Increase Site Traffic with a Website Card on Twitter

Twitter Ads; Website card on twitter ads We don’t always talk about Twitter much on this blog, particularly since we focus on Facebook Ads, but Twitter itself is an important social media platform (one we recommend all businesses have) that increases exposure and potentially traffic to your site.

Twitter as a marketing platform offers a great deal of value. The very nature of Twitter makes it a natural environment for posts to get shared frequently, potentially even going viral, and creating a great deal of awareness about your brand.

Twitter Ads has been working hard to improve their platform to be more competitive with Facebook Ads, too. They’ve recently added Website Cards as another improvement to their ad platform, giving businesses another tool they can utilize. For businesses that use Twitter Ads, it’s a great feature, and it’s one that you should consider testing.

What is a Website Card on Twitter?

A website card on twitter is a new tool Twitter recently released with the goal of helping users to connect with your business and increase traffic to your site, increasing conversions in turn. It is part of their paid ad platform, and it allows you to give users more context and information about your site on your Twitter Ad campaigns.

The website card is made up of an image, a button, and a link to your site. Each of these components are a link to your site, so if users click anywhere on it, they’re automatically taken there. The idea is to give users more information about your business, and thus more motivation to click to it and increase your site traffic.

website cards on Twitter

By Twitter’s own statistics, which yes, may be a touch biased, Website Cards have been shown to drive 43% more engagement to your main website off of Twitter. Even if most users don’t get that massive boost, even a partial boost is one to take a look at, and at least worth testing out.

Twitter Ads can be more expensive than Facebook Ads, and often are. However, their ads also have higher click-through rates, so if you’re really seeking to boost traffic to your site, a website card on Twitter could be the way to go.

Now that we know what this tool is, we can take a look at how to set up a Website Card on Twitter Ads to start sending more traffic to your website….

How To Set It Up        

To set up a Website Card on Twitter, you have to run a Twitter Ad campaign with the objective being to increase website traffic or conversions.

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In the section of ad creation where you compose your Tweet, you have the option to create a website card. You’ll enter in your website URL, an image, a headline, and a call to action.

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A great benefit to the Website Card tool is the great variety of Call to Actions you can choose from, which offers consistently more options than Facebook’s call to action button.

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This allows you to add extra content to catch the attention of users and increase those clicks, sometimes boosting engagement but most often increasing website traffic to your site.

Final Thoughts

At the end of the day, any tool you can use to increase traffic to your website is a good thing—especially if it’s easy to use and cost effective. Considering Twitter Ad’s already high ratio of click-through rates, adding another tool onto your campaign to increase clicks to your site can be a great way to get that extra boost of traffic that you need.

What do you think about Twitter Ads? Have you used their Website Card feature yet? Leave us a comment and let us know what you think!


We’ve got our Beginner’s Guide to Twitter coming soon, giving you all the information you need to succeed!

Which social media road will you take?

Social media road map

By Margie Jordan

2014 social media road mapBy now you’ve heard stories about the positive impact social media marketing is having on the sales of many businesses. In fact, many marketers have acknowledged that social media is now a crucial piece of their strategy. But creating a Facebook page or Twitter account is easy; providing content that’s entertaining and useful to the reader takes a little more work.

Success with social media marketing is cumulative. Every status update, pin, post, tweet or share is a step toward building a loyal community of fans and followers, which in turn has the potential to produce an unlimited number of leads and sales.

Choose the right social network

The biggest misconception about social media marketing is that you need a presence on every platform. For the solo travelpreneur, dividing your social marketing among Facebook, Twitter, LinkedIn, Pinterest, Instagram, Google Plus and YouTube can be exhausting and unproductive. It is far better to choose one social network and use it purposefully and consistently. Become knowledgeable about how to post and engage with its community. When you’ve mastered it, add a second one if your schedule allows. If you’re not sure which social network to choose, here’s an overview of the big ones and their basic characteristics.


With more than a billion registered users globally, Facebook is the world’s most popular social network. Women slightly outnumber men among the Facebook population, with 35- to 64-year-olds accounting for the largest percentage of users. In a Facebook newsfeed, you’ll find everything from photos and videos to articles and status updates. It’s the one place you can connect with old classmates, start a special interest group, grow a business and share life’s most memorable moments.


Remember the old corkboards with the pushpins? If you used one back in the day, you’ll love Pinterest.

Expanding on the idea of a bulletin board, Pinterest users create boards to collect and organize the things they love. You’ll find boards dedicated to shoe fetishes, recipes, home improvement ideas, bucket-list travel and everything in between.

Pinterest users are primarily women, 25% of whom have purchased something they discovered on a Pinterest board. Adding the “Pin It” button to a browser enables users to discover and pin photos from anywhere on the Web. Pinned photos retain links to the websites on which they were found. The ability to retain the link is why businesses are actively using Pinterest. When users click on a photo pinned to a board, it redirects the user to the website where the photo was found, sending new traffic back to that website and potentially generating new sales.

