Twitter is the Best Platform for B2B Marketing: 5 Reasons Why

Twitter is the best platform for B2B marketing. It serves several marketing purposes including brand awareness, public relations, listening, content curation, and relationship building.

Watch the Video Here

Brand Awareness

Brand awareness is high-level, less-tangible, and difficult to measure. It’s almost a word-association game. I say “tissue;” you say “Kleenex.” I say “photocopy;” you say “Xerox.” You want your brand to be able to be associated with your purpose. Recognition of the logo on Twitter because of your presence is a great way for a small business to compete with the bigger operations. The big guys rarely invest in social media.

Public Relations

You have news. People want to know it. Share Promotions, sales, new ventures, employees that join in, partnerships, case studies, etc. Write on your WordPress blog everything relevant to your audience and publish it on Twitter. Every brand has the ability to publish and gain influence and audience.

Listening

Listening is the most powerful thing you can do with Twitter. It’s so important to understand who you audience is and what they want, need, and how they think. This allows you to become a better communicator — meaning, you’re communicating in a way that resonates with them.

Using Twitter Lists to Listen allows you to:

  • Pain points.
  • Correcting personas.
  • Responding.
  • Engaging.
  • Focus Group.

Content Curation

Once you’ve built your lists you now have the tool in place to curate content. People often ask me what tools I use to curate content. I tell them that I’m a People Curator — a People Broker, I say.  I curate content by curating people. It really is that simple.

Relationship Building

All business happens because of referrals and word of mouth. Think of the last time you had a new client. How did you acquire them? Think of the last time you found a new service. Did you search for them online? Google? Yelp? Almost no one does business with a total stranger. Use Twitter to build relationships. You won’t regret it.

I went into depth on relationship building in a few of my talks, most recently at WordCamp Ottawa in July of 2016.


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Use Twitter Analytics to Know Your Audience

You blog. But do you know your audience? Do you use Twitter analytics? Do you know how long should your content be? What should the grade level be? Is your well-crafted persona even correct? Let’s look at Twitter’s Analytics to see what kind of information is there.

Too long to read? Watch the Video.

In episode 82 of WPblab, Jason Tucker and I went into detail with Twitter’s own analytics which can be found at analytics.twitter.com.

Audience, Audience, Audience

Influencers need an audience. Businesses need an audience. The truth is that we all have audiences. We all influence someone. With the age of social media, we’re all publishers now. But who is that audience — exactly?

Do you find your audience and write for them or write and then find your audience? Which came first: the chicken or the egg?

Which came first: the chicken or the egg - the audience or the content? Click To Tweet

It doesn’t matter. You have the audience now. It is important to keep their attention.

Let’s Spitball Here

Let’s presume you know your audience. You’ve been using Twitter or a year or more. You have a blog. You’re publishing content.

Can you use Twitter’s analytics to help shape your content? Yes. And you should.

If you see that your audience is only 33% college educated, that should shape the types of words you use. Perhaps your content should be short form and not long. Check the readability score on Yoast’s SEO plugin or on HemingwayApp.com.

Test. Experiment. Try. Test again. Try.

I test the way I cook — it’s an experiment. It’s not formal. If someone likes it, I continue. If I hate it, I fix it. You can A/B test without heavily relying upon data.

I know what you’re thinking — that a post about analytics should be data centric. But what is data? Without context it means nothing. You can waste hours in Google Analytics or Twitter Analytics studying the wrong thing.

Brené Brown says “maybe stories are just data with a soul.

For example, 57% of my audience is interested in “fresh & healthy” lifestyle. That means I could experiment with writing about how I started using the Asana Rebel Yoga App and posting some of my Yoga photos from Instagram.

Yoga with @julie_freeindeed Dolphin, downward dog. #BridgetDoesYoga

A post shared by Bridget Willard (@bridgetmwillard) on

How will I know if it worked?

