What Information Are People Looking for on Twitter?
Focus on Your Customer
By and large, people don’t care. They’re hard at work making their organizations great, pursuing their goals, and making their news.
One reason B2B firms are quick to dismiss Twitter is their inward directed content mindset. They limit themselves to a choice between pushing company information or talking about the weather. Neither approach, in and of itself, will get great results for most companies.
If you want to build a presence on Twitter, talk about things that matter to people that matter to you. Here are a few ideas.
Events and Conventions. When folks in the B2B world participate in an event, they scour the web looking for information about it – before, during, and after attending. Who’s going to be there? What new products are going to be on display? What is the speaker saying at the symposium I couldn’t make? How was that big cocktail party last night? Tweet about that and you’ll be relevant. Relevance is the coin of the realm in social media.
Companies. There is no doubt whatsoever that all B2B professionals are interested in two things – what’s being said about their company, and what’s being said about competitors. Do you have insight, opinion, or information about companies in the market for your products or services? Tweet about that, and name names, so people searching for a given company will find your content.
Case Studies. B2B loves case studies. You can talk about your product’s 6000 benefits until you’re blue in the face, but saying, XYZ Corp. saved 30% with our product will get you more business. Tweet about that, with emphasis on the company and industry you served, rather than the product or service itself.
What other content approaches can you think of? I’m sure there are many. The key is to think from the customer’s point of view. What are people searching for on search engines and social media? On rare occasions only, they search for your products and services. But frequently, they search for ideas and information about themselves, their industry, how to be more productive, how to reduce cost, how to be more profitable.
How well does your website or Twitter communication speak to those topics?
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Chicago based SEO copywriting, blog consulting, and content marketing.
