While Tumblr has owned the news cycle of late, Twitter somewhat quietly launched Lead Generation Cards. And if you’re a b-to-b marketer or a b-to-c marketer with a long purchase process, you’d better pay attention. This advertising product takes advantage of the mobile consumer and makes it so easy for them to get more information on your products and services.
You can read more here, but it essentially works like this for the reader.
- They see your promoted tweet related to their interests
- They expand the tweet to see your Twitter Card that includes an image and deeper description
- And, most importantly, they see a rich call to action like “Get an E-book on Retirement”
- With one click (finger tap), they get an email sent to their email account fulfilling the call to action. No fat-fingering in your email address since Twitter already has that.
This low-friction experience capitalizes on a couple of Twitter’s strengths: Predominately mobile users and heavy professional usage. If you’re in sales on B2B, this is just an extension of what you’re probably doing in your web experience…and probably much cheaper.
You will need to integrate the leads into your CRM system, so a little upfront work is needed. But you have a fresh lead to feed into your CRM system that you can nurture and convert over time. I know it’s no story about an 18 year old dropout selling his company for billions, but it’s a great practical advertising product marketers should consider adding to their mix. And practical can be sexy too.