6 Ways to Use Twitter Moments for B2B Brands
by MGB2B
Photo Source: Twitter Blog
Twitter has been bending over backwards to gain new users. You may have noticed a slew of new features such as: “What’s Happening?” at login, a channel-wide push for live video, and notifications that tell you what people you follow are saying on Twitter. Yet, what is possibly the most useful tool Twitter has released in the past several weeks seems to have slipped under the radar: Twitter Moments. The feature is accessible to everyone as of a few weeks ago. And it is now available for use on mobile for the first time!).
A Little Background on Moments
Maybe you remember all of the pomp and circumstance around the release of Moments in late 2015, topped off with a TV ad campaign earlier this year. Moments launched as a feature visible to all Twitter users, but customizable by only a few. These collections of five to ten tweets about topics like science, sports, and entertainment were curated exclusively by Twitter employees and select publishers, leaving average users rather disconnected. Now that they are available for all users to create and with the ease of using your phone, Twitter Moments for B2B brands can become a useful tool in your social media arsenal.
Unlike a single retweet, a Twitter Moment allows you to collect and share several tweets at once from other users. For example, if you were to create a Twitter Moment about Elon Musk’s recent presentation on traveling to Mars, you may have selected a tweet from The Verge showing people flooding into the room, a tweet from a fellow viewer as Musk took the stage, and several tweets highlighting main points Musk made, as well as questions from the audience. While none of these tweets came from you personally, they would represent discussions and points of view that interest you.
Once you have a handle on how to create them, check out these 6 ways to use Twitter Moments for B2B brands:
- Cover events and trade shows. B2B trade shows create a flurry of great tweets and exchanges between exhibitors and visitors. In addition to pumping out content about your own experience at the show, use a Twitter Moment to aggregate 10 or so tweets that sum up the event. You or someone on your social media team can create Moments as in-the-moment updates during the show or as a summary of each day of the event.
- Offer commentary on conferences. Similar to the trade show tips above, Twitter Moments can create valuable summaries of conferences, webinars, workshops, and other live events for you and your followers. A Moment consisting of tweets posted throughout the presentation can help demonstrate your company’s perspective on a topic or simply act as an outline of the information you just received.
- Bolster product launches. Many trade publications rely on social media just as heavily as email to distribute news about new B2B products. As you send out your press release, create a Moment to aggregate tweets from these publications as they spread your news on Twitter.
- Follow market trends. Use Moments to track things that impact your industry (or your customers’ industries) such as new regulations, research, and other changes. Follow emerging technologies that could become new applications for your company’s products. Or monitor fluctuations in market value.
- Showcase your company’s interests. Does your company support a cause? Or are you closely tied to the surrounding community? Help your followers learn more about your company by sharing Moments about things that are important to you.
- Position your CEO as a thought leader. A CEO who maintains an active social media presence can offer many benefits to their company. Most importantly, it ties a personality and face to the company. This creates a persona customers can connect with. It’s a great way to demonstrate interest in things that impact the company’s well being. Yet with only 39% of Fortune 500 CEOs using social media, many Twitter users following B2B companies don’t know who CEOs are or what interests them. This is something you can take the lead on.
Now that the feature has been extended for use on mobile, Twitter Moments for B2B brands can become an even more versatile tool for PR and event coverage. Time to seize the Moment!
Continue ReadingB2B Monday Myth: Unsubscribes Are Bad
by MGB2B
The Myth: Unsubscribes Are Bad
The Truth: Unsubscribes Can Become One of Your Greatest Email Marketing Tools
You may look at the number of unsubscribes after you send out an email and do a victory dance because your unsubscribe rate is low. Or, you might fret over high unsubscribe rates. But the question is: Are Email Unsubscribes Bad? Not necessarily.
Contrary to popular belief, unsubscribes are not always bad news. When prospects opt out from your emails, it means you’ve cut people from your list with little to no interest in your product or service. And you did it without moving a muscle. This paints a clearer picture of which prospects are interested — and that will translate into higher conversion rates down the road.
Here Are 3 Silver Linings You Can Find In Your Unsubscribe List:
- You’ll Save Time and Money. There’s no glory in having 1,000,000 people on your email list if only a small percentage is engaging with your content or even interested in what you have to say. When people unsubscribe, it’s usually because they are uninterested and unlikely to convert, not because your campaign is flawed or off-base. This leads to a more condensed but higher-quality list, allowing you to increase the focus on your target audience. Homing in on interested prospects will save you time and money down the road, since you won’t be following up unnecessarily with cold leads.
- You Can Learn More About Your Target. When your list condenses, it allows you to get to know your target audience better. You can fine-tune your content and even rework products based on the feedback and behavior of this tighter, more interested audience. With more accurate information, your marketing team will be more successful with converting subscribers into lasting buyers.
- You Can Learn More About Your Email Practices. Look at unsubscribes as an opportunity to learn more about how you can improve your email practices by asking why they are unsubscribing. If you have a high unsubscribe rate and they tell you they feel bombarded by your emails, pull back a bit. If they are frustrated because your emails aren’t mobile-friendly, you’ll need to change your email design. High unsubscribe rates can happen for lots of reasons, so use unsubscribes as a tool to improve your email efforts.
You also don’t need to wait for people to unsubscribe to cull down your list. Interested in parting ways with uninterested readers? It might be time for some breakup emails. Check out these tips on how to write one. Saying goodbye can be hard, but sometimes it’s best for business.
Continue Reading5 Tips for Smart B2B Marketers on Black Friday
by MGB2B
Everyone else is out getting deals, pushing through crowds, and fighting over the last electronic gadget available for 79% off. But you — you are sitting back, eating a nice pile of leftovers, and planning for 2017. That’s the kind of business you run. So as you prepare, we’ve got a fews tips to get you started.
Here Are 5 Tips for Smart B2B Marketers As You Think Ahead to 2017:
- Get Your Creative Media Mix Right. Are you using the right medium at the right point in the sales funnel? This guide will help you fine-tune your plan, and hit the right people at the right time.
- See What You Can Gain From Your Trade Pubs. You can get more than just a print ad from your trade publications. More opportunities. More value. And a lot more leads.
- Learn the Latest Paid Search Opportunities. Adwords device bidding is one of the latest tools available to B2B marketers from our friends at Google. Those who use it correctly can gain an edge over their competitors.
- Know How Others In Your Industry Use Content. Learn not only the important stats for 2017, but what each one means for you.
- Rock the Trade Shows. Trade shows aren’t obsolete. They actually offer great new opportunities that never existed before. Use these 8 tips to do trade events right in 2017 — before, during, and after each show.
As the exhausted masses return from the malls, bruised and irritated by humanity, you’ll be sitting home with a belly full of turkey and a brain brimming with ideas for next year.
Happy Thanksgiving and a very Happy (and Smart) Black Friday to you!
Need more ideas for 2017? Drop us a line.
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