Twitter Marketing Strategy: Guide To Master Growth on X

A Twitter marketing strategy is one key to building a strong online presence. It establishes a foundation and helps steer your X or Twitter account in the right direction, i.e., towards success. You get consistent results from your efforts, ensuring your activities contribute to your growth.

This guide shows you how to create a marketing strategy for your account on X. It also explains expert tips for brands that want to engage in business-to-business (B2B) marketing on this platform. Head to the next section to learn more!

What Is Twitter Marketing?

Twitter marketing is using this platform to engage in activities that promote your brand and its offerings. It involves implementing various strategies to ensure your Twitter account and posts are visible to your target audience.

You use the tools this social media platform provides to achieve your goals. For example, publishing posts that get people to share your content with others is an example of Twitter marketing. Running Twitter ads so that more people visit your website is another example.

The sections below go deeper into this topic, explaining the development of various strategies you can use to promote yourself.

How Do I Develop a Twitter Marketing Strategy? A 6-Step Guide

How do I develop a Twitter marketing strategy? You’ll ask this question or search for it online when creating one for the first time. The following guide covers all the bases to help you make the right X marketing strategy based on your requirements.

1. Perform a Detailed Analysis of Your Existing X Account

Do you already have an X account? If yes, you must analyze it before implementing any strategies. If the answer is no, skip to the next step.

Here are a few starting points to help analyze your Twitter profile:

• Is there anything missing from the account’s profile page?
• The follower count and growth rate
• Posting frequency, i.e., how often the account publishes content
• Topics covered in the tweets
• The average engagement rate for your posts
• Follower quality, i.e., are you attracting the right people to follow your account?
• The frequency with which the account replies to direct messages (DMs) and comments in tweets
• Types of content formats used and which ones were popular among your audience

This helps you identify what works, what needs improvement, and what to discard.

2. Understand Who You Want To Target on X

In this phase, you must decide who you want to focus on, i.e., your target audience. You’ll engage with these active users and create content based on their interests. These people will show genuine interest in your posts and offerings, helping you grow.

Create personas for your ideal audience and personalize your content accordingly. Another option is to look at the demographic data of your existing followers. As of July 2024, X’s new analytics dashboard shows the age, gender, and location of people who view your posts.

You can gauge your audience’s interest in your posts by listing posts with high engagement rates. Use X’s advanced search utility to find your most liked and retweeted tweets. Analyze these posts to understand which topic and type of content are popular among your followers.

There are also third-party tools like Audiense, which gives you detailed information about your Twitter followers.

3. Pick the Goals You Want To Achieve With Your Twitter Profile

The third step is to pick the goals you want to hit with your profile. This helps you understand if your account is moving in the right direction. Also, you can evaluate the effectiveness of your profile and its actions on your brand by tracking specific metrics.

Here are a few examples of goals that social media managers use when handling X accounts:

• You want more traffic to your website. In this instance, you’ll look at metrics like link clicks.
• You’re looking to increase the average engagement rate for your posts. You’ll need to analyze metrics like the number of impressions, reposts, likes, replies, and bookmarks. 
• You’re trying to improve relationships with your customers. You’ll analyze how many DMs and replies you receive in this situation. You’ll also consider posts from Twitter users that mention you.

After you pick the goals for your X account, you’ll know which metrics are important for you. When setting targets, make sure they are realistic and have time constraints.

For example, you want to increase your engagement rate by 5% every three months. You’ll achieve this by posting three high-quality tweets daily and running two Twitter campaigns over three months.

4. Create a Twitter Content Calendar

You’ll use the content calendar as a reference to post on X. A proper plan ensures you have the time to craft quality content for your audience. It should highlight the topics to cover, the best time of day to post, and the daily tweeting frequency.

Determining how many tweets to publish and when to post influences visibility and engagement. It’s possible to figure this out through trial and error techniques, where you experiment with timings and tweet frequency.

