HOW TO: Use Twitter to generate and nurture leads

Lots of B2B businesses are finally present on Twitter, but how do you actually use the social media channel to generate business? Give customers something they really want, says Rachel Cummins, communications manager at Bright Digital.

For B2B businesses to figure out how they can use Twitter to get real, measurable value it’s crucial they think first about their potential and existing customers and what their needs are. What would make a real difference to their lives, in relation to what your business offers? By giving them something really useful then you are adding value to your customer’s life: it might be a customer service channel, a place to get exclusive offers, or a resource for great information. Whatever you choose as the focus for your Twitter channel, you must make it meaningful to your target audience. This is the most important thing, whatever you wish to achieve.