One good rule of thumb to follow with Lead Generation Cards is not to stop your marketing efforts at acquiring names.
Last week, we discussed what Twitter’s Lead Generation Cards are; this week we have a few tips to help you work with them better. One of the key benefits of Twitter’s Lead Generation Card is the potential for improved conversation rates with its ability to use images and one-click interaction to reinforce a call to action that goes beyond the usual 140 characters. Here are 4 tips to using Lead Generation Cards to their max.
1. Sync Leads
Similar to forms on your landing pages, syncing the data from Twitter’s Lead Generation Cards will automatically bring leads into your marketing automation platform. This will get valuable leads into your system quickly. The most valuable fields to sync are the person’s full name, email address and Twitter username.
When getting information from your leads, keep in mind that Lead Generation Cards only have a full name field and most marketing automation systems have first and last names fields. Also, they don’t capture company names. As a result, you can’t push these leads from your marketing automation system to your CRM (Customer Relationship Management) program. You’ll have to make a few adjustments before sending them off. One way of doing that is since you have their email addresses, you can include them in a nurture track for people who have fields that are missing. This way you can drive them to fill out more information when you send them additional content.
2. Treat Each Card Like a Unique Landing Page
The Lead Generation Cards were designed very similarly to a landing page, just without the form. It includes a title and teaser (the Tweet), an image, short description and a call to action. Treat each of those cards as a unique landing page and design each from scratch including the image, the teaser and the details on the back end. Make sure to choose a photo that best represents your offer, add a compelling description with a strong call to action and change the name of the button.
Remember, users still have to be interested in your tweets to see the call to action on the Lead Generation Cards, so be relevant and add value to your user’s lives.
3. Set Up a Follow-Up Email Campaign
One good rule of thumb to follow with Lead Generation Cards is not to stop your marketing efforts at acquiring names. Once you have the name, send a follow up email to ensure the lead is engaged with your company. Users are more likely to open and click follow-up emails when they’re still accessing your content on the web, so time is of the essence.
4. Measure Your Results
One of the best things about the new Lead Generation Cards is that Twitter has done a great job with its reporting an analytics. It allows you to measure very effectively the performance of each of your campaigns. This is a new and very exciting feature that is not yet available to all users and in all countries. But they are planning to extend this feature to small and mid-sized businesses soon. Make sure you take a look at the numbers frequently to see if your hard work is truly driving sales. Keep an eye out on Three Girls’ Twitter page for updates on this feature and when it will be rolled out!
How are you planning to use Twitter’s Lead Generation Cards? We’d love to hear your ideas!
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Photo Credit: @Twitter