Analyzing your X or Twitter Analytics data will show patterns and help you make the right decisions. Tools like Buffer and Hootsuite can give you this information.

Mark content opportunities throughout the calendar year. Annual recurring events like International Women’s Day, the Super Bowl, Thanksgiving, and Christmas are excellent choices for picking content themes.

The calendar can also help you gauge the balance between informational and promotional content. Ideally, the focus should primarily be on helpful content, which helps establish trust with your audience. Sprinkling promotional content between these tweets won’t push people away from your profile.

At the same time, you shouldn’t keep your content calendar rigid. You must keep it open to adapt to Twitter trends and participate in conversations.

5. Design a Brand Voice That Matches Your Personality

A brand voice makes your messaging unique, leaving a memorable impression on your target audience. But how do you go about developing one for your brand? Here are a few tips you can use as building blocks to create a voice:

• Look at your brand’s vision as a starting point, as it tells you what to do.
• If available, go through your older content to understand your brand voice. Analyze people’s responses to your posts and DMs and note where to improve.
• Consider your target audience’s interests, which helps personalize your writing style. Learn about their favorite foods, what they like to watch, their music preferences, and their activities. For example, if they like football, see if you can include football-related jokes, words, and phrases in your content.
• Anthropomorphize your brand. What would your brand be like if it were a real person? Do you love going on hikes on the weekend, or do you prefer to relax and watch your favorite shows? What would you eat on a hot summer day?

Your voice should feel natural, as though this is how your brand speaks. If it feels inauthentic or forced, it can alienate you from your audience. The aim is to allow your brand’s personality to shine through your voice.

6. Get X Premium or Verified Organizations

The final puzzle is getting X Premium or Premium+ or subscribing to Verified Organizations. This is essential for Twitter marketing for several reasons.

For starters, it instills trust among your audience, as you get a blue or gold checkmark. This sign lets people know you verified your Twitter profile and have an authentic account.

The new verification system is one of the many features bundled with the platform’s subscription service. You must pass X’s verification requirements to be eligible to run ads on the platform.

You get a reply boost when you comment on other people’s posts. This increases the visibility of your response by pushing it towards the top. Replying to your audience’s content is a common social media strategy, as non-followers can see your profile.

Also, you get X Pro, formerly TweetDeck, which is an excellent tool for power users and managing multiple Twitter profiles.

3 Tips for Effective Twitter Marketing Strategies

Here are three Twitter marketing tips to make your strategies effective.

1. Freshen Up Your Twitter Profile Regularly

Your Twitter profile plays an influential role when you’re marketing on X. Think about it — when you see a user’s tweet for the first time, you don’t only read the contents of their post. You tend to check out their profile picture, display name, and username. You’ll also visit their profile to learn more about the user.

Your audience may do the same, which is why your Twitter profile needs you to bring your A-game. The profile picture should be high-quality and relevant to you. Avoid stock photos or not using images at all, as this decreases trust. Also, X won’t verify your account without a profile picture. Remember, this is one of the first things anyone will see when you tweet or reply.

The banner or header image is extra marketing real estate. For example, update your header image with a relevant photo about an upcoming sale.

Your bio should give profile visitors a clear understanding of who you are and what you do. Use your brand voice in this section.

The last part to freshen up is the pinned post. Use this section to highlight important information, your best-performing post, or anything relevant to your brand.

Revisit your profile page and refresh it regularly so that it’s always up-to-date.

2. Add Visual Content To Increase Engagement

Images and videos can make your content appealing to a wider audience. It gets people’s attention, especially when they scroll past hundreds of tweets.

There are several ways to use multimedia on X. You can add images that complement your tweet’s content. For example, if you compare two laptops, graphs make it easier for your audience to understand the differences.

Infographics let you showcase your expertise in a topic, as you can cover several talking points quickly.

Video content is growing in popularity, so you should use multimedia as part of your content strategy. You can give it a shot and see how your audience responds. Make sure you include subtitles so that it’s watchable without sound. Check your X Analytics page, as it shows video views, audience retention, and more.

