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B2B Social Media Marketing How-to Guide (Part II)


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The world has gone Twitter crazy and this guide will show you how to cash in and use this social media site to generate B2B leads, sales and revenue.

Published in: Technology, Business

B2B Social Media Marketing How-to Guide (Part II)

  1. 1. How-to Guide: B2B Social Media Marketing (Part II)
  2. 2. Kenneth has enjoyed a marketing career both agency and client side. With over seven years experience writing B2B and B2C copy, Kenneth has created content for a wide variety of industries. Enthusiastic about all things copy, he has a proven track record of creating content capable of generating leads, sales and revenue. In the role of Head of Content at Really B2B (a Sunday Times Top 100 firm and ranked agency in B2B Marketing‟s Agency League), Kenneth is responsible for creating a strong brand personality and crafting content for our B2B clients which generates action and solid ROI. Kenneth is passionate about writing that gets results. The Author Kenneth Connolly
  3. 3. Ok, so comparing this series of how-to guides to The Godfather trilogy is a little far-fetched. But, if you are looking to expand your social media reach; create a community of followers; easily communicate with your prospects, leads and customers and generate revenue for your business, then this guidebook is for you. In this how-to guide we‟ll not only discuss how to set up a Twitter business page, but also how to gain followers and use this social media site as a marketing communication channel to generate leads. There‟s also information on the frequency of your posts and how to deal with feedback and comments in a public environment. Read on to find out more. (Consider this an offer you can‟t refuse) Like The Godfather Part II, this second instalment in an epic trilogy is likely to equal the quality and impact of its predecessor” – Really B2B “
  4. 4. • 500 Million (500,000,000): Total Twitter users worldwide • 340 Million (340,000,000): Number of Tweets per day • 39 Million (39,000,000): Unique visitors per month Looking at the information above, it‟s hard to believe that a social media site based on communications of just 140 characters has managed to achieve such large market penetration... but it has! By creating a business Twitter account you have the opportunity to create a lively, instantaneous, productive dialogue with prospects, leads, key influencers and customers. Twitter provides an effective tool to engage in real-time conversations with prospects and not only allows companies to publicise corporate information, but allows the business to build relationships with individuals and a larger community. It is also a great opportunity to promote your content and comment on the wider market. How-to: Twitter
  5. 5. As with all things Twitter, you‟d better learn to write in short, sharp and highly- interesting bursts Like your other social media pages (such as LinkedIn), your profile on Twitter should: • Represent your company in regards to branding and appearance • Include your company logo • Include a link to your website and also links to your other social media pages too (such as „Follow us on Facebook‟ or „Connect with us on LinkedIn‟) But, as with all things Twitter, you‟d better learn to write in short, sharp and highly-interesting bursts... even in your profile data. When describing your company, make the text as interesting as possible to your prospects. Mention who you are and how you can help with their issues/concerns. Ideally mention your USP (unique selling point), but remember to prioritise. The fundamental idea with Twitter is micro-blogging. People who use twitter don‟t want to read a lot, so don‟t bother writing a lot. Keep it all short and sweet. If you have a lot of information to give your prospects, then link them to your blog or newsfeed, or if you have a new piece of content, then link them directly to your landing page. When adding an image to your profile, keep it professional. As much as Twitter is more fun and relaxed than LinkedIn, it doesn‟t mean you should upload a photo of a donkey wearing a funny hat as your profile shot. Just stick with adding a corporate logo to your page. People generally don‟t want to do business with a faceless corporation though, so by all means post photos of your staff or office space to add a human touch... just make sure they are not the first things a prospect sees when viewing your page. Twitter: Business Page Creation
