How To Use Twitter Cards To Generate Leads And Sales

28 March 2016
Twitter has a little over 400 million users, produces more than 500 million tweets per day and is an extremely useful advertising channel for small business owners. If you use Twitter but struggle to reach your audience, in today’s article I’m going to discuss all the different Twitter cards you can use to advertise. Note: to access Twitter cards you first must link your account to Twitter Ads here.

What is a Twitter card?

A Twitter card is an interactive tweet that contains rich media, website links, call to actions and more. Twitter offers a number of cards to reach various marketing goals. If you’re new to Twitter Ads, here are 4 cards you should be using.

1. Website card

One of the main reasons to use social media is to drive people to your website. Twitter’s Website card allows you to add a picture, short headline and a call to action redirecting prospects to various landing pages. Here’s a Twitter Website card in action: picture 1(Source) When to use: I typically use the Website card when I want to lead prospects to a landing page to collect opt-ins. I’ll also use Website cards when retargeting my audience to a category page of products rather than a page with a single product.

2. Product card

Product cards are great for yes, promoting individual products! They allow you to showcase an item by letting you list product features, stock availability, price and a short 200 character description: picture 2(Source) When to use: to really make the most of Product cards you should show them to users who have visited one of your products before. You’ll have a hard time convincing new prospects to buy your products, whereas past visitors who have visited that item before may just need that final push before taking action.

3. Lead Generation card

Arguably the most underutilised feature on Twitter, Twitter’s Lead Generation card is the perfect way to collect leads for your business. If you have trouble writing landing pages, using this card you can bypass them all together by getting a prospect’s details in just two clicks. Remember, people won’t give you their personal data without something in return, Lead Generation cards are best combined with a lead magnet or a voucher. When to use: Lead Generation card is best used when targeting new prospects who are being introduced to your business for the first time. Before you setup a Lead Generation card, have an email sequence setup to send them directly after, as without this there’s little use to collect emails.

4. Summary card

Summary card is typically used when promoting blog content or website articles. It’s a little similar to a Website card but less aggressive as it doesn’t direct the user into making an action, rather it reveals a glimpse of what’s within the link should they decide to click: picture 3When to use: if your goal is to increase brand awareness, make a business announcement or mention a new story, the Summary card is your best bet.


There’s a lot less clutter on the Twitter newsfeed than Facebook making Twitter a valuable place to serve your content. If you’ve been trying to grow your online presence organically using Twitter but haven’t had much luck so far, why not give any of these 4 Twitter cards a go and see if you get any traction? PS: Twitter Insights is a great advertising tool you can use to hone in on your target market before you pay a single penny.

Vicky Etherington

Vicky Etherington has been running her own online marketing agency since 2003, and in 2015 transitioned to working with coaches and therapists to teach them how to create their own client-attracting websites. 

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