Traffic. Comments. (For example, after I started using Postmatic for email delivery and commenting, I’ve gotten a lot more comments. The comments encourage me to write more.) Comments also help give me ideas on what to write about.

You also might see those posts performing well in the Top Tweets of your Twitter Analytics.

How often should I look at Twitter’s Analytics?

I need gimmicks. So first, you need self-awareness. Then you need routine. I have Maintenance Mondays at my house. So I look at Twitter’s Analytics every Monday. For clients, I record data monthly in a Google Sheet. For myself, I go on intuition.

Start. What are you waiting for. You might be surprised.

What is branding and why does it matter to your business?

Branding has an allusive attraction — like a magic word a SEO professional will use that you know is important but don’t fully understand.

Not having a MBA in Marketing myself, I had often pondered this question as well.

What is branding?

Branding is listening to a thirty-year old Michael Jackson song on the radio and recognizing the Eddie Van Halen guitar solo.

Branding is making a decision between using a restroom at a gas station or the restroom at a Starbucks.

Branding is being reminded of your beloved uncle when you smell pipe tobacco with a hint of cherry.

Is Branding A Logo?

Yes and no.

In many ways, branding is the connection of your sensual experiences. When I see a Diet Coke can, I become thirsty. Why? I remember the feel of a cold can in my hands, the sound the can makes when it pops open, the tickle down my throat, and the taste afterward. All of those memories are tied into the Diet Coke logo.

Human history is full of seals, rings, flags, coats of arms, and crests used to distinguish families, tribes, and nations. The human condition is curious; as much as we long for group acceptance, we still desire to be distinct and recognized.

Although the etymology of branding is varied, we can all imagine a rancher using a hot iron to brand his livestock. Each ranch had a distinct logo that made a permanent impression. Though originally intended to distinguish ownership, the logo reflected on the rancher, whether good or bad.

A Logo is Your Behavior

Your behavior as a company will be associated with your logo. In this regard, the branding is the logo and the logo is the brand.

In my presentation, “You Are What You Tweet,” I gave the example that the Caltrop logo had no meaning to me until I met one of their employees, Mark DeSio.

When you have a relationship with a person, the logo has meaning. Click To Tweet

In our day, branding makes a permanent impression, too. These impressions are based upon a person’s experience interacting with your company (brand) and there’s only so much of it you can control. With the introduction of social media, individual impressions gain a much greater audience.

“Every employee is your brand ambassador, your marketer, and the face of your company.” Scott Stratten: The Book of Business Awesome

Case in point. Twenty years ago I went to a pancake restaurant and there were cockroaches crawling on the table. Regardless of how many coupons they offer, how many all-you-can-eat pancake events they hold, I will never go to any of their restaurants again. That one experience made a lasting impression. Their advertising (branding) is no longer effective with me. My experience at their store made a permanent impression (branding).

Big brands, like Diet Coke, are often used as an example because we all recognize them, making the lesson relatable to a diverse audience.

How is online behavior branding?

The question always is: how will that translate for me and my business on social media?

It’s simple. Behave online the way you would want to be perceived. If you want people to think that you’re professional, behave professionally. If you want people to believe you do quality work, produce quality content.

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What the H is a Branding Person?

Recently, I sat down with a new client for a branding consult. She came to me because her business coach said she needed it. But she said, “What the hell is a branding person?” Good Question. Let’s break it down.

What is branding?

You’re now entering the subjective zone. You’ll find as many answers to this question as you find branding consultants.

Although the etymology of branding is varied, we can all imagine a rancher using a hot iron to brand his livestock. Each ranch had a distinct logo that made a permanent impression. Though originally intended to distinguish ownership, the logo reflected on the rancher, whether good or bad.

In many ways, branding is the connection of your sensual experiences to your company. People remember how they feel about you (affinity) and that is reflected back on the brand in the form of loyalty — and buying power.

