As a social media platform, Twitter has opened up numerous business opportunities for all the different types of users – from big brands, celebrities, emerging artists, news sources, and B2B marketers. The goal is for the users to have the power to create and share information and ideas instantly and with ease. With this social media outlet, B2B marketers can better connect, engage with, and converse with their audiences.
By JENNIFER HOLLAND
Social media is effective for B2B marketing and sales, especially Twitter. It allows B2B marketers to attract prospects while engaging and interacting with clients. This platform also will enable them to understand their audience better and also increase brand awareness. However, there’s a lot more than B2B businesses, and marketers can do with Twitter to maximize their sales.
In this article, you’ll be learning the different ways that you, as a B2B marketer, can drive better marketing results for your brand or business.
Finding and engaging influencers
There are different ways for B2B marketers to find and engage influencers through Twitter to start to interact with and establish valuable relationships with. For instance, Twitter Search is now very massive by how it filters and sorts through over 300 million users.
Also, several third-party tools are very effective in finding influencers within your industry. Some of the best tools are BuzzStream, LinkedIn Advanced Search, and FollowerWonk.
Once you have identified the influencers, you can follow them and interact with their tweets regularly enough for them to notice you. It would help you build a list of influencers in your industry that you can follow closely, pay information to, engage them regularly, so you can set yourself up for them to help your business stand out from your competitors. The influencers can use their broad reach for advertising their products.
Microsoft and National Geographic worked on an influencer marketing campaign. They worked with adventure photographer influencers on Instagram.
Get prospects attention
Twitter gives B2B marketers a different avenue for them to hold conversations with their prospects. There are three many ways that a B2B business can choose to communicate.
- One-to-one: this form of B2B communication explains itself fairly. This conversation is targeted and has a high likelihood of getting a response.
- One-to-many: sending out promotional messages to a large number of people at the same time is a traditional technique used in advertising, and that’s what this is.
- Many-to-many: this approach is a much newer approach that came with the rise of social media. With this, it is possible to hold a conversation with plenty of people that might only listen or choose to respond.
If you are going to make a very lasting, positive impression with your prospects, the essential things you must have are relevance and consistency. Irrespective of the means of communication that you’re choosing, you must make sure that you tailor the message and make it personalized for your prospects on different levels.
Cisco does this very correctly, engaging their audience and making them realize what they will get from the brand. The brand has a personality that attracts prospects.
Answer People’s Questions
The interaction of customer service for many brands is on the rise on Twitter. According to a Social Baker study published on the college paper platform, over 80% of customer service requests on social media are from Twitter.
It is now obvious that Twitter, as a platform, allows people and businesses to ask and receive questions. This is why B2B businesses need to receive the customers’ and prospects’ questions and provide them with a relevant and valuable response. It would be best to actively search for questions that your users aren’t necessarily taking very seriously or asking directly from your business but relate to your service and product.
Experts recommend that B2B marketers search through Twitter for a product or service that they offer. See the questions that people are asking commonly and see the response of their competitors to it. If Twitter is their support mechanism, you’re likely to find some useful information for you there.
For example, Jetblue uses Twitter for customer service and answers its customers’ questions to ease their possible frustration.
Build brand loyalty and awareness
By regularly and consistently offering valuable information to your Twitter audience, you’ll be building a strong reputation for your brand on Twitter, and this can only get better for you as your effectiveness and the size of your audience increases.
By sharing great content with your audience, you aren’t only boosting your brand awareness; you’re also increasing your current buyers’ loyalty. There’s a goal in this; it is so that B2B customers can develop a stronger and better relationship with your business. It also gets to the point where they start to rely on you for information because they see you as an essential information source.
Nike uses its Twitter profile to engage its followers while giving valuable information, and this has built a strong foundation for brand loyalty.
Promote your services
With Twitter, B2B marketers are sure that they can get themselves with the right people when they need to. There are numerous information gaps on social media, and many people are looking to social media for different information. Your aim should be towards driving the people seeking information towards your services and products.
It would be best if you had it somewhere in your mind that spamming people and annoying potential customers away is not the same as promoting your brand. You should apply the 80/20 rule. This means that your social media content should be just 20% of your brand. This will make whatever information that you share about your business more noteworthy. You can also use promoted tweets to increase your message’s reach and make it more visible to relevant and highly targeted audiences.
Understand your audience better
There are those things that your audience likes and others that they don’t like. You have to be able to distinguish both and use that knowledge to your advantage. Monitor the events on your profile on Twitter and other social platforms, and be sure that you haven’t been erased, deleted, unfollowed, etc.
You can choose to use Twitter analytics or use social media referral traffic data that Google Analytics provides to understand better the things that interest your audience the most and what they find interesting about your brand. With Twitter analytics, you can determine the time and day that’s the most ideal for you to tweet, the kind of content that your target audience likes and shares, and also analyze your followers depending on their language, geography, etc.
There are also third-party tools that you can use, and a typical example is BuzzSumo. The feature for “The Most Shared Content” informs you about the type of content shared across social media and who is sharing it. It also has a “Content Analysis” feature that gives you an in-depth look into the different types of content, considering their elements that might affect the shares, such as the length of the content and what day it was shared in the week. All of this information helps you to be more efficient in your B2B marketing effort on Twitter.
Show brand personality
One of the numerous struggles of the B2B marketers is how best to reflect their brand’s personality on social media. It is a brand’s personality that will help it stand out from among the crowd, so it is quite important.
Decide on which strategy works for your brand the best and helps you meet your business’s broader objectives. Whether you are deciding to use a funny, exclusive, intimate, or sophisticated voice on social media, you must first know your audience. It can be hard to pull off humor because not everyone will get the joke. Whatever you do, try not to cross any lines that might put you in a bad light in front of your followers.
Show your expertise
Twitter is one of the few channels where you can truly show your expertise and how good you are to your audience. So you have an opportunity to explain what you know and what sets you apart from the competition.
If you are not sure how best to do this, here is a trick. Keep up to date with trends, news, and tactics in your industry by subscribing to email newsletters, monitoring top publications, attending events and conferences, browsing online forums, and being attentive on social media.
While you continue to do this ongoing research into the latest industry update, you will learn to craft your tweets in a way that your audience sees as more relevant than how your competitors can. As your audience reads this content from you, they start to form a positive association with you and the brand, and they begin to see you as being a trustworthy and thought leader in your industry. Before you know it, they are always in your space.
The ability of B2B marketers to leverage the power of Twitter can be the difference in whether their online marketing programs are successful or not. This is why your presence must be engaging, intentional, and most especially valuable as you share targeted content for your audience to read.
Jennifer Holland is a professional essay writer online with three years of experience at best essay writing service uk at Proessaywriting. She has been writing about education, student life, and career development for several years. She helps students get their dream job by offering them her excellent knowledge.