Everything B2B Marketers Need to Know About Twitter Cards

As a global, real-time platform made up of 288M monthly active users – competition is tough on Twitter for small B2B marketers trying to drive conversions. Tough, but fortunately not impossible thanks to Twitter for Business’s advertising solution: Twitter Cards.

Twitter Cards, like the one above, feature a clear CTA (Call to Action) that invites users to complete the action you want them to complete. Much like Facebook and LinkedIn, Twitter Advertising allows you to select primary targeting criteria to reach your intended audience. When you customize your audience to match your target personas, you’re only paying for clicks from qualified users who would most likely have interest in visiting your website, or learning more about your product/ service.

There are several types of Twitter Cards that can be accessed after creating a free account for Business Twitter Ads. In order to drive website conversions, however, the best type to use is a Website Card.

Website Cards help B2B marketers increase ROI by:

  1. Giving users context by showing a preview of what to expect after clicking the link
  2. Creating smooth transitions from Twitter to the website.
  3. Telling the user exactly what the call-to-action is so there are no surprises after clicking the link
  4. Having proof of success: Advertisers who use a website card with their tweets receive 43% more engagement than regular tweets (Source: Twitter)
  5. Being affordable: It’s free to create an account for your business and free to target Twitter Cards within your existing community of followers (which is a great way to test before putting some dollars behind your message)
  6. Being easy to use: You can reuse and update the link to a Twitter card any time you want

Convinced? You do have to put a credit card down to register for Twitter Advertising, but the fact that Twitter Cards are free to take trial-runs with current followers just can’t be ignored.

Nine tips to set you up for success:

  1. Make sure your tweet contains no more than 140 characters.
  2. Choose an image that falls within the 800 x 320 pixel guidelines. It’s also important to make sure that your image is of the highest resolution (72 PPI is a good standard to follow for the web).
  3. The headline for your CTA should be catchy, motivating and no more than 70 characters.
  4. Select a clear CTA from Twitter’s long drop-down list within the campaigns dashboard.
  5. Make the benefits of completing your CTA clear to the user.
  6. Highlight a website address or URL that makes sense with the CTA you’ve selected. For example, if you want the user to download an eBook, don’t just direct them to your homepage.
  7. Test different ad texts and images (this is where using free Twitter Cards to your followers is a good pre-step).
  8. Use reference codes and conversion tracking to follow the results of your campaigns.
  9. Update your Twitter Cards often with new content and images so users keep coming back for more.

To learn more about your options as a small business marketer, you’re welcome to download our latest eBook, How To Master Social Advertising for the Small-To-Medium Sized Business.

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