Recently, Twitter has started ramping up its advertising offering. One ad that we think more marketers deserve to know the benefits of is Twitter Lead Generation Cards. Advertisers can use this new type of ad to generate leads and build their e-mail lists from right within Twitter.
Lead Generation cards are a type of Twitter ad that will send advertisers the @handle, name and e-mail address of users that click on a button within the tweet. Twitter describes it as “a landing page within a Tweet.” Lead Cards are great for campaigns for content marketing, newsletter subscriptions and coupon codes.
We have been using Twitter lead cards for a while now and found that they are extremely effective at driving qualified, high-quality leads at a very reasonable cost per lead. In fact, we liked Lead Gen Cards so much that we created our own tool, Lead Response, to increase their effectiveness even further by letting marketers set up automated e-mail responses to new leads.
Top Benefits of Twitter Lead Cards
- Increase the amount of inbound leads you are getting from Twitter: build a database of highly qualified prospects.
- Open up a bunch of interesting new campaigns like eBook give-aways, coupon campaigns, competitions and newsletter subscription.
- Shorten your lead conversion path: we found that follow-up e-mails have higher open rates and click through rates.
- Cost Per Lead for Driftrock and our clients usually ranges between $2-4.
- If you follow up leads within 5 minutes you can drive both direct response sales and future lead prospects in parallel!
Want to try it out? Follow our step by step guide on how to get started with your own Twitter Lead Card campaign!
What we will cover:
- Where to send your leads.
- Create your Lead Generation Cards.
- Set up your Promoted Tweets Campaigns.
Step 1: Where to send your leads
Before you can publish your Lead Cards you’ll need to set an endpoint that your leads will be sent to. Twitter integrates with a limited number of partners including Driftrock, that can collect the leads for you. Alternatively, you can also download a CSV of your leads from Twitter after your campaign.
Our free Lead Response tool lets you create, track and respond to the e-mail leads you create in real-time.
1) Sign up to Driftrock from the Lead Response landing page.
2) Once in the app, click on "new list" in the sidebar. Give your list a name.
It’s a good idea to create a new list for each campaign you run.
3) Lead response will store a list of your leads for you.
You can also choose for new leads to receive an automatic e-mail as soon as they have expressed their interest on Twitter. Studies suggest that responding to leads within 5 minutes can increase conversion rates by up to 900%!
4) We have created several e-mail templates that you can use to speed up the process.
Choose from the following:
- Subscription confirmation
- Coupon code
- Content marketing
5) Extra options
You can also set Lead Response to automatically UTM tag links in your e-mail, resend it if it hasn't been opened within 3 days and notify your team by e-mail when new leads come in.
6) Finally you will be given a "submit URL" that will look similar to this:
This is what you will plug into your Twitter Lead Cards in the next step.
Step 2: Create your Lead Generation Cards
You have to have an advertiser account on Twitter to start creating your Lead Gen Cards. Recently Twitter has opened up its ad platform for SMBs in the UK, Ireland and Canada in addition to the US. You can sign up here: http://ads.twitter.com
1) Once logged in, choose "Cards" from the creatives tab and click the “create a new lead card” button
2) Fill out the form fields. Twitter helpfully shows you a preview of your lead card as you’re creating it.
You will need to prepare:
- A short description (maximum 50 characters)
- An image for your card (minimum 600px/150px, can contain text)
Button text that includes a strong call to action (make sure to determine the goals of your campaign beforehand!)
A fallback URL (your website)
Your Lead Card submit URL
3) The form field for the Submit URL we created earlier can be found in the "Data settings". Make sure to create a different Lead Response list for each Lead Cards campaign that you plan to run.
4) We recommend that marketers create several Lead Cards to test different pictures, descriptions and button copy. Save the URLs of the Lead Gen Cards you just created for the next step!
Step 3: Set up your Promoted Tweets Campaigns
Although you can use Lead Generation Cards in organic tweets, we recommend for you to use them in combination with Promoted Tweets to maximise their reach.
The next steps are identical to the process of creating a conventional promoted tweets campaign. The only difference is that at the end of the tweet, instead of including an outbound URL you need to paste in your Lead Card URLs. When you create the Promoted Tweet you can also click the card button to choose from your Twitter Cards to save time.
Pro tip: Pin one of your Twitter Lead Cards to the top of your profile for the duration of your campaign by clicking "..." on a tweet from your Twitter profile.
Here are our top tips for promoted tweet campaigns:
1) Define your target audience
There are two ways of targetting Twitter users: using keywords and targetting the followers of specific @handles. Experiment with both, but try to keep your targetting as relevant as possible. How broad or narrow you go will depend entirely on the content that you are promoting. In terms of @handles, we usually create separate campaigns targetting followers of competitors and influencers in relevant fields.
Make sure to create separate campaigns for each different targetting group and location. Each of these campaigns should differ from the next by just one variable. This will enable you to quickly isolate the success factors of your ads and optimise your targetting.
2) Add your tweets with the Twitter Lead Cards URLs
Each campaign should contain between 5-10 tweets that you want to test. Experiment with your tweet copy, but try to use the same set of tweets across all of your campaigns so that there is no confusion about the ad elements that are responsible for a good or bad campaign. At the end of each tweet, make sure to include one of the lead card URLs you saved earlier.
Pro tip: Make sure to push your campaign live at times and days when your followers are most active. You can use twitter management tools such as Buffer and Tweriod to help with this. Alternatively, you can also schedule your campaigns following general Twitter usage stats:
- 92% of retweets happen within an hour of an initial tweet
- Peak hours for Twitter usage are 11am - 3pm EST
- The best days to post promoted tweets on are Tuesday and Wednesday
3) Optimise your campaigns on the go
Twitter will quickly recognise the top one or two performers and allocate them more impressions than your other tweets. Check back on your campaigns often to deselect worse performing tweets so that your overall campaign engagement level remains high.
Pro tip: If you find that the leads you are getting from a campaign are starting to become less relevant, what could be happening is that Twitter is subtly focusing the targetting of your campaign on the types of users that engaged the most with the most popular tweets. This may conflict with the actual niche you want to target, as the most popular tweets are not always the best converting. One way you can regain quality is by lowering your bid (if you have great engagement) and by creating additional campaigns with new targeting.
If you need more help give us a shout!
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Been considering Twitter ads? Try them out for free with our $50 offer! https://t.co/iVinEz4iLM— Driftrock Marketing (@driftrock) June 4, 2014