Think Outside the Twitter Card: Alternative Social Media Lead Generation Strategies

By: Caroline Amantea  | 02/08/2017


As you probably know, Twitter has officially discontinued their lead generation cards. And if you're anything like us, you've just finished wiping away your tears.

                                          

Well, we took a few hours to cope with this loss, then we did what we do best: put our heads down to find the best alternatives. Listed below are three alternative social media lead gen strategies that you can apply to your current efforts.

  1. Facebook Lead Gen Ads

Leveraging organic Facebook efforts with sponsored posts has always been our go-to strategy for encouraging post engagement and driving traffic to a specific website. Take it a step further by using Facebook Lead Generation ads. Here’s how it works:

  • A viewer sees your ad and clicks your call-to-action.
  • From there, they are directed to your form, which will automatically populate the name and email address associated with their Facebook profile, along with any custom questions you’ve included.
  • They will then land on a confirmation page with the option to visit your site (typically, the thank you page your asset can be downloaded from). Easy as pie!

What makes Facebook different (and, in our opinion, better) is the added functionality to include more than two fields in your form, and the ability to create custom questions that relate to your ultimate conversion goal (subscription, white paper download, etc.).

  1. LinkedIn Sponsored Content

Unlike Facebook, LinkedIn does not offer a separate lead generation ad format; however, there are ways to optimize your sponsored content in order to communicate a lead gen goal. Examples include:

  • Tailoring your content to the conversion goal. Sponsored content typically encourages engagement or website traffic. Make it clear to your audience the information they will receive after completing the conversion.
  • Creating a lead generation call-to-action. Using Download, Sign Up or Subscribe in your ad content allows your audience to recognize up front the action they will take after clicking your ad.
  • Sending viewers to a landing page to complete a conversion. Rather than sending viewers to your website, direct them to a dedicated landing page where they can complete a conversion.

  1. LinkedIn Sponsored InMail

LinkedIn also offers Sponsored InMail, a feature that allows brands to communicate with LinkedIn members they’re not connected with. These messages are delivered through LinkedIn Messenger and can encourage lead generation, such as downloading a white paper or case study or subscribing to a newsletter.

Some benefits of using Sponsored InMail for lead generation efforts include:

  • Expansive targeting options. Again, LinkedIn allows you to easily and effectively specify your audience through targeting options like Location, Job title, Member skills and more.
  • Message delivery is guaranteed. LinkedIn will only deliver your message when a user is online, and your message will appear at the top of their inbox and can only be received by members once every 60 days.
  • Your message doesn’t look like spam. Members don’t opt-in to receive InMails, but receiving communications from fellow LinkedIn members kind of comes with the territory. Plus, members are given the option to unsubscribe.

One of the downsides of using LinkedIn Sponsored InMail is the cost. This is a relatively new tactic, so we’re hoping that, with further testing and implementation from advertisers, we will see this decrease.

Twitter lead generation cards always proved to be an effective, low-cost tactic for a number of our clients. And although Twitter has yet to comment on their next lead gen feature, we hope it meets (if not, exceeds) the expectations of its advertisers.

In the meantime, dry your eyes, get back to work, and implement one or more of these strategies to enhance your current lead generation efforts!


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