How Does Twitter and LinkedIn Work for B2B?

If you operate in the B2B market, you may have toyed with the idea of social media for business. But which networks are actually worth your attention? With so many platforms to choose from, you need to know how to spend your time and resources.
B2B marketing is very different to B2C, and your approach to social media should be no exception. But that’s not to say you can’t make great use of mainstream social platforms. In fact, LinkedIn and Twitter are two examples that work really well for B2B; as long as you take the right approach.

So how does Twitter and LinkedIn work for B2B?

Rule number one of social media is to make sure that your chosen network is actually used by your target audience. If the answer is no, then it will be a fruitless exercise.
As a B2B, LinkedIn and Twitter are logical choices. Both platforms are used by both professionals and businesses – many of them of a daily basis. Putting yourself amongst this conversation, you’ll be communicating with people who have the potential to become clients.
Research, research, research
When it comes to research, LinkedIn and Twitter are second-to-none. As a real-time narrative, it’s a great way to keep abreast of the very latest industry news. For B2Bs, that’s crucial – because you need to anticipate changes and understand how they may affect both you and your customers.
Research is a two-way process. Other businesses use both Twitter and LinkedIn as a research tool; discovering new solutions and technology to benefit their organisation. Potential clients can get a top line understanding of a company by simply reading a few tweets, or scanning their LinkedIn company page. It’s a quick and accessible insight into your B2B offering.
As a B2B, you can use social networks for research purposes too – to spot trends, target new business and monitor competitors. You can even get insight into current perceptions of your brand.
Take LinkedIn for starters. It’s a solely professional platform – meaning it’s used by everyone from CEOs to charities and small start-ups. Personal profiles and company pages help you to gain greater insight and it’s a great place to show your expertise to people who could become paying clients.

Becoming a trusted expert

Handled in the right way, social media is the perfect opportunity to convey your expertise – inciting trust from your audience. But there is no quick-fix; the only way to show your knowledge is to create content of genuine value to your audience. That means insightful blog posts, thought-provoking infographics, or simply engaging in conversation via tweets or LinkedIn groups.
Positioning yourself as an industry leader on Twitter and LinkedIn goes far beyond self-promotion. You need to show that you have ideas that are worth listening to – which is why a content marketing strategy is a priority. You may host a live tweet-chat with your CEO, or set up a LinkedIn group to add value to your customers. The possibilities are vast.
Above all else, it’s important to remember that B2B is still about people. It’s the individuals behind an organisation who make the decisions – and that’s why social media is so relevant to B2Bs. To find out how to leverage Twitter and LinkedIn for your business, get in touch. We love to chat!