Social Media, B2B

5 min read time

There is no question that social media has become an essential part of any modern business’ digital marketing strategy. In fact, it is rare to see a company that doesn’t have some form of presence on one of the major platforms that we use today. 
However, there has been some debate as to what is the best platform for B2B marketing. Although it can vary from business to business, Twitter is often one of the most consistent and effective platforms to reach your target audience.  In fact, the average Twitter user follows five businesses, and 80% of all Twitter users have mentioned a brand in a Tweet,
according to Hubspot.

Knowing this, it’s important to have a well thought out strategy to ensure you are making the most out of it. Here are the top five best strategies on how to use Twitter for B2B marketing. 

Twitter Marketing

Show your expertise 

In the B2B marketing environment, showing that you are an industry leader is what will help you stand out from your competition.

The reason this is so important is that B2B marketing is often successful when the brand can establish trust and credibility right away. This usually comes with a brand taking more of an educational approach to their marketing and communication, as it tends to provide value over and above a simple marketing message that is promoting your business. 

Using Twitter, you can achieve this by regularly pushing out quality content, like blogs or videos, that provide valuable information to your followers. It will not only boost engagement, but it will likely drive them to click the post, which brings them to your website. At this point, they are more likely to take a desired action, like filling in a form or subscribing to your newsletter to learn more about your services. 

You can also use Twitter to push out Webinars, which are great for showcasing your brand and your expertise to your target audience. They are also extremely effective lead generation activities that often cost very little if nothing to produce.

Download our ultimate checklist to help you develop your webinar strategy.

Timing matters

If you invest time in developing a strong B2B marketing strategy for Twitter, you don’t want your efforts to go unnoticed. It’s important to remember that like yourself, your target audience will most likely be logged in and active on Twitter during standard working hours for business purposes. 

It can be difficult to identify the best times to post, as it can vary from industry to industry. So the best way to know what works for you is by testing different days between Monday and Friday and different times, between 9 am and 6 pm. 

However, if you are unsure, these are the usually the safest days and times to post as a B2B company according to Sprout Social

  • Best times: Wednesday and Friday at 9 a.m.
  • Best days: Wednesday and Friday
  • Worst day: Saturday

Show your brand’s personality

B2B marketing tends to maintain a more formal and professional tone of voice, which means the messaging sometimes has a similar look and feel to others in the same space. Ultimately, this makes it difficult to stand out on an already crowded social media platform.

By adding your brand’s personality to your social media content, it can help add a unique spin on your communication style. If you aren’t sure of how to approach it, consider the following questions: 

  • How do I want my brand to be perceived? 
  • How would we speak to our customers if we were face to face?
  • If my brand was a person, how would they behave?

Now, let’s take an example. Let’s say you’d like to Tweet about your team so that people get a better idea of who you are and the expertise that you have in-house. You could go with a formal tweet, such as: 

“Meet our team of digital marketing specialists at #Trellis, all working to help your business grow:

Even though the above works perfectly fine, there isn’t much incentive to click on the Tweet. Instead, try something with a little bit more ‘brand personality’.

“Meet our fantastic team of digital marketing specialists at #Trellis, all working hard to help your business grow sustainably:”

As you can see, the changes are simple and professional but make the Tweet much more inviting. 

Engage influencers 

B2B businesses who use Twitter often underestimate the power of engaging influencers in their posts. 

Without drawing the attention of influential Twitter profiles to your content, it is going to be very difficult to gain any organic traction. However, if you play your cards right, you could get a free mention or retweet on a profile that has a large pool of high-quality followers. 

To do this, try the following techniques: 

  • Post relevant curated content from an influencer’s website and mention the profile in your Tweet.
  • Post your content and in the comments, and ask for an influencer’s opinion on the topic. 
  • Comment on an influencers post expressing an interesting and positive opinion on their content or letting them know that you found it interesting and useful. 

Each of these techniques will not only increase your likelihood of engagement from the right people, but you will also find that it will help boost your followers in the long run.  

Experiment with bold strategies

When it comes to your Twitter strategy, there isn’t a one size fits all method. And sometimes, thinking outside the box can pay off in a big way. 

For example, live streams are a great way to create buzz around your brand and engage with people that may want to ask questions. 

It’s an effective method because it reminds people that there is a human behind the tweets and it helps them feel more connected to your business.  In fact, 67% of B2B marketers say that live events make for one of the most effective strategies

Plus, it's an opportunity to combine multiple effective strategies into one - it helps show off your expertise and personality to the right people at the right time of day. 

Using Twitter to its full potential

If you are a B2B organisation looking to develop a strong social media presence, we’d love to hear from you. Contact us today to arrange an appointment with a digital marketing expert. 

Written by Lindsey Johnston

As the Head of Marketing Operations, I work directly with clients on their inbound marketing strategies, as well as implement smart internal processes. I believe in continuous improvement, transparency, and driving the best results possible for our clients and our team. In my spare time, you’ll find me exploring the great Canadian outdoors, hunting down the next best restaurant, or perfecting my pancake recipe.