Getting Started – B2B Marketing Strategies for Technology Companies In 2021

B2B Marketing Strategies for Technology Companies

In our previous blog, we discussed some actionable trends that mid-sized technology companies could implement in 2021.

The good part about these trends is that companies don’t have to invest heavily in marketing. All that’s required is the right strategy, the right tools, and the right resources to implement it.

In this blog, we will go a step ahead and share some easy-to-implement strategies that technology companies can use to grow their business. 

Getting Started with B2B Marketing Strategies

Content Marketing 

B2B buyers on average read 13 pieces of content before making a purchase decision. Hence, technology companies need to create high-value content that can address their questions. There should be some form of content to guide the customer through the complete buyer’s journey. The tone of the content should appear more educational and less like a sales pitch. Some of the common forms of content include – website content, blogs, eBooks, and whitepapers. 

How to get started?

  • Before developing the content, determine its objective. Is it to create awareness, is it to explain the value proposition of the content, is it to onboard new customers? 
  • Choose a topic. The topic could be an opinion piece on the industry trends or a how-to-article or an article that addresses the common challenges faced by the customer. Ensure that the content is written for humans and not the search engines. Do in-depth research and back the content with examples, quotes, statistics, etc. Provide backlinks to the source wherever necessary. There are debates on the average length of a content piece. For example, some will say that the average word count of a blog should be 2000 words; some will argue that it should be up to 500-600 words. We would recommend not obsessing about the word count and instead focusing on generating informative and easy to grasp.
  • Once the content is developed, do a basic grammar and spell check to avoid glaring errors. Finally, upload and share the content everywhere for people to see.

Social Selling 

According to a report, 93% of companies use Twitter, and 91% use LinkedIn to create brand awareness, generate leads, engage with customers, and do promotions. It is tempting to create accounts on different channels such as Instagram, Facebook, or even TikTok. However, you should select the social channel where your target audience is and not necessarily the channel with the most users. Based on our experience, for B2B technology companies, LinkedIn and Twitter seem to be the most relevant platforms.

How to get started?

  • Create easy-to-remember or easy-to-find accounts on Twitter and LinkedIn. Fill in all the company details, such as company location, offerings, company size, etc. Remember to add the company website’s link in the bio to garner traffic. Twitter, for example, drives third-most referral traffic. 
  • Post frequently and ask employees to share them to increase the impressions. The posts could be a link to a blog, eBook, a landing page, or link to an article of an external publication. It could also be other updates – such as the latest wins of the company, a client testimonial, or an important update relevant to the industry. Use relevant hashtags to get noticed. Creating a social media calendar would help the social media team to streamline the process.
  • Respond to users who take efforts to engage with the content, so they feel encouraged to engage more. Have conversations with the audience, so they feel heard.
  • Look for positive and negative feedback and address customer queries as early as possible. Set SLAs for the team, so they respond to the queries and messages within a stipulated time. 
  • Measure the efforts to understand what kind of content appeals the most to the target audience. That will help in developing future content.

Thought Leadership / Educational Webinars

The one thing that became a buzzword in 2020 was Webinar. A webinar is the web version of seminars and live shows. Due to the social distancing norms and the travel bans imposed worldwide, technology companies started conducting webinars to create brand awareness, educate prospects, and generate leads. However, webinars were being used as a part of content marketing strategy even before the pandemic. 73% of B2B marketers admitted that the webinar was the best way to gain high-quality leads.

How to get started?

  • Choose a topic that would interest the prospect and align with the company’s offerings. Get an expert speaker on board.
  • Develop the content for the webinar. Ensure that it is relevant to the prospect and does not look like a sales pitch.
  • Decide on the date, time, the platform that will be used to host the webinar. Choose a day and time when most people have lesser work commitments and can attend the webinar.
  • Promote the webinar on social media and website. Create a landing page so people can sign up for it easily.
  • Create an email workflow, such as sending a confirmation email after sign up, a reminder email before the webinar begins, and a thank you email with contact details and the recording after it runs.
  • Do a dry run with the team a day before the webinar to ensure that the logistics are in place.
  • Follow-up with the leads after the webinar.

