Best practices for B2B marketers on Twitter

our best practices on Twitter to: ... *SOURCE | Twitter B2B Behavioral Impact Study 2015 strategic ... company, produced a marketing ..... Mobile phone numbers.
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Best practices for B2B marketers on Twitter How to build influence and drive sales

TA B L E O F CO N T E N T S

BUILD INF LUENCE AND DRIVE SALES

@TWITTERSMALLBIZ

Introduction 3

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Set your goals

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Connect with authority

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Develop the right content

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Drive results

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Key takeaways

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INTRODUCTION: B2B ON TWITTER

INTRODUCTION

@TWITTERSMALLBIZ

Build influence and drive sales Twitter is the only place executives can follow

We want to help you untap the true potential

the moments that matter in real time, get news

of Twitter in your B2B marketing efforts. Follow

before it breaks anywhere else, and instantly

our best practices on Twitter to:

share their thoughts with the most relevant audience.

• build credibility and influence • reach audiences across the funnel

Over 288,000 CEOs* use Twitter to connect

• generate leads

with customers, develop influence and show

• drive sales

BUILD INF LUENCE AND DRIVE SALES

thought leadership.

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366,000 start-up founders are on Twitter.* 99.9% of tech journalists use Twitter.* And 87% of B2B marketers use Twitter to distribute content.**

*SOURCE | Twitter for Executives, August 2015 **SOURCE |2016 B2B Content Marketing Trends, September 2015, NA Content Marketing Institute

BUILD INF LUENCE AND DRIVE SALES

@TWITTERSMALLBIZ

I N F LU E N C E E V E RY S T E P

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Decision-making on Twitter happens across the

strategic use of content, you can reach a deeply

funnel, from discovery to purchase and beyond.

relevant audience on Twitter, and encourage

With a comprehensive Twitter strategy and

those people to take action with your business.

HOW ONE FIR M U SE S T W IT T E R AC R OSS T HE FU N NE L

T R IGGE R

R E SE A R C H & E VALUATE

P U R CH AS E

AF TE R P U R CHAS E

43% of business decisionmakers use Twitter to discover new products and solutions*

34% of business decisionmakers use Twitter to research for an IT initiative*

29% of business decisionmakers use Twitter when making a purchase decision*

31% of business decisionmakers use Twitter to get support post-purchase*

*SOURCE | Twitter B2B Behavioral Impact Study 2015

SET YOUR GOALS

# S U CC E S S

I D E N T I F Y YO U R O B J E C T I V E S

Working to develop thought leadership

For example, you can focus your Twitter

and build influence on Twitter makes sense,

campaigns on pushing traffic to your website in

especially given the relevant reach it offers you.

order to increase sales or generate leads.

BUILD INF LUENCE AND DRIVE SALES

@TWITTERSMALLBIZ

It’s important, however, to set measurable goals

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for both organic and paid activity. Surprisingly, this is something social media marketers don’t always do.

LOWE ST COST-P E R -L E AD O F ANY M AR K E T I NG C H ANNE L US E D

Flevy, which runs an online business documents marketplace,

Alternatively, you can choose to build your

used Twitter to drive document

audience by working to attract more followers

downloads with the ultimate goal of

or you can emphasise improving brand

generating leads.

awareness and generating more engagements such as likes and Retweets.

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