Branding is the persona your business has consisting of logo, colors, and reputation which all affect and reflect consumer affinity and loyalty. Click To Tweet

My good friend Robert Nissenbaum says,

“Branding is the practice of creating the look and ‘feel’ of your brand. Brand marketing is the practice of establishing your image, voice, and persona which identifies and differentiates you from your competitors.”

What is a branding person?

A branding person can be anything from a graphic designer who creates a brand standards document that has your logo, color palette, fonts, and usage, to a person or company who protects your reputation online. And that can range from brandyourself.com to identity protection.

If you need a brand standards document, I recommend the following people, Jayman Pandya, Chris Ford, and Cheryl & Sherie LaPrade (who created mine).

While venting on Facebook about needing to work on my elevator pitch I got a few suggestions. One of them was from Chris Lema.

“Hi I’m Bridget Willard and I help companies with their online brand and reputation management by taking care of both social media monitoring and posting. I help your online brand by reinforcing your differentiated value on the social channels that are right for your business and your prospects.”

Sarah Pressler wrote: “Listen, I create magic. There’s no other way to put it.”

To me, a branding person is someone who understands the voice and tonality that you would like to project to the public. A branding person emulates that voice, replicates that voice, and protects it.

A branding person may even be a guide to your own self-awareness, helping you figure out what really is important to you and what values you’d like to elevate.

A branding person helps your business find its voice to harness your power, to elevate your brand. It's that simple. Click To Tweet

Why do you need a branding consultant?

A branding person is more like a counselor in my view. Their job is to help you dig out of your person the essence of your passion. You’re too close. You’ve talked to too many of your friends. You have lost objectivity. You may have lost focus.

This is why many business coaches suggest meeting with a branding person. A brand is a persona — an organic, living thing. It needs life. A branding person gives your persona life. And life needs to be protected.

A branding person helps you find yourself in the brand. It's very similar to a counselor. Click To Tweet

Can’t you just wing it?

You can. But you’ll fail and in a hard way.

People who wing it, without boundaries, are likely to fall prey to trending hashtags. They are easily distracted by the lure of humor. Not to mention starting endless projects that are so scattered that the company lacks focus — inwardly and outwardly.


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Denise Johnson

Learning Twitter: Lesson 10 Using Hootsuite with Lists

Learning Twitter can be overwhelming. But, as with any task, breaking it down into smaller parts helps considerably. This is the final lesson of my ten-part series.

In less than five minutes, I show you how to use Hootsuite with your lists. (I use Hootsuite Pro and this is my affiliate link.)

What you need:

  • Twitter Lists
  • Twitter Client

About Twitter Lists

You create and edit lists on Twitter. Think of parallel industries, keywords, geolocation, and/or categories and topics.

Lists can be public or private. The names of your public list are visible and users can subscribe to your public lists.  When you list someone, they are notified of the list you added them to. Be careful how you name them. I recommend using keyword-type names. I don’t use private lists. I have more detail on the how and why of lists in this blog post.

More: Twitter Help Center:  Using Twitter Lists

About Twitter Clients

A Twitter client allows you to do more with Twitter. You can use any kind of Twitter Client like TweetDeck, but I prefer HootsuitePro because the columns you setup are the same on desktop or mobile. Once your lists are created, you can import the feed in a column, to make it easier.

For In-Depth Tutorials See:

Don’t forget to have fun!

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Twitter Lessons: Lesson 9 Twitter Chats

Learning Twitter can be overwhelming. But, as with any task, breaking it down into smaller parts helps considerably. This is lesson nine in a ten-part series.

In less than five minutes, I show you how join a Twitter chat.

Why join a Twitter chat?

Many people start their Twitter accounts and build a small community, interacting as time allows, and that’s great. I’m a huge advocate for Twitter as you can tell by the quantity of posts I’ve written. Your Twitter use can exist without a chat, but the chat is more rewarding.

