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

Twitter, now rebranded as X, stands out from all different social media platforms. At the very least, that’s what my expertise of serving to dozens of manufacturers with their social media technique tells me.

At its core, X advertising requires conveying concepts within the fewest phrases, publishing a number of occasions a day, and actively partaking your viewers.

As you develop, extra dimensions are added to this equation. It will get more difficult and complex. That’s why I’ve created this information that will help you crack the code for X advertising.

What’s an X (previously Twitter) advertising technique?

An X advertising technique is a plan centered round creating, publishing, and distributing content material in your purchaser personas, viewers, and followers by means of X.

The purpose of this kind of technique is to draw new followers and leads, increase conversions, enhance model recognition, and enhance gross sales.

Creating an X advertising technique would require you to comply with the identical steps you’d if you happen to have been creating some other social media advertising technique:

1. Analysis your purchaser personas and viewers.
2. Create distinctive and fascinating content material.
3. Set up a schedule in your posts.
4. Analyze your influence and outcomes.

So, you is likely to be questioning what makes X distinctive. Why would you wish to truly make investments the time in making a profile and content material for the platform? I’ll reply that under.

What makes X distinctive?

X is a superb advertising software for various causes.

The platform:

• Is free to make use of.
• Expands your attain.
• Permits you to present fast customer support and help.
• Means that you can share and promote branded content material in seconds
• Works as a search engine software so that you can seek for your opponents.
• Can be utilized as a search engine software for prospects to search out and study your organization.
• Means that you can converse along with your followers, share the newest updates about your organization, and deal with your viewers.

Now that I’ve reviewed what an X advertising technique is and what makes the platform distinctive, let’s cowl the methods in which you’ll use X for your business.

The following tips will make it easier to increase conversions, create lasting relationships along with your followers, and enhance your model consciousness.

As you start utilizing X for your enterprise, there are some steps you’ll wish to take to make sure you attain your audience.

Relying in your objectives, firm measurement, and trade, you might or could not select to work by means of every of the next steps (or you might have already accomplished a few of them), so tailor them to your wants.

Let’s be taught how to use X for business to raised share, have interaction, and market on the platform.

1. Customise and model your profile.

When somebody appears to be like at your organization’s X profile, you need them to routinely understand it’s yours.

It’s best to customize and brand your X profile along with your emblem, colours, and different recognizable and memorable particulars you wish to incorporate.

Listed below are just a few methods to customise your profile:

• Deal with. Your X deal with is your username (for instance, our deal with is @hubspot) — this could embrace your organization’s identify so your followers, prospects, and followers can simply search and discover you on the platform. You create your X handle once you join an account.
• Header. The header in your X profile is your background picture. You would possibly select to create a novel picture in your header, use your emblem, or one other branded picture.
• Profile image. Your X profile picture represents your organization’s each transfer, interplay, and put up on the platform. It’s the picture that sits above your bio and would possibly embrace an image of your emblem, firm’s initials, or CEO.
• Bio. An X bio offers everybody who visits your profile with a short synopsis of what they’re about to see in 160 characters or much less. It’d embrace your mission assertion, a blurb about what your organization does, or one thing humorous and fascinating.
• Web site URL. Beneath your profile image and bio, there’s a location the place you’ll be able to embrace your URL to direct visitors straight to your web site.
• Birthday. In the identical location as your URL, you’ll be able to insert your organization’s birthday — or the day when the corporate was based — so your viewers will get to know your enterprise on a extra private degree.

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2. Create X Lists.

An X List — which any consumer has the power to create and think about — is an organized group of X accounts you’ve chosen and put collectively in particular classes.

For instance, at HubSpot, lists embrace Leadership Experts, Top Marketing Experts, Top Business Podcasters, and extra. If you open an X Listing, you solely see posts by the accounts on the checklist.

X Lists are nice if you wish to comply with solely particular accounts. You would possibly phase your lists into teams equivalent to enterprise inspiration, opponents, and audience so that you’re capable of simply overview their posts, interactions, and content material.

Listed below are just a few lists out there on HubSpot’s X profile:

3. Host an X Chat.

You possibly can schedule and host an X chat to:

• Focus on a subject.
• Interact your followers.
• Create a way of group.
• Ask your viewers for his or her opinions.
• Get suggestions on one thing you’re engaged on.

To host an X Chat (beforehand TweetChat), you’ll want to decide on a subject, set a time and date for the chat to happen, and create a hashtag for the chat. Share this data along with your followers in a put up, in your web site, in your X bio, and wherever else you select.

Right here’s an instance by The SAS Collective. The put up mentions what this chat is about, who will probably be taking part, and a hashtag to trace all conversations.

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Everybody who desires to take part within the chat ought to be capable of view all responses, questions, and feedback concerning your matter by looking out this distinctive hashtag.

Plus, they’ll share their feedback and ideas by including this hashtag to their posts.

