Twitter's Lead Generation Card expands social media marketing options

SMBs get an easier way to connect with customers.

This week Twitter announced a bold expansion of its year-old Twitter Cards program, giving marketers a new way to directly obtain interested business leads via the social media service.

The new Lead Generation Card is squarely aimed at business tweeters, and it functions a lot like its name implies. Marketers can now embed a card within a standard Twitter message, generally promising some sort of promotional offer (such as "50% off on your first visit"). When readers expand the tweet by clicking on the embedded link, they're prompted to send their information to you.

The neat trick is that the user doesn't have to fill out an "I'm interested" form. Their name, Twitter user name, and email address are pulled from their Twitter account, so getting in touch is a single-click operation. On the back end, you receive this information directly, after which you can follow up with the reader to make your sales pitch. In conjunction with Promoted Tweets, the promotional punch of the Lead Generation Card could be impressive.

The Lead Generation Card is currently in beta and launched this week to Twitter's managed clients. The company says it will be made available to small- and medium-sized businesses soon.

The Lead Generation Card is just the latest expansion to the functionality of Twitter, which originally limited tweets to a mere 140 characters of nothing but text. But now, as regular Twitter users surely have found, tweets can be embedded with all manner of extra goodies, including the popular Photo Card for embedded photographs and the new App Card for those who want to promote links to mobile phone applications.

The Lead Generation idea isn't a new one. LinkedIn pioneered the concept through its advertising system, which gives marketers an option to overlay their page with a lead collection pop-up that's similar to Twitter's Lead Generation Card. LinkedIn's Lead Generation prompt asks simply, "Would you like Bob's Donuts to follow up with you on LinkedIn?" As with Twitter's Lead Generation Card, potential customers can choose to send their information to the marketer with a single click.

This is a smart move on Twitter's end and potentially a great option for small businesses. It's a much needed step that may finally solve, at least for some businesses, a long-running, nagging problem with social media advertising. Many a business owner has now figured out that social media ads can make it easy to get additional followers on Twitter or Facebook, and then wondered what to do with them.

For many business, followers and "Likes" are great, but they don't necessarily lead to increased sales. A case in point: Last month the New York Times reported on Coca-Cola's corporate study which took a hard look at its social media following. Despite 60 million Facebook fans and 700,000 Twitter followers, Coke "found that online buzz had no quantifiable impact on short-term sales."

Could the Lead Generation Card fix that problem? And how long until Facebook follows suit?

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in