Twitter Tests a New Twitter Cards Feature With Lead-Generation Potential
Twitter appears to be on the verge of getting a lot more intriguing for those in the business of generating leads. The Twitter Advertising handle posted this today:
Learn how to put Twitter to work for your small business! Download our small biz guide now: ads.twitter.com/cards/5wzucr/9
– Twitter Advertising (@TwitterAds) February 19, 2013
The tweet looks like this on mobile devices:
Viewed in-stream on Twitter.com., “View promotion” replaces the typical “Expand” text at the bottom left of the tweet. When clicked, the tweet rolls down to reveal a downloadable guide for small businesses, including a “Get it now” link that takes you to the download page for the guide. (Certain browser ad blockers prevent users from seeing the full in-tweet promotion.)
While a full rollout of this feature hasn’t been announced, the appeal to advertisers is clear enough. It would offer a lead-gen-specific tool that would potentially rival the in-stream sponsored ads LinkedIn is set to unveil soon.
A recent study from Optify found that the social network of 140 characters accounted for 82 percent of B2B leads, dwarfing Facebook’s 9 percent share and LinkedIn’s 9 percent share. Twitter boasted a conversion rate of 2.2 percent, leaving LinkedIn (0.8 percent) and Facebook (0.7 percent) in the dust.
Marketers should be salivating at the thought of a wide rollout of this feature, as it would be fertile ground for
