Know What Your Long Game Is
B2B businesses need to take a long game approach to their Twitter marketing strategies. The platform itself moves quickly and prioritizes brevity, but the decision-making process for a B2B customer tends to be drawn out and nuanced. In a B2B environment, the focus should be on providing value and building relationships and not on sales or conversion rates. Implementing a robust content calendar that exposes followers to consistent messaging over time is an essential first step as it will take repeated exposure to the same content to gain attention. Build relationships by sharing information or tips to potential clients by getting involved in organized Twitter chats or following trending hashtags relevant to your industry. It may take some time but done right, incorporating Twitter into your B2B marketing strategy will eventually pay off.