Small bursts of conversation on Twitter is fun but unfocused. If your time is limited and you want to make a big impact during one hour a week, joining a Twitter chat is the way to go.

Each chat revolves around a topic which makes the interaction both focused and engaging — allowing you to shine as a thought leader. If joining a Twitter chat is Twitter 301, hosting one is Twitter 401. It’s definitely advanced and a bit more complicated. Though, for me, it reminds me of AOL chat rooms in the 90’s.

Twitter chats are exciting because they are live, sometimes the answers are even controversial.

Even better, you discover people who are engaged and active on Twitter. Meeting people is never a bad thing.

How do you find a chat?

You can go to Twubs  to search for hashtags. TweetChat is my favorite chat client.

The easiest way to find a chat, I’ve found, is through one of your trusted followers. Twitter chats are full of friendly and welcoming people.

Buffer has great advice about chats, too. So check that out if you want more depth.

Don’t forget to have fun!

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Learning Twitter: Lesson 8 Composing Content

Learning Twitter can be overwhelming. But, as with any task, breaking it down into smaller parts helps considerably. This is lesson eight in a ten-part series.

In less than five minutes, I show you how to compose content in your tweet. How to tweet is easier said than done you think. Perhaps it’s because you haven’t thought about the things you will write.

What if I have nothing to say?

You may think  you have nothing to say. But I’ll challenge you and say that you absolutely have things to say. This is why you have customers. You started a business because you had skills and a passion. You worked hard to build it up. All of that matters. Your education matters. Your expertise matters.

Tweet out what you're passionate about. Why did you start this business? Let us all know. Click To Tweet

Composing original content and sharing that on Twitter shows off your expertise. Being a thought leader isn’t always about giving a TED Talk; it’s about influencing people around you. Mainly — your customers.

What if I have nothing to tweet?

You have a voice. You have something to say.

Believe me have ideas. You have your own style. You can add value to the world. Are you worried you’ll just state the obvious? Maybe the obvious isn’t that obvious.

“Everybody’s ideas seem obvious to them. Maybe what’s obvious to me is amazing to someone else.” Derek Sivers 

Start an Idea File

Open up a text file, notes on your phone, or a Google Doc the next time you’re on a sales or customer service call.

  • What are some of the phrases you repeat?
  • What are some of the common questions from customers?
  • Are there words that clients don’t understand? Define them in a tweet.

Jot down your notes and put them into 180-260 words. Now, you have a library of tweets.

Send out one a day. And you’re publishing!

Yes, it’s that easy.

I have more tips in my post on content here.

Don’t forget to have fun!

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Learning Twitter: Lesson 7 Responding to Replies and Retweets

Learning Twitter can be overwhelming. But, as with any task, breaking it down into smaller parts helps considerably. This is lesson seven in a ten-part series.

In this four minute video, I talk about engaging (which means being polite and responsive). Replying to tweets and retweeting is a great way to engage your audience.

It seems that a retweet is commonly accepted as a substitute for “thank you” or “you’re welcome.” And this is why the conversation is stopped.

Strategy: Why are you on Twitter?

Strategy determines tactics. If your main purpose on Twitter is to opine and to be known for such, then you’ll really like being retweeted and you can collect those stats like baseball cards, showing them off when your friends and family come to visit. Being retweeted in this scenario is a good thing (for the opiner). However, if you are the person retweeting, you get little to nothing out of your effort.

If your purpose to be on Twitter is to meet new people, then the conversation tactic is the one for you.

When you read a tweet, you have the choice, dare I say power, to reply. You have the ability to make that one person (or group of two) feel more comfortable.

“Twitter is a party that your neighbor’s brother-in-law’s mother is having. You won’t know ANYONE when you get there. How are you going to get through it? Easy. You start jumping in on conversations and learning about others, so you make friends. Talk about what THEY are talking about and, eventually, they will ask about YOU.” Amy Donohue

I have more tips in my post on conversations here.

Don’t forget to have fun!

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