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The New Rules of Lead Generation by David T. Scott

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Twitter for Business and Promoted Products

As I explained in the previous chapter, when companies use tweets to advertise their products or services to Twitter followers, it’s not really lead-generation marketing. It’s more like a high-tech form of word-of-mouth marketing, where you’re sending out special offers to circles of people who are already your customers or leads.

But just before finishing this book, I discovered that Twitter actually has an advertising program—Twitter for Business—that you can use for lead-generation purposes. This program uses an advertising model that is very different from the model used by Web-based social media sites.

Twitter for Business has been offered since 2010, but is not widely advertised, so many advertisers ...

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