Twitter is an important platform for B2B marketing. It is a space to engage with potential leads, create brand awareness, interact with other industry leaders and develop a public persona. While sharing content and retweeting is the entry-level strategy, there are other things that you can do to reach potential B2B clients without being invasive.
1. Identify & Engage Influencers
You can use Twitter Search to find influencers and start interacting with them to establish valuable relationships. You can filter your search options to sort through more than 300 million users.
When you’ve found the right candidates, follow them and start liking their tweets and replying to them on a regular basis. You can even build out a Twitter List like “The Top 50 Influencers in the [Industry] Space” to set yourself up for ongoing engagement and help stand out from other businesses.
2. Get Noticed by Prospects
Twitter offers B2B marketers three ways to connect with potential leads:
- One-to-One: A targeted conversation that is likely to get a response.
- One-to-Many: A traditional advertising technique that sends out a promotional message to the masses.
- Many-to-Many: A newer approach that was formed via the social media network; it enables conversation with a large audience that may or may not respond.
In order to make a positive and lasting impression with prospects, both consistency and relevance are key. No matter what means of communication you choose (even if it involves automation), you’ll want to make sure that messages are tailored and personalized to each prospect on an individual level.
3. Answer Questions
Customer service interactions are increasing on Twitter with more than 80 percent of customer service requests on social media taking place on Twitter.
Twitter is a place that people go to ask and answer questions. As part of your strategy, you should be making time to search for questions and answer them, or take part in conversations that show you are willing to be a participant in industry discussions.
Search Twitter for a service or product that you offer and research how your competitors are responding, what answers they are providing, and what level of engagement they offer. If the space is empty, fill it yourself with answers to the most common questions you hear and begin the conversation.
4. Understand Your Audience
By monitoring what’s happening on your Twitter profile and other social media channels you can understand what your audience likes and does not like to make sure you maintain your following.
You can use Twitter Analytics as well as social media referral traffic data in Google Analytics to get a better understanding of what your audience finds most interesting about your business. Using Twitter Analytics, you can determine the best days and times to tweet, the types of content your audience shares, and who your followers are based on geography, language, education, employment, etc.
It is important that you understand what content your audience wants to read and share so that you can start to produce more of it and hopefully gain a loyal following. It is this type of groundwork that makes you a leader in your industry. If people see you as a touchpoint of valuable information they are more likely to turn to your business for answers or solutions, which they will be happy to pay for as you are the expert.
5. Build Brand Awareness & Loyalty
By consistently offering valuable information to users on Twitter, B2B marketers build a strong brand reputation that increases both the size and effectiveness of their audience. Sharing great content not only boosts brand awareness, but also increases the loyalty of existing buyers. Your goal is to help B2B customers develop a stronger relationship with your brand and start relying on you as an essential resource for information.
6. Show Your Brand’s Personality
B2B marketers often struggle to show their brand’s personality on social media. However, it is essential to create a persona or personality for your brand to stand out on social media.
The best way to discover your brand personality is to base yourself in the company values. If your company places a high value on transparency, your voice might be authoritative or if it is a community you might choose a more intimate, funny tone. Knowing your audiences is also vital to your success. Humour can sometimes fail and see you in big trouble, so it is best to keep it professional even when making a joke.
7. Get Employees Involved
One of the quickest and easiest ways to help build brand awareness is to have your employees follow your brand on social media. Hopefully, they are already your biggest advocates. You should encourage them to tweet, retweet and engage with your business profile to help boost visibility and reach new audiences.
B2B companies should not limit themselves to just one account. Instead, encourage your employees to create a work-based account where relevant information can be further shared and diverged across social media to reach a larger audience. Just make sure it’s clear who owns the account.
8. Promote Your Services
Twitter enables B2B marketers to get in front of the right people, at the right time. Plenty of people now turn to social media to find answers before conducting further research on the suggestions they are given. Most people trust their connections on social media more than they do SEO ranking, so it is important to be well-known in your industry and active on social media platforms.
Remember to always apply the 80/20 rule – just 20% of your social media content should be about your brand. This is especially important when you have something truly noteworthy to share about your business, you don’t want people to ignore your achievements because they are tired of your spam. Promoted Tweets can also help spread these types of messages to highly targeted and relevant audiences.
All of this ongoing research will help you craft tweets that are most relevant to your audiences. Once people read this material, they will start building a positive association with your brand and thinking of you as a trustworthy thought leader in the space.
9. Create Great Content
Twitter is an essential tool for content distribution. By creating more quality content, you’re creating assets to drive social shares, benefit your social visibility and overall online presence.
B2B marketers distribute content on social media in various ways depending on the industry and geographies they are targeting. Your content should be easy to share and interesting to your potential leads.
10. Drive Traffic to Your Website
Drive social media referral traffic back to your website and blog by linking to the URL in your Twitter bio and sharing other relevant pages and articles in engaging tweets. Use relevant hashtags to help spread interesting, useful and practical information across your community and beyond.
Twitter also provides some indirect benefits to your overall SEO performance. By sharing and distributing content, B2B marketers help boost visibility, support link acquisition and gain exposure in search results.
Leveraging Twitter can make all the difference in driving successful online marketing campaigns. It is important to make your presence valuable, intentional and interesting, while sharing targeted content that your audience wants to read.
B2B marketers need to focus on providing solutions, placing themselves in the distinguished position of an industry leader and continue to connect with prospects by ensuring that their social media campaigns are as professional and valuable as the service that they provide.