4. Promote on X.

Advertising through X is a good way to achieve your viewers. This may make your posts simply discoverable by 1000’s of individuals, serving to you enhance your affect and following. You are able to do this by means of Promoted Ads or X Ads.

Promoted Advertisements (previously Promoted Tweets)

Promoted adverts or tweets make your common posts seem within the X streams or search outcomes of particular customers.

It is a nice possibility for anybody trying to enhance the variety of folks on a selected webpage. What you are promoting can pay a month-to-month charge if you happen to promote a put up.

X will use your promoted posts in a each day marketing campaign concentrating on the kind of viewers you wish to attain, as beforehand indicated in your settings. All X customers can work together and interact with promoted posts like your natural content material.

Right here’s a glimpse at a promoted posts:

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X Advertisements

X Advertisements is a superb possibility if you happen to’re utilizing various kinds of tweets/posts to attain one purpose for your enterprise. It’s splendid if you happen to’re trying to develop your base of followers and model consciousness considerably by means of the platform.

What you are promoting can resolve between completely different aims concerning your X adverts, together with app installs, video views, web site conversions, and viewers concentrating on in your campaigns. This choice will influence the value you’ll have to pay to run your advert.

Right here’s an X Advert by the automotive producer Kia:

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5. Drive visitors to your web site.

X might help you direct visitors to your web site. There are a number of methods to incorporate your web site’s URL in your profile and add hyperlinks to your net pages and blogs in your posts.

Listed below are some methods to make use of the platform to direct visitors to your web site and enhance conversions:

• Incorporate hyperlinks to your web site in your posts.
• Embed posts in your web site with an X Timeline.
• Add your web site URL beneath your bio in your X profile.
• Repost any content material that features hyperlinks to your web site and blogs others have shared.

6. Purchase a premium subscription to get verified.

Relying on the dimensions of your organization and trade, you would possibly select to get your X profile verified.

Beforehand, companies and public figures applied for a verified blue checkmark, however now you may get an identical checkmark by subscribing to X Premium.

Anybody can get an X subscription, however X will double-check your account to make sure you meet the eligibility standards.

As soon as the platform verifies your profile, a badge with a checkmark will seem subsequent to your deal with. This symbolizes an genuine account.

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Being verified prevents your viewers members from following and being confused by impersonator accounts or accounts with comparable content material, usernames, and handles to yours. A verified account additionally makes your enterprise look extra reputable and reliable.

7. Concentrate on constructing your follower depend.

For sure, the extra X followers you’ve got, the extra folks there are taking a look at and interacting along with your content material. You’ll have a greater probability to enhance model consciousness and direct extra visitors to your web site once you construct your follower depend on X.

There are a selection of the way you’ll be able to enhance your follower depend on X — listed below are some to get you began:

• Guarantee your content material is shareable.
• Create partaking content material (giveaways, contests, questions, surveys).
• Enlist the assistance of social media influencers.
• Embrace hyperlinks to your X profile in your web site.
• Work together along with your present followers and repost their content material in order that they’re extra prone to do the identical for you.

Now that we’ve reviewed learn how to use X for enterprise, let’s cowl some suggestions and methods you’ll be able to apply to your profile to enhance your advertising efforts on the platform.

The next X advertising suggestions are common, which means they’re relevant to any kind of enterprise, in each trade.

1. Use key phrase concentrating on in X Advertisements.

Keyword targeting on X is a crucial element of X Advertisements.

Key phrase concentrating on permits you to have interaction X customers by means of the completely different phrases and phrases you have included in your content material they usually’ve looked for on the platform.

This implies you’re capable of attain your audience on the precise time your enterprise, content material, and companies are most related to them.

On X, there are two sorts of key phrase concentrating on you should utilize together with search and timeline.

Search Key phrase Concentrating on

Search key phrase concentrating on permits you to make your posts present up for customers who’re trying to find the matters that you just decided relate to your enterprise.

For instance, if you happen to promote gluten-free cookies, you’ll be able to goal customers trying to find content material about baking, cookies, gluten intolerance, or Celiac Illness.

Timeline Key phrase Concentrating on

Timeline key phrase concentrating on permits you to act on customers’ particular emotions, ideas, actions, and feelings they’ve posted about.

For instance, if you happen to’re a operating gear firm, you would possibly goal key phrases and phrases customers put up about equivalent to, “operating a race,” “race day suggestions,” or “coaching for a marathon.”

2. Implement hashtags.

Posts (beforehand Tweets) with hashtags generate extra engagement than ones with out them.

Including hashtags to your posts is a good way to broaden your affect on X. Nonetheless, there are some tips you’ll wish to keep on with when utilizing hashtags to make sure that you attain the most important variety of folks doable.

• Create a hashtag distinctive to your enterprise so your followers and audience can simply discover you and your content material.
• Make related and memorable hashtags for different teams of posts, equivalent to these associated to a selected marketing campaign you’re operating.
• Use X Analytics to overview your most profitable hashtags so you’ll be able to guarantee their use in future posts.
• Don’t overuse hashtags. This will likely look and feel spammy to your viewers (to not point out it isn’t aesthetically pleasing).

