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May 28, 2017

how b2b brands can get targeted traffic from twitter


How to Build an Engaged B2B Community on Twitter 

B2Bs brands  can do quite well on Twitter if they build a relevant and engaged community of followers. Few B2Bs, however, are able to accomplish that.Among many reasons one of the main reasons B2Bs fail in community building is because they fail to try. They seem to think, if we share our brilliant content 25 times a day, people will magically follow us and lining up to place orders. Wrong. Building a Twitter community requires two things: targeted outreach and strategic content sharing. Let’s take a look at both.

Targeted Outreach :Assume that relevant Twitter users will not find you. You have to find them. Where do you look? The best system to identify and reach out relevant users: Find Twitter accounts within your industry with engaged followings and follow their followers. Such accounts could be competitors, companies in related industry niches, or industry organizations. Don’t follow all of their followers en masse; instead, review them one-by-one and follow only those that appear from their bios and Twitter stream to be engaged and relevant. Follow only a few hundred people a week. Following too many makes your following-to-follower ratio look bad, and worse, makes it too time-consuming to complete the rest of the workflow. 

After you have followed a batch of Twitter users, tweet content that you believe will be of interest to them. By doing so, if these users visit your profile page, they will see highly relevant tweets at the top of your tweet stream — and thus be more likely to follow you back. Wait about a week and then see how many of that batch followed you back. If several did, go back to that same originating twitter account and follow another batch (see step 1). If few people followed you back, try another, more promising Twitter account. Continue this process as a permanent part of your Twitter marketing campaign, and from time to time unfollow people who haven’t followed you back.

In addition to following these steps, be sure to respond quickly to anyone in your Twitter community that retweets you or engages in any sort of conversation directed to you or that includes you. Lack of response from a business Twitter account infuriates users. Strategic Content Sharing Pardon me for saying so, but B2Bs have to remember their purpose on Twitter is to share content that matters to their Twitter followers, not content that matters to their own organizations. 

Tweeting your own content is fine as part of your content sharing strategy, but should not be the whole strategy. As a matter of fact, sharing product and service page from the company website is generally very poor content from your community’s point of view, since it will be perceived as self-promotional and considered irrelevant (unless the user has a specific need at that instant, which is unlikely). This is why having an onsite blog is such a powerful Twitter tool: blog posts can (and should) be written more conversationally, objectively and informatively than the average company website page, making them more interesting and shareable to Twitter users. Always look for outside content to share; this search effort should be another permanent part of your Twitter campaign. Share worthwhile content from those industry Twitter accounts you’ve targeted for your own community building, from users who are in your community (retweeting a follower is one of the best ways to inspire re-tweets of your content), and even from competitors. The real key here is to look before you leap: Don’t share worthless content; instead, take plenty of time to read it, evaluate it and make sure your community needs to read/view it. 

By building up a Twitter reputation for being a go-to source for industry-related information, you will attract the followers you want most. There is nothing magical about Twitter. Like any other marketing technique, Twitter marketing requires strategy, day-to-day grunt work, and persistence. B2Bs that understand this succeed!

 Author Bio: Brad Shorr is Director of Content Strategy at Straight North, an internet marketing company that specializes in SEO, PPC and web design services. With more than 25 years of sales and marketing experience, Shorr has been featured in leading online publications including Forb