By Keith Trivitt | Director, Marketing and Communications
Today’s announcement by Twitter of the launch of its new Lead Generation Card represents a major milestone in the evolution of both the microblogging site and performance marketing. Lead Generation Cards are part of the suite of Twitter Cards, which are essentially expanded tweets that allow organizations and businesses to promote their content and offers.
For Twitter, it is a recognition that engagement and social media buzz are great but the days of advertisers being able to live solely off of that as justification for investing in social media campaigns are quickly coming to a close. As Twitter said in announcing the new direct marketing offering, the key goal for many marketers “boils down to one more theme: generating leads and ultimately driving purchases.” We couldn’t agree more.
For performance marketers, Twitter’s Lead Generation Cards should become a useful tool in their performance social marketing campaigns. Performance marketers have longed argued for more lead-gen-specific capabilities within social platforms. As we wrote recently, Facebook’s recent development of CPA bidding for direct marketing advertisers is an important step toward making that social network a more performance-marketing-friendly advertising platform.
So how do Twitter Lead Generation Cards work? Here is how Twitter explained them on its blog:
Twitter Cards let you bring rich experiences and useful tools to users within an expanded Tweet. The Lead Generation Card makes it easy for users to express interest in what your brand offers. Users can easily and securely share their email address with a business without leaving Twitter or having to fill out a cumbersome form.
When someone expands your Tweet, they see a description of the offer and a call to action. Their name, @username, and email address are already pre-filled within the Card. The user simply clicks a button to send this information directly (and securely) to you.
For now, Twitter’s lead-gen cards are only available to “managed clients” but the social network plans to make them globally available soon. As Marketing Land’s Matt McGee writes, we can expect a “fair amount of small business owners will want to kick the tires [by testing lead-gen card campaigns] when that happens.”
Interestingly, Congress.org points out that the release of Lead Generation Cards by Twitter may have the added benefit of helping nonprofits and advocacy groups increase visibility and build their membership base.
At MediaWhiz, we’re excited about this new opportunity engage, acquire and retain customers via Twitter. Social media has opened up so many new opportunities for brand marketing over the last five years. It’s an encouraging sign that Twitter, along with Facebook, are finally bringing some of their marketing magic to the performance marketing world in the form of direct response, lead-gen capabilities.
What do you think? Will Twitter’s new Lead Generation Cards amount to anything? Will you be using them for your next lead-gen campaign?