“Twitter is dead” – if we hear one more so called social media or marketing guru jump on this bandwagon we will scream. Every platform changes, the audience moves and marketing agencies have their next “favourite” silver bullet they want to promote, three years ago was Snapchat, then it was Musicly, then What’s App and this year it is all about TikTok.
But Twitter is still huge and for B2B Marketing, having an active Twitter presence is key to a successful ABM campaign for lead generation and customer acquisition. In this post we will look at 9 ways you can make Twitter your secret weapon, while all your competitors waste their time or abandon it all together.
Why Twitter for Business Lead Generation?
Twitter can be a great way for you and your business to generate more leads and traffic, often people believe that Twitter success is measured on the amount of followers you have, but that is simply not true, while it can help to get your message across to a large audience, they may not always be the right audience!
With focused action, you can turn your Twitter into a lead-generating powerhouse.
Social media as a whole is an important tool to marketers in the modern era as billions of people around the world actively use and engage with social media every single day, therefore, businesses and brands must have a prominent social media presence.
"The key to success on Twitter is posting 15-20 times per day. An interesting, valuable, insightful content mix will win every time"
- #Ask_DME - Power Tip
Every minute, more than 350,000 tweets go out, so it’s not exactly easy to be heard, you can get lost in the noise among the millions of others trying to attract customers to their product. The key here is to post regularly. By having a clear purpose, plan and strategy, you can drive more engagement.
1. Build relationships with prospects
Using Twitter is a cheap and effective way to build up relationships with your potential prospects. You can engage with them on a personal level, share relevant and useful content and even use the Twitter search feature to find further potential prospects – use hashtags and keywords to find people interested in your industry, product or brand.
2. Build relationships with industry influencers
By interacting with others in your field or industry, you will have more access to other prospects. Their followers will then be exposed to you, your business and your content, this can then generate more engagement, leads and followers for you.
We advise spending some time researching and searching what influencers are out there in your industry and then organising them into a Twitter list, so they are easy to find and easy to interact with when needed.
3. Keep current and existing customers happy
Make sure you use your Twitter account to also keep current customers happy, while it’s important to generate new leads and customers, you also want to make sure those existing ones are happy and continuing to buy from you.
71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others.
To do this, ensure that trust is maintained, you can use your account to address any concerns or questions they may have. Customers will often tweet or DM out to you, so make sure that you respond to keep that relationship and trust alive.
By engaging with not only new and existing leads and customers, alongside interacting with influencers, you’re ensuring that people feel well connected to you and your brand, and that not all tweets from companies are automated. People tend to trust brands when they feel a more personal and human connection and by doing this, engagement with your account and tweets will go up, and you’ll inevitably create more leads for you to nurture through the buyers’ journey.
4. Share valuable and relevant content
As an expert in your industry, whatever that may be, you should be already producing industry relevant content, such as blogs, that answers your customers pain-points and questions.
This content is particularly important if you’re adopting an inbound marketing approach as you want to make sure that before the decision stage of the buyers’ journey, that potential customers have all their answers before committing to a purchase. With all the knowledge you provide, prospects should feel at ease and able to trust you, and that way they’ll be more likely to purchase from you.
If you’re reading this and you aren’t blogging, well, you should be. Read our post on why content is important to find out more.
5. Keep up with industry trends
On Twitter, you can keep up to date with pretty much everything going on in the world via Twitter, particularly through the use of the ‘trends’ section on the right-hand side of Twitter on the web. By keeping up to date, you can increase engagement, join in conversations and sometimes you can tailor content to fit a theme, for e.g. on ‘National Bring Your Dog to Work Day’ you may want to create a graphic prior to the day to then use and perhaps you may have people in your workplace with a dog that you can photograph and jump on the trend!
While it’s all good fun joining in on these kind of trends, it’s also important to keep up with industry trends and to be aware of what’s going on in the world of your industry by keeping regularly informed, and again relates back to the ideas of building trust for your customers and potential leads.
6. Test what works best
There are so many different ways for you to use Twitter, but not all will work for you and your business. The best thing to do is to just try out various things and figure out what’s best suited for your needs!
Creating a Twitter account is free so there’s no loss on getting started and having a go, if you’re not on Twitter…why not? It’s a free and easy way of generating traffic and leads.
7. Listen To What Is Being Talked About By Your Audience
Twitter is a great two-way communication tool and it’s valuable for both broadcasting and for creating a conversation. Listen to what your customers have to say and act on it where appropriate. This going back to the idea of answering customer problems – keep them happy!
8. Use Twitter Cards
These allow you to attach rich media to your tweets, so that if you link to your site, a ‘card’ or extra block of text, images or videos are added to the tweet. They can be created under the Twitter ads section of the social media platform. Using cards can drive more traffic to your site and blogs etc. Twitter ads – creatives – cards.
Below is an example of one of our Twitter cards, if users click on the image they are directed to our website.
9. Use Twitter Analytics and Reporting
This Twitter tool allows you to view data based on your account and the tweets you send out, giving you an analysis of the engagement your tweets receive. It can show you the tweets that perform best, for example, tweets with photos may perform better than one’s without. By using Twitter analytics you’ll be able to understand what works best for you and your business.
All in all, Twitter is a great platform for any business, but it’s just about figuring out what works best for you. As a marketer, it’s a fantastic and free tool for anyone looking to increase brand awareness, lead generation and customer service.
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