Fallback should only be a back up, not a page to obtain more information.

The Destination URL

Adding a destination URL lets us redirect the user to your specified landing page after they submit the lead. This may act as a thank you page, and you can create a thank you message for this URL right in Twitter. This is optional and should not be used to obtain more information from your users.

Name Your Card

Tell Twitter what you want to name your card. This won’t be visible to anyone but you or the managers of your Twitter Ads account. Agree to the terms and click ‘Create card.’

Step 2: Tweet Your Card

Once you create your card, it will be listed in your Card Manager for you to access whenever you want. Just click the link Compose Tweet with this card.

*Note that you can use your card multiple times for multiple tweets.

You compose a tweet like any other tweet. Your Twitter card will take up 23 characters, so you only have 117 left to show you can hang with all the other clever b2b marketers out there and write something insanely catchy with the limited space you’re given.

Delivery

Then you must choose how you want it delivered. This dictates not only how much you want to pay, but also who will see your Twitter card.

Standard: Delivered to only your twitter followers and no money spent. Your CPL is $0 for this one. If don’t want to spend your budget on paid Twitter cards, you can still create them and tweet them out on your own profile, but only your followers will see them. It acts as a normal tweet and the only increase in reach will be if your followers retweet your card.

Promoted only: Delivered to a targeted audience based on chosen keywords or hashtags; this is not delivered to your followers. You can pay to expand your reach – this is a part of the sponsored ads you often see spread across the social network. Surely, you’re likely to obtain more clicks with an expanded reach and key placement near the top of the feed.

 

Promotion

This is where you can select campaigns to promote this tweet. If you have previous paid Twitter Ad campaigns, you can attach your card to any of those campaigns.

Scheduling

This one is obvious enough. Here, you can tweet now or schedule it for later.

 Click ‘Tweet,’ then just go back to your Cards Manager to watch your numbers start rolling.

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Step 3: Manage Your Leads

Every user you persuade to click your card becomes a lead. You can organize this lead information in one of two ways. If you have a CRM, you can integrate that with Twitter and the lead info will automatically populate your CRM. If you don’t have a CRM or you don’t want to integrate it with Twitter, the lead information is simply put into a downloadable list in Twitter.

  

You can also scroll over to the Analytics dropdown menu to see the performance of your Twitter cards.

  • Snapshot gives you a quick glance at how Tweets with your Twitter cards drove URL clicks. You can also measure how your cards did over time

  • Change over time shows you how Tweets with your Twitter cards affected your impressions and clicks

  • Card types show top performing cards that drove clicks.

  • Links in Tweets with your Twitter cards that got the most clicks.

  • Influencers, or top accounts that tweeted links to your content.

  • Tweets with your Twitter cards that drove the most clicks.

  • Sources that your influencers tweeted from various apps, websites and widgets.

Using Twitter cards can be a good way to generate some #b2b leads on this channel. Next step is to run a campaign to get your Lead Generation Card in front of more Twitter users and start collecting leads. Need help running a Twitter campaign?  Reach us at hello [at] launchbit.com.

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