Every social media has it's strengths and weaknesses. Over the past few years the world has been kind of harsh on twitter. I don't understand it, I love Twitter! I find people share, engage, follow and participate way more on twitter, especially within the B2B community. I have handled Twitter pages in many different industries now for my clients and can say with confidence that Twitter is one of the best platforms to grow quickly and you can expect a return on your investment the fastest with Twitter. The recent changes with Facebook algorithms and Instagram make it difficult to get the exposure that you are looking for without paid ads but not on Twitter!
Twitter is easy to use, it's really easy to grow a follower base and the free analytics are great! They really provide a lot of valuable information that can be helpful for a small to medium business owner. It pains me to know that so many small to medium business managers never bother looking at their Twitter analytics. This happens a lot in my experience at least. That is opportunity wasted in my eyes. For example, I love that they list your top follower. This is almost always an "influencer", someone with a lot of followers themselves and a lot of clout. This can be a conversation starter for you business;"Hey I saw you followed us on Twitter, let's connect". What's more, is that it provides great background on your industry and target market. The search option can provide you access to a huge list of potential clients. Spend some time connecting with them on twitter and something will come out of that effort, I guarantee it.
For example, let's say you run a business that sells trendy aprons. Your target market is Food Stores or Housewares Stores. You want to start local. So go to your twitter and in the search type: "Food Store" and then the city you are from. You will get a list of local of food stores, but not only that, you will see what is being tweeted about them so you have a conversation starter. Basically, it's a great way to do some research and development prior to making a connection, you can get to know them a little rather than cold calling, but time and time again this seems to be overlooked by many businesses.
One concern that comes up with many of my clients when they are starting out is that they don't know what they should tweet about. They have this idea that tweets can only be some sort of inspirational thought or observation. They don't need to be in fact, 99% of my tweets are just articles that I find interesting about social media. That is what I suggest for most businesses just starting out on twitter. Post things that are relevant to your industry, it doesn't have to be original (at first, read my post on why your business needs a blog to find customers). This will help you start building a following that is relevant to you and is full of real followers that can be potential customers. I use Feedly to make it even easier which customizes articles of interest to me by industry and connects with twitter as well as Hootsuite so you can schedule a week of posts in less than an hour.
The reason I love Twitter for B2B marketing is because I have found that businesses on Twitter are far more likely to engage and follow up on contacts than a private user. Personally I think it's because they are all just in the same boat, just trying to market themselves on twitter and all other social media. Yes, there is some automation that happens but most of the time the twitter profile you are trying to connect with will have added information like the managers profiles or linkedin contact info, so there is almost always away to connect.
If you are a business that wants to maximize it's B2B marketing, get on twitter or actually use your twitter account to create some leads! For more help here or if you need a consultation on your social media marketing check out my services.