X (formerly Twitter) Marketing in 2024: The Ultimate Guide

Twitter, now renamed X, stands out from all other social media platforms. At least that’s what my experience of helping dozens of brands with their social media strategy tells me.

At its core, X-marketing is about conveying ideas in as few words as possible, publishing multiple times a day, and actively engaging your audience.

As we grow, more dimensions are added to this equation. It becomes more demanding and complicated. That’s why I created this guide to help you crack the code to X-Marketing.

What is an X Marketing Strategy (formerly Twitter)?
An X marketing strategy is a plan that focuses on creating, publishing, and distributing content to your buyer personas, audience, and followers about X.

The goal of such a strategy is to attract new followers and leads, increase conversions, improve brand awareness, and increase sales.

When creating an X marketing strategy, you need to follow the same steps as when creating any other social media marketing strategy:

1. Research your buyer personas and audience.
2. Create unique and engaging content.
3. Organize a schedule for your posts.
4. Analyze your impact and results.

You may be wondering what makes X unique. Why should you actually invest the time in creating a profile and content for the platform? I will answer that below.

What makes X unique?
X is a great marketing tool for several reasons.

The platform:

• Use is free.
• Expands your reach.
• Allows you to receive fast customer service and support.
• Allows you to share and promote branded content in seconds
• Works as a search engine tool to help you search for your competitors.
• Can be used as a search engine tool for prospects to find and learn more about your business.
• Allows you to converse with your followers, share the latest updates about your business, and engage your audience.

Now that I’ve explored what an X marketing strategy is and what makes the platform unique, let’s dive into the options you have for it Use X for your company.

These tips will help you increase conversions, build lasting relationships with your followers, and improve your brand awareness.

How to use X (formerly Twitter) for business

1. Customize and brand your profile.
2. Create X-lists.
3. Host an X chat.
4. Advertise on X
5. Increase traffic to your website.
6. Purchase a premium subscription to get verified.
7. Focus on increasing your follower count.

As you begin using X for your business, there are a few steps you should take to ensure you are reaching your target audience.

Depending on your goals, company size, and industry, you may or may not choose to work through each of the following steps (or you may have already completed some of them), so tailor them to your needs.

Let’s learn how to use X for business to better share, engage and market on the platform.

1. Customize and brand your profile.

When someone looks at your company’s X profile, you want them to automatically know it’s yours.

You should Customize and brand your X profile with your logo, colors and other recognizable and memorable details you want to incorporate.

Here are some ways to customize your profile:

• Handle. Your You Create your X handle when you sign up for an account.
• Header. The header of your X profile is your background image. You can create a unique image for your header, use your logo, or another brand image.
• Profile picture. Your X profile picture represents your company’s every move, interaction and post on the platform. It is the image that appears above your bio and may include an image of your logo, company initials, or CEO.
• Organic. An X-Biography provides anyone who visits your profile with a brief summary of what they will see in 160 characters or less. It could be your mission statement, a blurb about what your company does, or something humorous and engaging.
• Website URL. Below your profile picture and bio, there is a place to paste your URL to drive traffic directly to your website.
• Birthday. In the same place as your URL, you can include your company’s birthday – or the day it was founded – to help your audience get to know your company on a more personal level.

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2. Create X-lists.

A X-list – which any user can create and view – is an organized group of X accounts that you have selected and compiled into specific categories.

For example, at HubSpot, lists include: Leadership experts, top marketing experts, top business podcastersand more. When you open an X-List, you only see posts from the accounts in the list.

X-Lists are great if you only want to follow specific accounts. You can segment your lists into groups like Business Inspiration, Competitors, and Audience so you can easily review their posts, interactions, and content.

Here are some lists available in HubSpot’s X Profile:

3. Host an X Chat.

You can schedule and host an X-Chat to:

• Discuss a topic.
• Engage your followers.
• Create a sense of community.
• Ask your audience for their opinion.
• Get feedback on something you’re working on.

To host an X-Chat (formerly TweetChat), you must select a topic, set a time and date for the chat, and create a hashtag for the chat. Share this information with your followers in a post, on your website, in your x-bio, and wherever you like.

Here is an example from The SAS Collective. The post mentions what this chat is about, who will be participating and a hashtag to follow all the conversations.

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Anyone who wants to join the chat should be able to see all answers, questions, and comments on your topic by searching for this unique hashtag.

They can also share their comments and thoughts by adding this hashtag to their posts.

4. Advertise on X

Advertising by X is a great way to reach your audience. This makes your posts easily discoverable by thousands of people and helps you increase your influence and following. You can do this through Sponsored Ads or X ads.

Sponsored Ads (formerly Sponsored Tweets)

Sponsored ads or tweets ensure that your regular posts appear in specific users’ X-streams or search results.