  6. 6. If someone „follows‟ you and you work in the same industry or have something professional in common, then you should follow them back When using Twitter for your business, there is one key requirement: you MUST get involved! You can create the sharpest, most appealing profile page, but if you‟re not tweeting and getting involved with what‟s going on (such as industry updates), then you may as well be invisible. As the simplest of the top four social media sites, Twitter is all about Tweets, retweets, replies, hashtags and followers. At first, the whole thing may just seem overwhelming, but fear not. If you‟re looking to build a community which includes prospects, leads and customers who openly communicate, then this is a great social tool. Start by „following‟ your customers, your leads and your competitors, As you start to read their Tweets (posts) you‟ll begin to see what the hot topics and discussions are all about. At this point, you can chip in your 140 characters worth of knowledge and begin to gain trust and show thought leadership. People who follow you on Twitter are likely to be: • Interested in your products/services • Interested in your industry A piece of Twitter etiquette which is worth remembering is that if someone „follows‟ you and you work in the same industry or have something professional in common, then you should follow them back. Twitter: Uses of micro-blogging
  7. 7. Use hashtags to measure and monitor your responses and popularity during a campaign When you see a hashtag (a word or phrase preceded by „#‟ which identifies messages on a specific topic) that relates to your industry or your prospects pain points, add it to your posts too. This will show people that you care about what‟s going on and that you are willing to offer your opinion/support. Along with „hashtagging‟ your industry, another good use for hashtags is the ability to measure and monitor your responses and popularity during a campaign. For example, if you are tweeting about your new ebook on „manufacturing software that increases operational efficiency‟, then consider using a hashtag like #manufacturing or #efficiency. Or if you are attending a key industry event, hashtag around the event too. Perhaps you‟re attending the Chartered Institute of Marketing Awards (or are lucky enough to have been nominated), then hashtag your related Tweets with the relevant tag - #CIMAwards. This will get your Tweets in front of likeminded peers and will increase your followers. As with all social media, once you have established a community of followers and gained their trust through displays of expert knowledge, you can begin to promote your own content through well-placed and well-timed posts. Twitter: Uses of micro-bloggingContinued
  8. 8. These features are a great way to extend your reach within the Twitter community Marketing is about getting your products and services in front of people who require them, and promoted Tweets and accounts are a great way to do this. Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers. A promoted Tweet will appear at the top of relevant search results pages and in a user‟s timeline. But importantly, the users who will see your promoted Tweet are determined by Twitter themselves, who say „A Promoted Tweet will appear in a user‟s timeline only if the Tweet is likely to be interesting and relevant to that user... based on a variety of signals such as what a user chooses to follow, how they interact with a Tweet, what they retweet, and more‟. Promoted accounts work in a similar fashion in the sense that they become part of the „Who to Follow‟ section of Twitter. This tool will suggest your account to users that don‟t currently follow you, based on the accounts they do currently follow. For example, if you follow Lord Alan Sugar (@Lord_Sugar) then the system would suggest someone like Richard Branson (@richardbranson). These two features work on a CP (Cost Per) basis and you only pay when people click on, favorite, reply or retweet your post. They are a great way to extend your reach within the Twitter community, gain more followers and publicise your content to a wider audience. Twitter: Promoted Tweets & Accounts
  9. 9. With Twitter, feel free to experiment with your tone of voice and sense of humour too In order to really gauge the success of your activities on Twitter, you are going to need more than just Twitter itself. The reason for this is because the only data you can find on this particular social media site is number of followers, replies and retweets. However, with the right tracking tool or marketing software, you would be able to determine all of the following: • Number of link clickthroughs • Reach: 2nd-order followers (follower‟s followers) • Cost per click if using sponsored/promoted Tweets • Conversion to Follower • Cost per Follower • Conversion to download • Cost per download • Leads As with almost every aspect of online marketing, you need to test regularly. But with Twitter, feel free to experiment with your tone of voice and sense of humour too. Tweets have such a short lifespan (before they are pushed down a follower‟s timeline by more recent Tweets), it‟s possible to give regular updates and gauge the responses very quickly. As the most „reactive‟ of our top 4 social media sites, Twitter is the place to post things such as photos from recent events or even references to stories in national newspapers. This approach creates a more „social/human‟ feel and is more likely to generate engagement with your followers. Twitter: Measurements and KPIs
