Lead Generation Using Twitter Card Ads – Part One
For the past couple months, I’ve been experimenting with Twitter Ads. Until yesterday however, I had no idea just how powerful they can be for building an email list. It’s still a work in progress, and in this article I’m going to show you what I’ve found. The potential marketing power involved is truly impressive.
To get started with Twitter Ads, make sure you’re logged into Twitter and visit http://ads.twitter.com. There you will see a wealth of information about advertising on Twitter and two options under the “Creatives” menu dropdown:
- Promoted Tweets
- Twitter Cards
Promoted tweets are just what you would expect them to be. You can promote your past tweets or create new tweets for the sole purpose of advertising. In both of these promoted tweet types, you can create very specific demographic targeting to deliver your tweets to specific people.
Twitter cards are “tweet ads” that you create, but they offer more options and flexibility than a simple promoted tweet can include. Here’s the description from the Twitter Developer documentation:
With Twitter Cards, you can attach rich photos, videos and media experience to Tweets that drive traffic to your website. Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers.
And there are a few Twitter card types you can chose to create based on the goal of your advertising.
Twitter Cards Types
There are four types of Twitter cards (at the time of writing). Those are:
- Lead Generation
- Basic App
- Image App
I’m only going to talk about the Lead Generation card today because that’s the one I referred to above as being so potentially powerful. You can learn more about additional card types here.
Lead Generation in Twitter Ads (building an email list)
This is the Twitter card that really opened my eyes to some amazing marketing possibilities. Read the description of a Lead Generation card from Twitter, and then re-read it with your marketing hat securely attached.
Lead Generation cards generate inbound interest from users by allowing them to easily share their information with you from within a Tweet. Lead Generation cards automatically capture the user’s name, username, and email address and let them send this to you with one click.
Allowing me to create Twitter Ads with Calls-to-Action and letting users immediately share their email address? Powerful stuff and it gets even better.
There are other email marketing integrations, but I use MailChimp so that’s where I’ll focus. This integration allows you to connect any of your MailChimp lists to an individual Lead Generation card. Best of all, the double opt-in process is bypassed because Twitter has already verified the users email address. This means that the users information gets added to your list immediately without any further action.
You can read about how to connect MailChimp lists to a Lead Generation Twitter card here.
Starting the Conversion Funnel
This is where the fun starts. Now that you’ve convinced someone to take action and have them in your email marketing workflow, you can interact with them in any way your email marketing methods allow. Let’s talk about that for a moment.
The last thing anyone wants are junk emails from a company or individual with no “off” button. You’ve earned enough trust for someone to share their email address and this should be dealt with respectfully. Here are a few ways in I’ll be utilizing these Lead Generation cards to provide value and to (hopefully) prompt a user to make a purchase.
Providing REAL Value for Free
You’re able to define the message a user sees after clicking the call-to-action button, and you can optionally add a link there. Here’s an example of what this looks like before and after.
In the second image above you can see the message “Thank you for your interest! Mat Morrison will be in touch soon. Learn more.” That “Learn more” link simply sends a user to this guys blog homepage. This was an example so the link doesn’t go anywhere very useful for providing additional value but it could.
In my testing, I am using this message and url link to send people to a landing page on my site with a free video tutorial on the subject of my Twitter Ad. Free value immediately given to them. Yay!
And don’t forget, they’re also now on my email list so I can send them a welcome email with the same link to the tutorial video page or get them started with an email Autoresponder series that promotes both the free video tutorial as well as additional free content in the future to continue building trust.
The Direct Upsell
Another option for this message area would be the direct upsell in combination with something free. I could use the message are to say “Thanks for subscribing, use COUPONCODE to get 20% of our products right now.” and then use the link to send them right to my product sales page.
Add the free content to your Autoresponder emails and now you’ve given that subscriber two options. Interact immediately, or wait for the free stuff and get the gentle upsell later.
The Longtail Upsell
The final option is to promote your paid products or services only after you’ve given the user enough time to decide that you have something worth buying (based on the value of the free stuff they’ve already seen).
I’ll be A/B testing both methods above but will start with the longtail approach. I’ve created a message and link to my free video tutorial and on that page (after the video) I’ve also included an upsell to some of our paid products. My hope is that users will find my tutorial helps them enough to realize they might want to do business with me more closely via our paid options.
I’ll also be including additional free content via an Autoresponder series and each will include a gentle upsell to paid products as well.
Are You Using Twitter Cards?
I’d love to hear if you’ve been using Twitter cards and if you’ve found them to be a worthwhile advertising expense. Please let me know in the comments.
p.s. Part Two of this article will come as soon as I’ve seen enough measurable results to know if my campaigns have been a success.