featured image for Twitter is the best b2b marketing

If your customers are other small businesses then B2B marketing should be your focus. What platform should is best for business-to-business marketing? Hands down, it’s Twitter.

Twitter is more than pop culture and politics. When used effectively for small business, it serves several marketing purposes: brand awareness, public relations, listening, content curation, and relationship building.

Twitter is for 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 allows your small business to compete with the bigger companies. The big guys rarely invest in social media; don’t make their mistake.

Twitter levels the playing field when it comes to brand awareness. Are you using it? Click To Tweet

Twitter is for Public Relations

Your small business has news; people want to know it. Share all of your news on Twitter. Not in a Press Release, but with tweets and blog posts.

What would you share? Promotions, product sales, new ventures, employees that join in, new partnerships, and case studies are all perfect to Tweet.

People will always talk about you even if you aren’t on Twitter. Being ahead of the message is PR 101; do this on Twitter. Be proactive.

This is why consistent publishing on your WordPress blog is vital. Write articles about anything relevant to your audience. Then promote the article on Twitter — a few different ways. Every brand has the ability to publish and gain influence and audience.

I specifically designed a content planner and ebook to help you through this process.

How do you promote your events and announce products? Click To Tweet

Twitter is for Listening

Listening is the most powerful thing you can do with Twitter. It’s important to understand who your audience is and what they want, need, and how they think. Seriously, people talk about themselves on Twitter all day long. You know what bands they like, who they’re voting for, what airlines upset them, and if they’re dating or looking for a job. Have you been listening to your audience?

In many ways, marketing personas are legitimized stereotypes and biases. When’s the last time they were even updated? Instead of relying solely on a marketing persona based upon “Bob” you can actually see what Bob is tweeting about. Bob from 10 years ago liked IPAs; now he collects wine. Time to update the “Bob” personal.

Using Twitter Lists to Listen allows you to:

  • Pain points.
  • Correcting personas.
  • Responding.
  • Engaging.
  • Focus Group.
When you listen to your audience, you can correct your buyer personas. Click To Tweet

Twitter is for Content Curation

Once you’ve built your lists, you are ready to curate content. Share blog posts from the people on your lists with your audience. Reciprocation is powerful. You’ve helped promote other businesses and found good content. This is a win-win.

The tools I use to curate content are simple.

It’s about people; not tools. I’m a People Curator — a People Broker, I say. I curate content by curating people. This is why building lists and paying attention to those audiences is effective in your B2B marketing.

Are you only tweeting about yourself and your business? That isn't social. Click To Tweet

Twitter is for Relationship Building

All business happens because of referrals (word of mouth). We live and die by referrals. Think back to the last time you got 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. Reply to people. Engage. You won’t regret it.

Relationships follow you throughout your career. They follow brands, too. Start chatting with people today. Click To Tweet

Updated September 2, 2020

4 Comments

  1. Carol Stephen on November 9, 2017 at 3:09 pm

    Yes! Listening is the most important thing, and using lists lets you listen more easily to people you follow (or don’t follow!). Thank you for the reassurance about B2B and Twitter.

    Carol Stephen

    • Bridget Willard on November 9, 2017 at 3:14 pm

      Right? I often hear people who don’t understand why they feel disconnected to their audience. Well, you have to listen to them.

  2. Matt Lambert on May 18, 2018 at 12:43 pm

    We don’t know what we don’t know. For some businesses, mainly b2c, we generate dozens of new leads per week using google and search marketing. For others, mainly b2b, it hardly works at all – and social is the way forward. I’m still piecing this together, but I thought I would share given your point of view 🙂

Leave a Comment





  
Please enter an e-mail address

This site uses Akismet to reduce spam. Learn how your comment data is processed.