83%

of B2B marketers use Twitter

19%

of these marketers refer to Twitter as their central platform

53

of B2B companies were active on Twitter 3 years ago

Statistics according to Social Media Examiner

Given the increased importance of Twitter to businesses, B2B marketers must leverage its reach and features to their organizations’ benefits. Below are three ways businesses can incorporate Twitter as part of their marketing strategy:

1. Twitter Lists

Twitter lists allow you to categorize your followers and segment your feed so you only view tweets produced by followers on your list. Additionally, you can control who views your lists, by making them private or public.

Monitoring is an essential aspect of Twitter lists, which allow you to monitor competitors in your industry for analytical reasons and to keep track of their Twitter content, or monitor future clients. For instance, potential clients can be organized in a private list, where they can be regularly monitored to see if they tweet any questions regarding your area of expertise. You can then engage with these prospects with answers to their questions.

Twitter lists can be used for other reasons, including familiarizing yourself with your customers, creating lists related to news about your industry for future content and creating a company directory of your employees. The goal of Twitter lists is to increase your engagement on the platform and create new conversations and interactions for businesses.

2. Event Promotion

All B2B businesses host events, but how is the word about the events spread? More importantly, how quickly does word spread? Twitter provides awareness of your events and boosts your visibility tremendously. If you’re hosting the event, create a specific hashtag for it and use the hashtag anytime you are promoting the event, both online and offline. This includes all of your social channels and your company website. For instance, your print materials, such as event flyers, business cards and attendee books should always include your event hashtag.

When you’re creating the hashtag, it’s important to be creative, yet simple. The South by Southwest annual film and music festivals does an excellent job with its event hashtag, #SXSW. Not only is it short, it’s also easy to remember and followers can start conversations with one other about the event. You only have 140 characters per tweet and sometimes, less is more. Event hashtags will help you gain popularity, traction and recognition about your event.

Tweet about your event at the times when you know you’ll receive the most traffic. Use tools such as Hootsuite, TweetDeck or Sprout Social to help you accomplish this task. Follow and tweet relevant figures in your industry, who you believe could benefit from your event. When you see people tweeting about your event, engage with them and start conversations. This tactic can influence your followers’ decisions about attending the event. Remember, you’re not only promoting your event, but your company and, ultimately, your brand as well.

3. Crisis Management

Monitoring online conversations is an important first step, especially before a crisis erupts. Social media channels, particularly Twitter, come in handy when you want to respond to comments quickly and handle a company crisis.

Even if the comments are negative, responding to them could work in your favor, because everyone can see how you’re addressing the problems.

Case in point: Red Cross. In 2011, an employee of the organization accidently posted a rogue tweet on the company’s account, about getting drunk. After the social media director received calls about the tweet, it was deleted. However, despite negative feedback, Red Cross decided to use the tweet to its advantage and engaged with the public on social media. The subject of the tweet, Dogfish Head Craft Brewery, encouraged followers to donate to the Red Cross. Thus, one of the most important aspects about handling a crisis on Twitter is to listen to what the public has to say before you respond.

Likewise, when an AirAsia airplane crashed in 2014 during its trip from Indonesia to Singapore due to a malfunctioning auxiliary power unit, AirAsia’s CEO, Tony Fernandes, became active on Twitter to console families of the passengers, and communicate with AirAsia crew, passengers and investors. He also went as far as traveling to Indonesia to recover a body of one of his flight attendants. AirAsia’s CEO took the proper steps to handle the situation by acknowledging the issue behind the crash and consistently showing his support to his staff and the victims’ families. This is a strategic example of how a company’s CEO should approach a crisis, particularly on Twitter.

Twitter’s impact on B2B entities continues to grow. By leveraging Twitter as part of your business’ marketing strategy, you can in turn improve your business and better reach your goals.

To learn more about how Twitter can benefit your B2B businesses, contact Roop & Co. at 216-902-3800 or info@roopco.com.