Social Media in B2B #2: Twitter

  • Social Selling B2B

To follow-up on our B2B social media theme, here’s as promised the second article dedicated to another social network: Twitter. The first one was about LinkedIn, the most efficient social platform in B2B.
However, Twitter also has a role to play in your marketing strategy. Twitter for Business often rings in people’s mind as funny jokes and burns from companies to not-so-polite or trolly customers. These exchanges reinforce engagement, visibility and reputation of a brand. In B2B, it can have the same benefits, with slightly different rules.

First, let’s take a look at the metrics and what they show:

  • 87% of B2B marketers are on Twitter and use it (which makes it the 2nd most used platform behind LinkedIn)
  • 13% of leads from social media in B2B come from it – making it yet again the 2nd best after LinkedIn, that proudly stands at 80% of those leads.
  • 42% of buyers look for information on Twitter before starting their purchasing process

You have three key numbers for B2B, now let’s talk about how to use the platform! Here are a couple of guidelines:

  • Twitter can be a great tool for competitive intelligence and is by far the best for it. That’s because everything is public and you see what your competitor does but it’s also the easiest thanks to the possibility to create private lists.
  • In addition to the competition, you can have a look at your whole industry: clients, experts, blogs, influencers, etc. It’s great to know what are the topics to talk about.
  • To increase visibility: let’s remember that’s the first goal. Regularly tweet and don’t forget to stay up-to-date: what are the top topics? What’s trending? Which popular hashtag could you use? You have more chances to gain visibility if you tweet about trending topics or hashtags.
  • To generate traffic and leads: keep in mind that Twitter can be a natural way to bring traffic onto your website. Think about it as a complementary tool for your other marketing actions. Align your strategy between your posts, emails, ads, etc.
  • To enhance customer loyalty: engaging with your clients on Twitter is a good way to show that you care. You can send them dedicated content or simply offer an after-sale service. Just answer quickly!

Twitter has proven its use in B2B. On this network you will have the most direct contacts with your prospects or clients than on any other social media – take advantage of it.
To conclude our social media theme, next week we’ll talk about Facebook in B2B!

Comments and questions welcome!

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