This is a great option for anyone looking to increase the number of people on a particular webpage. Your company pays a monthly fee when you promote a post.

X will use your promoted posts in a daily campaign targeting the type of audience you want to reach, as previously specified in your settings. All X users can interact and interact with promoted posts like your organic content.

Here’s a look at promoted posts:

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X ads

X Ads is a great option if you use different types of tweets/posts to achieve a goal for your business. It is ideal if you want to significantly increase your follower base and brand awareness through the platform.

Your business can choose between different objectives for your X ads, including app installs, video views, website conversions, and audience targeting for your campaigns. This decision affects the price you have to pay to display your ad.

Here is an X ad from the car manufacturer Kia:

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5. Increase traffic to your website.

X can help you drive traffic to your website. There are several ways to include your website URL in your profile and add links to your web pages and blogs in your posts.

Here are some ways to use the platform to drive traffic to your website and increase conversions:

• Include links to your website in your posts.
• Embed posts with one on your website X-Timeline.
• Add your website URL under your bio in your X profile.
• Republish any content that contains links to your website and blogs that others have shared.

6. Purchase a premium subscription to get verified.

Depending on the size of your company and your industry, you can have your X-Profile verified.

Previously companies and public figures requested a verified blue check markbut now you can get a similar check mark Subscribe to X Premium.

Anyone can get an X subscription, but X will double check your account to make sure you meet the eligibility criteria.

Once the platform verifies your profile, you will see a badge with a checkmark next to your username. This symbolizes an authentic account.

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Verification prevents your audiences from following and being confused by copycat accounts or accounts with similar content, usernames, and usernames. A verified account also makes your business appear more reputable and trustworthy.

7. Focus on increasing your follower count.

It goes without saying that the more X followers you have, the more people will view and interact with your content. You have a better chance of increasing brand awareness and driving more traffic to your website if you build your follower count to X.

There are a number of ways you can increase your follower count to X – here are a few to get you started:

• Make sure your content is shareable.
• Create engaging content (giveaways, contests, questions, surveys).
• Enlist the help of social media influencers.
• Include links to your X profile on your website.
• Interact with your current followers and repost their content so they are more likely to do the same for you.

Now that we’ve looked at the business use of

13 X (formerly Twitter) Marketing Tips

Use keyword targeting in your X ads. Implement hashtags. Design a content publishing schedule. Create an X campaign. Write a meaningful profile bio. Use images and videos. Interact with your followers. Share media mentions. Keep an eye on your competitors’ X accounts. When creating content, focus on followers’ interests and needs. Promote your events. Check your direct messages regularly. Stay on top of your analytics.

The following X-Marketing tips are universal, meaning they are applicable to any type of business and in any industry.

1. Use keyword targeting in X ads.

Keyword targeting on X is an important part of X Ads.

Keyword targeting allows you to target X users through the different words and phrases you included in your content and that they searched for on the platform.

This means you can reach your target audience exactly when your business, content and services are most relevant to them.

There are two types of keyword targeting on X, including Search and Timeline.

Search keyword targeting

By targeting keyword searches, you can ensure that your posts appear to users who are searching for the topics you think are related to your business.

For example, if you sell gluten-free cookies, you can target users who are looking for content about baking, cookies, gluten intolerance, or celiac disease.

Timeline keyword targeting

Timeline keyword targeting allows you to respond to users’ specific feelings, thoughts, actions, and emotions that they posted about.

For example, if you’re a running apparel company, you might target keywords and phrases that users post about, such as “running a race,” “race day tips,” or “training for a marathon.”

2. Implement hashtags.

Posts (formerly tweets) with hashtags generate more engagement than posts without hashtags.

Adding hashtags to your posts is a great way to increase your influence

• Create a hashtag unique to your business so your followers and audience can easily find you and your content.
• Create relevant and memorable hashtags for other groups of posts, such as those related to a specific campaign you are running.
• Use X Analytics to review your top performing hashtags so you can ensure their use in future posts.
• Don’t use hashtags too often. This might feel and look spammy to your audience (not to mention not aesthetically pleasing).

3. Design a content publishing schedule.

As you grow your follower base, you need to post regularly to ensure they stay engaged with your company and your content.

Not only do you want to post regularly, but you also want to post at the right time of day.

Here are some details about the best (on average) times for companies to share their X content:

• Weekdays between 8 a.m. and 10 a.m. and 6 p.m. and 9 p.m. (depending on commuter schedules).
• Every weekday around midday or between 5 and 6 p.m.
• For B2C companies, weekends are the best days to post.
• For B2B companies, weekdays are the best days to post.

Here is an X-Content calendar template that I use to plan my posts:

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You can check X Analytics to examine your engagement on the days you publish more or less content to see what works well for your specific audience.

Once you’ve determined when and how often you’ll post your content, you can use a social media management tool. This allows you to both create and schedule your posts in advance, allowing you to focus on other tasks you need to complete.

