Twitter lead generation cards no longer exist, so what now?

Until recently, one route that B2B marketers could take was to use Lead Generation Cards. They worked by allowing a form to be attached to a tweet, ... STARTYOURFREETRIALANDSEETHERESULTSFORYOURSELFCLAIMMYFREETRIAL> Twitterleadgenerationcardsnolongerexist,sowhatnow? Twitterremainsoneofthemostpopularsocialmediaplatformsaroundtoday,with 120million uniquemonthlyvisitors.So,it’seasytoseewhyitformspartofthestrategiesofmanyB2Bmarketers,keentocapitalizeonits leadgeneration potential. Adsintheformof‘promotedposts’firststartedpoppingupinTwitterfeedsbackin2010.Sincethen,theTwitterAdplatformhasevolved,withitsadsreportedlyhavingan 8to24timeshigherclickthroughrate thanthoseonFacebook. Untilrecently,oneroutethatB2BmarketerscouldtakewastouseLeadGenerationCards.Theyworkedbyallowingaformtobeattachedtoatweet,whichletfollowershandovertheircontactinformationattheclickofabutton.Theycouldbeused,forexample,togetpeopletosignupforanemailnewsletter,requestanestimate,orinsomeotherwayestablishadirectrelationshipwithabusinessoutsideoftheplatform. Buttowardstheendof2016, Twitterannounced thatleadgenerationcards(LGCs)weretobescrapped,amovethatatfirstglanceseemedasetbackforanyoneinterestedinB2Bleadgeneration. However,it’snotalldoomandgloom.TherearemanyothertacticsthatcanbeputtoworkforleadgenerationandadcampaignsstylesthatcouldprovefarmoresuccessfulthantheverydirectapproachofLGCs. Here,we’regoingtotakeacloserlookattheoptionsandwhattherecipeofasuccessfulTwitteradcampaignreallyis.Specifically,we’regoingtofocusonthewaysLeadForensics’customerscanmakeTwitteradsahighlyeffectivepartoftheirB2Bleadgenerationefforts. Advertisercardoptions Twitterstilloffersabroadrangeof creativeoptions foradvertisers,whichallbasicallyworkbyencouragingtheviewertoclickonalink–mostlikelytoalandingpageonawebsite. Eachtypeofadcardpresentstheinformationinaslightlydifferentwayandwillvaryinwhatitincludes,suchastheuseofimagesandvideo.Formoreinformationandexamplesofeachtype,takealookatthis specifications page. Theoptionsinclude: Plaintext Websitecard Basicappcard Imageappcard Promotedvideo Singleimagetweets&GIFs Multi-imagetweets Summarycardwithlargeimage Videoappcard Conversationalads So,whatdoyouneedforasuccessfulTwitteradcampaign? 1.Astrongoffer Thinkingcarefullyaboutyoursalesfunnelisthefirststeptowardsaneffectiveadcampaign–nomatterwhatchannelorplatformyouplantouse.Consider: WhatareyougoingtopromotewithyourTwitterads? Whoareyougoingtoaimat? Whatkindofinformationwilltheybeinterestedin? Whatcanyouofferthemasafirststep? Whatkindofnurturingcampaigncanyoukickoffaftertheinitialconversion? OneofthemainproblemswithLGCsandtheirapproach,wasthatwhileitmayhaveseemedlikeashortcut,inreality,itledtofewresultsasitwastoodirect! Makingsureyourofferworks,andwillgetyouconversions,comesdowntounderstandingyourtargetaudience–inparticularly,thesegmentofyouraudienceyouaremostlikelytofindonTwitter. Ifyou’renotjustrunningadsbutarealsoinvestingtimeinorganicallybuildingupyourpresenceontheplatformtoo,thenyou’llprobablyhaveaprettygoodunderstandingofyourpotentialaudience.Butifyou’renotclear,thenthere’snothingwrongwithdoingsometrialanderror,andwatchinghowvariousadsperform. 