Twitter is one of the most effective B2B marketing and advertising tools on the Internet for enhancing brand exposure and maintaining active engagement with prospective leads.
Users of this popular social media application are able to send short text messages known as “tweets” from their computers or mobile devices to other users in real-time. Unlike mobile text messages, which are sent to one or more specified recipients, tweets are accessible to anyone with Internet access when posted using the default setting. Users can limit the visibility of their tweets by changing their account settings.
Initially, Twitter was seen more as a way to receive up-to-the-minute updates on celebrity gossip and to share whatever thoughts entered a person’s mind at a particular moment.
However, the perception of Twitter’s practicality has significantly evolved over a relatively short amount of time. Media organizations and governmental agencies are among those now embracing Twitter as a reliable tool for delivering time-sensitive content relevant to a large group of people.
Twitter’s use is also rapidly expanding in the business community, as more and more companies are enhancing their online B2B marketing campaigns. Businesses benefiting most from Twitter are those actively engaging with followers by posting 1 to 3 tweets per day. Several blogs by B2B advertising firms describe how actively encouraging dialogue and sharing relevant information on Twitter has dramatically improved their credibility among prospective clients.
Building a Following through Content
The key to engaging followers and attracting new ones is content. Posting a steady stream of content that is diverse and relevant will help foster a positive impression among prospective clients concerning your company’s ability to provide reliable and quality service.
The most valuable type of content for posting on Twitter is media coverage on the accomplishments and services provided by your firm. When it comes to branding advertising, media content is seen a reliable and impartial source for gaining insight on a company’s level of expertise in their chosen field.
Posting links to company-related digital content such as videos, slideshow presentations, webinars and photos is another good content source for engagement. This type of digital content provides followers with a more personal view into the interworking of your company. Posting links to white papers, blog posts and information on new company products and services are good as well.
The most literal and potentially positive way to engage with followers is to exchange dialogue. Commenting on tweets posted by someone you follow conveys interest on your part, and might encourage others to join the conversation. Even more important is to promptly respond to any messages posted by followers on your page; failure to do so will convey a sense of disinterest in your audience.
The Internet has unquestionably surpassed television and newspaper as the primary source where people obtain information. Therefore, it is essential for companies to be active participants in social media channels such as Twitter where information is frequently exchanged.