Question: Our management team really doubts the value of social media for our business (B2B). Any tips on how you can create sales opportunities using Twitter (or other social media)?

 
You aren’t alone. A lot of B2B companies struggle with the idea of social media. Unlike the sales channels that most B2B companies are used to, social media tends to be harder to measure the exact return. Having said that, this doesn’t mean that your company should throw the baby out with the bath water. In fact, even the most discerning management team could get more out of social media if they will put a little effort into it first.

Simple Social Selling Using Twitter

If you are a B2B that has deemed Twitter as a waste of time, I would love to ask you for one more chance to show you otherwise how Twitter can be of tremendous value to your business. Here is what I suggest you do.

Instead of just throwing thoughts and links out there, spend about 15-30 minutes a day doing some targeted engagement on Twitter. In my experience, following these steps is a great way to start.

Identify a short list of companies that you are interested in doing business with in the coming year (months, weeks).

Search and find their Twitter handles. Follow all of them and then add them to a list. (Create a named list private or public such as Interesting Companies).

After you follow each account, take a look at some of their recent shares on Twitter. Find an interesting share and reply to it with something like. “Thanks for the great insight. We just followed you and are looking forward to more great insights.” (Note: If you don’t hear back right away don’t panic, this is just a first try at engagement).

Continue to check in each day with the list and look for opportunities to respond to their content. If they are talking to people check out who they are speaking with to see if they are employees or other persons/businesses of interest and follow when appropriate.

As you continue to connect, also look for opportunities to share with them content that may be relevant. Not just promotion from your end, but content that is similar to what they are sharing. Reach out and say “Hey, I found this and it is right up your alley (link).”  This way they see that you are paying attention and interested in helping.

Then, much like any other relationship, look for queues of interest for more conversation and more dialogue. If you and the person behind the handle at the other company begin to share a  good dialogue, look for an opportunity to move to a call or email exchange where further conversations can be had.

It Won’t Work All The Time, But In B2B Even 10-20% Is Good

Whatever you do, don’t get discouraged. If you do everything right in terms of following, connecting and engaging you may only convert 1 or 2 out of 10 that you actively pursued. But if you compare that to other cold calling methods that is really not too bad.

As a whole, Twitter is  great door opener for B2B’s to try and be found, seen and heard by potential customers online. However, don’t push too hard or over promote. Remember, share value as that will help you go a long way in building relationships and earning customers in the long run.

Have you considered the value of Twitter and Social Media for your B2B? It is more powerful than you think! 

This article was first featured here on Broadsuite. Image: Creative Commons