{"id":23668,"date":"2019-11-21T23:49:33","date_gmt":"2019-11-21T23:49:33","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=23668"},"modified":"2020-06-30T21:28:03","modified_gmt":"2020-06-30T21:28:03","slug":"twitter-strategy-b2b-brands","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/twitter-strategy-b2b-brands\/","title":{"rendered":"Next-Level Twitter Strategy for B2B Brands"},"content":{"rendered":"

There\u2019s so much more to Twitter for B2B brands than simply retweeting the news and posting blog content. Take full advantage of your efforts on Twitter with a content-channel fit that gets your B2B brand results.<\/p>\n

B2B brands know you\u2019re not going to sell a product with one tweet. You\u2019re playing the long game with your digital marketing, which means adding value at every stage of the funnel. This way, when it\u2019s time to look for a business solution, your brand is top of mind as a valuable expert.<\/p>\n

Acting as your company, it\u2019s important to weigh in on relevant conversations with valuable (and on-brand!) tips and resources. When you curate your brand\u2019s feed with relevant news, competitors, client industry leaders, and big names in your circle, your response opportunities are easier to find. Conversation and reciprocity from your brand establish your company as an authority figure on your subject, plus it incentivizes people to follow you for good advice.<\/p>\n

Aside from adding value with the links, photos, and tweets you send, consider elevating your approach to Twitter with the advice and examples we\u2019ve rounded up.<\/p>\n

Suss out your Twitter strategy<\/h2>\n

Twitter is a great place to glean what competitors are up to lately. Not only can you track their analytics with powerful tools<\/a>, but you can also advance your social listening strategy by following counterparts in your industry. Keep an eye on engagement, RTs, and the types of interaction brand handles are using.<\/p>\n

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For instance, Slack has the homecourt-office-chat advantage, but newcomer Troop Messenger is seeing a high engagement rate on Twitter. It\u2019d be worthwhile for competitors to dig into why.<\/p><\/div>\n

A dedicated competitive analysis should leave you with a breakdown of what Twitter strategy your competition is aiming for, and how it\u2019s performing. Social media competitive analysis, particularly on Twitter, opens up excellent strategy opportunities and helps you set realistic goals based on your competitive landscape. Competitive analysis on Twitter will show you that most B2B brands trend toward one of the following content strategies:<\/p>\n

The blog regurgitation:<\/h3>\n

Brands will churn out their blog and product content with an automated RSS feed or a social media marketer. In a perfect world, the brand will use copy that\u2019s specific to their Twitter audience to make their content stand out in a feed. Brands looking for engagement metrics can tag authors, stakeholders, or other brands to invite retweets and a broader reach.<\/p>\n

Another way to make this strategy stand out is to use custom graphics in your Twitter posts. The default imaging on Twitter for link sharing is dated and poorly designed, so adding a shiny graphic or title card will incentivize more clicks.<\/p>\n

\"b2b<\/a>

Salesforce is succeeding when it comes to recognizable branded content. See their product offering tweet above with a tag to Apple and a custom image. Nice.<\/p><\/div>\n

The inside-look:<\/h3>\n

This strategy is common for B2B brands looking to hire. The behind-the-scenes posts on Twitter can get some nice engagement rates and humanize your company. Tagging current employees, your leadership, and locations can be a nice way to boost interaction.<\/p>\n

\"sophos<\/a>

Here Sophos shows off their #dogsofsophos with a canine cutie. That\u2019ll garner some likes!<\/p><\/div>\n

One problem with this strategy is that it often attracts people who want to work for your company or have a stake in the game. It\u2019s a way to pigeonhole your content on Twitter towards one goal and if you\u2019re looking to repurpose in the future it can be a tough transition since you\u2019ve curated a very specific following.<\/p>\n

The personified brand:<\/h3>\n

Think of brands like Wendy\u2019s, Denny\u2019s, and thousands more getting plucky on Twitter. Vulture breaks down some of the best and worst examples in this evolution of corporate social media timeline<\/a>. This strategy can pay off and create a cult following of brand advocates. Or, it can be poorly executed, off-color, and offensive, potentially ostracizing your following.\u00a0Highly popularized by B2C brands, it\u2019s important for B2B brands to remember that a smaller niche market means less virality potential.<\/p>\n

\"Kasasa's<\/a>

Kasasa, a fin-tech company for banks, aims its quippy humor at Millenials.<\/p><\/div>\n

The key to making this strategy a success is twofold: knowing your audience and putting in the effort. This requires an in-depth analysis of what tone resonates with your target demographic and how to execute it in a tasteful and interesting way. This plan also needs a dedicated social team with a crystal clear brand voice.<\/p>\n

Which Twitter strategy is for you?<\/h3>\n

The best Twitter strategy combines the elements of each of these main strategies. A winning brand handle will tweet engaging content and images with a branded feel, plus humanize the company with some behind-the-scenes content. And what would Twitter be without some plucky wit? Just remember to keep it on-brand and don\u2019t try too <\/i>hard to be the next viral handle.<\/p>\n

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