3. Make Use of Twitter’s Features

Here’s how you can use X’s features for marketing:

• Follow the latest X trends on the Explore page: X’s Explore page shows what’s trending on this platform. You’ll see popular topics and hashtags, which you can use in your content strategy to increase visibility. Focus on trends that are taking off instead of those losing steam. When incorporating trends into your content, ensure it’s relevant to your brand and target audience.
• Use X or Twitter Spaces to engage with your audience personally: Twitter or X Spaces is the platform’s live audio-only session. Have community meetings, personal Q&As, and other live events to engage with your audience. It’s nice to mix things up rather than sticking to posting different types of content.
• Twitter Lists can help you learn from competitors and thought leaders: Learning from others, especially competitors and thought leaders, can help improve your X marketing game. For example, you can see what topics they cover and how regularly they post. With Twitter Lists, it’s easy to know what your competitors are up to without following them. Make it private so that your competition doesn’t get a notification.
• Utilize scheduled posts to ensure your tweets go live when your audience is online: Sticking to a posting schedule is challenging, especially when you have to tweet multiple times. Also, you may not be free when your audience is online. With X’s schedule posts feature, you can control when your posts go out. This ensures your tweets are visible when your audience is active on the platform.

2 Tips To Improve B2B Twitter Marketing Strategy

Business-to-business (B2B) marketing is different from business-to-consumer (B2C) marketing. You must focus on other things, as your goal is to attract the right businesses to your products and services. Here are two tips to improve your B2B Twitter marketing strategy.

1. Focus on Educating Your Potential Clients

Educating your potential clients helps build trust, which can lead to sales. Think about how you can share valuable information relevant to your offerings. For example, if you have positive reviews from your recent clients, share this in your posts.

Another option is to share industry insights that are useful to your clients. Give people a peak of what happens behind the scenes.

Do you see conversations relevant to your expertise? Participate in these discussions and weigh in with your opinions. Does your chief executive officer (CEO) have interesting insight about your niche? Create a series of Twitter posts and share their viewpoints.

2. Create a Lively and Engaged Community

A community helps maintain strong relations with your clients by offering countless ways to engage with them. For example, you can use Twitter or X Spaces for virtual meetings and client feedback sessions.

Share brand, product, or service-related statistics to help build a community that can attract leads. Publish tweets asking your followers for their opinions about your content and offerings. If you have an X Premium subscription, you can start Twitter Communities to build a loyal client base.

FAQ on Twitter Marketing Strategies

Here are three questions people often search online while learning about marketing strategies on X.

TweetDelete Can Help Clean Up Your Marketing Mistakes on X

Use this article’s best Twitter marketing strategies to improve your profile’s visibility. Remember to continue refining these strategies, as the algorithm, trends, user behavior, and platform features will change. This will help you stay on top of your Twitter game and see excellent results from this platform.

Marketing mistakes on Twitter, like the ones highlighted below, are common:

• You hopped on a trend and published multiple posts before understanding why everyone was discussing the topic. 
• You tried a new voice, but it didn’t fare well with your target audience.
• You published multiple promotional posts, which is slowing down your follower growth.
• You didn’t cross-check the attached images and videos before posting them.

These are just a few mistakes people and brands make on the platform. If you don’t address your errors, they can affect your engagement, follower growth, reach, and reputation. The ideal solution is to delete these mistakes from your profile page with TweetDelete.

This way, you can prevent errors from gaining steam and damaging your followers’ trust. The auto-delete task can easily remove tweets with errors. Feed data like date ranges, keywords, and relevant hashtags in these posts, and let TweetDelete do the rest.

Another alternative is the bulk-delete tweets task, which will remove any number of tweets. Reputation management is crucial to a successful Twitter marketing strategy, as online backlash may quickly spiral out of control.

Use TweetDelete today to ensure your Twitter marketing efforts continue to pay off despite your missteps!