What is a Twitter card:
Twitter Cards let you bring rich experiences and useful tools to users within an expanded Tweet across the web and on mobile devices, which in turn allows Twitter to send more engaged traffic to your site or app.
What is a lead generation card:
Lead Generation Cards are Twitter Cards that helps brands drive highly qualified leads. They make it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.
When someone expands your Tweet, they see a description of the offer and a call to action. Their name, @username, and email address are already pre-filled within the Card. The user simply clicks a button to send this information directly (and securely) to you.
Best Practices to Generate leads with Twitter’s lead Generation Card:
Create effective visual content at will grab attention and compel users to click on it. The image should not be larger than 1 MB. It should maintain a minimum of a 4:1 aspect ratio, and should not be less than 600px in width. When they click on it, you get relevant information of the user so that you can follow up. Animated gifs are currently not supported in Twitter Cards.
Call to Action:
Write a short description and a irresistible call to action. Your copy should be such that it encourages them to click. The description should have at the most 80 words and 240 characters.
Follow up as fast as you can. If possible set an auto response email. Integrate it in your internal CRM processes. You can convert these leads with traditional methods such as email and use them in other marketing efforts. A well timed and personalized “Thank you email” helps in engaging your prospect.
Leverage platforms other than twitter like Website, blog, email to remarket these leads. Your emails can have a secondary call-to-action to help you get through the funnel.
With this you can accurately measure your ROI. These leads generated can help you in testing different advertising tactics, product descriptions, effectiveness of campaigns and align them with all the metrices.
Twitter has been been testing this feature with a few of brands and has received positive feedback about how it helps to drive deeper connections with customers. Twitter mentions that many beta participants found the streamlined nature of the Lead Generation Card was instrumental in driving a low cost-per-lead compared to other technologies in their marketing suite.
Twitter plans to launch this Card globally and to small- and medium-sized businesses soon.
Image Source: Twitter