If you work in B2B marketing and don't already use Twitter to initiate conversation and build rapport with potential customers, you're failing to take advantage of a great tool. Over the past few months, Twitter has unveiled new features that have made the user experience more enjoyable. The social media platform introduced easier search functions, autocorrect and suggestion tools and new filters which made it easier to search for other users.
However, Twitter announced an even more revolutionary upgrade to its search, which allows advertisers to target tweets at specific users. Professionals can now pay for a feature that allows them to tweet at users based on their geographic location or whether these consumers access Twitter using their mobile phones or personal computers.
The enhanced feature enables brands to reach specific audiences on Twitter without including all followers. This upgrade also allows marketers to develop multiple marketing avenues by segmenting their followers based off of certain identifiers.
"Until today, it's been impractical to send these kinds of highly tailored tweets, since there was no way to reach people in New York without also reaching followers in Norway, Nebraska and Nigeria who can't take advantage of your offer," Twitter product manager Kevin Weil said.
The social media company announced the feature will help global brands that have different launch dates for new products or services, and the new online marketing solutions may encourage more professionals to engage on Twitter for lead generation purposes.