Case Studies

B2B customers want to know if the company has the expertise and knowledge before engaging with them. Case studies offer validation and evidence to the customers. They act as social proof for the company.

How to get started?

  • Seek approval from existing or former customers if they would be comfortable with their case study published on the website and social media channels. Some customers may prefer their names to be masked. 
  • Determine the format of the case study. It could be a video testimonial from the customer or a short interview with them or a case study in text format. 
  • Follow the problem-solution-results format for the case study. Be specific about the solutions offered and add the right numbers in the results. Do not exaggerate, make tall claims, or add any content that could mislead a potential customer. Make the case study clear and concise, so the impact is clear to the prospects.
  • Get it reviewed by the customer if required, and publish it on the website and social media. It can also be used in email marketing. 

Landing Pages 

While websites offer general information about the overall company, a landing page is more product-focused or industry-specific. Its purpose is to drive conversions. So, the content has to appear different from -website content. 

How to get started?

  • Determine the purpose of the landing page. Is it to drive conversions or ask the prospect to download a whitepaper or sign up for a webinar? Write the content accordingly.
  • Make the content as concise and clear as possible. It should lead the prospect to take action. Ensure that they don’t have to search for the click on the call-to-action. It should be visible on the page. The navigation, the content, and the design of the landing page must be simple and effective enough to drive conversions.
  • If the audience is different, create different landing pages for different segments to add value. Segment them, so the right email is sent to the right audience.
  • If the landing page is being used for paid ads, ensure that it aligns with the landing page’s message.
  • Add social proof such as reviews and testimonials to add value to the page.
  • Do A/B testing to know which one works better.

Personal Branding of the CXOs

Gone are those days when CXOs were elusive and almost unreachable. Today’s CXOs are more social and approachable. They are active on Twitter and LinkedIn and even respond to people’s comments. Having a personal brand helps CXOs establish themselves as an authority in their industry and build trust among prospective customers. They can also leverage their network to stay connected with ex-customers, the existing ones, and the prospects. 

How to get started?

  • Create a profile on Twitter and/or LinkedIn. Ensure that the profile is completely updated with a bio, recent photograph, professional and education experience, and other necessary details.
  • Post regularly. The posts could be important news related to the company or a personal opinion on the trends that dominate the industry, or links to the blogs or other company content. 
  • Write a guest blog or guest article for third-party websites related to the industry to get established as a thought leader. 
  • Network with peers and engage with prospects to establish a relationship. Ensure that the opinions are aligned with the values of the company. 

The sales cycle of B2B marketing is longer than B2C. A single deal could take as much as 9 months to get closed. An average of 7 people is involved in making buying decisions. It can be particularly difficult for technology companies as they have no tangible evidence of their offerings. So, companies should not expect overnight or quick results from B2B marketing. Patience, consistent marketing efforts, and continuous measurement of its effectiveness are necessary. Companies must use a combination of the above strategies and wait for some months to see results. However, merely implementing all the above strategies without a concrete plan will be a futile exercise. Here are the next steps to get a positive outcome:

  • Set goals – it could be creating awareness or converting leads into customers. Set SMART goals, i.e. specific, measurable, achievable, relevant, and time-bound, so it’s easy to implement them.
  • Set the budget and seek permission from the management– This will help plan the strategies accordingly. 
  • Understand the customers – Understand their business challenge, decision-making process, the solution they seek, and accordingly plan the strategy. Be where the customer is! 
  • Test and measure the outcome – Test different forms of content and different channels. Measure the results and decide what works best for the business.
  • Align sales with marketing – Working in collaboration will help in closing deals faster. 

Need help in planning and implementing the B2B strategy for 2021? We can help.

Actionable B2B Marketing Trends 2021 for Mid-sized Technology Companies

B2B Marketing Trends 2021

2020 may have been a rough year for all of us, but technology companies did a great job at continuing the business even through the peak of the pandemic. 

