The global business-to-business industry was worth $5.7 trillion in 2019. Despite the economic downturn caused by the COVID-19, the industry B2B market is still expected to grow by 17.5% over the next 5 years.
However, the cut-throat competition in the B2B industry due to the sheer presence of a multitude of B2B brands makes it imperative for them to adopt marketing tactics that help them stand out from their competition.
While a few brands have faded away trying to leverage different marketing channels, others have successfully navigated their way to make the best of the endless potential that social media offers. One such marketing platform is Twitter, which if used correctly can deliver excellent returns, as it did for these three B2B brands that chose Twitter to attain their brand awareness goals.
Ferring is a research-oriented biopharmaceutical group that builds innovative products in different fields like orthopaedics, paediatrics, urology, gynaecology, endocrinology, and gynaecology.
Ferring sought to inform its target audience about its latest therapeutic breakthroughs and engage with thought leaders like bloggers, scientists, doctors, and patients’ organizations from the industry.
Approach & Solution
Ferring teamed up with digital marketing agency Comtogether in 2018 to kickstart various campaigns to promote the 34th congress of the European Society of Human Reproduction and Embryology to professionals in various countries like Australia, Canada, Switzerland, the UK, and the US.
Ferring wanted to create a buzz around the hashtag #projectfamily. So, it used a giant lego baby for its booth, which showcased its commitment to helping people with infertility issues. To boost engagement, they shared more images of the baby with a strong call to action- “What does family mean to you?”.
By using Twitter’s ability to perform as an excellent channel for B2B brands, Ferring was successful at reaching out to players involved in key therapy areas. Also, it transformed many of its tweets into polls, which drove greater engagement from its community.
The Twitter campaign was highly successful for Ferring, driving in an engagement rate of 1.55%. Twitter also provided Ferring with a ready audience for its videos, which fetched a whopping video view rate of 48.06%.
JDA is a law and consultancy firm based in Catalonia with over 30 years of experience and offers various strategic solutions to businesses.
JDA sought to boost their reach on Twitter and gain more followers and specifically target medium-sized businesses that operate in Catalonia.
Approach & Solution
JDA was aware that different audiences crave different content. They knew what kind of content would attract their targeted businesses and leveraged that knowledge to reach out to them. They spent a great deal of time tailoring their content according to their audience’s taste and chose the best visuals and call-to-action to attain their objectives.
Moreover, JDA used the Twitter Ads dashboard to monitor the campaign’s performance closely. The tool helped them track various metrics like follower growth and cost per follower. This helped them adjust their targeting and also significantly enhanced their ROI on their campaign spending.
Since JDA wanted to reach out to new people and gain new followers, the Twitter campaign was quite effective. JDA gained more than 3,200 followers during the first six months of 2018, which was a significant boost to their following on Twitter.
3. Wintershall Dea
Wintershall Dea is Germany’s largest crude oil and natural gas producing company and employs a workforce of 2,000 employees from all across the world.
Wintershall Dea was about to participate in the World Gas Conference held in Washington. In the run-up to the event, they sought to raise awareness about their brand and boost engagement among people who had an interest in the energy sector, including journalists, influencers, and politicians.
Approach and Solution
Wintershall Dea readied their advertising messages for their campaign two weeks in advance, which provided them with a high level of flexibility. Wintershall Dea ensured that they reached their target audience by using Twitter Ads. Moreover, they used behaviour targeting along with geo-targeting and relevant keywords to reach influencers.
Also, Twitter Cards are quite effective for creating visual content. Wintershall Dea used Twitter Cards to design Tweets in a simple manner and ensured that their content was visually appealing.
Wintershall Dea's Twitter campaign performed quite well. As the company’s primary goal was to raise its brand awareness and drive engagement, the campaign resulted in more than 150,000 impressions for 25 Tweets made by Wintershall Dea.
Twitter is all about exchanging ideas and letting people know what your brand stands for. Therefore, your Twitter campaign should be such that it paves way for more conversations, which would eventually drive engagement and help in raising your brand’s awareness significantly. Also, make the most of Twitter best practices like Twitter lists and Twitter chats. There’s no limit to what can be achieved through this platform; all you need is a well-defined goal and a clear strategy about how you want to achieve it.