Casting a Wide Net: B2B Audience Building on Social Media

When buying an email list or creating an ad targeting group, B2B marketers typically start with demographic and firmographic requirements, the most common of which is typically a lead’s job title, but things work a little differently on social media.

Building an engaged social media audience is about finding the users who are actively talking about relevant topics in your space and most likely to care about your social media content. These will be the users who are most likely to follow you back, giving you a wider audience, more reach, and more potential leads at the top of the funnel.

Twitter only allows you to engage with a certain number of people each day, so you want to make sure the people you engage with have the highest chance of following you back.

A/B Testing Targeting Strategies

We used multiple campaigns in Socedo to A/B test two different ways to target and prioritize Twitter users to engage. On one set of campaigns, we set a strict biofilter requirement, so any users we engaged had to have a common set of job title keywords in their Twitter profiles, such as “marketing manager” or “vice president.”

On the other set of campaigns, we turned off the bio requirement. We still prioritized leads based on profile keywords, but we also ranked active leads who were Tweeting about relevant hashtags and handles, regardless of their job titles.

As it turned out, the campaigns without the bio requirement had a 41% higher follow-back rate.

Additionally, the conversion rates down the funnel remained constant, so by starting with a wider audience at the top of the funnel, we drove more overall Twitter followers, website traffic, and leads.

Keeping Your Audience Engaged

Finding the audience most likely to engage with you is an important start. Keeping them engaged matters too, so you can retain your followers, increase your follow back rate, and turn your social presence into traffic and leads.

We talked with Daniela Stzulwark, an expert on digital marketing for B2B startups, about how to leverage social media for growth marketing.

For B2B companies in particular, it’s important to use internal subject matter experts to share information on social media that will be valuable to your customers. Social media is a form of communication or a conversation, so it’s a platform that the whole company can leverage.

“The world is getting smaller through social media,” Daniela says. “To discredit it is a disservice to the entire industry.”

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