2020 was the year when technology companies looked beyond networking at events or getting recommendations from someone and embraced B2B marketing willingly. According to a LinkedIn report, 76% of marketers were compelled to change their key objectives to align with the current situation. 

As an agency that has supported B2B-focused mid-sized technology companies in establishing themselves as thought leaders of their industry for the last ten years, we believe that now is the right time to invest time and efforts into B2B marketing.

When it comes to B2B marketing, let’s take a look at some of the unique challenges of mid-sized technology companies, especially those which are just starting with their marketing efforts.

  • Don’t have big budgets for ads: It is natural to do paid ads to get more leads. While it might work for B2C, it might not necessarily work well for B2B companies. A mid-sized company may have a limited budget, while a single ad campaign could cost the company $1000-$2000 per month for ads. The returns are low too, with the CTR being as low as 3.10%. Even those clicks may not necessarily convert as the sales cycle in B2B is longer than B2C. That apart, unless the company has first established a strong online presence, spending on ads would not lead to any benefits. Hence, they need to think of alternatives to get more leads.
  • Creating multiple content formats is not always possible: It is tempting to create various content formats to gain diversified traffic. However, companies must remember creating multiple formats such as videos and podcasts can be time-consuming, expensive, and require people with specific skillsets. Companies that are just starting with their online marketing efforts need to prioritize where they want to spend their energies.  
  • They need focused marketing efforts: Mid-sized companies need to start with specific marketing goals, so that they can focus their marketing efforts on achieving them instead of trying everything and seeing no results in the end.
  • Marketing needs to support sales efforts: Marketing and sales can no longer work in silos – especially for B2B companies. They have to help each other to drive business and revenue growth. 57% of companies believe that collaboration between marketing and sales will advance marketing’s contribution to sales success and generate more ROI. 
  • CXO’s personal network plays a critical role: A CXO of a mid-sized technology company would have a strong network with other C-level executives of other companies. They can tap on this gold mine by posting their views and news on social media and interacting with other peers actively. Building a personal brand is imperative for creating a positive impact.
  • Marketing needs to be a self-running effort: With limited bandwidth, time, and budget, mid-sized technology companies may face challenges in running campaigns and achieving marketing goals. They need to, therefore, focus on creating a self-sustainable marketing plan that can run with minimal effort and resources. 

Now that we have set the ground rules, let’s look at the actionable trends that mid-sized technology companies can implement easily.

B2B Marketing Trends in 2021 For Mid-sized Technology Companies

High-value content

80% of decision-makers prefer to get information from an article instead of an ad. 

Hence, technology companies must focus on developing high-value content such as whitepapers, eBooks, and blogs. Cover topics such as the latest trends and industry news with unique take from experts, solution-specific content that addresses the company’s pain points, principal content such as prominent use cases or latest product updates, etc.  Whitepapers are also a great way to launch email campaigns. 

While creating high-value, evidence-based, and research-backed content is important, it is also equally important to create content regularly. Developing a content calendar and planning content distribution is the best way to ensure that content is published periodically. Publishing regularly will help the company to create brand awareness and also increase organic traffic to the website over a period. Ensure that there is content available at every stage of the customer journey such as attraction, consideration, and conversion, so the decision-makers are guided through the process.

Robust social media presence

According to the Harvard Business Review, 90% of C-level executives ignore cold outreach. So, those cold sales calls and emails will no longer help in generating leads. 

Instead, marketers and the sales team must focus on social selling. 84% of C-level and VP-level customers use social media to make purchase decisions. Posting on social media regularly will help technology companies to create brand awareness, network with prospects in an organic manner, and humanize the brand. Some types of posts that work well on social media include – posts from C-level executives, trends and challenges related to the industry or target customers, regular product principal content updates, new releases or wins, etc. 

Plan your blogging and social media posts using a social media calendar and regular schedule to strengthen its presence. Monitor its outcome regularly to know what works and what doesn’t and use those insights to create a solid social media strategy.

