During the holiday season, a lot of focus is put on the consumer market – toys, electronics, clothing – and for good reason: $640 billion dollars is forecasted to be spent this season alone. Similarly, a lot of focus surrounding Twitter is often placed on the consumer experience, but the numbers bring to light an oft-forgotten part of Twitter, the business-to-business environment. A Forrester study found that 100% of business decision-makers use social media for work, with 98% acting as spectators by reading blogs, watching videos, or listening to audio. What’s more, Twitter was found to be the leading platform for B2B lead generation, representing 82% of all leads from social media. This presents B2B companies with an opportunity to reach a vast amount of business influencers on a highly efficient platform.
Especially with all of the recent tips and best practices we’ve posted to make the most of holiday campaigns, we didn’t want to neglect the B2B users – you deserve some holiday cheer, too! And while the B2B opportunity on Twitter is not a surprise to us at SHIFT, we did want to share the following case study that highlights the success that one client achieved by using SHIFT Media Manager to run a Promoted Tweets campaign.
A Business-to-Business (B2B) technology provider wanted to reach key business influencers on Twitter over a three-month span. Through a Promoted Tweets campaign it hoped to generate brand awareness and engage users with relevant B2B content. The campaign results would be evaluated against client benchmarks for engagement rates and cost per engagement (CPE) metrics.