While Twitter isn’t the first channel you think of when trying to come up with a successful B2B marketing campaign, that doesn’t mean it can’t drive significant results.
With over 500 million tweets sent out every single day, there’s plenty of conversations and chatter which your B2B company can leverage. The fact is that 85% of B2B marketers use Twitter and you run the risk of falling behind if you don’t take it seriously.
With that being said, let’s look at some Twitter marketing best practices & Twitter B2B marketing tips.
1. Be Human
B2B targeting on twitter doesn’t have to be dry and stoic. In fact, that’s an outdated practice — with millennials dominating the workforce, your brand messaging needs to appeal to them. Remember, you’re selling to humans and not to machines. Even in a B2B landscape, where the sales cycle can be up to a year or more, it’s vital to be recognized as a company that has community and family values.
For example, look at Jon Deere’s Twitter page.
Its bio is short, to the point, and doesn’t have any mention of the products it manufactures. Which, by the way, are mostly tractors, excavators, and other boring industrial equipment.
Here are some of its Twitter posts:
Ain’t that cute?
Here’s another, just a few tweets below:
This tweet shows the company’s outreach initiatives, reflecting its values as being community-first and inclusive, while also following Twitter best practices such as not including more than two hashtags in one post and mentioning other brands/partners wherever possible.
Give the social media team a raise.
2. Be Helpful
Twitter’s (now upgraded) 280 character limit might be off-putting for some marketers but it doesn’t necessarily have to be construed as such. In fact, marketers can use it to post short and succinct replies to customer problems or links to articles that are relevant to the industry.
One way of going about this is to understand what your target personas are interested in reading about or discovering. The more helpful content you can share, the better your chances of being recognized as an industry thought leader and a go-to source for insights and information.
3. Reach Influencers
Twitter’s a great way of connecting with audiences and reaching people from across the world.
There’s no ‘friend request’ to approve — just mention the person you’re trying to get a hold of and they’ll get a notification.
One surefire method of boosting your brand is to get influencers to mention it. While that strategy is mostly utilized for a B2C audience, it doesn’t mean B2B companies can’t follow suit.
A third-party tool you can deploy to find influencers in your niche is Commun.it.
After you’ve developed a list of influencers to reach, keep them engaged by mentioning them in your tweets or responding to their questions. Treat it like any relationship building effort — a little effort can go a long way.
4. Understand What Works and What Doesn’t
If you’re not using analytics to supercharge your Twitter B2B marketing strategy, then you’re not making full use of the platform’s power.
Twitter analytics will help you gain a nuanced understanding of what your audience likes and dislikes. After all, building a B2B follower list isn’t an easy task. The last thing you want is to post dry and uninformative content which results in an unfollow and lower brand recall.
Twitter analytics will also reveal granular information like the best days or times to post, which posts had better engagement than others, the breakup of your followers by geography, and more valuable data.
And the more followers you have, the easier it is to build an email newsletter service in order to keep them engaged.
Other than just Twitter analytics, you could also use overall social media referral traffic in Google Analytics to find even more audience highlights. After you have collected all the data, import it into a monthly report template to visualize and present the results.
Alternatively, a tool like Commun.it helps you understand what type of content is currently being shared most on social media as well as a deeper dive into its forces of virality. After you’ve done a bit of analysis, it’s possible to replicate what works.
5. Highlight Your Employees
We’ve mentioned before how Twitter is an excellent platform for connecting with people from across the world.
Your followers are interested in what goes on behind the scenes at your firm. They want to see the human side of sales, technical support, manufacturing, business & marketing planning, and operations. By highlighting employee achievements, you’re giving your brand a human touch as well as boosting internal engagement and office vibes.
Employer approval is crucial for millennial job satisfaction and your Twitter account might be the solution to just that.
B2B marketing isn’t an exact science but there are a number of B2B best practices you can utilize to great effect.
Don’t underestimate Twitter — the platform may not have the reach of Facebook or LinkedIn but it still has hundreds of millions of users around the world and is considered to be the best platform for engagement.
If used right, Twitter can be as good as advertising for free to hundreds of thousands of people.