  10. 10. You‟ve got yourself a blog and you‟re present on social media sites. Now all you need to do is work out how often you should be posting updates and tweeting. Well, there‟s no right answer here. Opinions on this subject vary from „post as often as every 3 hours‟ to „only post if you‟ve got something interesting to say‟. So where does that leave you? The simple answer is test and work out what gets the best results. Try updating your social media sites in the morning, then at lunch, then in the afternoon and then again before you leave the office. By using the metrics we have already discussed, you should soon be able to see a pattern emerge which will determine the best frequency of your updates. Frequency of Social Media Posts
  11. 11. Respond in public and ensure that the brand is seen as honest and transparent Once you have established a presence on the social media channels, you obviously leave yourself open to public comments and feedback from prospects/clients/customers – whether they are positive or negative. This can be a huge fear for some businesses who feel that negative comments can tarnish their reputation. In actual fact, this can be an opportunity to show just how good you are. There are tools available such as specialist social media monitoring tools which provide in-depth analysis of your social media pages and report all comments and feedback whether they are positive, negative or neutral. If you don‟t want to invest in such software, then the process can be done manually, you‟ll simply have to devote more time to it. When responding to comments on social media pages, be sure to do the following: • Respond in public and ensure that the brand is seen as honest and transparent with its communications whether they are positive or negative • Create a library of „generic‟ responses which adhere to your brand guidelines and tone of voice • If the situation cannot be resolved, offer to take it „offline‟ and don‟t get caught in a public argument. Responding publicly on social media sites
  12. 12. Twitter can generate leads. Fact Twitter is great for engaging your community of followers in a real-time conversation, but how do you actually go about turning them into leads? Well, we‟ve established two successful methods through our own experience with our clients. Firstly, drive your followers to your blog/website/landing pages to download your latest piece of content. By posting regularly on the social media site, you should have proved to your followers that you are a thought leader and that you have the solution to their issues and concerns. This means that they are more likely to be interested in your larger content such as an ebook or white paper. By using marketing software and driving your followers to your website and landing pages to download your content, you will be able to track the conversion rate of prospects to leads. The leads may not be sales-ready but they have given you their contact details so you know they are marketing-ready and more open to other channels such as email and telephone follow-ups. You may well have found our B2B Social Media Marketing (Part I) guide via Twitter. Over 79% of people who downloaded it came from our Twitter feeds! The second method of turning followers into leads is by monitoring their engagement. When you notice that one of your followers regularly retweets your posts or references your company name, then consider making direct contact. Send the follower a direct message or an email (if you have their details) and start to engage on a 1-to-1 basis. This level of contact may be enough to generate a lead. How to generate leads from Twitter
  13. 13. Conclusion When you consider that there are more searches on Twitter every month than Yahoo and Bing combined (, it‟s difficult to ignore this social media site. Granted, it may not have the targeting abilities and obvious B2B marketing benefits that LinkedIn does, but with a more laid-back and „social‟ feel to it, there‟s still a great opportunity to show your company‟s personality and build a relationship with prospects, leads and customers. In the next (and final) how-to guide in this series, we‟ll be discussing the social media behemoth that is Facebook. Many B2B companies shy away from this particular social network because they feel there is no intrinsic value to their business, but we‟ve proved it can help generate revenue, and we‟ll show you how. We‟ll also tell you how videos posted on YouTube can not only be a great way to show thought leadership, but can also have a great effect on your SEO (Search Engine Optimisation) and web traffic. Keep your eyes peeled for „How-to Guide: B2B Social Media Marketing(Part III)‟ coming soon. But don‟t worry, we‟ll email you as soon as it‟s available.
  14. 14. LOOKING FOR BUSINESS GROWTH? If you‟re interested in improving your lead generation processes, request a meeting. We‟d love to discuss your objectives and how our social media marketing services can help support your business growth. © Really B2B, 1000 Lakeside, Western Road, North Harbour, Portsmouth, Hants, PO6 3EN Call us on 0845 519 8517