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How to: use Twitter in B2B marketing

Even if you’ve been using Twitter for a while, it’s still important to stay up to date with the latest developments and industry ‘best practises’. This is why Twitter Academy, a webinar hosted by the Twitter SME team, has proved extremely popular with the Twitter population.

After the last webinar however, we noticed that even though many of our fellow listeners were B2B marketers like ourselves, most of the examples were geared towards B2C marketing. Judging by the number of listeners who took to Twitter on the subject, we’re sure that the Twitter SME team will address this, but in the meantime we decided to provide our best tips for using Twitter to market to a B2B audience.


Choosing what to tweet to a B2B audience

In a B2B market it’s difficult to engage followers while promoting your business, particularly when your customers are using twitter to market to their customers.

For maximum engagement, try to use the 70:30 rule. This means that 70% of your tweets should relate to content, advice, offers, tips- anything that will genuinely help your target audience. The other 30% can be more self-promoting, such as links to your own web pages, customer testimonials or news about the specific products you offer.

Some good ideas for tweets could be:

Links to useful content -

How much do you know about [insert product]? Test yourself against our factsheet: [insert link]

Special offers and promotions -

Want to save a few bucks? We’re offering a 10% discount if you sign up to our newsletter and recommend it to a friend: [link]

Industry news:

While you were sleeping [x] did [x] – good or bad decision? Tweet us your thoughts!


Increasing followers

Not only should you be looking to gain new customers on Twitter, you should also use the network to strengthen ties with existing ones. If you have a CRM tool, work through your customer list and look them up on Twitter. The likelihood is, that if you follow them they’ll follow you back, creating another touchpoint which could help strengthen brand loyalty.

Also build a (private) Twitter list of customers and make an effort to browse their tweets at least once a week, noting down any recurring questions or themes you see. This is a great way to find new ideas for blogposts or tweets that your audience is likely to engage with.



Build up a network within your industry and make the effort to respond to other users and converse with them regularly. Industry associations or boards can be great at retweeting your message to other businesses and this will give you access to a much larger pool of users. Also build a Twitter list of brand advocates who regularly share your content so that you remember to repay the favour and nurture those key relationships regularly.

Hashtags are also a good way to network with others in your industry. Find ones relevant to you, by looking at the tweets of competitors or by doing a Google search. We’ve listed examples from various industries below:

Business: #jobs, #business, #sales, #economy, #marketing, #socialmedia, #startup, #smb2b, #insidesales

Marketing: #marketingprofs, #marketing, #sm, #smchat, #social, #PR, #branding, #seo

Tech: #android, #iphone, #iphonegames, #ipad, #app, #tech

Education: #edtech, #education, #lrnchat, #teachers, #elearning

Social Change: #socialgood, #cause, #volunteer, #4change


Holding competitions

A competition for a B2B audience will work differently than with B2C. A consumer can react on instinct whereas a business may have to validate its participation and could be restricted in what it can retweet or respond to.

Also remember that the person behind the company’s twitter account may not necessarily be the person with buying power. If in doubt, try to offer a prize that will benefit the entire company such as discount on a month’s subscription, access to exclusive content or a company lunch delivered to the office. Anything which could impress the user’s boss or colleagues will make them more likely to participate!

If you’re planning to give something away you should also ensure that you get the maximum return on your investment by leading customers to your website, requesting their email address or asking for feedback in return for the chance to win.

A good competition tweet format for B2B marketers could be:

(Existing customers)

Want to win 50% off your Twilert subscription for next month? Find out how – [link to website]

What’s the best #twilerttip you could give to a new user? Our favourite will win a special prize! Full details here: [website link]

(New customers)

How would you like to win lunch for your team on Friday? Sign up to our newsletter to be in with a chance to win! Full details here: [link]

How much do you know about what we do? Find out with our 2 minute test and you could win an iPad! [link to website]


Monitoring and reviewing

It’s impossible to be on Twitter 24/7 so setting up twitter monitoring is an essential part of your B2B Twitter strategy. Set up Twilert search alerts for keywords, hashtags or mentions of your brand and set a time each day to respond. This will ensure that you never miss a conversation or mention from a potential customer. Try to favourite, RT or respond to any users who mention your brand and don’t be afraid to start a conversation when someone tweets about something relevant to your business.

It’s also important to review your tweets regularly and see which ones receive the highest level of engagement. With just 140 characters, it’s often all in the wording. Take the below tweet as an example:

New post on the Power of Twitter Monitoring:

Think about how this tweet could be written to sound more dynamic. A call to action, quote or question, will help engage users and result in a higher click through rate:

Read about the Power of Twitter Monitoring and why it’s essential for your business:

Do you need higher ROI on Twitter? Read about the Power of Twitter Monitoring:

“57% of customers use Twitter for business” read more on the Power of Twitter Monitoring here:


Using Twitter for B2B marketing can be very effective, when you know how. What are your best twitter tips for marketing to a B2B audience? We’d love you to tweet @twilert and share them with us.


Create perfect tweets and monitor them with a free trial of Twilert through this link

How to drive engagement with Twilert blogpost image

How to drive engagement with Twilert

With hundreds of social media channels now available, business users just don’t have the time or budget to apply due care and attention to each one. The importance of ROI is higher than ever and companies cannot afford to spend time on a channel that isn’t driving engagement for their brand.

Twilert is great for monitoring mentions and keyword searches on Twitter, but did you know you can also use it alongside engagement hacks to really drive customers towards your brand? See below for our simple, insider tips.


