In a previous post I mentioned the critical importance of the fact that social media spreads across functions in the business. I also mentioned one of the most common objections I come across when speaking to b2b businesses who regard Twitter as a lessor important channel to support the social media strategy of the business. Truth is, Twitter is one of the best channels to drive sales. This is true not only for the fact that brand awareness can be driven hard though this platform which ultimately is aimed at driving sales and revenue indirectly (the end goal) but has other benefits such as diving traffic to your website through something I like to call Channel Linking.
An example of this – If you have a live chat function deployed on specific website page or at a specific location on your website where the propensity of the customer to buy is measured and at its highest point, and where your pre-sales team engage in push chats with an aim at driving sales, then Twitter is your best channel to drive traffic via tweets that are relevant to the subject matter by tweeting a link to your relevant website page.
Twitter also remains the most suitable channel to conduct a search on to find potential target decision makers, follow them and ensure your message is reached by the right communities.
A third point, which I will address in a separate post is the identification and deployment of an advanced social media tracking and monitoring solution. This allows you to track mentions where an indications that a customer may be in the process of buying your product or services. This is done through creating specific search terms in the form of queries and applying a set of filters to your search. This allows you to instantly gain access to Twitter conversations, mostly in real time, which allows you to engage with community members directly by ‘striking while the kettle is hot’ as it were. This can be one of the most effective and tailored ways of driving sales.
The bottom line remains – do not ignore Twitter to drive your sales process, b2b or b2c business alike, both presents undiscovered opportunities for your business