Webinars or live events on social media

Typically, technology companies leverage trade shows and industry conferences to network and get leads for their company. However, last year, it took a beating with most trade shows, exhibitions, and conferences getting canceled due to the pandemic. 

Companies can now conduct webinars and live events on social media to create awareness of their offering and generate leads. 46.5% of companies confirmed an increase in webinar hosting during the pandemic. Webinars are cost-effective, remove geographical barriers, and it’s easy to get the best speakers to speak to prospects across the world. Most importantly, webinars are generally attended by prospects who are in the consideration stage. So, the chances of conversions are high after the webinar is completed. 

Focus on personal branding

We cannot stress enough about the importance of personal branding. 

82% of people are more likely to trust a company whose leadership is active on social media. 

Encourage the C-level executives to actively post on social media platforms such as Twitter and LinkedIn. It will not just give a face to the company, but it will also help gain the attention of customers and investors. The best part is the leaders do not have to do anything elaborate to build their personal brand. Even small efforts such as sharing a personal opinion on the trends taking place in the industry, sharing personal or professional anecdotes and lessons learned from it, and writing an authoritative piece of article can help the leader establish their reputation as a thought leader.

Read more about personal branding in our previous blog here 

Build credibility with social proof

According to Edelman’s 2020 Trust Barometer Survey, 70% of respondents said that trust is more important for them when dealing with brands. To gain the trust of prospects, technology companies will have to show social proof to back themselves as experts in the industry. These social proofs could be in the form of client testimonials, case studies, or industry-recognized certifications. These will enable companies to demonstrate their expertise and impact on prospects. Ensure that the feedback and ratings are collected from customers regularly and publish them on the website and social media to show value and build trust. 

2021 – The Road Ahead 

There are so many things that companies can do to build their brand and get more leads. But with limited time, bandwidth, and budget, mid-sized technology companies must focus on getting their foundation strategy right before experimenting with other trending tactics. We would recommend beginning with these three actionable tactics:

  • Write high-value content regularly
  • Establish a strong presence on social media
  • Empower the C-level executives to share their opinion on social media and leverage their network

We have created a post-pandemic marketing plan – it outlines a rescue recipe for all kinds of mid-sized technology companies. Read it here

These tactics will take time to show results. But our experience of working with some of the best mid-sized technology companies has demonstrated that with consistency and quality content, companies can even supersede their goals and build a long-term relationship with their customers at a fraction of costs and efforts. 

The Immense Value of CEO’s Personal Branding on Social Media

Personal Branding

In a previous article, we had talked about how the CEOs of B2B companies can leverage the power of social media to widen their reach by effectively using channels like LinkedIn and Twitter. 

The company CEOs’ active presence and engagement on the social platforms help amplify the marketing message and enhance branding because the people are more interested in buying from ‘people’ and not just some ‘brand’.  

Did you know? Over 90% of customers trust recommendations from someone they know (Nielson). 82% of people are more likely to trust a company whose leadership team engages with social media.

Why should you consider being a ‘social’ CEO?

Many CEOs argue that they have a lot to take care of than spending time on social media. But something that they don’t realize is, being active on social media platforms is a part of their work, as personal branding will help them build trust in the minds of their target audience. You can take a look at a report by CNBC about the 10 most ‘active’ CEOs on social media to understand why you need to be there too. 

Being a ‘social’ CEO doesn’t really mean that you have to engage in personal interactions with your customer/clients on social media. It just makes you a real ‘face’ of your company, which, till now, was just represented by a graphic logo. As a CEO with a strong personal brand, you can help amplify the company’s message and augment the marketing campaigns. It can also help you express your unique ideas and insights on social media handles. Chances are, if your followers like you, your ideals, values, and gain sufficient information from your insights, they are going to opt for your products/services too. 

Let’s give you a detailed idea about the immense value of personal branding for the CEOs on social media. Scroll on!

