Everyone should know by now, the importance of creating multiple streams of internet traffic to ensure ongoing success. Relying strictly on Google organic traffic is both unwise and dangerous.
No one is immune from being negatively impacted by an algorithmic update, at any time. It is completely out of your control and if you aren't prepared for it, it can be devastating.
That's where social media comes in. Done correctly, it can drive tons of qualified traffic to your website.
Social media is more conversational than transactional, but smart retailers are finding ways to convert conversations into revenues. Twitter and Facebook are the undisputed leaders in the social space and should be the first place to look for opportunities. The challenge is in figuring out just how to stand out.
In the case of Twitter, one of the best ways is to use Twitter cards. Twitter cards allow people to view videos, pictures, and product information, without leaving the twitter feed. Instead of clicking a link, all of the information and content is displayed in the tweet. As more people use Twitter cards, they will have less impact, so now is the time to get started.
Using Twitter Cards for Business
As with any marketing tool, it's critical to have a plan for how Twitter cards will be used. Some of the most effective uses include:
- Introducing new products: Because a picture can be included on the cards they are a great way to introduce new products and to generate excitement.
- Offering resources: Businesses often offer great resources for their customers on their website. The Twitter card can help direct people to these resources and build brand awareness.
- Using current events: Twitter cards can use popular events to help create a card that is passed along to others. Retweeting of business cards is a great way to spread information for a business.
- Sharing videos: If a business has a video that becomes popular, the Twitter card be shared and brand awareness will grow.
- Lead generation: A great way to capture email addresses.
Types of Twitter Cards
The process to get Twitter cards is fairly simple, but before you get started, you will need to know the eight types of Twitter cards that businesses are using.
Summary cards can be used to provide basic information about a web page. Things such as product information, a thumbnail image, a title, and a Twitter handle are commonly used on the summary card. In addition to the basic summary card, there is also a summary card with a large image. Instead of the small thumbnail image, a larger image is used.
Photo cards are similar to the summary card. They contain an image, a description, a title, and a Twitter handle.
The key difference in this type of card is the way that the photo stands out. The photo card allows for all of the information to be seen at one time, unlike a traditional tweet, where all of this is embedded.
When using these cards, make sure the photo is at least 280 pixels wide by at least 140 pixels high in order for it to work. Photo cards are among the simplest to install.
The gallery card is a version of the photo card. Instead of putting one picture on the Twitter Card, the user can put up to four images on the gallery card.
The app card allows users to direct people to download an app that is embedded in the Twitter card. The app card can detect the device that is being used to view the card and can direct the user to the right place to download the app to their mobile device.
The player card allows businesses to use video or audio within their tweets. They put a live video or audio player into the tweet so that it will play easily for the person that is viewing it. This card makes it simple for people to view or hear the information.
The product card is similar to the summary card. It allows for a title, description, and thumbnail image of the product that is offered. Other information such as price, location, and product availability can also be included. It is a great way to feature a specific product for a business.
Lead Generation Card
The lead generation card is the perfect way to get people to share the email address associated with a Twitter account. It allows people to click on a link in the card to share the information.
The website card directs people to a specific landing page of a website. It can direct a person to the home page of a website or any other page with the click of a button.
It isn't difficult to get started with Twitter cards:
- Review the documentation for the type of card you want to implement.
- Add the pertinent meta tags to your page.
- Run your URLs against the validator tool to be approved.
- After approval, tweet the URL and see the Card appear below your tweet.
- Use Twitter Card analytics to measure your results.
Twitter cards allow for more information than basic tweets, so they are more powerful as a marketing tool. With the inclusion of videos, pictures, and other information, businesses can integarate a transactional message into the conversation. It's a marketing tool you can't afford to ignore.
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