Twitter 101 – 5 Tips for B2B Marketing

Many professionals are still confused about Twitter – How can 140 characters be relevant for brands and B2B Marketing?

Truth is: it’s a challenge. But the good news? Not impossible!

Since its launch almost 10 years ago, Twitter has been defined by simplicity. Less is more – targeted audience, public engagement and easy-to-find information. Businesses have so much to take advantage of, the social network being a powerful tool in testing and sharing content. So let’s get it right:

 

  1. Be short and sweet, but professional

Tweets are only 140 characters long, so make sure you stay on subject. However, be careful to use proper grammar and spelling! Of course, sometimes you’re going to need to cut short words, but make sure you still make it nice. And this leads to the next tip.

 

  1. Use hashtags

Not only that hashtags help you keep it short, but it’s a great way for grabbing the attention also.

anamariapopa.com blog twitter

Carefully choose your message and then use the appropriate hashtag to help you send the same information. Changing the emphasis of the sentence gives you a chance of grabbing the attention.

anamariapopa.com blog twitter hashtag

And this leads us to the next one, very important!

 

  1. Engage your audience

The virtual space is impersonal enough and the idea of talking and tweeting to a brand can be even more. So make it personal, be the voice that reaches out to the customer, in ways that make them feel special and connected.

Twitter is not the place for speeches or one-way conversations. You want that, you buy a megaphone and focus on expressing your thoughts. You, as a professional, need to go the extra-mile. Be the human behind the brand, make the audience feel the person.

 

  1. Plan ahead

Twitter lets you schedule your posts. Try and think of the whole audience or even potential audience. Just because you’re a night-owl or a morning person, doesn’t mean everyone is up at 4AM. Even when you schedule the posts, make sure the right amount of time in between tweets is respected. People need to feel the human touch, not a robot who posts a tweet every 5 seconds. Search for Hootsuite or Buffer and check them out!

 

  1. Monitor your field

Hashtags help you a great deal, not only in making it short and sweet. Use them from the shadow – check out your competitors, get in touch with other specialists from whom you feel you’ve got things to learn. Also, set alerts with tools like Twilert, that help you with keywords and mentions of your brand. This way, you can also maintain the relationship with your audience. Remember, we hit that earlier…

 
Twitter can be very useful in B2B Marketing – it’s just like in a relationship. Take the time to get to know and value it and it will work its magic afterwards!

Public Relations: Have you got what it takes?

I frequently get asked about the PR field. Last time, the conversation took place with a 20-something-year-old who’s hesitant about what to do next in this life.

– I was thinking to go for PR, if I can’t find anything that I like to do. How do I know if I’ve got what it takes? What’s the job? What do you actually do? How did you start?, they usually ask.

My reply is – ‘I didn’t choose PR, PR chose me.’ Basically, because it’s true. It all started as an extra thing to do besides university, in order to earn my own money. And I got really lucky this way, I admit it.

It was my second year at university and I got this question – ‘We saw you were passionate about Facebook, how would you like managing our business page as a job?’. Now, passionate is a special way of describing my Facebook skills. I was basically obsessed… All day, every morning till night, I was online on Facebook. I posted about everything, sharing things that I liked or found interesting. My day would be defined by the time between the new and the old posts in my news feed. But I said – hey, I’ll give it a try. And so I started learning about the professional way of using Facebook. Yes, it all started with Social Media for me, and then my duties got bigger and bigger. I would manage all the online accounts and then even got to the offline part – events, meetings, gatherings, projects. Anything that had to do with representing the company I worked for, a dental clinic in Bucharest.

Job Description

PR is easily defined by its name, yes – it is about managing the connections between the company you represent and the public. As a PR, you are responsible for the image and reputation perceived by the community. Your tasks consist of establishing, implementing and maintaining multiple ways of communication, as well as strong relationships with the media reps.

A PR officer can find his/hers place whether in an agency/PR consultancy firm or as an in-house specialist. The PR agencies enjoy the benefit of offering a wide range of services in many areas of expertise, but they can also concentrate on a particular field, such as consumer or B2C (business-to-consumer) PR, corporate or B2B (business-to-business) PR or just general public affairs.

In-house specialists can be found both in public or private sectors, but also in non-profit organizations. They are in charge for both internal and external communications and will face a challenge bigger than a PR consultant, given the fact that for this role, an in-depth knowledge of the field and business environment is needed.

I was an in-house PR officer in the dental field and even though my knowledge of actual medicine was limited, I found it amazing! My motivation came from learning new things, on a level that it makes sense for the future. I took part in dental interventions that showed pure anatomy. And with it, along came the struggle. As an outsider, I was highly impressed. As the employee of the clinic, I was taught basic dental activity. But as a PR specialist, I had to find the right way of putting into words an intervention that seems scary to the public. Challenging enough? This is a level apprehension not possible for an external PR.

Qualifications & Background

As any other field, some study is required. The most relevant fields would be:

  • Public Relations
  • Marketing
  • Journalism, Communication and/or Media
  • Creative Writing
  • Social Sciences.

I come with a background of Psychology and a passion about Communication and people – what drives them, what motivates them, etc.

Passion is much more important than whatever degree you’ve got. Passion is the first thing people read when they see you, and trust me when I say that you won’t have your degree subject written on your forehead.

One way for an employer of any kind to be sure of your passion is providing a history of volunteer work or internships. The no-pay or low-pay activity gives them an idea of how up you are for gaining experience. Subsequently, there are trainings, workshops and courses you can attend in order to deepen your knowledge and understanding of the field.

Skills

This is it – you either have it or you don’t:

  • Amazing verbal and written skills
  • Self-confidence, excellent presentation and networking skills
  • Creativity
  • Attention to detail
  • Patience and great interpersonal skills
  • Ability to handle pressure and juggle with different priorities and deadlines
  • Drive, flexibility, pro-active attitude, open-mindedness and willingness to learn new things
  • Analytical thinking and problem-solving skills
  • Excellent organizational and planning skills
  • Business orientation.

Activity & Responsibilities

If you’ve made it to this point, now it gets real. PR is never just PR. PR has a way of asking for some Marketing skills, Event Planning, Budget Planning, Social Media or even Project Management talent.

Still here? Good, let’s see what this is all about.

Your work tasks may include, but wouldn’t be limited to:

  • Plan, develop, implement PR strategies
  • Set up the PR budget and needs
  • Create and maintain a favorable image and reputation of the company/brand/organization
  • Build relevant relationships with the media reps
  • Write press releases and promotional materials
  • Market research
  • Develop a Social Media strategy
  • Create new business opportunities
  • Attend and/or plan events, press conferences, open-days and/or exhibitions
  • Create a PR crisis strategy
  • Update information on any online platform
  • Constantly search to grow the contact list
  • Manage projects and/or product launches
  • Coordinate photo opportunities
  • Manage sponsorship and/or partnership opportunities
  • Write and edit all written communications – articles, speeches, case studies, reports
  • Manage the logistics of brochures, leaflets and/or videos.

FYI – For Your Info

These are just a few of the PR needs of any company, brand or organization. They may vary when working in a team, but just be prepared.

  • PR specialists are usually office-based, but the duty might also involve travel when meeting clients or potential clients, suppliers or partners
  • The dress-code is usually smart, unless a certain event says otherwise
  • Working hours may vary and involve unsocial hours
  • The career ladder can go from PR Assistant to Manager and then to Senior
  • Salaries do vary, depending on the career level, location and employer.

 

With that being said, it is important to know that PR presents a fierce competition when it comes to jobs in the field, for women and men equally. With the glamorous picture aside, a great significance should be given to both the pressure and the reward of choosing a career in this field.