As of January 2022, Twitter has over 436 million monthly active users, making it one of the world’s most popular social media platforms. It’s a terrific way to connect with your audience, share information, and build a robust social following.
But does Twitter work for B2B?
Absolutely. Twitter is undoubtedly one of the best ways to reach B2B audiences. According to the Content Marketing Institute research, 82% of B2B content marketers use Twitter for running marketing campaigns.
Twitter is one of the most valuable tools in your arsenal to grow your B2B business, engage with potential leads, build credibility, and drive sales.
Here are six simple steps to help you leverage the power of Twitter for your B2B business.
1. Build A Business Account That Stands Out
The first step to using Twitter as a B2B business is to build a profile that stands out from your competitors. Every element of your Twitter profile should accurately reflect your brand’s purpose and values to help persuade a potential customer to follow you. First impressions count, and it’s your chance to make a lasting, positive one.
To help everyone easily recognize you, choose a profile photo that visually represents your brand (typically a logo). This image will appear as your Twitter icon in every Tweet you write and every Tweet you reply to.
Your header photo should be a lively billboard that showcases the value of your business and what problems you are solving. It doesn’t hurt to update it quarterly to share new product launches or other important campaigns.
Your bio text is critical because this is where you can explain to people what you do, how you do it, and why they should follow your business (think elevator pitch). You have 160 characters in your bio, so keep it short and sweet. Be sure to add a link from your bio to your website; this way, someone can click through from Twitter straight onto your homepage.
Finally, make sure you have a pinned tweet that stands out from the rest of your feed and holds the reader’s attention. A pinned tweet can help with the following:
- Stir up buzz for an upcoming sale
- Highlight an important product launch
- Promote a lead magnet that provides value to followers
2. Create And Schedule Twitter Threads
Social media managers should optimize Twitter threads, a series of tweets stitched together to form a story or convey an important message.
According to a study by Buffer, Twitter threads perform better than tweets with a link. In fact, threads receive 63% more impressions and 54% more engagements than a single tweet.
Threads are an effective way to communicate with your audience, especially when the information you want to share is too long for a tweet. You can use this feature to promote your products and services and share content like industry news, case studies, and company updates.
To make things easier for you, use dedicated tools like Publer that allow you to schedule your threads in advance. You can also create and schedule longer Twitter threads (up to 15 tweets) that include visual content in every tweet.
3. Leverage Twitter Ads For Product Launches
According to Twitter, people spend 26% more time viewing ads on Twitter than on other leading platforms.
Twitter Ads can be an excellent way to create a buzz around a new product launch and keep the momentum up for months after your product or service first hits the market. Twitter enables you to target your ads at specific segments of users, which is perfect for reaching your direct target audience.
When crafting your tweets, remember that less is more. Keep your tweets simple, and focus on one clear message. Twitter also states that 97% of people focus on visuals when reading tweets, and ads with custom graphics are likely to perform better than standard text.
To encourage your readers to take action, be clear about what you want them to do. For example, this tweet from Nlyte includes a bright, informative call-to-action that drives their followers to download their new 2021 eBook about data center infrastructure management.
Lead magnets are the perfect tools to push your customers further down your sales funnel and drive conversions.
4. Use Case Studies
Case studies are an excellent method of showing how you have helped other clients. If you use case studies on your website, you should promote them on Twitter to get more exposure.
These can also generate leads for new projects and demonstrate your expertise in the market. If there is an opportunity for you to use them as part of a more extensive campaign, make sure to do so.
For creating the best-looking and perfectly optimized graphics for your case study tweets, make sure to use a Twitter screenshot tool like Tweetshots to improve the overall performance of the tweet.
You can also use case studies to promote other products or services offered by your business, which will help show the value that you provide to customers and how you can help them even further.
5. Collaborate With Influencers
It’s wise to seek out verified accounts and influencers with whom you share brand ethos to make the most of your business’s Twitter presence. You can offer to collaborate with them to promote your business. But, of course, this method might come with a hefty price tag.
Another friendlier option for the bank account is connecting with long-term clients who already love your product or service. Typically happy clients are willing to share positive testimonials. Instead of adding these testimonials to your next email marketing campaign or your website home page, consider turning them into a tweet.
You never know who will have that famous blue check next to their name. A tweet from a verified account that mentions positive remarks about your business is worth its weight in gold. And you don’t always have to break the bank to score this opportunity. It’s a win-win situation.
By leveraging the power of your current customers and network on Twitter, you can build up your business’s online presence while also supporting other small businesses that share your values.
6. Engage With Your Audience
Twitter is the perfect way for B2B businesses to have a conversation with potential and existing customers.
Replying to tweets and messages might seem like a no-brainer, but you’d be surprised how many brands leave customer service inquiries unanswered. The same goes for thank you’s when someone shares your content. You don’t have to reply to every tweet and comment, but a simple ‘Thank you for sharing this!” can go a long way in engaging with your Twitter followers.
Twitter polls are one of the best ways to get feedback from your audience and ask questions without dedicating an entire blog post or newsletter just to that single question.
A quick poll can help you collect valuable zero-party data, also known as customer-first data, that customers eagerly share about themselves through surveys, quizzes, pop-ups, and DMs on social media platforms.
Using Twitter polls, you can ask your followers questions such as:
- What’s their favorite feature on your website?
- Which topic do they want me to cover next week?
- Which product to launch next?
Even though Twitter can seem like a lot of work, it is another social media platform you have to keep up with; it is also one of the best ways to grow your business.
Twitter ranked as an “underrated” tool for B2B companies in the past. It didn’t stand a chance against the Facebook powerhouse. However, its broad reach and the ability to connect with customers and prospects in a way that doesn’t feel spammy developed into a great way to engage with followers and build relationships with them personally.
Twitter is also one of the best places to source high-quality leads for your business. You can discover new industry trends, get recommendations from leaders in your field, and even learn how to improve your product offering from your existing customers.
With a bit of time and effort, Twitter can become your kryptonite for closing more deals in 2022.