Pinterest is one of the three top social networks for sending referral traffic back to your website. Facebook and Twitter round out the other two spots. The key to Pinterest is that it is very visual. If you have stunning pictures that you can link to your business, product or service, this is the platform to consider.


Twitter is a real-time information network that enables users to stay close to stories, news, articles and opinions. Status updates, called tweets, are limited to 140 characters or less. Top news stories often break on Twitter long before they’re reported anywhere else. On average, users spend 170 minutes per month browsing the feed. Twitter chats, such as Travel Weekly’s (#twchats), are conversations on Twitter scheduled at a specific date and time on a predetermined topic.

Twitter is an excellent tool that enables you to communicate with anyone who has an account. There are no restrictions like the ones you find on Facebook. For many businesses, Twitter has become a very successful customer support tool.

If you’re a budding blogger, Twitter is the ideal platform for real-time, spur-of-the-moment updates and news. And for some, it has become the preferred platform for microblogging because it amounts to short, informative information sharing.


As the world’s only professional social network, LinkedIn isn’t a place you’ll find photos of the kids. It’s all about business and making connections. LinkedIn has 259 million professionals, about half of whom check in daily. The average LinkedIn user spends 17 minutes a month making new connections. That’s not a lot compared with the time spent on the other, more social networks.

LinkedIn is an underused platform with untapped potential to get you in front of the right people. The single most important factor for success with LinkedIn is a great profile that’s optimized with keywords, a well-crafted headline and summary. While there are many ways to use this network, it’s equally important that you are an active user. Participate in LinkedIn groups and in sharing useful business updates. If you want to connect to the industry or build an image as an expert in your field, LinkedIn is the platform of choice.


Any social network owned by Google is one you should pay attention to. Sharing your unique website content and blog posts on Google Plus can help improve your search engine rankings.

Explore Google Plus Communities (analogous to Facebook groups). A community is built around any topic from marketing to travel. Stephanie Lee of Host Agency Reviews has a wonderful community called Travel Agent Chatter. If you’re still wading through the waters of social media, I encourage you to join my social media community, Social Marketing for Travel Entrepreneurs.

One of the most popular features of Google Plus is Hangouts. Breathe life into your conversations with a group video call. Hang out online with up to 10 people. Share your screen, meet with clients. Be creative. Even the Dali Lama hosts Hangouts. Businesses have caught on and are finding ways to monetize Hangouts by hosting online shows and training classes. You can create separate personal and business pages. If you have a physical location, the benefits of Google Plus get even better.

While Google Plus may not be the largest social network, it’s one you should pay attention to. It has 343 million active users and is growing fast. One caveat: You’ll need a Gmail account to participate.


Share your story with photos on Instagram. Upload a photo and within a few moments, someone likes it. Instagram is dedicated solely to sharing photos and videos. To date, more than 16 billion photos have been shared (more than 35 million are “selfies”). Instagram users spend 257 minutes per month on the service. It’s very easy to use, and the free filters can help you turn any photo into an artistic masterpiece. You’ll need a visual marketing strategy to see real success here.

Brand your business with your own hashtag (#yourbusinessname) in the description. Links included in the description are not live links, but when you share Instagram photos to Facebook, the links become live on Facebook. The integration between Facebook and Instagram is superb, particularly since Facebook acquired the service. For the travelpreneur with a solid Facebook presence, this could be another platform of choice. It’s an easy way to share your travel adventures with clients and give a “wish you were here” moment to your audience.


With 1 billion users, YouTube is the world’s second-largest search engine. A staggering 4 billion videos are viewed every single day on this service. In the past, YouTube gave weight to how many views a video had. Today, while views are important, watch-time (how long you held a viewer’s attention) is more important. The day of posting random content that has no value to the reader is over. It can hurt your rankings in search engines and in most social networks.

Putting social to use

Now that you know what the major social networks are, how do you use them? Each has its strengths and weaknesses. Each is social, and members are looking for useful content and connections. As you set your 2014 social media goals, become a story-teller. Learn how to sell by telling the story of the solution you provide. It’s an indirect sales technique that can be quite effective on social media. Where there are opportunities to advertise, such as Facebook ads and Twitter promoted posts, you’ll find increased opportunity for direct sales.

When social advertising opportunities are not available or if you don’t have an ad budget, there are four main areas that can consistently build your brand and increase your sales.

1. Expose your brand to a larger audience. One of the best uses of social media marketing is to build your following, and every major social media network does an excellent job in this regard.

Start with a brand page if it’s available. The appearance of your page should reflect the culture of your business. Develop a social media marketing strategy that includes a content calendar. What will you share? Which network will you share it on?

There’s no magic formula for the perfect time of day to post or for the number of posts you should make. Posting a few times each day ensures better post visibility. If it’s something you want the majority of your followers to see, don’t be afraid to post it more than once, keeping in mind everyone is not online at the same time.

Remember, generating sales with social media is the result of consistent effort. Don’t be afraid to tweak a strategy. Social media is always changing. Check the analytics of the social network you’re using to see if you’re reaching your intended audience and if they’re engaged. If you’re advertising, carefully watch your ad performance. Tweaking a social-network ad can mean the difference between success and money wasted.

2. Increase website traffic. The No. 1 rule of social media marketing is to get fans and followers into your database. Sales don’t occur on social media. They occur on websites and landing pages. Those are the only places over which you have complete control and are free from the marketing restrictions of social media.

Facebook, Twitter, Pinterest and YouTube shine in this category. Social bookmarking platforms like Stumble Upon and Reddit also rank high. Website content and blog posts should be shared on Facebook and Twitter with a link back to the original post on your website.

Create a board on Pinterest specifically for your blog posts. Pin the photo from the post itself and give a snippet of the post in the description. Ask your fans and followers to share or retweet it. If you publish a newsletter, do not just share the link to the content. Instead, post a teaser of the content to come, and link to a newsletter sign-up page. Content must be relevant to the reader. When you become a problem solver, your traffic will significantly increase. More traffic equals more leads.

YouTube is a bit different. Add your website domain name in each video with video editing software or YouTube annotations. Watermark the video with your logo. When you’re recording, don’t be afraid to ask viewers to visit your website when you’re recording. Also include your website link in the description of the video. The more entertaining and useful the video is, the more likely they are to visit.

3. Increase your search engine rankings. If you want to increase your search engine rankings in Google, focus on Google’s social networks: Google Plus and YouTube. An active YouTube channel can bump up search engine rankings. Adding keywords and titles helps Google define the relevance of a video.

Google Plus is the workhorse in this category. The 1+ button is Google’s equivalent of Facebook’s Like button. When added to your website, the number of 1+’s your website content receives is highly related to where you appear in search engine rankings. In fact, 1+’s beat out every other metric known to improve search engine rankings, including Facebook shares and keyword use.

There are a few steps to seeing success with Google Plus. Create separate personal and business pages. Incorporate the 1+ button on your website and blog posts. Lastly, you’ll need to establish Google authorship, linking your Google Plus profile to the content your write. You may need the assistance of your website provider to complete the last step, but it’s well worth the effort.

4. Communicate with your existing customers. Not every social network promotes communication directly to customers.

If your 2014 goals include real-time customer support and communication, Twitter is the network that excels in this area. Customers can tweet a question, problem or accolade in 140 characters. A tweet is real-time, so there’s no lapse between its being sent and being received. This concept works better when you create a separate Twitter account dedicated exclusively to this purpose.

On the surface, Facebook does a decent job when the communication happens via a private message on your business page. However, posting on your Facebook page comes with restrictions. Every post is not seen by every fan. Facebook uses an algorithm to determine which of your fans sees your content. Those limitations don’t exist with Twitter.

The end of the year is the perfect opportunity to take a look at your social marketing strategy. Choose your social network wisely, and work it to perfection in 2014.



3 Social Media Marketing Tips For 2014

2013 was truly a social year. New social platforms continue to emerge, and budgets have swelled, as more companies are beginning to embrace social media presence. A reported 78% of companies now have a dedicated social media team.

It’s safe to say that Twitter isn’t just for discussing what you had for lunch for marketing professionals, as 93% of marketers claim to use social media for business.  Twitter now boasts 232 million active users who send out 500 million tweets per day. Twitter also celebrated a successful IPO this year, as well as the launch of its video tool, Vine.

Instagram also had a big year in 2013 with the introduction of video to the platform, as well as a supported paid advertising program. The rise of popularity of the picture and video-sending platform, Snapchat, indicates that pictures and videos offer an interesting future of marketing.

Taking in the lessons and trends of 2013, here are 3 areas marketing should consider focusing social efforts on in 2014:

1) Create a budget and strategy for social media advertising.

Social advertising is also on the rise with an estimated $10.24 Billion dollars spent in 2013. More and more companies are creating strategies for advertising on social media sites as well as larger portions of their budget. Twitter and Facebook are still the leading platforms for social advertising, but LinkedIn is becoming a more popular place to advertise as well. All three platforms have a wide range of options depending on your target audience and budget.

2) Customer Experience is the name of the game in 2014.

Social media has also created the need for customer service teams to get social. More and more consumers are taking to social media to air their grievances instead of calling customer support. In fact, 42% of customers who reach out to brands via social media expect a response in less than 60 minutes.  It’s also been reported, however, that 80% of customer service inquiries posted on social media go unanswered. Because of this, it’s becoming more important for companies to create an integrated social media strategy that includes all aspects of the business, from sales to customer service. With only 17% of companies saying their social strategy is mature, it’s clear that there’s still a significant learning curve for organizations.

3) Invest in technology.

“It can’t be measured” is a mantra that won’t fly in 2014. Traditionally social marketers have reported their number one complaint is not being able to effectively report on social media ROI. With the plethora of social media tools available today, including Oracle’s SRM solution, marketers can glean all kinds of analytics, from number of mentions, to sentiment, to top influencers interacting with your content. The most important thing is to have a dedicated strategy around what you’re trying to achieve with social media, and choose the best technology that can assist you therein.

I look forward to what 2014 bring for social media marketing.