When it comes to using Twitter for B2B marketing, many marketers find themselves at a loss on how to effectively leverage the platform. With its short lifespan and limited character count, a tweet might feel like an ineffective sales tool.
Yet, with 330 million monthly active users Twitter can be a handy tool for B2B marketing. Just take a look at these stats:
- Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership.
- 366,000 start-up founders are on Twitter.
- 87% of B2B marketers use Twitter to distribute content.
Twitter gives B2Bs the power to create and share information instantly. By using Twitter effectively, a B2B can attract prospects, interact and engage with clients, increase brand awareness and better understand their audience.
Here are five ways that B2B can leverage Twitter to drive sales:
Build Brand Awareness and Loyalty
B2Bs can help build brand awareness and increase loyalty by offering valuable information to their audiences. By sharing content, not only will you increase the size and effectiveness of your audience, you will also boost brand awareness and loyalty of existing buyers.
The secret to succeeding is to make sure you are tweeting regularly to help drive traffic and you use the 80/20 rule. This rule states that just 20% of your social posts should be about your brand; the rest should be non-promotional in nature. This is because customers don’t want to be continuously marketed to. Brands that put their customers’ informational needs above their own marketing will see greater success.
By consistently offering valuable content, your customers will develop a stronger relationship with you and they will eventually come to see you as an essential resource for information.
Connect with Influencers
Twitter gives B2Bs the chance to connect with and engage market influencers easily. These are people and 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 Advanced Search, B2Bs can quickly identify the influencers in their industry. They can then start to follow them and start getting noticed by replying to and liking their tweets. By engaging with these influencers, you can help elevate your brand in the eyes of consumers.
Answer Questions People Are Asking
Over the last few years, Twitter has increasingly become a customer service platform. One study found that 80% of service requests on social media is taking place on Twitter.
Twitter users are all about asking questions and having them answered. B2Bs must be available for users to ask questions and respond with helpful advice. B2Bs should also be answering questions that users may not be asking directly but relate to their products and services.
Search Twitter for the services and products you offer and take note of what people are asking, what they are saying, and how your competitors are responding. Use this information to get ahead of the game and start providing content that you know your customers are looking for.
Support Content Marketing
Content marketing is using content to grow your business’s audience, develop and strengthen brand awareness, and ultimately drive leads and sales. It has become the backbone of B2B marketing and Twitter can help with these efforts.
Twitter can be a support system to help distribute your content. B2Bs can quickly generate traffic to their articles by sharing each publication on the platform. Numerous tweets can be made from just one piece of content by using stats and quotes from the article or even creating infographics from the data.
Twitter provides a great platform to show your clients your depth of knowledge about your industry. B2Bs should stay up to date on industry news, trends and tactics by keeping up with top publications, newsletters, conferences and social media.
Using this information, your B2B should generate tweets that speak to your audience. By tweeting about the topics that are important to the customer and industry, your B2B can easily start a conversation directly with prospects that might be otherwise impossible to have. This kind of engagement and content will help your audience see you as a trustworthy thought leader in your industry.
Twitter provides B2Bs with a fantastic platform for sharing content, providing support for prospects and current customers and engaging with market influencers. To succeed, B2Bs must make their presence on Twitter valuable, intentional and interesting while creating targeted content that customers want to read.