How Businesses Can Now Generate Direct Leads Via Twitter
September 5, 2013 - Posted by Rilee Chastain
New Twitter lead generation feature means big things for businesses online.
Generating leads has always been one of the single most important aspects of traditional marketing. Therefore, when small businesses began creating a marketing presence online, it only became natural to move these same lead generating tactics online as well to try and gather more information about their online audience. In fact, recent data collected by Infusionsoft found that over 60% of the site’s customers use social media channels like Twitter in order to generate quality leads for their company.
However, moving traditional lead generation tactics online hasn’t exactly been the easiest task, especially when seeking out high quality leads and initiating follow up―until now.
This week Twitter introduced new online Lead Generation Cards as a way for businesses to generate leads directly within a tweet.
While Twitter Cards for promoted tweets have been a great way for followers to see featured multimedia content when they open up a company tweet, these Lead Generation Cards will take this idea one step further by being able to collect a Twitter user’s contact information (name, email address and Twitter username) all from a simple ‘Submit’ button inside of a Lead Generation Card.
How Does Twitter’s Lead Generation Card Work?
Twitter’s Lead Generation Card basically takes the familiar promoted tweet for Twitter advertisers and adds a call-to-action button that will collect useful contact information from users. For example, when one of your company followers expands your promoted tweet, they will now see a call-to-action form alongside the normal image and description. This form is pre-filled out with a contact’s information, making it easier than ever for them to connect with you if they are interested in learning more about your products and services. One they hit ‘Submit,’ their name, Twitter handle and email address will be sent to you to initiate follow up.
How Will Lead Generation Cards Benefit Online Marketers?
Collecting quality lead information online has always been a challenge for businesses. In fact, in a recent Marketing Sherpa study, a staggering 78% of business to business marketers said that “generating high quality leads” was one of their top challenges. Luckily, Twitter Lead Generation Cards not only simplify this process, but can also save you time and reel in more high quality leads for your company.
The outdoor gear and apparel company Rock/Creek was one of the first companies to use the Lead Generation Card in a Promoted Tweet campaign and they experienced outstanding results. ” The campaign saw a 4.6% engagement rate and generated over 1,700 new email contacts in less than one week,” according to Twitter’s blog. This is huge number for any small business or online marketer who is looking to engage their audience and collect quality leads for their company.
To learn more about how to create a Lead Generation Card for your company’s Twitter account, be sure to check out Twitter’s step-by-step instructions. You can also check out our own Marketing Zen Twitter page to see how we are utilizing the new Twitter Lead Generation Card. We would also love to hear about how your company is using this tool on your own Twitter, so leave your thoughts in the comments below!