Just when the debate about the Facebook’s dominance on social media was doing rounds, Twitter came up with a brand-new idea. And no doubt, it strikes a perfect chord with the B2B brands and marketers.
The news is exceedingly positive. At present, Twitter has allowed users to post tweets up to 280 characters that is just the doubling up of its previous 140-character norm.
This means that the brands will now get a 140-extra character to promote their brands with pictures, twitter cards, videos and appropriate article links. They can exhaust up to a maximum of 280 characters per tweet.
But then bigger is not always better in the world of B2B communication unless a publicist or the brand analyst utilizes the same in an immaculate manner. The message is clear; a brand has to deliver more value to its target audience in an easy-to-understand manner.
According to the latest survey by Pew Internet, around 81% of millennial uses twitter daily. Many among them might be a business entrepreneur or aspiring corporate tycoon.
So, brands should take more precautions while promoting their tweets as it would be viewed by people globally. Better the tweet, more responses it will fetch.
1) Make it Transparent:
Now, that a brand gets 140-extra characters to tweet, they should utilize it in the best possible manner. The new statistics from We Are Social claims that as of now around 2.80-billion people are connected to social media in one way or another. It represents 37% of the global penetration.
It prompts brands to concentrate more on their social media and e-marketing strategy. A tweet should now not only disclose the products that the brand represents, but also a little more about these products and their USPs.
While trying to utilize the 280-characters, a company shouldn’t exaggerate or mention irrelevant stuff. The use of short yet succinct sentences could be sufficient in this regard.
2) Adding Links to Twitter:
With more characters to accommodate, posting a relevant article link to a tweet with an enlightening and exciting tease could be an apt way to promote the brand. Twitter has recently achieved around 8% increment in its revenue as claimed by the latest statistics a few weeks back.
3) Follow Robust Tweeting Policy:
After 280-character introduction, now companies have to use more witty tweets and relevant links to their tweets. Earlier, brands used to complete their full tweet within 140-character only, but now they have to insert 140 characters more.
Try to keep the tweet diverse and robust with relevant pictures, links, and videos if applicable.
The DSIM Statistics reveal that Twitter still acts as the fastest mode of response for B2B and B2C communication channels. Customers get their queries, and feedback addressed to within one hour after posting their concerns.
78% of these users get their answers back from the company within a few minutes. The same goes for the dealers also. Twitter presents a viable platform for business owners and marketing team to talk to its dealers.
4) Quotes and Details:
Twitter also provides a search option. Companies and brand marketers can directly utilize the search options to know how many people are talking about similar products.
For example; if a brand wishes to buy 51 pieces of air conditioners at an attractive rate, then the brand can easily use the search box with “51 Acs” as keywords. Several results will be displayed on the screen.
The company will then have to reply to the relevant thread giving a small description of his brand and quote its rates for supplying 51 ACs at the special bulk rate.
5) Communicate and Engage More:
Certainly, brands will now find it easier to communicate with the general people divulging more USPs of their brands than before.
They can give extra information about the company's products, new launches and offers and discounts. While doing so, the brand should never forget to add links to most of these tweets with elaborated descriptions and blog links.
A survey by HubSpot claimed that 92% of all Twitter users’ interactions are prompted via link clicks. So, brands shouldn’t miss out that opportunity when it comes to meticulous brand promotion and B2B communications.
6) Captivate User’s Attention at First Sight:
With the launch of newer social sites, somewhere the user’s attention is also taking a downward swing. Now, most users move to Facebook for social networking activities.
According to Our Social Times, Twitter’s rival Facebook has dominated the online advertising revenue in 2016. It got around 68% of total social media advertising revenue last year.
So, brands have to use Twitter creatively for most exposure and brand visibility. Within 280-characters, a brand has to tell maximum stuff about its products and services. Some links to the company's official blog site (applicable to the tweet) and the website will be an added advantage.
With plenty of options, Twitter users tend to scroll down the tweets largely that don’t connect to them instantly. For B2B communication, a company should present the content in an easy to read manner with interesting titles and pictures.
7) Keep a tab on Social Media Analytics:
Mere posting of tweets won’t matter much unless a brand doesn’t analyze its social media stats on a frequent basis. A brand should regularly follow trial and error methods to understand the customer’s preference.
If brands continue to publish similar stuff and same messages repeatedly, then gradually its customers will lose interest in the brand.
So, a brand should analyze its trends of statistics regularly to get the feeling that what do the users want in the tweet? Posting interesting and knowledgeable stuff on Twitter is a safe bet in this regard.
8) Follow Your Competitors:
Following rivals on social media is the latest trend. All brands love to follow their rivals on twitter for a reason. The foremost reason for doing so is to know the kinds of tweets that the competitors post for their own B2B communications.
As of now, Twitter is a family of 313-million users worldwide according to the latest statistics from Emarketer. Responding to corporate messages on DMs is the need of the hour.
All brands should attend to customer’s queries on time and try to clear their doubts at the earliest. Frequent customer interactions form a core strategy of a company's B2B social media.
9) Larger Space gives More Freedom:
Earlier, several users felt that 140 characters were too low to reflect their opinion. Now that Twitter has doubled up space, each brand can weave magic with creative stuff.
Twitter has claimed on its official Twitter Blog that only 1 percent of tweets reached the 280-character limit each day after the rollout of the new 280-character scheme.
So, people are still ignorant about the latest feature of Twitter. Companies should make the most of it by posting interesting things on twitter.
10) Stay Creative with B2B Marketing:
Many brand marketers still want to know more about Twitter optimization after the micro-blogging site’s new 280-character limit came to news.
The starting few sentences should be intriguing, and then the link should be posted with a Twitter card bearing a relevant photo (relating to the brand or its products). Using hashtags with shorter words works really fine for B2B tweets with global reach.
The incessant competitions all around have now forced brands to rethink their brand strategy and B2B communication modes. Unlike the previous days, when only a few brands dealt with similar products, now the level of competitions is humongous among each other.
Brand loyalty and brand supremacy are the necessary aspects of any Business to business communication. Unless a product can create its own market, the future of the firm remains very bleak. And for market creation, a brand has to work hard each day with special emphasis on its social media marketing.
From taking necessary feedbacks from dealers and associates to directly listening to customers or posting regular updates on social media, adopting a cautious approach while dealing with the general public at large on social networking sites is a must for all brands.
B2b communication eventually aims at providing right goods to desirable customers at the perfect time. So, the entire channels of marketing and communications have to be upright and correct on Twitter and social media as a whole.