Back in mid-February, Twitter’s @TwitterAds account was “caught” posting a lead-generation card. Well, today Twitter makes things official with the announcement of the “Lead Generation Card.” This new addition to Twitter’s stable of Cards is meant to help brands drive highly qualified leads, according to the company’s blog post.
“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,” writes Mitali Pattnaik, product manager, revenue at Twitter.
When tweets that use a Lead Generation Card are expanded, users will see a description of the offer and a call to action (CTA). The user looking at this will see that their username and email address are already entered in the Card. To take action, the user simply needs to click the CTA button to send their information along to the company.
Here’s an example:
Princeline, New Relic and Full Sail are among the brands that have tested this product. Twitter notes that beta participants found the Lead Generation Card to be effective for driving a low cost-per-lead.
The Lead Generation Card is available only to Twitter’s “managed clients” today. The company says the Card will be rolled out globally to small- and medium-sized businesses in the near future.
An Optify study from earlier this year found that Twitter accounted for 82 percent of B2B leads attributable to social media, while Facebook accounted for 9 percent and LinkedIn accounted for 9 percent. The Lead Generation Card should keep Twitter firmly in this leadership position.
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