A couple of blog posts ago, we saw how LinkedIn could be effectively combined with your email marketing in growing B2B lists, broadcasting content, and becoming a thought leader in your niche. Today, we’ll take a look at another extremely powerful social media tool you can use to enhance your B2B email marketing campaign’s effectiveness. Although having some similarities with LinkedIn in terms of impact on your email marketing projects, Twitter lends itself to other key areas in your campaign.
Over the years, Twitter has grown massively and now has around 500 million registered users. Each day, about 33 billion Tweets are made around the so-called Tweetersphere by its most active users, 50% of whom follow companies’, brands’, or products’ Twitter pages. That’s why 57% of companies engaged in social media marketing use twitter with 82% dedicated to B2B marketing – and for good reasons.
Twitter holds enormous B2B marketing potentials. In fact, B2B marketers who use Twitter are doubling their leads generated per month. Around 79% of US Twitter users are more likely to recommend brands they follow while 67% of US Twitter users say they’re more willing to buy followed brands.
These figures by themselves make it easy to see why B2B email marketing stands to benefit from adding Twitter into the mix. You can plainly see that Twitter can help you with such things as expanding your B2B email databases, promoting your brand/products, and elevating your online presence. But how exactly does this social site boost your B2B email campaign results? Here are four key email marketing areas where Twitter does its magic:
1. List Building. Unlike LinkedIn which allows you to easily import the information from your connections into a separate database, Twitter doesn’t have this feature (at least as of today).Nonetheless, Twitter is still very handy at building your B2B email list. On your company’s Twitter account, you need to include a link to your opt-in form for your followers to register, a bit like how an email list service provider builds its database.
2. Source of Content Ideas. You’d be surprised at the amount of valuable content materials you can derive from 140-character-long Tweets. Studies show that Twitter users in general are young, smart, and tech-savvy. One way for you to tap into this ocean of insights is to conduct Twitter interviews or Q&As on relevant issues that you can then compile and use as content in your next email newsletter.
3. Content Syndication. Twitter gives an excellent platform to make parts or excerpts from your email content available to a wide but targeted audience. Aside from promoting your own content, you can also add a Tweet button on your email newsletters to let the recipients in your B2B email list do the sharing for you. Active Twitter users re-Tweet around 92% of the value-added content they find which translates to higher chances of broader distribution and deeper penetration for your email content.
4. Response Generation. Let’s hope your company’s Twitter account isn’t part of the unfortunate 25% that do not have any followers at all, so that you can confidently count on better campaign response rates – not only from the contacts in your B2B email list but from other Twitter users as well. It’s truly a great way of making a buzz around your newsletters and other email materials.
These are four aspects in B2B email marketing campaign that Twitter proves its weight in gold. What other aspects in your own email campaigns do you think Twitter lends itself to?