Tweet This, Not That! 9 Twitter Strategies Every B2B Marketer Should KnowA recent study reveals that 82% of leads generated through social media are found through Twitter. In many cases, Twitter has outperformed both Facebook and LinkedIn 9-to-1 when it comes to lead generation. In fact, a poll of the nation’s leading B2B marketers reveals that Twitter is the number one preferred social platform, edging out LinkedIn, YouTube, Facebook, and Google+ thanks largely in part to its management platforms.
So what can you possibly say to generate B2B leads in 140 characters or less? A lot – and a lot of brands have a lot to say. So whether you’re trying to cultivate a new business lead or are trying to stay visible with existing clients, it’s crucial to ensure that your Twitter strategy is effective. Fortunately, with the help of Oktopost, or similar tools, it’s easier than ever to automate, analyze, and conquer your B2B Twitter campaign.
Know Your B2B Audience
When cultivating business leads on Twitter, your strategy will be incredibly different from the typical B2C campaign. Instead of taking advantage of Twitter’s massive traffic stream, focus should be placed on cultivating and understanding your audience. Do this by:
- Defining your target community. Before taking any action, specifically define the type of business or the specific businesses that you want to target with your tweets. Establishing specific leads to pursue allows you to develop a tailored strategy that is much more effective than “blanket” or generic tweets.
- Get interactive. Once you’ve established the B2B leads you want to cultivate, get interactive with them. Consider taking advantage of the introductory tweet, where you directly tweet the accounts of the @MarketingDirector, @CEO, and other influential leaders of a potential lead. Follow their accounts and the accounts of their businesses to gain their attention and establish rapport within your industry’s niche.
- Observe and analyze. Once you’ve found the Twitter accounts of your target B2B leads, take the time to read and analyze their tweets. By doing this, you can see how your target leads communicate and interact on Twitter, thereby informing you how you can most effectively reach out to them.
Schedule Your B2B Twitter Campaign
Once you’ve established and have familiarized yourself with your target B2B Twitter audience, it’s time to schedule your Twitter campaign! Using your social media management tool, you can plan your Twitter campaign in advance, allowing you to set your tweets on autopilot as you focus your efforts elsewhere.
Tweets that you should schedule in advance include:
- Landing page tweets. Since there’s only so much that can be said, you’ll want to use your tweets to link back to your website whenever possible. Be sure that the pages you link to are directly related to the tweet. Furthermore, consider creating custom landing pages specifically for any B2B marketing campaigns. Visitors and prospective clients will be much more engaged when they land on a page clearly designed and tied into your Twitter campaign.
- Informative tweets. Any post that is designed to share insight or information about your industry can also be scheduled in advance. Be sure to share your company’s original thoughts and ideas as often as possible, as this will establish you as a thought leader in the industry that other organizations will want to conduct business with.
- Other static tweets. Whether it’s a newsworthy item or question meant to begin a conversation, these tweets can be planned in advance and automatically posted.
Tweets that will require your specific and immediate attention for posting include:
- Conversational tweets. If you decide to @reply at a prospective client or B2B lead, this is something that must be done on a customized basis, as you cannot plan how a conversation will unfold in advance.
- Breaking news. With breaking news stories related to your business or industry, time is of the essence when it comes to posting the information on Twitter. These types of tweets will typically require your immediate attention.
- Retweets. Be sure to stay active in your industry’s Twitter community. If there’s a tweet that could be useful for your followers, then feel free to retweet it! Remember, interaction boosts your profile!
Whether you plan tweets in advance or post them as needed, remember that each tweet must always have a purpose and add value to your community!
More Business articles from Business 2 Community: