B2B Lead Generation Strategies for Twitter
The power of Twitter-based marketing comes from two primary factors: its opt-in status (your audiences choose to follow you); and its setting, which focuses on brief, conversational interactions. As a lead generation tool, Twitter can help B2B marketers:
- Engage in real-time conversations to get feedback and drive sales
- Increase your connection to followers interested in your content, products, and services
- Increase pre-qualified visits to your website using Twitter’s URL calls-to-action
- Measure its impact and effectiveness as a marketing channel using analytics
B2B strategies for using Twitter have to take into account the lengthy sales cycle of typical B2B relationships. Higher costs of purchase and investment of significant resources prevent companies from making purchases quickly or without all available information. A Twitter stream with abundant fresh content can help you stay at the forefront of their minds during their decision process.
Three Strategies for Lead Generation
B2B marketers should base their Twitter strategies on three key rules:
- Listen: educate yourself on how to lead conversations and developing trends; find key influencers, thought leaders, and players in your market; leverage Twitter search to find new customers and hear what people are saying about your brand; and identify any issues with your product or brand.
- Engage: connect with influential Twitter users who can advocate for your company or product; build a wide network and communication strategies that will help you reach more people; and establish your company and brand as experts in your industry by building authority.
- Contribute and share: become a thought leader, mentor, or subject matter expert; help customers learn more about your domain or industry; lead discussions on industry trends and innovations; and closely manage original content.
For more information on B2B Twitter strategies, read Optify’s Twitter for Business: The Ultimate B2B Guide.
Disagree with our suggestions? Have a story about how Twitter helped your B2B company land a sale? Let us hear it in the comments.