Twitter is one of the most popular and extensively used social media platforms. It boasts of over 330 million active monthly users and 145 million active daily users!
What’s more impressive is the list of ways how Twitter can forge your brand, especially if you are a B2B firm. Twitter’s mission is to empower users and brands to create and share ideas and information, thereby creating a fantastic communication channel for B2B marketers to connect, converse, and interact with their target audience.
Furthermore, since it’s a global platform, the conversation among people, brands, and top industry leaders is helping reshape the way B2B marketers communicate with their user and fan base.
Ever since social media for B2B marketing became a real thing, platforms like Facebook, LinkedIn, Instagram, and Twitter have snatched the limelight. Today, Twitter has emerged as a handy marketing tool for companies and organizations of various sizes spanning many industries.
According to MarketingCharts, in the past year, Twitter has garnered excellent customer satisfaction ratings:
The experience that Twitter promises and delivers is much different than that offered by other social media platforms like Facebook, Instagram, and LinkedIn. Twitter is filled with features that make it a unique marketing tool, such as native GIF search, Twitter Moments, Twitter Highlights, Twitter Lists, Twitter Cards, Tweet Alerts, and Twitter Promote Mode, to name a few. Also, by using Twitter for B2B marketing, you can reap the benefits of a host of customization features!
In this article, I’ll cover the best ways to efficiently utilize this robust social media platform for B2B marketing.
How to use Twitter for B2B Marketing?
With Twitter, B2B marketers can attract potential customers, interact with users, and boost brand awareness. Here are five ways to use Twitter for B2B Marketing:
As a B2B marketer, you can use Twitter to connect with prospects and converse with them. Usually, your brand can communicate in three different ways:
- One-to-One – a targeted conversation technique that promises to get a response.
- One-to-Many – a marketing technique wherein you send out promotional messages to the masses.
- Many-to-Many – It is a relatively new marketing technique that was born out of social media. Here, too, you send out promotional messages to an expansive audience network that may respond or may act as passive listeners.
By crafting highly personalized promotional messages and advertising campaigns for your target audience, you can leave a lasting impression on your potential customers as well as followers. However, your marketing efforts must be consistent.
Remember – the more impressions you make, the stronger the brand recall!
Connect with influencers and affiliates.
When used correctly, Twitter can be an excellent tool for finding influencers whose goals and vision resonate with your brand goals. Despite having a vast network of users, Twitter does a great job of filtering prospective influencers and affiliates for your brand and helps you establish lasting relationships with them. You can also use third-party tools like BuzzStream and LinkedIn Advanced Search to find influencers in your industry.
Once you have identified the relevant users, you can follow them and get under their radar by liking, commenting, and sharing their tweets.
Boost brand awareness.
If you are aware of the nitty-gritty of social media tools, you can boost your brand awareness and improve customer loyalty to a great extent. The first trick to increasing brand awareness is to consistently offer valuable, meaningful, and relevant information to your target audience. You can do this by creating tailormade posts, tweets, and ad campaigns for different buyer personas. This will keep your users engaged and informed, encouraging them to stay loyal to your brand.
For instance, Deloitte has successfully built a strong presence on Twitter. The multinational brand uses a mix of cleverly crafted techniques to keep their audience engaged and informed – from engaging image tweets about company initiatives to visually appealing native video tweets, Deloitte leaves no stone unturned.
Gain a better understanding of your audience.
The more you understand your audience – their pain points, preferences, dislikes, and expectations, the better will be the outcome of your marketing campaigns… You can gather all of this valuable information about your customers by carefully monitoring your Twitter profile (along with other social media handles) and user comments and mentions.
Another way of gathering information on your target audience is to monitor Twitter Analytics data to find out how your audience behaves and absorbs the content that you generate. A quick glance at Twitter Analytics will help you identify the best day and time slot to tweet, what kind of content your audience likes to consume, and categorize your followers based on demographic attributes.
Promote, and then promote some more!
One of the most significant advantages of including Twitter in your social media for B2B marketing strategy is that it allows you to appear before the right people at the right time. Since netizens rely on social media to find relevant information about brands, you should make it a priority to promote and push your products and services to the right audience.
While it’s a great way to attract potential customers, you must know when to draw the line between being relevant and being spammy. If you appear to be too full of yourself, you will end up being in the spam folder of your customers! To avoid this, we recommend using the popular 80/20 rule – this rule mandates that only 20% of your social media content should be directly about your brand.
Take the case of DuckDuckGo. The innovative search engine brand found immense success by sending out promoted tweets. By adopting this approach, they not only market to existing followers but also expanded to a much broader and interested target audience.
Although our topic of discussion here revolved around the use of Twitter for B2B marketing, the brand goals and vision of B2B businesses differ – no two businesses are alike.
It’s imperative to take a good look at your company goals and mission and then create a Twitter strategy that caters to your business needs and meets the expectations of your customers. After all, how you use Twitter will determine the outcome of your Twitter marketing strategies. Twitter’s updated marketing playbook is an excellent learning resource for B2B marketers.
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If top brands like Adobe, General Electric, Intel, PlayStation, Samsung Mobile, Starbucks, and H&M are using Twitter to engage a truckload of followers, they must be doing something right.
Now that you have a foundation on how to get started, it’s time to invest your time and efforts to create some versatile Twitter marketing strategies. Or perhaps, are you looking for more direction? Well, fill up that form and get yourselves pumped!