How to create a B2B Twitter Strategy

How to Plan a B2B Twitter Strategy

Want better results from your company Twitter profile? Need to appeal to other businesses but don’t know how?

Making the most of Twitter doesn’t have to be hard if you put some strategic thought into it.

What are your marketing objectives?

No marketing strategy can be considered effective if you don’t know what your goals are. It’s always advisable with any marketing project to start with the end in mind.

What do you want to gain from Twitter – is it generating leads? Is it to raise brand awareness in a specific industry or region? Are you trying to increase interaction with your company? Is it a way of improving SEO, or upping website hits?

Chances are, it’s one of the above – or potentially all of them!

What are my twitter marketing metrics?

Once you know your objectives, you need to figure out how to measure them.

The best metrics for your Twitter strategy include:

  • Number of followers
  • Interaction with your posts, i.e. mentions, retweets and likes
  • Your influence on social media– aka. your Klout
  • The amount of traffic to your website that comes from Twitter referrals, and the quality of the traffic (session duration, no. of pages per session, bounce rate etc)
  • The number of impressions – meaning just how far they reach
  • Most popular tweets – this will be a good way of determining what tweets work best
  • You’ll also want to look at your demographics and also the best time of day to send or schedule your tweets

What resources and tools do I need?

Managing social media can take more time and effort than you might think. It’s a 24/7 role, so if you’re taking care of Twitter internally, it’s wise to hire a person dedicated to digital marketing rather than add it to the load of another team member.

Alternatively – and the solution we’d recommend – is that you can outsource your tweeting tactics to a marketing agency as part of your overall marketing strategy. This takes the worry of keeping your profile lively and crossed off your to-do list, and lets you get on with running your business! You’ll also benefit from us knowing and using the best tools to make the job work well for you.

In terms of Twitter tools

  • Manage Flitter is great for building up your Twitter audience through following and unfollowing – if you’re willing to put the clicks in!
  • com is also great
  • Hootsuite allows you to bulk schedule tweets well in advance, meaning you don’t have to remember to post live each day – hootsuite can also be gret to pull through relevant RSS feeds that are pertinent to your industry and would be useful reading for your audience
  • Klout is worth signing up for to measure your social influence, and help see the return on your investment
  • And an abundance more tools that are out there….

Finding the right one that helps you manage time effectively plus gain insights is the best overall technique.

Other than these, all you really need is a Twitter handle and the motivation to get stuck in!

Should I use automation?

It’s common, and useful, to use a scheduling programme like Hootsuite to prepare tweets in advance and make sure there’s posts going out regularly each day. This is a really useful tactic, but should not be relied upon to make up your entire Twitter feed. Scheduled posts should be a baseline of content for you to build on through live posting, interaction and sharing.

A lot of companies also used automated direct messages on Twitter – though these can be considered very spammy and are often ignored!

Should I post images?

In short – yes! Text posts are good as a foundation for your Twitter content, but posts with images are inherently more shareable – and that’s key for Twitter success. Take time to share blog images, bespoke social media graphics and retweet images from others; this keeps your Twitted feed lively, visually appealing and should see those interactions increase.

How do I deal with negative feedback?

Because social media is a direct line to your audience, it’s likely that you’ll get a negative comment now and then – the most important thing to remember is not to panic, and don’t share a rude or dismissive reaction for everyone to see. Write out a pre-prepared response to any complaints, acknowledge the problem and direct them to contact details for customer service. Basically – prevent the conversation from happening on your feed.

How do I make ‘conversation’?

Conversation is what Twitter is all about! Even B2B marketing has real people at either end, and therefore you need to use social media as a chance to give your brand a personality. Join Twitter sessions like #BizHour or regional ones like #NorthEastHour, search for relevant terms and start replying to people – and forget about the hard sell when doing so. The purpose of this is to build a rapport based on true engagement, not to drive your product down the other tweeter’s throat.

The core thing to remember about B2B marketing on Twitter? Be real! Be personal, be friendly, be active – use Twitter as an opportunity to start a conversation about your brand, instead of putting generic messages out there and waiting for the leads to come to you.

Want to know how we can help execute your B2B Twitter strategy? Please get in touch today and join in our conversation at @nmmarcoms