Marketers love and want leads that convert into sales — and Twitter knows this.
Which is why the micro-blogging site wants more advertisers to tap into its massive database and acquire targeted leads.
However, with 500 million tweets sent every single day, Twitter also knows how difficult it can be to stand out of the crowd. There’s simply a lot of noise, and the competition is tough.
Twitter Lead Generation Card — which is a custom link that lets you collect a user’s contact information with a single click from within a promoted tweet. No forms to fill. No fuss.
The social media giant initially launched the Lead Generation Card to a select few advertisers. But after seeing favorable results from the early adopters, the feature was soon made available to all advertisers.
Since its launch, businesses of all sizes have tasted success with Lead Generation Cards.
But wait… can these cards help you generate leads in a highly competitive niche?
Adobe was able to drive enrollment leads using Twitter Lead Gen Cards for one of their clients in the online education space, where the competition is intense. The campaign was a huge success and the results exceeded expectations.
Finding success with Twitter ads is all about strategy. In other words, you have to know what you’re doing.
In this blog post, we’ll be looking into four practical tips that you can apply to make Twitter Lead Gen Cards work for you and give you a solid return on investment.
1. Know Who You’re Targeting
Converting Twitter users to leads starts with knowing who your audience is.
Who are you targeting? And why? Because unless you target the right users, you won’t see many conversions coming your way — even if your offer is great.
Regardless of the niche you’re operating in or the topic you’re targeting, you have to reach out to relevant users to ensure a good percentage of them take action.
You need to focus on getting your lead generation offer in front of users who would actually be interested in it.
Here’s how you can identify your target audience before moving further.
- Understand the kind of problem you’re solving with your offer
- Create a lead profile and paint a clear picture of your prospects
- Determine who will be able to get the highest value out of your offer
- Segment your audience to reach out to the most receptive set of users
Fortunately, Twitter offers targeting options that make your job easier. Advertisers can target users based on…
- Keywords: Target specific keywords that users are searching for or discussing about on Twitter. Select this targeting option when and if you’re in an industry where there’s a lot of social media activity.
For example, if you’re in the self-help industry where there is an upcoming seminar or workshop on a topic relevant to your offer, you could target related keywords that users may be searching for or discussing about.
- Followers: Target specific handles (@usernames) and show your promoted tweets to their followers. Select this targeting option when you’re going after a certain niche.
For instance, if you’re promoting a free dog training ebook, it makes sense to target handles of dog trainers, dog bloggers, etc. Because users following them have already shown interest in the subject and are more likely to sign up for your ebook.
- Interests: Target interests or passions that Twitter users have. Select this targeting option if you want to go broad in your approach.
For example, if you want to get signups to your cycling newsletter, you may want to target users who’ve shown interest in related topics.
2. Use an Image that Resonates with Your Offer
Since you’re allowed to use a 150 x 600px image with your Lead Generation Card, using one can make a huge difference to your bottomline. It can make your offer more compelling and help you achieve a higher click-through rate.
When it comes to choosing an image for your card, try to be relevant so that it resonates with your offer. Avoid using stock photos at all costs. Your aim should be to select a visual that is fresh, eye-catching and unique.
Be creative in your approach. Think out of the box. And don’t limit yourself in any way.
Look at how @RockCreek uses an image that’s not only relevant to the offer, but also re-emphasizes their main message, along with a clear call-to-action.
To ensure your Lead Gen Card’s image turns out great, try to:
- Use bright colors to attraction the attention of users
- Include purposeful text to make the offer look more appealing
- Add a clear value proposition to stand out from the rest
You should also test different images for each offer you promote. Try conducting split tests with a series of images without changing the tweet’s copy to see what’s converting.
Keep in mind that getting more people to sign up for your email list requires you to attract more eyeballs. A properly selected image lets you do just that.
3. Follow Up to Convert Leads into Sales
When someone signs up for your mailing list through a Twitter Lead Generation Card, they’re basically giving you their permission to email them. They’re telling you that they like your offer and are interested in hearing from you (as long as you’re relevant).
This is why you should follow up on new leads immediately and start building a relationship with them. Begin with a thank you/welcome email and keep the conversation moving forward.
Here’s how @Priceline does it…
It’s easy to win and maintain someone’s trust when you’re fresh on their mind. Things can change if you choose to delay. Subscribers may lose interest overtime or see you as someone who’s not serious. Heck, they may even forget that they signed up with you and accuse you of spamming them!
When you acquire a lead through Twitter’s promoted tweets, you want to ensure that you get a return on your investment. Which is why you should start nurturing new leads without wasting time (use an autoresponder to automate this lead nurturing process).
Every lead that you generate with Twitter Lead Generation Cards (attached to your promoted tweets) will be cold. You need to warm up your leads by creating and executing an effective email follow-up plan. The type of content you include in your follow-up emails depends on your niche, your offer, your goal, etc.
Following up on new leads allows you to…
(a) Continue giving them value and educating them
(b) Create a long-term, trustworthy relationship
(c) Make them more receptive to any future sales pitches
Remember, the more you communicate with your leads and show them that you can deliver real value, the more they will trust you. The more they trust you and see you as an authority, the more they’re likely to convert into paying customers.
4. Consistently Optimize Your Campaign to Find a Winner
Generating quality leads using the Twitter Lead Gen Cards is not rocket science. It’s just science. Since every campaign is different, you’ll have to keep optimizing yours to find a winner.
Even if you understand your target audience well enough and use Twitter’s targeting options effectively, chances are you might not get the kind of results you want.
Because initially, you will not have concrete data as to what works, and what doesn’t. Only when you run a live campaign and study the results will you be able to figure out how to improve.
Right from the number of leads you’re getting to the price you’re paying for each new lead, you’ll have to analyze it all on a regular basis for effective optimization.
Once you have this crucial data in hand and know what to do, you’ll be able to tweak your campaign to get a better return on your investment. You’ll know the best segment of users to target and what changes to make in order to improve the performance of your promoted tweet.
There’s no doubt that Twitter Lead Generation Cards are a powerful way to add responsive leads to your pipeline. However, just like any other form of paid advertising, finding a successful campaign requires trial and error. Which means you’ll have to go through a bit of a learning curve — especially if you’re new.
The tips that we discussed above may sound simple, but they’ll allow you to get better results without burning a hole in your wallet. They’ll not only help you make a comfortable start, but applying them on a regular basis will also help you get the most out of Twitter advertising in the long run.