While LinkedIn is often considered the go-to platform for B2B marketing, it’s worth taking a closer look at how campaigns are performing on X.
Despite many changes, the platform continues to maintain a substantial and active user base. Companies are still investing in their presence on X, recognizing the opportunity to engage with a distinct and often influential audience segment.
According to recent findings by Pew Research Center, several key factors contribute to why businesses are finding success on the platform. Here are some of the reasons businesses connect with audiences on X:
- Entertainment Tops the List
As with most social media platforms, there is a strong correlation between usage and the need to be entertained. - Politics
Want to stay in the know about the topsy-turvy world of politics? X does not disappoint. - Sports and Pop Culture
From following favorite sports teams to keeping up with the ever-evolving trends in pop culture, X is a hub of activity and information. - News
Almost every news outlet has a person or team dedicated to creating relevant posts for X. - Product Research
It’s a go-to platform for price comparisons, reviews and expert opinions.
Stay Engaged
Does your B2B marketing strategy include ads? Keep in mind that X has a potential ad reach of 586 million users and the ad cost ranges from $0.26 to $1.50 per action. While the typical monthly ad spend on X is between $101 and $500, you can adjust it according to your budget and your desired engagement rate.
Nearly 35% of users on X engage with brands on a daily basis. Companies that develop a deeper understanding of their target audience’s needs and preferences are better equipped to craft content that resonates. This strategic alignment increases the likelihood of becoming part of the daily interactions that drive visibility, engagement and brand loyalty on the platform.
Meet Customer Needs
Because X is such an effective platform for B2B marketers to engage directly with customers, it’s a perfect space for tending to their needs, such as answering questions and offering industry insights. The potential for real-time communication helps to build trust with your brand as well as showcase your expertise and willingness to be there for the customer. You can also leverage conversation trends to build more effective B2B marketing content.
If you’re skeptical of X or of using social media for B2B marketing, connect with our team at SJC Marketing and we’ll offer reasons why a custom approach will work for your brand.