Checklist for Twitter B2B Marketing

Twitter B2B Marketing Checklist

We are all set. But are we?

Twitter is now one of our core marketing tools to build influence and nurture sales. Many business people read updates and communicate in real time using twitter. It is an efficient medium with a very good return on investment (ROI) compared to other digital media. However, businesses need to be careful not to waste a lot of effort. We have all spent too long on directionless social media jaunts, haven’t we?

The following basic process will enable you to run effective Twitter B2B Marketing campaigns. It is definitely not rocket science. In summary:

  1. Set your campaign goals,
  2. Target people with influence in your market,
  3. Publish content that is interesting to your target audience,
  4. Measure your influence and impact on sales.

In short basic old fashioned marketing!

A few facts before we go any further. Many B2B CEOs, B2B executives, B2B marketing managers and journalists actively use twitter. They use twitter at all stages in the buying process from discovery to purchase and even further into the service lifecycle. As decision makers they often want to stay informed, ahead of their peers, so they are on the look out for real thought leadership and useful content as well as keeping an eye on what their peers, colleagues and clients are up to.

Twitter Functionality

Twitter’s platform has functionality to help at each stage of the marketing process, both for organic and paid for campaigns. To create engagement, drive performance and measure results the following, somewhat bewildering, range of functionality is available:

Formats:

  • Promoted Video
  • Twitter Pre-roll
  • Amplify Custom
  • Branded Emojis
  • Promoted Moments
  • Scratch Reels
  • Conversational Video Ads
  • Gifs and Photos
  • Vine
  • Periscope

Audience Targeting:

  • Age or Gender Targeting
  • @username Targeting
  • Interest Targeting
  • Tailored Audiences
  • TV Targeting
  • Event Targeting

Expanding Reach:

  • Promoted Trends
  • First View
  • Twitter Audience Platform
  • Brand Hub

Mobile App Growth:

  • Twitter Audience Platform
  • Tailored Audiences
  • Video App Card
  • Twitter Kit from Fabric

Website Traffic and Conversions:

  • @username targeting
  • Keyword Targeting
  • Tailored Audiences
  • Website Card
  • Website Tag

Lead Generation:

  • Lead Generation Card
  • @username Targeting
  • Keyword Targeting
  • Tailored Audiences
  • CRM Integration

Measure results:

  • Audience Insights
  • Brand Hub

Campaign Analytics:

  • Tweet Activity Dashboard
  • Campaign Dashboard
  • Account Analytics

Optimise at Scale:

  • Ads Editor
  • Ad Groups

Set your campaign goals

Often social media marketers do not set goals but it is relatively easy given the number of measurable variables such as impressions, followers, visits, downloads and further sales CRM and even customer service metrics.

A good B2B objective would be an increase in download landing page conversions for x to y per month over a 3 month period.

Target people with influence in your market

You need to engage with and develop content for persona in you target market. This helps build your network of contacts and aligns the content you publish with the interests of your wider audiences. These will include:

  • Customers (personas at all levels in the business)
  • Prospects (all personas involved in the buying decision)
  • Industry thought leaders (including trade bodies, trade publications & analysts)
  • Stakeholders (including partners, employees and investors)

Use hashtags and strike up conversations with these people based on industry hashtags.

Make sure your twitter handle (eg @ELDERMarketing ) is widely published online, printed on your business cards and included in your email signature.

Grow your followers and become a recognised voice in your sector. Ideally you need to become a reference point for other top influencers in your field. With more followers you will be more sought after by others in the industry to connect with. It is a virtuous circle.

Publish content that is interesting to your target audience

Twitter is one of the best platforms for live and “always-on” communication and is regarded as more interactive than email. So prepare material in advance to build on the key moments for your sector whether that be at an event, exhibition, conference, product launch, regulatory development, news release or external crisis.

Note that repeat exposure to a brand or message, higher awareness and deeper trust is more likely to result in engagement in the form of a click on a link in a Tweet.

Shareable content accelerates your overall exposure, so use infographics, photos and thought leadership comments to boost the impact of individual Tweets.

Design your material for the spectrum of devices that your target audience use at their desk, in meetings, travelling, working remotely and whilst commuting. Mobile and smartphone users not only visit websites researching and understanding potential B2B purchases but they also consume product specifications, diagrams, trends, reviews and reports, whitepapers, webinars, pricing information, testimonials, case studies, demonstrations and videos.

Content can be designed to fulfil a number of roles in the decision making process. Here is a checklist by stage in the buying cycle:

  • To spark interest:
    • Share branded media
    • Broadcast company news or go behind the scenes
    • Share fun facts and rich media
  • To build interest:
    • Share informed opinion
    • Showcase you products
    • Feature you customers
  • To drive engagement:
    • Share exclusive live video
    • Run competitions
    • Run polls

Performance can be accelerated with a number of paid options and techniques

  • Drive results with paid options:
    • Twitter Ads
    • Follower campaigns
    • Website Card
    • Follower targeting
    • Keyword targeting
    • Event targeting
    • Tailored audiences and re-marketing

Make best use of your time and resources with an efficient process.

  • Optimise:
    • Schedule Tweets in advance
    • Implement an always on strategy
    • Repeat messages
    • Spread over the breadth of content
    • Use Tweetdeck or Twitter Dashboard

twitter-b2b-marketing-schedule

Measure your influence and impact on sales

You will find your Twitter metrics presented on a dashboard at analytics.twitter.com.

High level measures of monthly organic performance are displayed alongside your Tweets that resulted in having the most influence and a listing of the  top influencers in your network. The dashboard shows how the Tweets influenced, in terms of in being retweeted, liked and replied to.

Your Audience Insights dashboard details your Twitter followers in terms of their interests and demographics.

Your Account Home gives access to metrics for the sponsored and paid for advertisements.

This performance information needs to feed back into the strategic process. What has been the impact on sales? Have the leads been better qualified as a result of engaging with the various different types of content? Is the content engaging with the right audience? Which content is most effective? Which approach worked best for your market and personas? How did performance match up to your objectives.

Whether you need to raise awareness, develop a database of followers for future campaigns, drive leads to your website or landing pages, support sales with content distribution and lead qualification activity or even provide a channel for ongoing customer service, then Twitter is indeed a core tool for B2B Marketing.

No longer part of a directionless social media jaunt.