Many marketers, including our team at Marketo, use Twitter as an effective platform for reaching potential and existing customers. However, there was no shortage of negative press for the micro-blogging social network this year.
Recently, Twitter announced that marketers will no longer be able to create lead generation campaigns with Twitter’s Lead Generation Card feature. In a statement to Marketing Dive, Twitter provided some commentary on their decision: “We are always experimenting with the best ways to help advertisers effectively connect with consumers. At this time, we intend to focus our efforts on building and improving other performance offerings that will help us drive the best performance for advertisers.”
What’s a digital marketer to do without Twitter ads? Here are five ways you can react to the news about Twitter killing off lead generation ads:
Okay, so you could panic, but there’s more than a month left to use the feature, which will be removed on February 1, 2017. Until then, you can still create and edit lead generation campaigns and lead generation cards. You can also view your cards (but not edit them) through March 1st, and once they’re truly gone, you still have other viable options, which I’ll cover in more detail below. Plus, campaign analytics don’t have a sundown date, so you can still look back at your metrics to optimize your campaigns on other channels.
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