Since the dawn of the internet smart B2B companies have been searching for methods to capitalize on our ultra-connected web. Then came Twitter, which according to MSNBC Business Insider Nicholas Carlson, officially began in the hands of rogue Googler Evan Williams or in the apartment of Noah Glass the Odeo man. One thing remains true: regardless of where and how Twitter began it has definitely become a cornerstone in modern day media. Traditionally you would think this is great for all business in a generic sense, largely because Twitter opened the market to mass media publications that render in real time. Mass marketing to a billion plus fans is seemingly the most beneficial approach but many wonder exactly how do B2B companies specifically use Twitter? It’s pretty amazing, you see while businesses are busy mass marketing their products, services, or information to millions upon millions of Twitter followers smart B2B companies are using that information to target businesses who need their services/products.
You might be thinking “Twitter’s old news…What about Facebook, YouTube, or LinkedIn?” Surprisingly enough according to Pardot.com out of the 91% of B2B marketers who actually use
Twitter only a shocking 15% actually generate leads. This means that the Twitter overlord is actually one of the most underused inbound marketing platforms on the web today.
How B2B Companies Generate Leads on Twitter
The story of social media will almost always boil down to engagement, consistency, and automation. In this respect B2B companies who under utilize Twitter should begin by modeling the marketing sales funnel and how they integrate with the above mentioned components.
Engagement and Twitter Marketing
Twitter accounts are essentially mini websites. In that respect they should be optimized for increased conversions. Use your Twitter account to actually meet potential prospects, respond, and create discussions with followers who share the same interests as your company. Post compelling updates and direct your Twitter followers to your blog. Optimize your Tweets with keywords. It’s important to note that these strategies are most effective when you engage with your Twitter followers as opposed to just updating your status every so often. Which brings us to the next component.
Consistency and Twitter Marketing
In today’s Market B2B companies have a million+ resources at their disposal to help manage their Social Media Marketing Campaigns. Services like Hootsuite, SayitSocial, Sendible, Pardot, and hundreds of free management systems are available that there really is not excuse not to be consistent. Consistency and engagement go hand in hand because the more you engage with your followers the more they will reciprocate. Think about it. If you do not engage with your followers you’re basically gambling with Social Media and smart businesses do not gamble on a sure thing. These strategies go far beyond responding to messages and discussions inside Twitter. Instead, think on a grand scale. Use brand monitoring software or services to track mentions of your company. This way you’re always present when the discussion involves your business. That’s great PR.
Automation and Twitter Marketing
Create a realistic game plan for your social media marketing campaigns. It’s unrealistic to ask a business to focus solely on Twitter marketing. Therefore, create a series of automated process, employ software that completes tedious time consuming tasks (e.g. brand monitoring, posting, analytics), identify realistic milestones, and keep up with Twitter trends to both maintain improve your campaigns.
The Facts on Twitter Marketing and B2B Opportunities
The fact is Twitter marketing alongside all social media platforms can no longer be ignored. Your company must participate to remain competitive in today’s market. In a report compiled by Burson Marsteller more than 60% of Asian Pacific companies have Twitter accounts, over 80% of European companies have Twitter accounts, and over 70% of U.S. based companies have Twitter accounts. It’s safe to say that more than half of the world’s companies are on Twitter. If that’s not enough to persuade you the same study noted that the average account per company is rounded to about 6 accounts. Burson Marsteller reported that companies are using Twitter accounts for more than one purpose including customer service, recruiting, updates, and promotions. This alone gives your B2B company the ability to obtain valuable insight on the global demands of your target audience.
Taking the Pain out of Managing Your Twitter Account
If all of this seems as if it would be too great a burden to take on, do not simply ignore it and move on. Instead hire an inbound marketing agency or social media manager to complete these tasks for you. If you’re still wondering how companies can use B2B Twitter, feel free to contact us and let us help you build results. Help yourself to some of our invaluable guides and resources, and you’ll gladly find many are free of charge or available at a minimal cost!
Need Help?
If using Twitter to expand your Social Media reach is something that you are interested in but don’t know how to get started, contact us today to schedule your free marketing analysis.
