B2B marketing on Twitter

More than 500 million Tweets are sent every day, and there are over 326 million average monthly Twitter users globally. Although many people see Twitter as predominantly a B2C marketing platform, you should consider that 75% of businesses use Twitter as a marketing tool.

But how to be successful on Twitter as a B2B? Let’s dive into it!

Twitter internal data shows that B2B audiences are more likely to engage on Twitter after repeat exposure to messaging. Therefore it is essential to be active on Twitter. Make the most out of the messaging option, if somebody likes or retweets your post, be sure to reach to them.

Although you won’t be successful most of the time, this the best way for a B2B strategy on Twitter.

But how do you get engagement on your Twitter posts in the first place?

One of the options that Twitter provides is to share your message with a large number of people in a short amount of time. Consider resharing hot news in your industry or elaborate on them with a Twitter poll.

Twitter polls are a great tool to involve your audience. You may even use polls to get feedback on your products and services. But the most important thing is to post content that’s about some recent and hot topic. This way your post will get retweeted way more easily and your channel will grow organically.

Take a look at this N26 poll to get inspired:

Don’t be worried that users won’t be interested in following a business page. The average Twitter user also follows five businesses, indicating that they have an interest in engaging with organizations on the platform.

If you manage to use the right hashtags that relate to your business industry, make engageable and “hot” content. If possible, be sure to also tag other relevant Twitter users, another business, or other employees.

Take a look on the usage of hashtags in this SolarisBank post:

Another thing is, that you don’t need to worry as much about sales all the time. Twitter is a great brand awareness platform for B2B marketing. People are 31 percent more likely to recall what they see on Twitter, making it a great place to share information that your Twitter followers will value and showcase your products.

If it suits your business model make video content. About 80 percent of customers report that they would rather watch a video that showcased products rather than just read about them.

With enough followers and engagement, your Twitter eventually becomes a great platform to promote your landing page and product. The key is patience, keep posting consistently and take a look for the most trendy topics in your industry.


B2B marketing on Instagram

After covering the two biggest B2B platforms LinkedIn and Facebook, let’s have a look at one that may not seem as relevant for B2B – Instagram!

Many B2B marketers don’t seem to bother to take advantage of Instagram to promote content and to reach their target audience. CMI report shows that only 46% of B2B marketers use organic distribution on Instagram and only 17% use it for paid distribution. There are over 25 million businesses on Instagram.

Although the number of active Instagram users goes up to 1 billion, the B2B Instagram marketing audience is obviously way smaller than the one in LinkedIn or Facebook.

Let’s see what do businesses who have a B2B presence on Instagram tend to do:

  • Target your ads on the small business audience (for example, Wix and Shopify can engage with business owner customers)
  • Focus on UX content (Adobe can show how its software is used, Revolut can show how simple is their app)

And how to do that? Use realistic pictures or footage of your product. Don’t ever use stock pictures or staged pictures. To get more engagement, your post should include a hook to encourage people to keep reading, and you should consider leaving a question at the end of the post to inspire comments.

Take a look at Slack. The company uses animated content that showcases the app’s features. Slack passed 10 million daily active users in 150 countries.

On Instagram, the account activity of your profile is a must. To grow your account, you should engage with your follower’s content, follow new targeted accounts and engage with them as well. This should be done on a daily basis if you truly want your account to thrive.

Focus on engaging with brands and accounts that relate to your business and get followers organically. Write thoughtful or funny comments under some bigger account profiles in your industry on daily basis, this way your account will become relevant enough eventually.

The big disadvantage for B2B on Instagram is that there is no linking from image captions. However, it is possible from Instagram Stories. If you have over 10,000 followers, you will unlock the “swipe up” feature. This means your users can swipe up from your story to navigate to a link, all without leaving the Instagram app.

Stories are very important to promote your brand and to engage with your audience. Eventually, your loyal customer will begin to share their own stories using your product. This way you will get free promotion and your customer may hope that your company will reshare their story.

Companies that lack their Instagram account or don’t use them properly may miss out on these opportunities. Check how Revolut is resharing the story of a satisfied customer below.

Another great B2B Instagram feature is the “book” option. With the book button on the business page, B2B marketers are able to get way more traction from Instagram.

It depends on how much time you are willing to put into your Instagram page but it is obvious that IG can become more than just your showcase page with enough effort and skill of content production.

You may even showcase your employees, get your customers to add you to their stories, interact with other brands within your industry and last but not least have enough followers that underline your relevance in your field.


PPC’s and B2B marketing on Facebook

Last time we dived into B2B marketing campaigns done through advertisements. As LinkedIn is by far the best tool we have covered it as the first one. Let’s take a look at how B2B PPC’s work on Facebook!

Unlike launching paid campaigns on LinkedIn a PPC strategy on Facebook proves to be a lot cheaper. However, not many B2B solution providers consider Facebook to be a useful tool for them as it is mainly considered as a great B2C platform.

The first thing you need to do is to install the Facebook pixel, a Google Chrome plugin. With this tool, you will be able to track information about people who visit your site and use that information to advertise to them later.

Facebook pixel does not gather names or credit card information. What it does track is information like demographics, on-site actions and location information.

This way you are able to map the actions that people take on your site and see which steps lead to a conversion. Facebook pixel works as a great tool that helps you with targeting people more precisely through Facebook advertising for B2B.

The next thing is to set your campaign goals. Are you trying to achieve brand awareness? Are you trying to get more traffic on your site? You may also want to generate more leads and conversions. All the mentioned kinds of campaigns pull your potential customer into the funnel.

With a brand awareness campaign, your targeted audience should be broad enough but not too broad. Use your data about your past converts and existing customers to improve your targeting.

Some of those you reach with a brand awareness ad may not be ready to be converted at the moment but may choose your solution later based on the experience that they got to know your brand.

A traffic campaign goal is clear, you want to gain more traffic. Traffic campaigns mostly lead to remarketing. This is where Facebook pixel comes in place as you can track information about the incoming visitor. Take this data and create even more specific advertisements.

After having your traffic campaign on for a while, you are able to create an audience purely based on your website visitors and therefore create more conversions.

With a lead generation campaign, you collect information directly within Facebook and obtain valuable contact information. This tool removes the potential friction of acquiring the lead on your website. The best thing about lead ads is the fact that they’re auto-filled and the information you seek is pulled directly from your prospect’s Facebook page.

And last but not least – conversion ads. With conversion-focused ads, you want to earn sales directly from your ad. For these ads, you create specific kinds of landing pages where your product is available for sale to the prospect. If your product is software, you may also use conversion campaigns that funnel prospects into product trials or demo signups.

You may also choose to add a conversion campaign into your portfolio after having more experience with Facebook B2B marketing and you already know how to target your audience.