Setting Up A Twitter Lead Generation Campaign

May 27, 2014 Francois Mathieu

Twitter Lead Gen

Twitter lead generation cards are hot right now. I see a lot of people using them to get the details of their own Twitter followers, free of charge. This is great, but there is so much more that can be done, especially if you’re looking to acquire new leads.

By combining an effective Twitter advertising campaign with targeted lead nurturing, you'll see a number of fresh leads make their way into your sales pipeline. Using these lead generation cards along with our own content marketing platform and marketing automation software, we did just that at Uberflip.

Since there isn’t much documentation on setting up this type of campaign, I’ll share all the details you need to know.

Promoted Tweets

From mid-March until mid-April of this year, we tested lead generation cards in promoted tweets for three of our premium content offers:

We promoted our tweets using the “Interests and followers” targeting in Twitter Ads. In order to qualify the leads upfront, we targeted users like people who followed HubSpot, Marketo and Eloqua - three of the marketing automation platforms that we integrate with. We also added a few relevant accounts in the mix depending on the campaigns. For example, we added MailChimp for the email marketing guide offer and Salesforce for the Marketing & Sales metrics eBook.

Our tweets received a great response which led to a higher organic reach and a lower cost per lead. Just take a look at the number of retweets and favorites that we got for these few sample tweets:

 

Here is my advice to anyone starting out with promoted tweets:

  • Add new tweets to your campaign frequently. The new tweets give you a boost of impressions without even increasing your bid.
  • Remove old tweets from your campaign after a few days but keep the winners. Tweets with a high number of retweets and favorites tend to perform well even after weeks because of social proof.
  • Don’t use hashtags or mentions in your tweets. They count toward a paid engagement and increase your cost per lead.
  • Have a great image that grabs attention for your Twitter card. Keep it simple and don’t put too much text even if you’re allowed to.

We spent a total amount of $3,675 on our 3 campaigns for about 300,000 impressions of our tweets. We received 569 lead generation cards for a total of 545 new leads (some users opted in for multiple offers). Our cost averaged $6.74 per lead which is very fairly low in the marketing software space. Time will tell about the quality of the leads but we already see results that I will describe later in the post.

Lead nurturing

The first step before starting the lead nurturing campaign is to sync the lead generation card data with your marketing automation software (HubSpot in our case). Here is the data that Twitter will feed you:

  • Twitter username: very useful to engage with the leads directly on Twitter.
  • Name: whatever your marketing automation software documentation recommends you do, don’t set this variable as your contact’s name in your database - it may be garbage. I created a custom variable in HubSpot called twitter_name instead and I tried to get their real name later on.
  • Email: emails provided have proven to be of high quality with a bounce rate of only 2%. The only downside (for a B2B like us) is that they’re mostly personal emails, not business emails.

Even though the Twitter card sent the leads directly to our download page, we always sent an email within a minute with a link to our offer so they could get back to it later. This step is very important because it creates a first contact through another channel that they may not be expecting you to use. A lot of people don’t understand that they’re giving away their contact info when clicking on a Twitter card.

You have to consider that those leads are completely at the top of the marketing funnel and that most of them only know your Twitter username so far. You have to be ready to go for the long run. That’s why we took a soft approach and started nurturing those leads in order to gather more data.

We came back to them four days later with another resource in line with their initial interest. For example, leads coming in from the email marketing guide campaign were being sent to an email marketing marketing stream in our content Hub.

Here is a simple follow-up email that we used:

For the eBook templates offer, we went a step further and jumped on Twitter to follow up:

After a few automated emails, we started focusing on two more things: having the leads subscribe to our daily emails so that we stay at the top of their mind, and having them registering to an upcoming webinar. We actively use progressive profiling with HubSpot and Uberflip so the more offers the leads are accepting, the more data we gather about them and their company. Also, every time we send an email or we entice the leads to come back to our site, not only do we follow the click-through rates but we also follow the content consumption on our Hub. That data is then being used in the lead scoring system that informs our sales team.

The results

It’s too early to discuss the ROI of our campaign as most of the leads have not been exposed to our product offering just yet and our sales cycle can take from a few days to a couple of months. But we can already discuss some preliminary results: 14% of the leads have already reconverted (for up to 7 conversions actually).

Only 5% of the list unsubscribed so far, which is good considering they received about 5 emails on average. That leaves us enough room to find exactly what will make them click and if our product is actually a good fit for them. The good news is... we already converted customers!

But we are not done experimenting: we are currently testing the new “website cards” that are an improvement to attaching pictures to tweets. We’ll see how these ones work out.

I would like to read about your own Twitter experiments in the comments. Are you using ads a different way? Have you connected Twitter with a different marketing automation software? How much did you pay? 

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About the Author

Francois Mathieu

Francois Mathieu is a growth marketer at Opencare.com. He previously led demand generation at Uberflip.

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