2.Thelandingpage Apartfromhavinganofferthatpeopledeemvaluableenoughtoexchangetheirpersonaldetailsfor,howyoupresentthatofferisalsovitallyimportant. Yourlandingpagesneedtobeclearandstructured.Becarefulnottoclutterupthepage,justkeepthenavigationtoaminimum.Theuseofbulletpointsisonewaytoquicklygetthemessageacross,aboutwhowouldbenefitandhow,fromdownloadingtheinformation. OnTwitter,you’remostlikelytofocusontopofthefunnelawarenesscampaigns. Thatmeanspeoplewhoreachyourlandingpagemaybehearingaboutyouforthefirsttime.Don’tscarethemoffbyaskingtoomuchofthematthispoint.Keepyour forms verysimpleandifpossible,useprogressiveprofiling. Weknowyouwanttofindouteverythingyoucanaboutalead,butinreality,youdon’tneedtoknowthatmuch. Justaimtogettheiremailaddressasthefirststep,aswiththatyoucanstartanurturingfunnelthatwarmsthemuptoyourideasandproducts–andhopefullyengagestheminconversationthatwilleventuallyleadtoasale. 3.Theadtype Thenextbigquestioniswhattypeofadyoushouldrun.Imagesandvideosarepopularandworkwell,butthereareloadsofoptionstochoosefrom.Whichshouldyougowith? Whenrunningyourfirstcampaign,youwon’thaveanydataorexperiencetoworkfrom.Gowithyourbestjudgmentandchoosewhateveryouthinkhaspotentialandisgoingtobeeasyforyoutocreate.It’sthenimportanttokeepalogbookandnotedowneverythingyoudo,soyoucanreferbacktoitatalaterdateandseewhatworkedandwhatdidn’t. Twittercontinuestoexperimentwith‘conversational’styleads.Youmaywanttogivethemago,ifitwouldbeagoodfitforyourbrand.Justbearinmind,it’snotgoingtoworkaswellifyoudon’talsochatandinteractonthesocialchannelsinotherways. Inthatcase,considerbuildingamoreconversationaltoneintoyoursocialstrategyfirst(anadvisablethingtodoforanyB2Bcompany)beforeexperimentingwithpaidads. 4.Thecreative Whattextandimageryareyougoingtouse?Soundsaneasyenoughquestionbutisoftenoneofthetrickiest. Anywordsandgraphicsyouuseneedtobehighquality,ofinterestandagoodfitforthepeopleyouareaimingat.Theyneedtobestrongenoughtograbtheireyeandencouragethemtotakeactionbyclickingonthelink.Yourexperiencesonotherchannelswillhelpyouhere,butalwaysrememberthatTwitterisadifferentplatform,withitsownaudience. 5.Useanalytics Knowingwhatworkedandwhatdidn’tisreallyimportant,soyoucanrefineyourofferingandstrengthenyourfutureactivity. Keepalog,analyzetheresults,refineyoureffortsandtryagain.Testingyourassumptionseverytime. HowtotakeadvantageofLeadForensicssoftwareforyourTwitteradcampaigns AsaLeadForensicscustomer,youhaveaclearadvantageasyouwillbeabletotakeaction,evenifaconversionneverhappens.You’llknowwhofoundyouradinterestingenoughtoclickonit,butthendidn’thandovertheirdetailsandconvert.Thekeyistounderstandwhythathappened.   