25 Mar How to Use Twitter for B2B Marketing?
Social Media for B2B Marketing
Many B2B companies wonder whether social media is a relevant channel to invest in as part of their marketing strategy. Some might feel that social media is too easygoing and quick for the type of deep professional relationship-building required for B2B sales. However, enough data has accumulated by now for us to definitely state that social media does not only work for B2B marketing, but is an essential tool in your client journey mix. Everybody is online all the time nowadays. You might not find the CEO and CFO on the current teen fad, but most (if not all) of them have a well-crafted LinkedIn profile, communicate with their family on Facebook and get their news fix on Twitter.
How can B2B companies utilize executives’ natural inclination towards quick and brief updates, as is satisfied by Twitter?
Why is Twitter Crucial for B2B Marketing?
Since Twitter only allows 280 characters in each post (tweet), many business people chose it as an easy-to-digest source of industry information. Writing a tweet is easier and quicker than writing a long newsletter or press release, and the feedback on news is always faster. That’s why a lot of new information breaks on Twitter first, giving it an even greater edge in most industries. So – short, quick, concise, knowledge-based and immediate – everything your prospects need, which is why you’ll find that most of them inhabit the Twitter space.
Find Your Clique
Twitter users tend to flock in groups according to their interests, both professional and personal. A persistent newcomer can gain serious traction by engaging users affiliated with the right cluster, using a recognizably professional lingo and an informed stance.
This means that you’ll want to start with searching for industry terms and find out which hashtags are being used to tag the conversations you’ll want to penetrate. Jot down a list of the trending terms, hashtags and the users associated with them.
A not of warning – some users might seem very active, but if you look closely you’ll see their content is nothing but hot-aired spam. Avoid connecting with them and avoid replying to them, it’s a waste of your time and will tag you with the wrong association.
Monitor the Chatter
Now that you know which hashtags and users you want to engage with – monitor the conversations surrounding them. There’s no need to spend a lot of time monitoring discussions manually as social media monitoring tools are easy to find online. Utilizing automated tools will help you stay on top of current trends in your industry, as well as sift through current conversations to find the most relevant ones.
Engage Engage Engage!
Once you have a clear picture of the conversations you want to be a part of – direct your tweets to the right people by mentioning (tagging and replying to) them.
Make sure to answer questions, this will help you look professional and express the precious knowledge your organization has accumulated.
Be quick to respond – on social media, timing is key. The more engagement posts receive at the get-go, the more eyes they will reach in total. Use your monitoring tools to get alerts about relevant conversations and jump in with valuable information to help move the discussion along. Other users will appreciate your knowledge and notice your profile.
On social media, engagement is key. As a B2B marketer, this is a great arena to engage with industry influencers, proving your expertise while communicating about the issues that concern them.
Involve Your Employees
Many companies use fake profiles to boost engagement on various social media platforms. Over time, this has been shown to be a poor way to advance marketing efforts, as fake users don’t really show meaningful activity patterns or have real connections with actual potential clients. However, employees are already a part of the industry. Their profiles are real, they take a real interest in the subject matter, as it is part of their lives, and they engage with other content fields as well.
Ask your employees to share your content, send them links so they can respond quickly to your posts and ask them for content ideas. Even if they are not regularly active on Twitter, their engagement will go a longer way for you than the average bot-farm ever will.
Use Videos and Images to Improve Engagement
Although most social media algorithms prefer visual content, Twitter is still a very much textual-leaning platform. The algorithm might boost your reach if you upload images and videos, but users are looking for reliable information that envoke thought and creativity. Don’t neglect the textual content. Different devices might present your visuals differently, so make sure to cut them into the right sizes, as is recommended by Twitter.
Executives and stakeholders are just like anyone else, but with less time. This is why they prefer Twitter and this is the one thing to keep in mind when trying to get noticed by them. Find them in the virtual space they inhabit and be short, useful and respectful. They’ll appreciate the professionalism and contribution, and you’ll be on their minds when opportunity knocks.