While many B2C businesses have been using X (formerly Twitter) for social media marketing, the same cannot be said for B2B brands. Known for its raw, unfiltered content, X can be a place for building trust.

X also has over 35,000 niche communities, which creates a sense of community, a key ingredient of a successful B2B social media marketing strategy. In this article, we look at how to use X for B2B marketing.

Why Consider X for B2B Marketing?

When considering a good B2B marketing platform, the first one that comes to mind for marketers is LinkedIn. This is understandable, given the presence of key decision-makers on LinkedIn. However, statistics indicate that the average social media user is on 6 to 7 platforms. That means the people on LinkedIn, who are mostly millennials, are also on other social media platforms. 

As a professional tool, LinkedIn is typically active during working hours. After work, your audience moves to other social media platforms, such as Instagram and X. Therefore, X should also be part of your B2B marketing strategy, since your target audience is there.

Statistics indicate that 79% of X users follow a brand, making the platform an effective channel for increasing brand awareness in digital marketing. X also enables direct, real-time engagement with prospects and customers. Businesses can use it to engage directly with their prospects and customers. 

Another feature that makes X powerful for B2B marketing is the ability to engage with prospects through DMs. Brands can use it to address common customer concerns and questions, just as they use Instagram DM marketing. Additionally, the platform can enable them to conduct market research by showing what prospects say about their company.

Top Ways to Use X For B2B Marketing

X can be a good platform for increasing brand awareness, building a strong community, and generating more leads. You can also use the platform to monitor your competitors’ activity and understand what consumers say about your brand. But to effectively do that, there are several things you should do. These are:

• Show thought leadership. Demonstrate to your target audience your knowledge of trending topics in your industry, positioning you as a thought leader and increasing your brand value. By positioning yourself as a thought leader, you can enhance your brand reputation and show the value you deliver to your audience.
• Show expertise. You can tweet about key industry events and interact in real-time with decision-makers to demonstrate your expertise. Additionally, you can share industry insights by answering common questions. This will show your deeper understanding of customers’ pain points.
• Interact with decision makers. In recent years, Gen Z and millennials have revolutionized employee advocacy. You can leverage employee advocacy by encouraging your staff to engage with your company’s content by commenting, replying, and retweeting. This strategy can help humanize your brand by showing people the faces behind it.
• Audience engagement. You can use X to join trending conversations, demonstrate credibility, and increase brand awareness. You should use the community to address and respond to customers’ queries, whether through direct messaging or tweets.
• Competitor monitoring. X enables brands to customize their timelines with topics and lists to find other brands in a similar space and target their followers. When you customize your timeline to get industry news, you can see how your competitors are driving engagement, building brand advocates, and shaping messaging.

Therefore, you can see that X is the platform where your audience is most likely to feel comfortable engaging with your brand and sharing their concerns.

Tips For Success When Using X For B2B Marketing

To increase the chances of success when marketing on X, use the following tips:

Polish Up Your Profile

Remember that your profile is the first impression visitors have of you, so keep it clean and consistent. You can do that by using an easily recognizable handle and a coupon bio with:

• A short explanation of who you are.
• Your business logo
• A banner image
• What do you plan to achieve?

Share Helpful Content

If you plan to use X for B2B marketing, you want to do so in an outstanding way. You can provide your audience with outstanding content, including original takes, industry news, home observations, and relevant articles. Avoid overusing promotional content; ensure 70% of your content is helpful, with the rest promotional.

Combine different content formats such as plain texts, polls, image charts, and more. Remember that a brief demo video can provide more detail than a thread. Visual content also has one of the highest engagement levels.

Don’t just speak to your audience, but take time to listen to them. Find out what people in the space are saying and what their major complaints are. Then, consider which content is receiving the closest attention, and ensure your content is built around it. 

You can also leverage good storytelling, such as a brand story, behind-the-scenes content, or customer success stories. However, don’t just share about your brand. Instead, share helpful industry news with your audience. Content curation should be part of your content strategy. You can read our guide on curating content on Twitter.

Focus on Driving Engagement

While posting on X is easy, building genuine relationships takes time. X rewards real-time interaction, so you need to focus on answering DMs, responding to comments, and acknowledging your audience when they mention you. Join X communities in your neighborhood and participate in their conversations to increase your brand awareness. Remember to also engage with your followers by commenting or liking their posts.

Focus on Organic Growth

Instead of posting haphazardly, build a content calendar to enable you to post consistently. Remember to include hashtags, but without overdoing it. Adding one or two hashtags can increase the discoverability of your content, especially when you use hashtags specific to your campaign or industry. Avoid generic hashtags that don’t bring any meaningful results.

If possible, collaborate with trusted voices in your industry, such as influencers, consultants, and analysts. You can expand the reach of your content through a guest appearance on a shared post. Take time to use X ad tools to promote tweets and increase their visibility, especially for special events like product launches.

In Conclusion

X can be an essential platform for B2B marketing. Since key decision-makers use it during their free time, you can easily reach them. The platform’s many communities also benefit B2B marketing by leveraging trust and thought leadership. You can read about choosing between Threads and X for social media marketing.