Twitter remains one of the most popular social media platforms around today, with 120 million unique monthly visitors. So, it’s easy to see why it forms part of the strategies of many B2B marketers, keen to capitalize on its lead generation potential.
Ads in the form of ‘promoted posts’ first started popping up in Twitter feeds back in 2010. Since then, the Twitter Ad platform has evolved, with its ads reportedly having an 8 to 24 times higher click through rate than those on Facebook.
Until recently, one route that B2B marketers could take was to use Lead Generation Cards. They worked by allowing a form to be attached to a tweet, which let followers hand over their contact information at the click of a button. They could be used, for example, to get people to sign up for an email newsletter, request an estimate, or in some other way establish a direct relationship with a business outside of the platform.
But towards the end of 2016, Twitter announced that lead generation cards (LGCs) were to be scrapped, a move that at first glance seemed a setback for anyone interested in B2B lead generation.
However, it’s not all doom and gloom. There are many other tactics that can be put to work for lead generation and ad campaigns styles that could prove far more successful than the very direct approach of LGCs.
Here, we’re going to take a closer look at the options and what the recipe of a successful Twitter ad campaign really is. Specifically, we’re going to focus on the ways Lead Forensics’ customers can make Twitter ads a highly effective part of their B2B lead generation efforts.
Advertiser card options
Twitter still offers a broad range of creative options for advertisers, which all basically work by encouraging the viewer to click on a link – most likely to a landing page on a website.
Each type of ad card presents the information in a slightly different way and will vary in what it includes, such as the use of images and video. For more information and examples of each type, take a look at this specifications page.
The options include:
- Plain text
- Website card
- Basic app card
- Image app card
- Promoted video
- Single image tweets & GIFs
- Multi-image tweets
- Summary card with large image
- Video app card
- Conversational ads
So, what do you need for a successful Twitter ad campaign?
1. A strong offer
Thinking carefully about your sales funnel is the first step towards an effective ad campaign – no matter what channel or platform you plan to use. Consider:
- What are you going to promote with your Twitter ads?
- Who are you going to aim at?
- What kind of information will they be interested in?
- What can you offer them as a first step?
- What kind of nurturing campaign can you kick off after the initial conversion?
One of the main problems with LGCs and their approach, was that while it may have seemed like a shortcut, in reality, it led to few results as it was too direct!
Making sure your offer works, and will get you conversions, comes down to understanding your target audience – in particularly, the segment of your audience you are most likely to find on Twitter.
If you’re not just running ads but are also investing time in organically building up your presence on the platform too, then you’ll probably have a pretty good understanding of your potential audience. But if you’re not clear, then there’s nothing wrong with doing some trial and error, and watching how various ads perform.
2. The landing page
Apart from having an offer that people deem valuable enough to exchange their personal details for, how you present that offer is also vitally important.
Your landing pages need to be clear and structured. Be careful not to clutter up the page, just keep the navigation to a minimum. The use of bullet points is one way to quickly get the message across, about who would benefit and how, from downloading the information.
On Twitter, you’re most likely to focus on top of the funnel awareness campaigns. That means people who reach your landing page may be hearing about you for the first time. Don’t scare them off by asking too much of them at this point. Keep your forms very simple and if possible, use progressive profiling. We know you want to find out everything you can about a lead, but in reality, you don’t need to know that much.
Just aim to get their email address as the first step, as with that you can start a nurturing funnel that warms them up to your ideas and products – and hopefully engages them in conversation that will eventually lead to a sale.
3. The ad type
The next big question is what type of ad you should run. Images and videos are popular and work well, but there are loads of options to choose from. Which should you go with?
When running your first campaign, you won’t have any data or experience to work from. Go with your best judgment and choose whatever you think has potential and is going to be easy for you to create. It’s then important to keep a log book and note down everything you do, so you can refer back to it at a later date and see what worked and what didn’t.
Twitter continues to experiment with ‘conversational’ style ads. You may want to give them a go, if it would be a good fit for your brand. Just bear in mind, it’s not going to work as well if you don’t also chat and interact on the social channels in other ways.
In that case, consider building a more conversational tone into your social strategy first (an advisable thing to do for any B2B company) before experimenting with paid ads.
4. The creative
What text and imagery are you going to use? Sounds an easy enough question but is often one of the trickiest.
Any words and graphics you use need to be high quality, of interest and a good fit for the people you are aiming at. They need to be strong enough to grab their eye and encourage them to take action by clicking on the link. Your experiences on other channels will help you here, but always remember that Twitter is a different platform, with its own audience.
5. Use analytics
Knowing what worked and what didn’t is really important, so you can refine your offering and strengthen your future activity.
Keep a log, analyze the results, refine your efforts and try again. Testing your assumptions every time.
How to take advantage of Lead Forensics software for your Twitter ad campaigns
As a Lead Forensics customer, you have a clear advantage as you will be able to take action, even if a conversion never happens. You’ll know who found your ad interesting enough to click on it, but then didn’t hand over their details and convert. The key is to understand why that happened.
The most likely reasons are:
- A mismatch between what the ad promises and what the landing page delivered. This could be because it has been targeted at the wrong audience, or you’ve used the wrong messaging for the ad and/or landing page
- The landing page is not effective (for example it may be too long, too vague, not make the benefits clear, be too text heavy, have no urgency, ask too much…the list goes on)
- They were distracted (by a ringing phone, screaming child, nosy colleague, etc)
- They clicked by mistake
- They’ve realized they need to fill in their contact details and don’t want to
The most likely case is a mismatch of expectations, or a distraction. In both these instances (and many of the others) Lead Forensics can help you get around the problem, by letting you see who has visited the landing page.
In your portal, you can set up a specific list to watch traffic coming to the landing page and analyze those who don’t convert. It’s up to you to decide what you then do with them. Have some rules in place about who it may be worth contacting straight away.
If you’re using an account based marketing (ABM) strategy and are in the process of targeting a list of interesting accounts, then you can be alerted when someone from those accounts visits your website. If they were driven by your Twitter campaign but didn’t convert, simply because they got distracted and forgot about it, then you’ll be at a distinctive advantage.
You’ll be able to get their contact details from our database and take action immediately. Give them a call and try to start a conversation. Just avoid going into sales mode, as that may be jumping the gun a bit. Simply aim to get to know the person, introduce yourself and find out if it makes sense to continue speaking with them (qualify your lead).
Also, if you take care here, you may be able to gather some valuable feedback about your Twitter ad campaign too. If they tell you how they found your website, you can quiz them on their experience. Just take it gently and play it by ear, based on the responses you’re receiving.
So, Twitter’s Lead Generation Card may be gone, but the opportunity to use the platform for lead generation is still alive and kicking. Before you press ‘go’ on any ad spend, just make sure you’ve got the strongest possible package together – from your offer, to the landing page and the process you’ll then follow for anyone who bites. Use Lead Forensics to ensure you capitalize on every opportunity and you’ll soon be working with a healthy funnel.
For more ideas on using Twitter for lead generation check out our blog: How to use Twitter to generate B2B leads