B2B companies often write off Twitter as a tool best left for B2C businesses. However, Twitter can be valuable to B2B brands as a platform through which to advertise their products and services, and when used creatively, can even generate new leads and customers.
Below, we list three ways you can use Twitter advertising to your B2B company’s advantage.
Build Brand Awareness
With 316 million monthly active users, Twitter provides B2B companies with a vast network of people to whom they can expose their brand and increase awareness of their company and services. Use a Promoted Account ad to facilitate this exposure, which will increase your Twitter followers by promoting your business account directly in the newsfeeds of users most likely to be interested in your brand.
You can also create a branded hashtag that you can include in your tweets for additional exposure for your company, like Coca Cola did with their record-breaking #ShareaCoke campaign:
Twitter users who click on the hashtag will see a list of yours and other’s tweets that have incorporated the same hashtag, giving them greater insight into your company and the kind of people and businesses that use your products or services.
You can also use Twitter advertising to generate leads by promoting gated content. If you’ve created a piece of premium content, you’re probably familiar with the best practice of gating the content behind a submission form on a landing page to gather contact information. By promoting that premium content piece via a Promoted Tweet and linking to the landing page, you can quickly turn the Twitter users who engage with your ad into contacts you can target in future marketing efforts. For tips on creating landing pages that convert, check out our post on optimizing your landing page for lead conversion.
Market Events And Conferences
Twitter is an excellent platform for promoting events and generating foot traffic. For B2B companies, physical events and conferences are still one of the most popular ways to build brand awareness and generate leads—in fact, a Regalix report on the State of B2B Event Marketing noted that 72 percent of B2B marketers said they had helped conduct at least one conference in the year 2014 alone.
In the same report, social media was cited as the third most effective online channel used to market B2B events. You can get Twitter ads promoting your marketing events in front of the people who are most likely to attend using the platform’s targeting features, including location-based targeting and the ability to display your ad in front of users from specific Twitter lists.
So, B2B companies: Don’t count out Twitter advertising as a valuable tool you can use to generate awareness, traffic, and leads for your business. And if you’re looking for assistance creating a Twitter strategy or producing quality social media content, contact us at SevenAtoms.