Not convinced? Here are five reasons B2B brands should not ignore Twitter:
It is a real-time search engine.
One of the most powerful features of Twitter is its search engine. While Google and other search engines can take weeks to even index a website, customers can simply search for a brand on Twitter and get a real-time feed about that company or industry.
So, for example, if you want to know what people are saying about your brand or about your competitors, simply search the name of your company and you get an instant feed to answer your question. If you're looking for people or brands to follow or engage with, search Twitter for a keyword, and in real-time, you have what you're looking for.
Most people think of Twitter as a broadcast platform, but in reality, it's the best listening platform there is.
Establishing thought leadership has never been easier.
The best way to position yourself as a thought leader in your specific niche is to establish yourself as an authority. What better way to do that than to search for specific questions people are asking about your industry and then answer them?
Let's put it this way: If you get a notification that a brand is following you, what's the first thing you'll do? Presumably, you'll go to their profile and see if their content interests you.
If that brand is consistently sharing content you enjoy and answering questions about a topic you are passionate about, that is the kind of company you want to follow. In other words, if you're a B2B brand, you can easily establish yourself as a thought leader by leveraging Twitter.
It is one of the easiest ways to find and engage customers.
Let's say you were looking to talk to your existing or potential customers. Where would you go to do that? On Twitter, with a simple hashtag or people search, you can easily identify your target audience and engage with the people who can later become your customers.
Nothing is more effective in attracting people to your brand than listening to them and engaging with them. Twitter is basically a treasure chest for your brand, and to enjoy all its treasures, you need to first crack it open.
If a big brand has ever responded to you on Twitter, you know exactly what I mean. Your perception and appreciation of that brand likely increased.
Building relationships is part of its DNA.
Let's not forget that unlike other platforms like Facebook or LinkedIn, on Twitter you can follow anyone even if they don't follow you back. Yes, the other platforms have since added that functionality, but I think it's only a cheap knockoff of Twitter.
The fact that you can follow anyone means that you can engage with people anywhere in the world and establish what is the beginning of a relationship.
While sending someone a cold message on Facebook is both frowned upon and ineffective, on Twitter, it is often encouraged.
If I was looking to get on the radar of a journalist or an investor in my space, or maybe I'm looking to engage with a potential strategic partner, I'd turn to Twitter over any other platform without even blinking an eye.
It's an easy way to give potential hires a glance at everything going on in the company.
In today's day and age, offering a senior developer a few more dollars in their salary is not going to cut it. People are looking for good places to work, places with good company culture, and an overall positive environment.
Along with Instagram, Twitter is ideal for showing people what it's like to work at your company. Whether it's pictures of company events, new milestones reached, or highlighting the team, if you use Twitter effectively, it can become a great source of talent for your B2B brand.
Overall, those people who say that Twitter is only effective in the B2C world are people who clearly never fully understood the potential of Twitter.