Lead Generation With Social Media
Twitter Launches "Lead Generation Cards" to Rave Reviews
Recently, Twitter added a new concept to their advertising services with the introduction to lead generation cards. As reported by Jessica Lee of Search Engine Watch, these cards allow Twitter users to share their email addresses with the brands easily. Twitter explains the usefulness of the new feature: "Think of a Lead Generation Card as a landing page within a Tweet. This landing page is streamlined to let users effortlessly express interest, but its simplicity also makes lead generation more efficient for you. Best of all, you won't need to change your existing lead generation workflow-you can feed lead data into your existing marketing automation or CRM (Customer Relationship Management) system, such as Salesforce.com or other software." Early reports out of Twitter are promising, as many participants found the streamlined nature of the Lead Generation Card very engaging. It also helped to drive the cost-per-lead down lower then other established technologies in marketing. While this new feature is currently only available to Twitter-managed advertising clients, they promise to release the feature to small and medium-sized businesses soon. As Twitter use continues to grow, this feature could have a tremendous impact on the amount of email leads those smaller businesses get. Combined with the relatively low cost, we could see this feature become a necessity. So far this has not been used in practice yet, but it could prove to be a very good targeted marketing or demand generation strategy. In the graphic below, we see an example of an interaction between the card and a Twitter user
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Linkedin Pulling Away From Twitter, Facebook in Lead Generation
When you think about social media giants and their lead-driving potential, names like Facebook and Twitter immediately come to mind. Although in a recent study of over 5,000 businesses by hubspot.com, it was found that Linkedin generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher then both Twitter (.69%) and Facebook (.77%). So the real question is: what makes Linkedin such a powerful tool and how can it be used for an effective lead nurturing campaign? As apposed to Facebook and Twitter, Linkedin is a solely professional social network. Naturally, businesses who target other businesses will find a higher concentration of their target market on Linkedin. Also, Linkedin users are in a more business-focused mindset, which translates into content performing much better. Another reason Linkedin is successful is the lack of social "chatter" that makes up a majority of Twitter and Facebook content. Businesses don't have to wade through all of that to get noticed by users.
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