How to Effectively Use Twitter Marketing for B2B

Marketing effectively on Twitter is about building relationships. As your consumers are present online, it only makes sense to bring your business to them. Twitter allows your business to interact with your consumer in a number of ways. In fact, over time consumers can also become friends. Effective twitter marketing is founded upon clear, concise communication.

As a B2B marketer, enhancing communication is one of the best ways to help your business grow. If your business has Twitter but you aren’t sure how to make it work your advantage, this post can help.  Below we outline the cornerstones for effective Twitter marketing for B2B relationships, step by step.

Personalize Your Brand

First things first. Your Twitter should be an extension of your brand. This means it offers extra information but always leads back to your site, products, or services. In your Twitter bio, include relevant information about your company such as your location and a link to your main site. You can also include the handles of members of your company to boost engagement and visibility. 

Each tweet should invite your followers to engage with it. Make the tweet appealing in some way. You can do this through fun and informal language, or by sharing an image, video, link, or gif. These additions make followers more likely to “like,” “retweet,” or even reply to your tweet.

These are all reactions you want. They portray how well your brand is doing with B2B relations in a way that is easy to understand.

Make sure you avoid automated tweets. While these are useful, they are impersonal and your followers can tell. No one wants to interact with a fully-automated Twitter mechanism.  Try to avoid sending out automated messages as much as possible as well. Instead, when you get a new follower or reply, personally thank or respond to them.

Remember that personalization is key. Your Twitter shouldn’t be a bot. 

Know Your B2B Audience

• Focus on Your Target Community: You can define and focus your target audience by establishing leads. You create your leads by researching what your B2B customers want and need. Think of how your product or service can solve a problem for them and tailor your tweets around that. This is also known as creating a keyword strategy. 
• Interact, Observe, Analyze: Once you’ve identified leads, interact with them. Follow them, tweet at them, and make yourself known. You should also follow their own business accounts to establish a connection. Once you’ve done this, observe and analyze their own tweets. Read them, study them, and pay attention to them. This will help you see how your targeted leads use Twitter. With this information, you’ll know how to effectively interact with them.

Twitter Analytics is a useful tool to help you accomplish this step. It allows you to see what content consumers engage with most, what garners the most responses, and what needs work, and even track conversions. With this tool, you can also promote tweets and cast a wider net when you share something new. It’s a great way to stay in touch and make further connections.

Talk Back

Utilize Other Media

The great thing about Twitter is that it’s compatible with other media. While it is primarily a platform for text, you can add other media to those 140 characters. If you have a service, product, or piece of information you want to promote, adding some type of media is a great way to do so. 

Instead of repeating your own tweets, pull pieces of info from past articles and blog posts and turn them into infographics, videos, or an image. Then, share this improved info with your followers. Research has found that tweets with visuals earn 150% more retweets and 18% more clicks.

Keep Your Campaign on a Schedule

Though automated tweets should not be used, you can still schedule some tweets. This gives you time to focus on other aspects of your business while knowing that Twitter is still up and running. Automatic tweeting is especially useful for certain tweets that don’t need much personalization. Using your Twitter tool, you can set certain tweets to a schedule. These tweets include:

• Landing Page Tweets: Landing page tweets, or tweets that link back to your site or blog, are perfect for auto-pilot. Make sure to check the links to make sure they work. To take your campaign to a new level, consider creating custom landing pages. If your landing page tweets link back to the same site pages, you B2B consumers may get bored. If they see you have created a page that ties into your Twitter campaign, it shows more engagement. This works great for promotions, B2B marketing campaigns, and more.
• Static Tweets: Static tweets are those that mention something newsworthy, ask a question, or start a conversation. You can plan such tweets in advance so they will post automatically.
• Informative Tweets: Schedule tweets meant to share insight or info about your industry. Informative tweets should be original in thought and composition. This establishes you as a thought leader in the industry. B2B leads you’re interested and other organizations will be more likely to engage with these tweets.

Some tweets are not right for automatic Twitter campaigns. Tweets about breaking news stories related to your industry should be personal and timely. Share your thoughts and ideas about the subject instead of sharing a pre-prepared thought that doesn’t line up.

Conversational tweets, replies, and retweets should never be automatic, either. These tweets must be active and interactive. Keep this in mind and be discerning when making your Twitter campaign.

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