12 Steps to Launching a Successful Twitter Card Campaign

Does your business need a way to harvest the love of the Twitterverse? Business everywhere are maximizing potential with a popular, highly successful form of marketing known as Twitter Cards. Through Twitter Cards, businesses have been able to significantly increase engagement, whether it’s linking through to their home page, downloading an app, showcasing a product or highlighting a press release. Let’s take a closer look at Twitter Cards, and how to use them as an effective marketing tool.

Driving Significant Traffic

Twitter analytics indicate that businesses using Twitter Cards receive a 36% increase in clicks, 41% increase in retweets, 48% increase in favorites, 31% increase in visits, 33% increase in visitor-to-lead conversions, and a 55% increase in leads – all of which fuel the potential for a significant increase to your bottom line.

Twitter’s website includes some information on how to use cards to drive traffic to your website. Twitter allows you to attach photos, videos and other media combined with a few lines of HTML linking to your webpage. Users can retweet the card which will include the image.

Three Basic Elements

All Twitter Cards should include three basic elements. These include a call to action, an image, and the tweet copy, including a headline. The image you select should say something important about your business. The headline and call to action should clearly indicate your offer. The tweet copy should be interesting and engaging, ideally piquing the curiosity of the reader.

Here are some best practices you can follow when using Twitter Cards marketing:

1. Use Twitter Cards to Showcase a Product
A Twitter Card is a great way to introduce a new brand or product to users. By using an engaging image highlighting a new product, you can encourage click-throughs to your website or the download of an app you’re offering. Put forth your best effort to use a great photo. Avoid stock photography. Create something unique and original.

2. Leverage Your Associations
Products and brands often have tie-ins with with celebrities, other brands, events, etc. You can get users’ attention by sharing information about the company you keep. You could be a sponsor of the NBA or a hometown Little League team, or you may have a booth at a popular music festival or attended a seminar on delivering a better customer experience. Use whatever you have that improves your company’s positive image.

3. Provide an Explanation
A common goal of many marketing campaigns is to educate new customers about what your business offers. A Twitter Card is a great opportunity to explain why a new product or brand will benefit a customer. You can communicate the value of what you offer with a diagram, infographic, or a succinct sentence.

4. Use Geo-Targeting
When doing a local campaign, use an image that aligns with the city or region you’re targeting.

5. Test Drive Images
A Twitter Card is a great and relatively inexpensive way to test images and see what resonates best with customers. You could use a lifestyle image featuring one or more people, and use a product image on a second card. See which one drives a higher response. You can also test images you’re considering rolling out in bigger and more costly campaigns.

6. Include a Call to Action
Cards linking websites and apps feature a call-to-action button. For website cards, the call-to-action should match the action you want the user to take. App Install cards should be targeted to the desired audience.

Common calls-to-action for website cards include:

• Apply here
• Enroll now
• Learn more
• Read more
• Register now
• Sign up now

Common calls-to-action for app install cards include:

• Book
• Connect
• Install
• Order
• Play

7. Keep Distractions to a Minimum
Avoid using the ubiquitous @ and # symbols on your card to increase clicks. Cards without these elements get an average of 23% more clicks for website cards and 11% more for app install cards. Clickable elements should include the image and call-to-action button instead.

8. Convey Urgency
As with any marketing campaign, you want to impress on users the time to act is now! Give a reason for them to take immediate action by using buzzwords like -limited time offer- or -limited supply.

9. Feature Positive Reviews and Ratings
Personal testimonials, high ratings and a strong social status all help to personalize and build trust in your business. Share these via Twitter Cards.

10. Guide Users to the Next Step
Detail what is the next step to potential customers who may not be familiar with your brands. Never assume something should be obvious.

11. Ask a Meaningful Question
Users feel more engaged when they are part of the conversation. When a website cards asks a question, clicks are increased by 25%, and for app install cards, clicks are increased by 8%.

12. Test Different Copy
Try different copy to see what works best. Offering something free, mentioning a current trend, or promoting a % off sale can all have a different impact. See what gets the best results.

When planning a Twitter Card campaign you should set clear goals for what you hope to achieve, maximize the potential of every element of the Twitter Card, and don’t be afraid to experiment a little and see what is most effective for your business.

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