Scroll through our blog and you’ll notice one major theme: the rules that govern marketing are changing.
Frankly, the world’s a changin’ and you can either get with the times or find a 9 - 5 cocoon.
It is what it is.
It’s time to start seeing these social marketing methods as what they are: AN OPPORTUNITY!
You’re not confined to that stuffy, outdated, cold-calling approach.
You’re a part of the transparency movement and it’s friggin’ amazing.
So. Twitter. We haven’t talked about this one before. Let’s do this.
Despite the fact that Twitter has over 330 million monthly active users (with around 500 million Tweets being sent per day) B2B marketers are still apprehensive about adding this valuable tool to their arsenal.
Why is that?
Only 55% of B2B marketers who use Twitter believe that it’s valuable in terms of content distribution. So, while they might use it, their lack of belief in its value makes them use Twitter ineffectively.
Most B2Bs default to LinkedIn as their social media platform of choice and it’s easy to see why. After all, it’s where all the top execs hang out, right?
Here’s the thing: they’re all on Twitter too. So, why not reach out there as well?
The Top 4 Reasons to Start Using Twitter for B2B Outreach
You’re trying to target thought leaders and decision makers. Finding them on Twitter isn’t as hard as you might think - it just takes a small amount of time to do some digging and forge those connections.
But in case you need more convincing before you put in the effort, here are the top reasons you should be using Twitter for your B2B outreach anyway:
1. Searching For Your Target Audience is Easy as Pie
Like it or not, it’s time to face the facts: Twitter users cover absolutely every persona in the employment spectrum. You might think they’re not there for you specific industry but you’d probably be wrong.
A simple search for keywords like “manufacturing manager” churns out hundreds of relevant profiles.
Think about the kinds of people you actively want to connect with and do a quick search. You’ll be pleasantly surprised at what you’ll find.
Even better news: Twitter profiles tend not to be as old or stagnant as some LinkedIn profiles, so the job titles you find will probably be more accurate/recent too!
2. Play the Customer Service Game
If you’re looking for a bit of a cheeky way in, customer service is the way to go. Tons of companies out there use Twitter to help their online audience get answers to their questions.
It’s a lot more effective than sitting on the phone (on hold) for hours, or waiting for an immediate response to a cold email.
Because Twitter is so public, it’s necessary for companies to respond to Tweets quickly. It’s not a good look to have a lonely Tweet sitting there, cold and unresponded to for days… Use it to your advantage.
3. Do a Little Competitor Analysis
There’s no doubt about it. You need to know where you stand in relation to your biggest competitors. Being in the dark just isn’t the smart way to go.
You need a benchmark for whee you stand in the industry and Twitter can actually help you figure that out (to some extent, at least)
All you need to do is monitor a few simple Twitter analytics, particularly follower growth, Tweets, response time, and so on. This’ll give you some insights on where you stand on the social media podium.
Keeping an eye on Twitter also allows you to keep a finger on the pulse of your competitors’ tactics and content marketing approach.
4. Embrace Globalization
If your company reaches across international borders, the fact that Twitter is a global platform makes it ideal for reaching multiple overseas markets.
A single trending Tweet could help you easily reach thousands of people you might not be able to engage elsewhere.
The Top 3 Ways You Should be Using Twitter in Your B2B Marketing Efforts
Now that you have a thorough understanding of why Twitter is so great for B2B marketers, you might want to look at some tips on how best to use the platform to your advantage.
It isn’t rocket science, to be fair. But a nudge in the right direction can make or break a marketing strategy.
1. Focus on Education NOT Product Promotion
At least 68% of business professionals use their mobile devices to peruse business-related content. They’re constantly striving to educate themselves on specific topics and broaden their horizons.
Sure, it’s tempting to Tweet sales pitches and share product specifics. But you’ll probably find that this won’t resonate with your audience.
96% of B2B buyers believe that content aimed at them can stand to be improved. They want more insight from thought leaders. They want a heavier focus on value - it’s what they’re online for in the first place.
Pro tip: Try sharing insights from senior executives and customer stories.
2. Make Your Shared Content Mobile Friendly
When it comes to your content strategy, showcasing original research is the smartest move you could make. Marketers who use research, infographics or original data as part of their marketing efforts claim that this is the content that receives the most interaction.
Don’t tweet lengthy reports and expect your audience to painstakingly page through a 40-page whitepaper on their mobile phone. It’s just not going to happen. Instead, you should break down these reports into visually compelling content that captures attention and gets the point across easily. If you manage to pull out insights that are unexpected and relate to your customers’ problems, you'll almost instantly establish your brand as a thought leader.
If, in the end, they want your 40-page paper, they’ll probably ask for it.
3. Always-On. It’s the Way to Be
B2B clients take longer to make decisions. It might be frustrating but it’s just the way things are. When you’re managing a company, you can’t make a snap decision; it affects way too many people.
For this reason, you need to make sure that your target audience sees your message many times. Twitter internal data indicates that B2B audiences are more likely to engage on Twitter after repeat exposure to a particular brand’s message. Someone who has seen a business’s message four times is 335% more likely to click on a link in a Tweet by that business than someone who has only seen the message once.
All in all the basics of using Twitter for B2B marketing are fairly simple. It’s all about actioning a plan and sticking to it.