Twitter can be an effective tool for lead generation, Jason Miller writes. Use promoted tweets within timelines for timely engagement in conjunction with a gated response page. Running search tweets can yield click-thru rates of 17% or more, depending on the content and the timing, which is best during industry events. Apply the 80-20 rule to limit your self-promotion, and concentrate on conversational reciprocity. Tracking results is easy on Twitter, and essential to keep engaging customers and prospects, Miller writes.

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