1. Learn from influencers

No one (ethically), gains a large Twitter following without good reason, so by listening to influencers in your field you can soon find inspiration and tips on how to increase your own following. You can easily track a certain user account by setting up Twilerts with the use of search operators such as from:user, to:user and mentioning @user . This will give you insight into particularly ‘active’ Twitter users in your industry and by tracking retweets and favourites you can see how ‘sticky’ their content actually is. Use the learnings to build your own campaign and you’ll soon be on your way to reaching a similar level of follower engagement.


2. Respond quickly

According to this study, 53% of Twitter users expect a response from a tweet to a brand within an hour. Twilert gives you the flexibility to choose how often or when you receive your Twilerts but it’s good to choose an hourly or ‘realtime’ alert for specific brand mentions. Even if the sentiment of some mentions is negative, a quick and efficient reply goes a long way to saving your relationship with that client and shows you are engaged with your customers.


3. Track competitors

Analysing competitor activity is a key part of your Twitter monitoring plan and Twilert can do this for you, saving time and energy that is best spent elsewhere. As well as creating alerts for username queries, as mentioned in point 1, this is where our sentiment analysis search tools come in really handy. By adding :) (positive) and :( (negative) symbols to a username search you can see what type of feedback your competitors are getting. Use this to leverage your own customer service skills and win loyalty – is there anyone you could help or give advice to?


4. Leverage search history

An important time-saving hack for raising engagement is to work out who the biggest influencers are in your network. Twilert saves your alert results, giving you a comprehensive overview of everyone who’s historically connected with your brand or mentioned related keywords. Look out for highly-engaged individuals who regularly share your content or refer you to other Twitter users. Categorise them into gold, silver or bronze customers and reward them or return the favour as often as their level of engagement merits.


5. Use unique keywords

With Twilert you can track keywords and hashtags, giving you instant access to the level of engagement you have had with a campaign. In this instance, the more unique you can make your hashtags the better. Twilert provides you with the option to exclude certain users or keywords from your results by adding the ‘-’ operator, but the more unique you can make your campaigns, the less effort it will take to refine your results. Commonly used hashtags such as ‘#BOGOFF’ and ‘#shoutout’’ are too generic and will pull hundreds of irrelevant results. A unique hashtag or keyword will stick in the mind of users and ensure that potential customers are referred to your brand and your brand only.


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How to build a social media listening plan for Twitter

How to Build a Social Media Listening Plan for Twitter

A recent study showed that one of the top reported reasons (63%) that people follow SMEs on Twitter is to show support for their business. Similarly, Twitter is often the first channel consumers turn to in order to vent frustration about a service or product. Unfortunately, due to the pace Twitter moves at, it can be impossible to keep up with every single update or mention which could leave your brand open to missing important praise, or complaints, from your followers.

 Below are five tips that will help your organisation to build a top social media listening plan for Twitter, ensuring that you never miss a mention again.


 1. Define your Twitter objectives

This may seem old hat, but the first step of any social media or Twitter plan is to work out what you aim to gain from using the network. Choose objectives that resonate with the overall needs of your business and it will quickly become apparent how often and when you should be listening. Some examples of objectives that you may want to focus on are

-  To increase brand awareness and become known as a market leader for X/Y/Z

-  To find customer ‘pain spots’ that will inspire your marketing strategy

-  To provide a personal level of customer service

-  To connect with users who may not be aware of your products

-  To network with influencers in your industry


2. Clarify monitoring responsibility

Many companies have a strong Twitter presence until a key staff member goes on holiday. Sound familiar? If so, you need to reaffirm responsibility for your Twitter plan and select tools that will help you to monitor the channel at all times. It is relatively easy to pick up on those users who are mentioning your brand directly but what about those who are misspelling your handle?

Our web app Twilert monitors keywords or brand names in Twitter and sends you daily, weekly or hourly emails, showing you every mention or comment relating to the selected keywords. This type of tool allows you to respond to users in real time and prompts you to reply to every mention.


3. Listen intuitively

As well as being an active Twitter participant, it is just as important to spend time listening to the needs of your target audience. By tuning in to conversations through hashtags and search operators, you can build strong personas for your audience, helping you to fine-tune the content you post. This is also a great way to find customer ‘pain spots’ which you may be able to help fix. This will show how intune you are with your audience and how great your customer service skills are!

Example: Flow, the ‘missing Instagram app for iPad’, uses Twilert to identify users who are searching “no instagram ipad app” to find an Instagram app for iPad. Once the search returns a result, Flow connects directly with the user to offer their app as a solution. The user finds what they are looking for and Flow gains a new customer, a win-win situation!


 4. Seek out influencers

Monitoring the feeds of key influencers from your industry should make up part of your social media listening plan for Twitter. These are the people who can extend your message to other potential customers and followers. To identify the influencers you should be monitoring, look at key industry figures who may have websites or blogs that you follow. One easy way to distinguish their tweets from the rest of your timeline is to collate Lists, a feature offered by Twitter, that segments users by category or interest. By keeping track of the posts influencers publish and the audiences they connect with, you can gain great insight into the content that sticks with your target audience.


5. Monitor the competition

As well as focusing on your own social media strategy it is also important to keep an ear on your competitors to see exactly what you are up against. This doesn’t mean fretting every time their follower count overtakes yours, but be aware of the techniques and channels they are using to reach your audience and work out how you can stand out to keep your market share of followers.


Did we miss any of your top tips for building a social media listening plan for Twitter? We love hearing from you, so leave us a comment below.


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The power of twitter monitoring

The Power of Twitter Monitoring

During our constant research for Twitter tips & tricks we very often come across stunning statistics that show the impact of Twitter and Twitter monitoring on businesses. The facts and numbers fascinate us and we love sharing them with you. If you follow our blog, twitter and facebook account, you might have noticed that :).


This time we decided to do this in a more fun way and created our very first infographic. Enjoy and share, if you like it!

[Infographic] The Power of Twitter Monitoring


Our Infographic on Your Blog

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