The wonderful world of Twitter has unlocked business opportunities for most type of user from emerging artist to famous celebrities, for big brands, news sources, commoners, marketers and (most importantly for you) B2B business houses. B2B Twitter marketing presents opportunities to the users – a power to create and share information any time, and this social media platform allows B2B business houses to better connect, converse and engage with their audiences.
Launched back in March of 2006, Twitter has emerged as one of the most popular social networking sites in the world. With more than 330 million monthly active users and 500 million Tweets sent per day, it is now one of the significant around-the-clock news sources for just about anything and everything.
In this post, we’ll highlight seven great tips for B2B Twitter marketing to grow your business and generate countless B2B leads
1. Answer the Questions People Are Asking.
Customer service activity is gradually increasing on Twitter. In addition, businesses are also readily available to answer such consumers instantly. For example, whenever a specific software or tool starts malfunctioning, you will witness many people posting about it in the form of questions.
In the B2B environment, you will come across most people are merely posting questions or requesting for help in some instances. Since B2B buyers are known to be quite aware than they used to be many years ago, they mostly do not ignore any platform while researching. To construct your social presence on Twitter and improve your profile’s credibility, it is always a good idea to help them out with their respective queries or issues. Positive reviews are a crucial factor in the success of your B2B Twitter marketing campaign.
Casie Gillette recommends searching Twitter for a service or product you offer, “See what people are asking about, what they are saying, and how their peers are responding and also, check out your competitor feeds to find out what they are responding to. If they are using Twitter as a support mechanism, you might be able to find some good stuff in there.”
2. Add value to your content.
Adding value to your Twitter content is very similar to adding value to other marketing content. You should always keep your buyer personas in mind before taking any action because the key to creating successful inbound content is to make your readers feel like you are speaking personally to them.
When thinking about adding value on social media, try asking yourself if your tweets advance in generating an idea, entertain, or educate the audience. Without any of those three things, your content is likely to feel blunt. Additionally, it is recommended to keep reminding yourself that the purpose of Twitter is to connect and spark conversations with your audience.
3. Connect with Influencers.
Twitter gives B2B houses the chance to connect and engage with market influencers easily. These are people or organizations that possess an expert level of knowledge and/or social influence in their respective fields. According to a study by Twitter, partnering with the right influencers can help brands increase purchase intent by up to 88%.
Using Twitter Search and third-party tools like Buzzstream, FollowerWonk and Linkedin Advance Search, B2B quickly identify the influencers in the industry. Then they can start to follow them and can get noticed by replying to or liking their tweets. By engaging with these influencers, you too can help elevate your brand in the eyes of the consumers.
4. Leverage the twitter list.
Twitter lists allow you to categorize your followers and segment your feed accordingly so you only view tweets produced by followers on your list. Additionally, you can control who views your lists, by making them private or public to your liking.
Monitoring is the most essential aspect of Twitter lists, which allow you to monitor your competitors in the industry for analytical reasons and to keep track of their Twitter content, or monitor future clients. For instance, potential clients can be organized into a private list, where they can be easily monitored to see if they tweet any questions regarding your field of expertise. You can then engage with these prospects with answers to their questions enquired.
Twitter lists are useful for other reasons, like familiarizing yourself with your customers, creating lists related to news about your industry for future content and also creating a company directory of your employees. The goal of the Twitter lists is increasing your engagement on the platform and create new conversations and interactions for businesses.
5. Take an always-on approach.
Decision-making processes are longer, so it is important for the target audience is exposed to your messages multiple times. Twitter’s internal data shows B2B audiences are much more likely to engage on Twitter after repeat exposure to messaging. Someone who has seen a business’s message numerous times is 335% more likely to click on a link in a Tweet by that business than someone who has only been exposed to the message once.
It is fine to repeat Tweets more than once over a day or a few days if the message is relevant and timely to your benefit.8
6.Targeted Advertising & Remarketing.
Twitter ads can help you get your message in front of the audience who are most likely to be interested in your products, and in your brand. Twitter’s own data shows that advertisement engagements have increased 69 percent over the last year, with a 28 percent drop in cost per advertisement engagement.
Twitter comes with a feature that allows businesses to create remarketing campaigns to target users who have visited your page before. Retargeting an audience that has shown interest in your page can boost your conversion rate rapidly.
Using Twitter’s tailored audience functions, B2B businesses can ensure targeted messaging appears in the particular lists’ feeds over time.
Segmenting your audience on Twitter followed by creating personalized tags will make your remarketing strategy more effective. This feature allows you to engage users that have been exposed to both organic and paid tweets across platforms.
This connects you to the audiences that are likely to engage, and with the ones that have a purchase intent.
7.Measure results.
When the objectives and goals you have are in place, you can easily measure the results of your performance on any social media site. Having goals can also help you determine whether your strategy will work. Then you can help yourself to get the right place you intend to go
To measure your results on Twitter, you can use Twitter analytics, located in the drop-down menu when you click on your profile at the top right corner of your Twitter dashboard.
A general tip for measuring your performance on Twitter is to focus less on the vanity metrics. Vanity metrics, like impressions or follower count, are often high numbers that look good on paper but do not help you meet your business goals as you have set.
It is more important you know how many people have clicked on the link you Tweeted, or how many people in average are interacting and engaging with you out of your total audience number, so you have a firmer understanding for which of your content is gaining popularity.
Final Thoughts
Twitter is a powerful way to reach and interact with your audience. Entering into a two-way conversation with clients and prospective customers can help you promote your brand and not just only your products, but also expertise in the company culture and ethos. To succeed in B2B twitter marketing one must make their presence on Twitter valuable, intentional and interesting while creating targeted content that customers want to read and would like to engage with.
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