Among social media platforms business-to-business companies can use to reach prospective buyers, Twitter allows for a unique type of brand engagement. However, to carry out B2B marketing strategies effectively on the platform, organizations have to understand its unique features and how people communicate via tweets.
While Twitter's 140-character limit has already led brands to adopt a bold, concise voice for the social outlet, recent research suggests certain content elements can boost a post's chances of being retweeted. According to self-proclaimed social media scientist, Dan Zarrella found that the inclusion of quotes and/or hashtags in Twitter tweets can significantly boost sharing rates.
Hashtags boost shareability
Based on 1.2 million tweets, Zarrella found those containing one or more hastags were 55 percent more likely to be retweeted than those that did not. While hashtags can increase shareability, it's important to choose what phrases to include after these symbols judiciously. It's a good idea to avoid highly trafficked words or phrases used by competitors and ones that are difficult to understand without space. Instead, opt for unique, snappy and memorable terms that are relevant and add to the brand image.
Quotes prove popular
Additionally, Zarrella determined tweets with quotes were 30 percent more likely to be shared than those without quotes. Quoting industry professionals, iconic leaders or study or report excerpts adds legitimacy to claims. Additionally, they can be used to lead followers to the company's white papers, case studies, research and webinars by providing just enough of a taste to get clients and prospective buyers interested in learning more.
Pictures command attention
MarketingProfs noted that based on previous research conducted by Zarrella of nearly 500,000 randomly selected tweets, those with pictures posted through Twitter's image uploading platform were 94 percent more likely to be reshared than posts with no picture links. In addition, those with Facebook image links saw a 47-percent greater chance of being shared. With multimedia playing a greater role in content marketing, brands that learn to use photos, videos, podcasts, infographics and other content types effectively are likely to attract new prospects and keep existing ones interested in the brand.
Increasingly, people rely on social media for more than conversations with friends and colleagues. B2B buyers use outlets like Twitter for for news and brand research, either by connecting directly with a company or monitoring what is said about organizations by other social media users. As such, capitalizing on these networks is crucial, and brands can use Twitter to its fullest potential by using hashtags, quotes, pictures and other features that are likely to encourage retweeting.