The use of social platforms is imperative to a company’s brand awareness nowadays. Business to Business (B2B) marketing approaches, especially for industry specific companies, vary in the way that they utilize social sites, but those sites are still undeniably important to their online presence. One of the most important social networking sites that we at RF System Lab utilize is Twitter.
We have found twitter to be beneficial to our industry-specific B2B marketing efforts for a number of reasons.
Reason #1: #Hashtags (especially ones that are trade show related)
Hashtags are a simple, yet effective, way to connect with other Twitter users who are sharing tweets that are similar to yours. For example, if I was looking to connect with other users who were discussing Aviation, I could format my tweet as such:
When you click on “#aviation”, you will be linked with a plethora of other users who are chatting about aviation as well, allowing you to easily connect where necessary.
One of the best uses of hashtags for industry specific companies is unique trade show hashtags, which most shows and conferences now utilize. When you are onsite at tradeshows, or simply looking to connect with others attending, utilizing the hashtag specified by that show is a great way to do so.” For instance:
Now attendees following the show hashtag will be able to find your booth, as well as converse with you.
A final note on hashtags from socialmediatoday.com: “It is recommended that you only use hashtags for 1-3 words per tweet. I suggest only using it for 1-2 words, if at all possible. You don’t want to flood your tweets with hashed words that make your brand or company look like spam. You want your tweets to be simple and filled with content to direct the user back to your website or link that you are promoting.”
Reason #2: A majority of companies, especially airlines, have an active twitter account. What does that mean? That you are able to strike up a conversation (albeit an appropriate one) with influential industry professionals.
This also means that you can connect with past and potential customers through “favorites”, “retweets” and by simply replying to their tweets. One thing to note is to not over-do it or you may become noticed for the wrong reasons.
The rule of thumb that we follow is to stay engaged, reply, favorite and retweet when appropriate, and keep your eye out for “buying signals”…which brings me to reason #3.
Reason #3: Twitter can help you to find “buying signals” that may not be as obvious in other platforms. Buying signals are when someone has a need that your product can fulfill.
@GenericAirline tweets: “Anyone have a highly effective, yet reasonably priced solution to non-destructive testing?”
That would be a tweet where we at RF System Lab could reply with a link to our borescope demo offer, or a link to a blog post containing reasons why a borescope purchase is a “need to have.” Buying signals may not always be that obvious, but if you ease into the conversation with a solution that isn’t extremely aggressive (think: here are some tips instead of “here is my product, buy it.”), you’ll be on the right track to generating leads in no time.
Reason #4: Twitter is the perfect place to share industry news.
We share numerous pieces of industry news daily to show that we have an interest in the industries we serve and to make sure that we, and our followers, stay current on what is happening in the aviation, power gen, oil & gas, and manufacturing industries.
Reason #5: It’s a quick way to do a little self-promotion.
A good social media rule of thumb is “80/20” – 80% of your posts should be about others and 20% should be self-promotional. As long as you’re sticking to that rule, there is no reason that you shouldn’t be able to self-promote 20% of the time.
Here’s an example of how RF System Lab promotion:
There are many other reasons that Twitter is important to Industrial B2B companies, but those are definitely our top five. If you’d like to find out more information about RF System Lab, you can visit our website here. Want to follow us on twitter? Do so by visiting the RF System Lab twitter page here.