HubSpotWith the social media management tool you can:

• Schedule posts in advance.
• Connect directly with your audience.
• Understand how your X interactions help your brand.

4. Create an X campaign.

Social media marketing campaigns of any kind are a great way to reach your audience, increase sales, and increase traffic to your website.

You can create a social media marketing campaign specifically for X to engage users, grow your follower base, and increase your brand awareness across the platform.

To create an X marketing campaign, you should follow the same steps as any other type of social media marketing campaign:

• Find out about your competition.
• Determine how you will target your target audience.
• Select the type of content you want to create.
• Share and promote your content.
• Analyze your results.

5. Write a meaningful profile bio.

It is crucial to write a strong and memorable bio for your X profile.

Because your X-Biography is the first thing a profile visitor reads about your company – it is your written introduction and should briefly explain what visitors can expect from your site and your content.

You only have 160 characters available for this. So choose your words carefully to ensure your bio successfully represents your brand and reflects who you are as a company.

Here’s a great example of an X-Biography from beauty brand Rare Beauty.

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6. Use images and videos.

Whenever possible, try to include high-quality videos and photos in your posts. This is proven Posts with images outperform Posts that consist entirely of text.

Photos and images provide an eye-catching and engaging element in your content when X users scroll through their feeds.

Videos have also been proven to outperform posts with images. In fact, posts with videos are likely to reach an average of six times the level of engagement as contributions without them.

Videos and images are a great way to show your audience your product line or the use of an item you sell and give your content a more personal feel.

Plus, images and videos in posts are proven to help increase your engagement – and who doesn’t want that?

7. Interact with your followers.

Remember to engage with your followers as your business grows and the number of X followers increases.

This will help you create experiences for your followers and viewers that feel personal and keep them coming back to your profile, while encouraging a sense of brand loyalty.

For example, if someone reposts your post or comments on your posts, you can like that person’s interaction or even reply to them.

In some cases, you may have a lot of ghost followers who follow your account but never interact with your content. If your engagement rates are low, it may make sense to use it Unfollow Tools to rid your follower list of ghost followers.

8. Share media mentions.

If your company is mentioned in the media, share the article, video, URL or image on X.

This makes your business feel more reputable to anyone who views your profile and shows potential followers how many other people already know your business and enjoy your products and services.

This is an exciting way to communicate your success to your audience.

Check out how Scribe publishes all media mentions of the brand and its founders.

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It also gives you the opportunity to incorporate backlinks into your posts that, when clicked, will redirect your audience to the original source of the mention.

This means you’re also driving traffic to the website of the media company that mentioned you, likely increasing their follower count and/or brand awareness.

This could potentially help get you mentioned, shared or featured again in some of their content in the future.

9. Keep an eye on your competitors’ X accounts.

X is a great way to keep an eye on your competitors’ marketing efforts. You can follow them or just browse them to see what they post.

You can also view basic details about their engagement, such as: B. the number of reposts, comments and replies.

This is an easy way to see some of the X marketing strategies your competitors are implementing and whether they are working or not.

10. Focus on followers’ interests when creating content.

If you want to reach your target audience and ensure your content resonates with them, you need to focus on their interests and needs – whether that’s how you share content, what you share, or how you present it .

When you meet the needs of your target audience and buyer personas, they are more likely to continue following and engaging with your business. HubSpot’s free tool lets you create buyer personas. Make my persona.

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By studying your buyer personas and audience, you can determine the type of content they are likely to expect from you to share.

Additionally, you can always ask questions, send surveys, ask for feedback, or even create an X-Chat to get more ideas about the type of content your audience is looking for in your company and your X-Profile.

11. Promote your events.

X is a great way to promote your company’s events.

Similar to an to advertise any special event your company is hosting.

This way, viewers – whether they are your followers or not – have the opportunity to learn more about your event and get all the details they need to register, attend or participate.

12. Check your direct messages regularly.

Like other social media platforms, X offers users a Direct message inbox There they can contact you in a private message if they have any questions, concerns or comments.

Therefore, check your inbox regularly as this can contribute to the type of customer service and support your company is known for, as well as the type of care you provide to your followers and customers.

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13. Stay on top of your analytics.

With all the work you put into marketing your business, you want to make sure your efforts are successful in achieving your goals, whether it’s driving more traffic to your website, increasing conversions increase or improve brand awareness.

You can determine your X-Marketing success in these areas (and many more) by analyzing your work. To do this, you should consider which metrics are important to you and then determine how you will track them.

What metrics should be tracked on X?

Because every business is unique and has different goals, you may not be interested in tracking all of the following X metrics (or you may want to track additional metrics).

However, we have put together the following list of possible metrics that you should consider to get started.

