Yes They Do. Here Are Some Examples:
- Illumina has 286 followers. They use Twitter very infrequently to promote events and to ReTweet customer Tweets.
- EMD Chemicals has 924 followers. They use Twitter to promote events and to post links to scientific discovery stories of interest to their customers.
- Integrated DNA Tech has 426 followers. They use Twitter to promote corporate events, distribute new technical product information and training materials, and to post stories of interest to their customers.
- Miltenyi Biotech has 124 followers. They use Twitter to promote events and to announce new products and product applications.
- Alphalyse has 107 followers. They use Twitter to cross-post product information from their blog, and to post FAQ’s and helpful tips for their customers.
Should You Be Using Twitter Too?
Not if you think Twitter is just for punks. But if you think Twitter might be useful, set up an account and run your customer and prospect database against Twitter’s using their “find people” feature. Anyone there of interest? If so, you should at least 1) follow those individuals, and 2) cross-post your blog entries to Twitter and start collecting followers. That way you won’t feel like you’re just talking to an empty room when you (or a consultant you know, like, and trust) start participating at an effective frequency.
A Low-Cost Shortcut to Conversion
People buy from people and from organizations that they know, like and trust. If adequately funded to sell a high-ticket, high-gross margin product, a new company can in essence purchase this relationship by hiring an experienced direct sales force that has already been lunching and golfing and selling to target market individuals for years. Those individuals have purchased hundreds of thousands of dollars worth of lab systems from the rep over the years, and trust him or her not to sell them junk.
When funding or gross margin considerations prevent hiring of an experienced, top-tier direct sales force, trust between a company and the individuals that make up its market must be earned over time. Without it, prospects will dig in their heels prior to the close, even if they have a keen interest in product functionality. Frequent communication over time with customers and other potential buyers via the Twitter service and other channels helps to establish the trust relationship required to allow lab systems sales to close.
For help with Twitter and social media marketing, contact Matthew Wygant at matthew@wygant.net.
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