It builds trust

Personal branding helps you create a reliable presence on social media. It gives your business the human touch that it desperately needs to attract more people towards it. As the CEO is one of the most influential ambassadors of the brand, their presence has a strong impact on the target audience. Creating a personal profile on social media platforms like LinkedIn and Twitter can improve your branding efforts as much as the business profiles of your products/services. The importance of the CEO’s reputation can propel the business by helping the customers/clients connect with the brand on a human level. 

It helps you attract talent

The millennials are more attracted to companies with an impressive and authentic personal brand than those with nothing apart from logos. If you can establish yourself as a leader and motivator on social media, you’ll attract numerous young minds, who align with your mission, vision, and values. However, it’s important that you actually live those values that you claim on, as authenticity sparks reliability, failing which, it may even put your integrity in question. For example, if you claim to provide an open ground for sharing ideas for business growth, you should provide a platform for the same, so that the youth can come and discuss their unique ideas with you without any hesitance. That way, you can not only find the right people to take your business to the next level but also make them promote your brand through word-of-mouth. Who doesn’t like to share an idea that they have been an active part of? We guess you got the cue!

It helps you get in front of the investors

When you share your beliefs and ideas on a social media platform, potential investors may also take an interest in your business. As the investors seek confidence in the core team before they invest their money in a business, personal branding can help you achieve that. With your presence on social media, you’re in the public eye, which enhances reliability on your company’s behalf. When you share your story, mission, vision, expertise, and ideas on a public platform, you easily get on the radar of potential investors and create a seamless communication channel for them to approach you. 

Being at the forefront of your business gives you certain responsibilities to fulfill, and you can do that through personal branding on social media. Promote your ideas and brand, publicize your opinions and expertise, and be the most important advocate of your business by staying active on the social media channels. In today’s digitized world, such small efforts can go a long way to enhance your brand visibility. 

B2B Social Media – Answers to 10 Most Fundamental Questions

B2B Social Media - Answers to 10 Most Fundamental Questions

Midas Touch, the company I run, is a B2B Specialist, digital and social media marketing agency. Through that, over the past few years, we have got an opportunity to interact with hundreds of businesses offering products and services to other businesses – also called as B2B services. A few years ago, businesses were almost convinced that social media does not work for B2B. However, things have radically changed now. Several studies, stats, research, and experiences have convinced organizations that if they have to survive in today’s competitive marketplace, they have no option but to adopt social media optimally.

The challenge, however, occurs when the team handling their social media does not understand the intricacies of B2B social media – one needs to understand that it is very different than B2C social media and needs some special expertise.

As a starting point, I am sharing answers to some of the most fundamental questions about B2B Social media –

What is the importance of a blog for a B2B business?

In our experience, we have seen that the blog section is typically one of the top three most viewed sections on the website. The blog offers you a great opportunity to create fresh content for your website (Google loves fresh content), it allows you to answer the latest questions of your target audience, it helps you establish your thought leadership, and it helps you appear as a knowledge expert in your industry. I would highly recommend having an active blog section on your website.

Can the in-house subject matter experts write the blogs?

Before I answer this question, let us first understand what is a relevant and appropriate blog article. A relevant blog article should answer the questions of your target audience, it should educate your audience (and not sell), it should talk about the solutions to the buyer’s problems (and not the features of your product/ service), and it should make the reader the hero (your product should not take the center stage). B2B content writing is a specific skill. I have earlier written about the traits of successful B2B content writers. If you have subject matter experts who are skillful writers and understand all these aspects, they can absolutely write the blogs for your business.

What all types of content can I create?

B2B businesses think that blog posts are the only form of content which they can create. However, that’s not true. There are multiple other options such as infographics, eBooks or whitepapers. Infographics are highly visual and extremely useful for establishing thought leadership. You can use these to create awareness and start conversations with your target audience. Whitepapers and eBooks are very good authoritative reports and more in-depth than a blog. They can be used to address specific business issues in detail with in-depth research and original point of view. These are excellent sources to demonstrate technical knowledge or business information. These can be your very good weapons for specific targeted campaigns and lead generation. You can also use other forms of content such as webinars or podcasts.

