Advice for Nurturing Leads on Social Media
There’s no denying it. Social media marketing has made its way onto the list of crucial aspects of any marketing plan. It has become so important that many companies have also hired social media managers to take charge of all marketing done through platforms like Facebook, Twitter, and LinkedIn. It seems that there is always something new to learn when it comes to such platforms. Recently, Twitter introduced a new development within Twitter Cards: the Lead Generation Card. Twitter Cards are basically Tweets that expand to show media, and they work within Twitter on the web or through a support client. The beauty of the Lead Generation Card is that when a user is interested in an offer or information presented in one of your Twitter Cards, they will be able to send information to accept an offer or join a mailing list with one simple click. With that one click, Twitter sends your brand or business the user’s name, Twitter handle, and email address, turning that single click into a solid lead. The Lead Generation Card will make nurturing leads on social media that much easier. Because the leads found you based on their interests and voluntarily gave their information, you will know exactly the kind of content you’ll need to keep their attention. Here are a few tips for you to get started with Twitter Cards for lead generation.
Create an attention-grabbing Lead Generation Card
When you have mere seconds—perhaps even less than that—to appeal to a potential lead who is scrolling through their Twitter feed, visuals are extremely important. Choose an eye-catching photo to add to your card. Write a short yet captivating description and create a call-to-action. Don’t forget to change the name of the button potential leads will click to send their information to your system. Examples of these calls-to-action include “Join the club!” and “Get coupon.” Twitter has made it extremely easy to create Lead Generation Cards with a clean and simple step-by-step process. Just make sure everything on your card is relevant to the user you are targeting.
Set leads to sync with your marketing automation or CRM system
Leads can be sent directly to your existing marketing automation program. As soon as a Twitter user clicks the button on your Lead Generation Card, his or her full name, email address, and Twitter handle will be sent to that program. There is no need to spend extra time importing the information from a separate platform. Twitter has even provided a list in its advertising help center of CRMs that will work with Lead Generation Cards.
Make contact with the lead as soon as possible
Try to have a follow-up email sent to users very soon after you receive their information. The sooner the user is contacted by the brand or company, the more likely they are to follow through and become a valuable lead. To underscore the relation of the email to the Twitter Card, use a similar theme and think about positioning the Twitter logo and perhaps the user’s handle somewhere in the email. Be sure to include a link in the email that leads to a Thank You page so interaction with the user can be tracked.
Don’t forget to add the new lead to your lead-nurturing plan
Here’s the best thing about Lead Generation Cards: new leads exist because they are interested in what you have to offer. However, just because they were drawn to what you have to offer does not mean you don’t have to work to keep them interested. Share relevant content with your leads based on what brought them to you in the first place.
Monitor the effectiveness of each of your Twitter Cards
Just as Google Analytics measures the effectiveness of advertising ROI, Twitter Analytics allows you to track the performance of your Cards. The reports will show you which Cards in your campaign drew the most attention, allowing you to keep an eye on what ad campaigns and offers seem to work best.
Twitter’s Lead Generation Cards will prove themselves extremely useful for culling solid leads. They are part of a paid feature, but they present a much lower cost-per-lead than most other lead-generating systems. Potential leads are more likely to click on a button to join a list or accept an offer than they are to type their information into a separate form. Smartphone users will particularly appreciate this feature, as filling out a web-based form on an iPhone or Droid is not exactly the easiest thing in the world. You have complete control over how your content is presented in the Cards. Most importantly, they will be extremely easy to integrate into your current marketing plan. Generation Cards are not available to all Twitter users yet, but once they are, they will no doubt be an invaluable, timesaving feature for brands businesses both big and small. They might even change way you think about Twitter as well as the level of importance it holds in your marketing plan.
photo credit: ~Ilse via photopin cc