Using Twitter for lead nurturing
B2B Marketing magazine has published a Twitter Best Practice Guide which includes a chapter by The Crocodile.
The B2B buying process can be long and arduous, not to mention potentially risky. Choosing the wrong supplier or partner for a business-critical service or product can have ramifications beyond initial capital outlay. No surprise then that your customers are increasingly turning to the social web, seeking advice from colleagues and peers to support their decision making processes.
Twitter can help you tune in to what your target market is talking about. Joining in these conversations in a timely and appropriate manner is a key part of an effective nurture strategy, one that can quickly and cost effectively help your business acquire a position of stature and leadership.
By addressing your audience throughout the various stages of the decision making process with useful, relevant content you can engage prospects in social dialogue that will help prove relevance, drive consideration and set you apart from the competition.
Good quality content and conversation are key to cultivating long-term relationships and valuable repeat sales opportunities. The challenge is in understanding, firstly, how to use Twitter to create and nurture leads, and secondly to establish the qualification criteria that determine when a marketing conversation is ready to progress into a sales discussion.
To help B2B marketers use and understand Twitter, B2B Marketing magazine has published a Twitter Best Practice Guide including a chapter on using Twitter for lead nurturing and sales written by me and The Crocodile’s digital director Tom Marrows.
For brands, Twitter is no longer optional – it’s essential. The Twitter Best Practice Guide looks at the basics principles through to sophisticated techniques and examines all aspects of creating a sound Twitter strategy. Get your copy of the Twitter Best Practice Guide.
This entry was posted on Tuesday, March 6th, 2012 at 11:48 am and is filed under Social media, Technology, b2b. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.