What is the role of webinars and podcasts?

Webinars and podcasts are great mediums to generate awareness about your brand and also to get qualified leads. These are brilliant tools to move the prospects up in the interest ladder. You can conduct webinars with your customers or industry experts. Product webinars are also very effective for keeping the prospects engaged.

Which are the most relevant social channels for B2B content promotion?

LinkedIn is the most active and vibrant social channel for professionals. People use LinkedIn not only for job search but also for professional connections, social selling, thought leadership (through LinkedIn Pulse) and group participation. So you definitely have to consider LinkedIn, LinkedIn Company Page, and LinkedIn Groups as your prominent social channels. Next, I would recommend Twitter. Twitter is extremely effective for sharing your content, easily connecting with industry experts and influencers, and joining the ongoing conversations. SlideShare is an another good channel for lead capture if you have very high quality, educational presentations. The tight integration of SlideShare with LinkedIn makes the promotion of those presentations easy. If you have very good quality videos, you should consider using YouTube because that’s the second most used search engine. In the B2B context, you can upload your conference speaker videos or product videos on YouTube. There are many other channels as well and the choice depends on where your target audience is. However, these four would top my list in most of the scenarios.

Is Facebook relevant for B2B?

It’s very tempting to say “It depends”. But let me elaborate more on this. Facebook is a great channel to reach out to the audience outside your sphere of influence. However, remember that people are on Facebook to connect with their families and friends. When they are on Facebook, they usually have no intent of doing any research or study for their business needs. Therefore, while Facebook makes it a great channel if you are running a restaurant, eCommerce site, or a salon, it is not a great medium if you want to reach out to serious buyers when they are looking for solutions to their problems. Having said that, Facebook is a great platform for talent acquisition and talent branding for B2B businesses.

Within how much time can I start getting leads from social media?

Let’s understand this – Social media and content marketing are (crucial) parts of your overall sales funnel. These are not the ONLY channels for your sales. B2B sale is a complex process where multiple stakeholders are involved and they are evaluating the vendors at multiple stages for various things. You, as the vendor, need to ensure that you are in front of the buyer when she is doing her research, you are helping her in her decision making, appearing as a knowledge partner, and creating a positive impression about your company. Let’s be honest here – It is quite unlikely that someone will read a piece of content written by you and immediately fill out the contact form on your site (aka convert into a lead).

How should I measure the RoI?

Almost everything about social media is highly trackable and measurable – which, of course, is good. I would highly recommend you measure both the qualitative as well as quantitative RoI. By qualitative RoI, I mean things like who is engaging with you, what are the questions people are asking you, which hashtags are working for you etc. By quantitative RoI, I mean you can track things like impressions (which is a great measure of visibility), overall engagement with your content, visits to your site, time spent on your site by the people who are coming from social channels, downloads for specific items like eBook and whitepaper etc.

What is the best way to integrate the offline events with social media?

Social is a great way to leverage the offline events like conferences and events. For starters, you can always create online buzz about your event through social platforms by creating specific event hashtags. If you are attending a conference, you can engage with other people who are talking about the conference. You can also engage with specific speakers or exhibitors since almost everyone is on social these days. Twitter works very well for all such things. The other way is to do live promotion of the event – as the easiest option, you can do the live tweeting. Post the conference, you can share your experience and learnings through blog posts.

What is the role of personal branding of the founder?

People connect with people and not with companies. In the B2B context, therefore, it is very important to remember that your company brand also needs a face. People want to know who are the people behind the company, their backgrounds, and their expertise. Having a well-developed LinkedIn profile is just the starting point. The founders of the companies should focus on building their personal brand through blog articles, active online presence through LinkedIn and Twitter. I have shared more detailed views on the importance and how to of personal branding, here.

I hope this article helped you in getting answers to your common questions. If you have any more questions, I will be happy to answer those. Just post those in the comments below!

