The Top 5 Ways To Generate B2B Leads on Twitter

October 28, 2015

What's left to say about Twitter? With 316 million active monthly users and 500 million Tweets sent every single day, this powerful social platform will expose your brand to a potential global audience of millions. It can be used to introduce new products and services, engage with your customer base, and generate leads to your web pages.

However, it seems many businesses are still not using Twitter to its maximum potential. If you still haven't realized the marketing benefits of Twitter, now's the time to make some changes. After all, 36% of all marketers have found customers via Twitter, and 30% of businesses have generated leads via the platform. But if you're struggling to create dynamic content that will boost sales, maximize profits, and improve your bottom line, don't despair. Here are the top 5 ways to generate B2B leads on Twitter.

1. Be creative with your content

This one's pretty self-explanatory but you'd be surprised at the number of B2B marketers who fail to do this: Inject some personality into your Tweets! Yes, you'll want your brand message to be one of authority and thought leadership, but that's not to say you can't have some fun in the process. When creating content on Twitter, choose topics that will resonate with your audience and, of course, don't forget - you only have 140 characters to get their attention.

Facts, figures, statistics, and countdowns are all great ways to hook your readers and get them coming back for more. Ask questions, provoke debate, or post an offer or competition. Whatever you do, keep it interesting if you want more people to share your content and show some love to your brand.

Here's another tip when creating Tweets: respond to breaking news stories or social media memes that pertain to your brand. For example, if a major sports event is going on, and your company sells alcoholic beverages, link the two and Tweet about how your drinks can be consumed during the game (followed by a link to your website sales page of course).

2. Personify your brand

No-one likes companies that come across as cold, distant, and aloof. In fact, you'll need to engage with your readership if you want to attract new customers, boost sales, and generate leads. How do you this? By being empathetic, yet authoritative.

Let me explain. Imagine someone has a bad experience with your company and express their disgust on their profile; they tag you in their Tweet, which is then favorited and re-Tweeted. Time to bury your head in the sand and pretend it's not happening, right? Wrong! This is your chance to improve customer engagement by responding to the original Tweet and asking the individual to contact you directly (by phone or email - whatever you prefer) so you can discuss the matter in more detail. Not only does this alleviate the individual's concerns about your company, but other potential consumers will view you as a brand which is quick to respond and rectify a potentially adverse situation.

3. Schedule your posts

It's not just about what you say, but when you say it. Scheduling your Tweets is a lot easier than it sounds, and is something that every self-respecting business should be doing by now. It works like this: you create some eye-catching Tweets before an important event (say, Black Friday or Thanksgiving) and schedule your posts so they appear on your feed throughout the day. There's plenty of software out there that will enable you to do this, allowing you to communicate with your followers 24 hours-a-day in various countries and time-zones.

Buffer Social recently carried out some research into the best times of the day to Tweet. In fact, they analyzed a huge 10,00 Twitter profiles and nearly 5 million individual Tweets. The results? Early morning is a good time to get your message across while evening and late night posts are more likely to be re-Tweeted and favorited. You can even monitor your marketing campaigns using Twitter's Analytic Tool, which enables you to learn more about the demographics who interact with your content.

4. Get to know your followers

Not only are your followers, erm, your followers, but they're essential for spreading the word about your brand to their friends and family. Therefore, if you want your readers to continue to share, re-Tweet, comment on, and favorite your posts, you're going to have to take good care of them!

One way to get to know your followers a bit better is to introduce a weekly feature like 'Customer of the Week,' where you award a small prize to the winner. This can be a powerful PR exercise and one that will encourage more people to engage with your brand. Don't forget to tag followers in your Tweets too!

Did someone send you a direct message with a great suggestion about a product or service? Thank them publicly instead of via DM and tag their Twitter handle in your post. Everyone loves to feel appreciated, and this simple act of kindness can go a long way if you are trying to establish a loyal customer base.

5. Follow for more followers

If you're a new start-up or even an existing comany that hasn't yet incorporated Twitter into your marketing strategy, you'll probably want more followers. Having more followers means more people will see your Twitter B2B marketing messages. This is a win-win for you as a B2B marketer, especially when it leads increased brand visibility and a boost in inbound traffic to your web pages.

An effective way to increase your followers is to follow influencers and market leaders in your particular niche. This is pretty straighforward: just use Twitter's search feature and find hashtags and mentions that relate to your industry; then, start following influential profiles. The key here is to encourage market leaders and authority figures to follow you back and hopefully (fingers crossed!), a profile with millions of followers will re-Tweet your messages.

Take a look at these mind-blowing stats: 83% of B2B marketers invest in social media platforms to expose their brand to a wider audience, while 69% of marketers do so to increase traffic to their web pages. That's why following leading figures in your niche makes so much sense; once they follow you back and start re-Tweeting, favoriting, or commenting on your content, you could expose your brand to a much broader audience than you ever thought possible.


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