• engagement. View the number of reposts, follows, replies, favorites, and click-throughs your posts receive (including any hashtags and links they contain).
• Impressions. Check how often your posts have appeared on the timeline of one of your audience members (whether they actually follow you or not).
• Hashtags. See which of your hashtags are used the most by your audience and followers.
• Top posts. Review your posts with the most engagement.
• Contributors. Keep up with the success of each of your contributors – the people you give admin access to your account – with their posts so you can implement some of their tactics more regularly or remove them altogether.

How to track X Analytics

You will find several social media management tools with analytics features built in automatically. This is convenient for those of you who have already planned to choose a management tool to help you plan your posts.

However, one of the most common analysis tools for X is the one specifically designed for the platform: X Analytics.

X Analytics

X Analytics helps you understand how your content impacts your audience and how your activities on the platform can help you grow your business. The tool is free, accessible to all users and shares information about:

• Engagement rate.
• Post activity.
• Impressions.
• Trailer.

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Depending on your business’s needs, you have the option to also integrate X Ads data (if you pay for the option) with X Analytics.

Finally, there are a number of other third-party resources and apps that you can download and use with X Analytics to take a deeper look at specific types of data, such as: For example, detailed information about hashtag performance or the performance of other X-Handles in your industry.

4 X (formerly Twitter) marketing tools to improve your strategy

Are you ready to get the most out of X? Here are my top four X-Marketing tools to boost your business results.

1. Hypefury: Best for scheduling and managing posts.

Hypefury allows you to automate your X-posting schedule and schedule posts in advance. The tool is specifically designed for developers and marketers who want to build consistency on X and grow their audience.

One of Hypefury’s standout features is the ability to schedule threads. Create a sequence of posts to share long-form content across an X-thread with an automated publishing schedule.

Hypefury also republishes some of your most popular posts at optimal times when you don’t have any posts scheduled. You can activate the option to share current posts and the tool will do the rest.

Additionally, the tool can even automate product promotion. If you sell a product/service, Hypefury will add a post that promotes your business among your top-performing posts.

What I like

• Advanced automation saves time and effort when managing a publishing schedule.
• Allows you to cross-post content across multiple platforms like Instagram, LinkedIn, etc.
• Shares suggestions and writing prompts to inspire new posts when you’re out of ideas.

Prices

7-day free trial. Paid plans start at $29/month. Check prices here.

2. audience: Best for understanding your audience.

audiencea customer intelligence platform, collects real-time insights from multiple sources to help you understand the audience.

You can create targeted audience segments based on demographic, psychographic, and behavioral data. The tool uses this segmentation to share specific information about each group for tailored X-marketing campaigns.

You can also use Audiense to find the influencers your audience follows. This will help you connect with the right people and influencers to strengthen your brand and increase your followers.

What I like

• Built-in social listening tool to track brand mentions, conversations and trends.
• In-depth audience behavior reports to understand preferences and expectations.
• Updated audience segment data with the latest insights to strategize your approach.

Prices

Free plan forever. Paid plans start at £23/month. Check prices here.

3. Tweet Hunter: Best for creating content and interacting with posts.

Tweet Hunter is an AI-powered content creation and publishing tool for X.

You’ll find personalized content ideas based on trending topics and your preferences. Use these suggestions to write new posts and predict their performance with TweetPredict. This feature analyzes a post in real time and assesses how it will perform once published.

You can also automate the process of liking, commenting, and reposting. The tool puts engagement on autopilot and makes it easy to engage with your followers.

What I like

• Easily create ideas for new content and schedule posts in advance on a calendar.
• User-friendly interface with minimal learning effort to get started.
• Integrates with your CRM tool to optimize X-reach.

Prices

Paid plans start at $23/month. Check prices here.

4. Circle boom: Best for accessing analytics and follower insights.

Circlebloom is an X management tool for managing your post archives and performing bulk actions like deleting posts. It also offers content scheduling and automation options for posting on X and other platforms.

What makes Circleboom an essential X-marketing tool is its advanced analytics.

You can feel the pulse of your target audience and understand exactly who you are targeting.

You can also discover articles and content ideas that resonate with your audience. These curated ideas help build a collection of new posts to maintain consistency.

What I like

• Multiplatform management to integrate your X-marketing efforts.
• Get detailed insights into your followers’ activity and engagement, such as: B. active/inactive followers.
• Access advanced search to find users by bio and identify influencers in your niche.

Prices

Free plan forever. Paid plans start at $9.99/month. Check prices here.

Kickstart X-Marketing effortlessly

X is a powerful marketing tool and social media platform that any business can use.

I used the platform to increase website traffic, increase brand awareness and engage my target audience. I believe the key to success on X is developing a data-driven strategy that puts your customers at the center.

Bookmark this guide to get off to a great start in X-Marketing.

Editor’s Note: This post was originally published in March 2013 and has been updated for completeness.