12 Things to Share on Twitter While Building your Personal Brand

12 Things to Share on Twitter While Building your Personal Brand

Personal branding is more important than ever. It’s not that you don’t understand it, but you are busy, strapped for time, juggling multiple balls in the air, and don’t have too much time to think and spend on social media.

I often come across Twitter handles of executives, CEOs, consultants, where there are a few tweets put up initially and then no activity thereafter. The Twitter account is collecting cobwebs and it are almost giving away an impression that either they don’t care or they don’t really know how this new world of social media works. In any case, it’s not giving away a very good impression.

I have Twitter app on my phone, but I don’t really know what you can share there”. I hear it quite often. Well, leveraging Twitter is actually very easy – provided you know how to use it.

Here is a quick list of few things which you, as a startup founder, company CEO, independent consultant or a trainer, could share from your personal Twitter handle –


#1 Industry News – I am sure you read a lot of news, blogs are articles to keep yourself updated on what’s the latest in the industry. Share the articles which you think could be useful and relevant for your followers. It will also show that you do take efforts for keeping yourself updated. Personally speaking, I have subscribed to various magazines on Flipboard which provide me the daily dose of latest updates.

#2 Your own blog articles – You have your blog, or write for your company blog? Great. Twitter is a great place to share those articles. It will be very useful for your Twitter audience if you share some insightful information through your blog.

#3 Books – Sometimes too many lists of recommended books or tables in book stores can be overwhelming. People always like suggestions from friends, connections, or from someone they look up to. Share the names of the books which you are reading, which you have liked/ not liked, or which you would like to highly recommend reading.

#4 Personal Interests/ Passions – Like to write stories, poetry, or like photography? Don’t hesitate to share your passions on Twitter. Don’t think that your ‘personal’ side will interfere with your ‘professional’ side.

Padmashree-Tweet

#5 Employee Appreciations – Has someone from your company or your team completed some milestone? Spent 5 years, 10 years with you? Got some awesome certification? Why not click a picture with them and post it on Twitter?

Employee Appreciation

#6 About the Organization – You can very well use your personal Twitter handle to talk about your company, some milestone, event, or any important update about it.

#7 Company Blogs – If your company has an active company blog and you especially appreciate some article, go ahead and tweet about it.  

#8 POV about Industry Updates – Some big thing about your industry is making news and you have got some views about it – go ahead and tweet about those. It could be release of some product/ service, passing of a new regulation– Post a tweet with your views and link it to the article.

#9 Podcasts/ webinars you attend – Webinars and podcasts are great ways to keep yourself updated with what’s happening in the industry and also learn from the experts. If there are any specific podcast / webinar which you would like to recommend to your followers, go ahead and tweet about that.

#10 Speaker Sessions / Industry Connections – If you are speaking at some conference or a meetup, Twitter is a great place to talk about it – build up the excitement by asking the audience what they would like you to cover in your talk, interacting with then, and letting people ask you questions there.

#11 Polls – Want to get the opinion from your online audience? Run quick polls. Yes, Twitter allows you to run polls with simple question and options. You can get the pulse of your audience and use this data in your research as well.

#12  Presentations of Talks/Videos – If you have given a talk at some event or have prepared a very good presentation, host those assets on relevant platforms such as YoutTube or SlideShare and use Twitter to promote those assets.

Don’ts

Now that we know what all can be shared on Twitter, let me also share some “what not to do”.

  • Automated Messages – Many people are in favor of it, but I am personally not in favor of automated RTs or Direct Messages. No matter how personalized the message is, it does not go well with a personal handle.
  • Non-engagement – Social media is about engagement. It is not a broadcasting medium – it is for two-way communication. So if someone engages with your tweets in the form of RT or reply, ensure that you don’t ignore it. Acknowledge and respond to it.  Don’t forget to ReTweet others’ tweets and converse with your followers and Twitter audience.
  • Not Understanding the Platform – One needs to remember that Twitter is quite different from the other social networking platforms like LinkedIn or Facebook. Understand the nuisances of the platform and you will be able to rock it!

I am on Twitter at @radhagiri. Look forward to connecting with you there!