How to Use Twitter for Effective B2B Marketing

27.06.2017

Gone are the days when Twitter used to be a micro-blogging platform where many would simply air their thoughts. From 5,000 tweets per day in 2007 to a staggering 500,000,000 tweets per day, Twitter has morphed into a mammoth brand-building platform for both consumers and B2B marketers today. Unsurprisingly, as per research by BrandWatch, Twitter is the top social platform for B2B brand mentions with 73% of them happening on the site.

Arguably, Twitter is opportunities galore. Whether you can turn those opportunities into high-quality leads depends on your Twitter marketing strategy. In fact, according to Social Media Today, B2B marketers who use Twitter for Marketing generate twice as many leads as those who don’t.

So, here are some tips on harnessing this powerful platform and using it for your B2B marketing effectively.

Creating Follower Personas

Creating personas for your Twitter followers is the most logical step to devising an effective B2B Twitter marketing strategy. By profiling your prospects, buyers, and influencers, you can go deep into their psychographics and their Twitter behavioral patterns. Moreover, it also helps you find out when they are most active and the information they engage with the most. This helps you create tweets that offer some value to your followers.

Tools You Need: To begin with, you will need to analyze your current followers and their psychographics. While it might seem like a lot of work, it’s not - there is a slew of analytics tools including Twitter’s official analytics that allows you to dive deep into your growth and performance over a period of time. Take a good look at the stats and see if there’s anything you could do better to improve your outreach and engagement.

For example, Twitter’s analytics displays key performance metrics such as your top tweet, top mention, top media tweet, top follower and some other important information. Similarly, you can use tools like BuzzSumo to discover the kind of content your followers engage with more often.

All this information will help you streamline your B2B Twitter campaigns to drive better value for your followers and receive more engagement in return.

Personalize Your Brand

B2B Twitter marketing isn’t for bots. Sure, you can greatly benefit from these popular Twitter tools to drive your B2B Twitter marketing campaign, but at the end of the day, you must personalize your brand and let it stand out from the competitors. Let each and every tweet evoke emotions and entice your followers to engage with it. Whether you’re sharing an image, video or blog post, try to make it appealing to your followers. Here’s a great guide on Twitter automation.

Nothing turns off your followers quite like a fully-automated Twitter mechanism.

If you want to avoid looking spammy to your followers, consider the following:

Oftentimes, brands set up automated direct messages which are sent when someone follows them. There’s no way anybody would like to reply to an automated message. Sending DMs makes sense when you have already interacted with your followers, and want to engage with them privately for a specific reason.

Harness the Power of Image

Instead of repeating the same tweets over and over again, try to pull a quote from your article, turn it into a compelling image and then share it with your Twitter followers. According to research by Buffer, tweets with photos earned 150% more re-tweets and 18% more clicks.

Engage with Your Followers

Even though this might seem time-consuming for B2B Twitter marketing strategy, nothing can be quite as effective as engaging with your followers on Twitter.

There are a couple of ways to allow your followers interact with your tweets - start a hashtag campaign for your weekly twitter chat, create a poll on Twitter, and reply to your followers directly. Similarly, you can re-tweet industry updates and breaking news. All these actions imply that your brand is a real person and you’re committed to your followers’ experience. Moreover, it helps you position your brand as a thought leader.

Try Remarketing Campaigns

If you want to target your website visitors on Twitter by promoting great content and offers to them on Twitter, you can try remarketing. It’s done by simply setting up a remarketing tag on your website, letting Twitter capture the website visitors via cookies and then displaying your tailored ads to them on their Twitter feeds. Of course, you need to buy ads on Twitter for the same.

Final Thoughts

B2B Twitter marketing can be a two-edged sword at times - it can boost or break your ROI based on how you conduct yourself and let your brand reflect. Therefore, it’s extremely important to follow the best practices and build a long-term relationship with your prospects, customers, and influencers on Twitter.

What have you learned from your Twitter marketing campaigns? Please, share with us your Twitter marketing tips and tools.