Is your B2B business on Twitter? Although LinkedIn is the most popular social network for B2Bs, Twitter’s not that far behind. 86% of B2B marketers use Twitter to distribute content and B2B audiences are 335% more likely to engage with a business on Twitter after seeing one of their business messages four times.
That’s why Twitter is testing a new tool called Professional Profiles. As the name suggests, it allows companies using Twitter to present a more professional profile because, to quote Twitter, “first impressions count, and your profile is your chance to make a lasting, positive one.”
Yet, what exactly is a Professional Profile and how could it benefit your B2B business? Let’s find out.
What is Professional Profiles?
When Twitter launched Professional Profiles in April 2021 they described it as “a new tool that will allow businesses, non-profits, publishers, and creators – anyone who uses Twitter for work – to display specific information about their business directly on their profile.”
Although Twitter hasn’t gone into detail about what features are included in Professional Profiles, their launch announcement included a screenshot which gave away a few clues. This includes an About section featuring the business address, opening hours, and map, and two buttons that let users ‘Get Directions’ and ‘Contact’ the business.
Twitter’s product lead, Kayvon Beykpour, hinted at more business-focused developments to come for Professional Profiles tweeting, ‘Just getting started here. Businesses will soon be able to distinguish themselves on Twitter with distinct attributes on their Profile!’
For now, Professional Profiles are initially being tested using a small selection of businesses in the US, but Twitter said to “Stay tuned for more” as more accounts will receive access to Professional Profiles soon.
What are the benefits of Professional Profiles to a B2B business?
The immediate benefit is that Professional Profiles provide your target audience with a convenient way to instantly get more information about your company. Although the details currently featured in the Professional Profiles design can easily be found in a Google search, having them all in one place on your profile means your users don’t need to leave your profile to discover the details.
The ‘Get Directions’ and ‘Contact’ features are of particular importance for local businesses as they provide an at-a-glance overview of your location and opening hours.
Other possible new features could allow new ways for businesses to monetise their content, such as with product launches and advertising opportunities, and also make it easier for businesses to communicate with their users.
As Professional Profiles are still in development, you could even help steer the final design as Twitter has asked users to tell them what features you want to see in your Professional Profile.
So, when it comes to Professional Profiles, be sure to watch this space.
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