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Mark Jones is a freelance writer based in Devon, covering the latest developments in mobile tech, social media and gadgets since 2010.

Twitter deals a card for lead generation

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Twitter offers a range of cards that enable businesses to create a more engaging experience for users who share their content. But towards the end of last year it added a new, more powerful card to its deck, and made it available to Twitter advertisers. 

Known as a Lead Generation Card this new marketing tool is an easy way of capturing a user’s information – all they have to do is expand a brand’s tweet and click ‘submit’. 

The Lead Generation Card delivers a call to action within an expanded tweet. When the tweet is expanded the Twitter user’s information, their username and email address, is automatically entered into the form.

Rock/Creek lead the way

Using the Lead Generation Card as a beta-tester in a promoted tweet campaign, @RockCreek, or Rock/Creek, managed to capture the email addresses of 1,700 people, in just one week. Their card encouraged users to enter a draw in which the prize was a pair of Chaco sandals, entering couldn’t have been simpler requiring only one click and no typing. Overall the campaign generated a 4.6% engagement rate. 

This engagement rate is impressive, as many online marketing campaigns will generate engagement rates of under 1%. It even looks good compared to Twitter’s promoted tweets which have been said to have an engagement rate of between 1% and 3% on desktop, with higher rates on mobile.

Simplified process

Part of the immediate success of Lead Generation Cards seems to be the way it simplifies the process for everyone. Businesses and brands can capture information more efficiently and users don’t have to go to an external website or app to enter their details. 

While Rock/Creek’s tactic was to use a prize draw to capture user information, the form-replacing tweets could be a way of claiming a discount, pre-ordering a product or signing up for a newsletter. 

Analytics and CRM integration

Businesses can also see how users are responding to their cards thanks to an analytics feature that allows them to view their ROI and see where they’re going right, or wrong. They can also download the captured email addresses straight into a CVS file or set it up so leads are automatically updated in their CRM system. 

If they haven’t already, businesses will need to sign up to a Twitter Ads account to get started. The Lead Generation Cards are available in all languages supported by Twitter Ads and are open to businesses both large and small.

Further reading

A really insightful Webtrends / Twitter lead generation cards case study from Search Engine Watch

How to set up Twitter lead generation cards by Social Media Examiner

About this blog

This blog is part of our series with local technology writer, Mark Jones, exploring new digital platforms and opportunities.

See all of the blogs in the series.

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Guest Friday, 22 September 2017

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