Themostlikelyreasonsare:   Amismatchbetweenwhattheadpromisesandwhatthelandingpagedelivered.Thiscouldbebecauseithasbeentargetedatthewrongaudience,oryou’veusedthewrongmessagingfortheadand/orlandingpage Thelandingpageisnoteffective(forexampleitmaybetoolong,toovague,notmakethebenefitsclear,betootextheavy,havenourgency,asktoomuch…thelistgoeson) Theyweredistracted(byaringingphone,screamingchild,nosycolleague,etc) Theyclickedbymistake They’verealizedtheyneedtofillintheircontactdetailsanddon’twantto Themostlikelycaseisamismatchofexpectations,oradistraction.Inboththeseinstances(andmanyoftheothers)LeadForensicscanhelpyougetaroundtheproblem,bylettingyouseewhohasvisitedthelandingpage. Inyourportal,youcansetupaspecificlisttowatchtrafficcomingtothelandingpageandanalyzethosewhodon’tconvert.It’suptoyoutodecidewhatyouthendowiththem.Havesomerulesinplaceaboutwhoitmaybeworthcontactingstraightaway. Ifyou’reusingan accountbasedmarketing(ABM)strategy andareintheprocessoftargetingalistofinterestingaccounts,thenyoucanbealertedwhensomeonefromthoseaccountsvisitsyourwebsite.IftheyweredrivenbyyourTwittercampaignbutdidn’tconvert,simplybecausetheygotdistractedandforgotaboutit,thenyou’llbeatadistinctiveadvantage. You’llbeabletogettheircontactdetailsfromourdatabaseandtakeactionimmediately.Givethemacallandtrytostartaconversation.Justavoidgoingintosalesmode,asthatmaybejumpingthegunabit.Simplyaimtogettoknowtheperson,introduceyourselfandfindoutifitmakessensetocontinuespeakingwiththem(qualifyyourlead). Also,ifyoutakecarehere,youmaybeabletogathersomevaluablefeedbackaboutyourTwitteradcampaigntoo.Iftheytellyouhowtheyfoundyourwebsite,youcanquizthemontheirexperience.Justtakeitgentlyandplayitbyear,basedontheresponsesyou’rereceiving. So,Twitter’sLeadGenerationCardmaybegone,buttheopportunitytousetheplatformforleadgenerationisstillaliveandkicking.Beforeyoupress‘go’onanyadspend,justmakesureyou’vegotthestrongestpossiblepackagetogether–fromyouroffer,tothelandingpageandtheprocessyou’llthenfollowforanyonewhobites.UseLeadForensicstoensureyoucapitalizeoneveryopportunityandyou’llsoonbeworkingwithahealthyfunnel. FormoreideasonusingTwitterforleadgenerationcheckoutourblog: HowtouseTwittertogenerateB2Bleads Bookyour demonstration Fullname Businessemail Phonenumber Businesswebsite SUBMIT Facebook-f Twitter Linkedin-in Youtube RecentPosts Welcometothefirst-partydataera ReadMore» UsingwebsitevisitortrackingtorevolutionizeyourB2Bleadgeneration ReadMore» LeadForensicsRenewsMembershipWithTheData&MarketingAssociation ReadMore» GETMYFREETRIAL Let’sgetyoustarted Experienceturbo-chargedleadgenerationwithafreetrial. Simpleset-up.Nocommitments.Getstartedtoday. FullName* Company* Email* BusinessWebsite* PhoneNumber* Wheredidyouhearaboutus?PleasechooseoneofthefollowingSearchEngineAdvertDirectMailSearchEngineSocialMediaThirdPartyPublicationPR/NewsLeadForensicsPartnerWordofMouthEmailEventOther Δ GetStartedwithLeadForensics! Fillintheformbelowandwe'llsetyouupwithtrialsoyoucanseeexactlyhowLeadForensicswillworkforyourbusiness.OneofourexpertswillhelpyouseehowLeadForensicsfitsintoyourexistingmarketingandsalesstrategy,too! FullName* Company* Email* BusinessWebsite* PhoneNumber* Wheredidyouhearaboutus?PleasechooseoneofthefollowingSearchEngineAdvertDirectMailSearchEngineSocialMediaThirdPartyPublicationPR/NewsLeadForensicsPartnerWordofMouthEmailEventOther Δ Let’sgetyoustarted Experienceturbo-chargedleadgenerationwithafreetrial. Simpleset-up.Nocommitments.Getstartedtoday. 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