Marketers know social media is important to their content marketing success, but they may not be certain if their posts, Pins and Tweets are generating qualified leads.
Twitter wants to solve that dilemma by adding another feature to its suite of Cards, providing brands with additional capabilities through the microblogging site.
It’s latest introduction – The Lead Generation Card – makes contact data collection a seamless part of the Twitter experience. Brands can use the Card to Tweet promotional offers such as exclusive discounts, loyalty programs and newsletters. If viewers are interested in the offer, they can expand the Tweet to see more information and the call to action (CTA).
Without navigating away from the site, followers can click a button that adds their names to the lists. The network even takes the work out of opting-in by populating the Card with readers’ contact data (users’ names, @usernames and email addresses). If they click the button to submit their data, the Card securely submits the information to the business.
Twitter is making Lead Generation Cards available to its advertising clients immediately, but plans to extend the feature to brands around the world in the near future. Through its beta testing, the network found that businesses like Priceline, Full Sail and New Relic drove down lead generation costs because of how easy it was to integrate the new Card into their existing social media strategies.
This is part of Twitter’s plan to give businesses more targeting capabilities. Earlier this spring, Brafton introduced Twitter’s Gallery, Product and Application Cards, which give businesses more effective methods to showcase their products and services online.
Marketers will continue to find the lines between social media, search and sales blur. As internet users’ behaviors become more complex, brands need to develop smarter content strategies to engage them.