3. Design a content material publishing schedule.

As you develop your base of followers, you’ll have to put up frequently to make sure they keep engaged with your enterprise and content material.

Not solely do you wish to put up recurrently, however you additionally wish to put up on the proper occasions of the day.

Listed below are some particulars about the most effective occasions (on common) for companies to share their X content material:

• Between 8–10 AM and 6–9 PM (in correlation with commuter schedules) on weekdays.
• Round midday or between 5–6 PM on any day of the week.
• For B2C corporations, the most effective days to put up are weekends.
• For B2B corporations, the most effective days to put up are weekdays.

Right here’s an X content material calendar template I exploit to plan my posts:

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You possibly can overview X Analytics to look at your engagement on the times you put up kind of content material to find out what’s working properly in your particular viewers.

When you’ve decided when and the way typically you’ll put up your content material, you should utilize a social media administration software. This may assist you to each create your posts and schedule them prematurely so you’ll be able to deal with different duties you need to full.

HubSpot’s social media administration software allows you to:

• Schedule posts prematurely.
• Join immediately along with your viewers.
• Perceive how your X interactions assist your model.

4. Create an X marketing campaign.

Social media marketing campaigns of any variety are a good way to achieve your viewers, drive gross sales, and enhance your web site visitors.

You possibly can create a social media advertising marketing campaign particularly for X to focus on customers, enhance your base of followers, and lift your model consciousness by means of the platform.

To create an X advertising marketing campaign, you’ll wish to comply with the identical steps you’d with any kind of social media advertising marketing campaign:

• Analysis your competitors.
• Decide the way you’ll attraction to your audience.
• Select the kind of content material you’ll create.
• Share and promote your content material.
• Analyze your outcomes.

5. Write a robust profile bio.

Writing a robust and memorable bio in your X profile is essential.

It’s because your X bio is the very first thing a profile customer will examine your organization — it’s your written introduction and will briefly clarify what guests can anticipate out of your web page and content material.

You solely have 160 characters to do that, so select your phrases properly to make sure your bio efficiently represents your model and displays who you might be as an organization.

Right here’s an ideal instance of an X bio by magnificence model Uncommon Magnificence.

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6. Use photos and movies.

When doable, attempt to embrace high quality movies and images in your posts. It’s been confirmed that posts with images outperform posts strictly made from textual content.

Photographs and pictures present an attention-grabbing and fascinating aspect in your content material as X customers scroll by means of their feeds.

Movies are confirmed to outperform posts with photos as properly. In actual fact, posts with movies are prone to get a median of six times the quantity of engagement than posts with out them.

Movies and pictures are a good way to indicate your viewers your product line or learn how to use an merchandise you promote in addition to make your content material really feel extra private.

Plus, photos and movies in posts are confirmed that will help you enhance your engagement — and who wouldn’t need that?

7. Work together along with your followers.

Remembering to have interaction along with your followers as your enterprise grows and X follower depend will increase is essential.

This may make it easier to create experiences in your followers and viewers members that really feel private and hold them coming again to your profile all whereas fostering a way of name loyalty.

For instance, if somebody reposts your put up or feedback in your posts, you’ll be able to “Like” that individual’s interplay and even reply again to them.

In some circumstances, you might need a ton of ghost followers who comply with your account, however by no means work together along with your content material. In case your interplay charges are low, it could make sense to make use of unfollow tools to wash your followers checklist from ghost followers.

8. Share media mentions.

If your enterprise is talked about within the media, share the article, video, URL, or picture on X.

This may make your enterprise really feel extra reputable to anybody testing your profile and present potential followers what number of different folks already learn about your organization and are having fun with your services.

That is an thrilling technique to broadcast your success to your viewers.

Check out how Scribe posts all media mentions of the model and its founders.

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It additionally offers you with a technique to incorporate backlinks in your posts which, when clicked, take your viewers members to the unique supply of the point out.

Which means you’ll additionally drive visitors to the web site of the media outlet that talked about you, doubtless boosting their follower depend and/ or model recognition.

This might doubtlessly make it easier to grow to be talked about, shared, or featured in one in every of their items of content material once more sooner or later.

9. Control your opponents’ X accounts.

X is a good way to keep watch over your opponents’ advertising efforts. You possibly can comply with them or just search them to see what they’re posting.

You may also view primary particulars about their engagement equivalent to their variety of reposts, feedback, and responses.

It is a easy technique to see a number of the X advertising methods your opponents are implementing and whether or not or not they’re working.

10. Concentrate on followers’ pursuits when creating content material.

If you wish to attain your viewers members and guarantee your content material resonates with them, you’ll have to deal with their pursuits and wishes — whether or not that’s in relation to the way in which you share content material, what you share, or the way you current it.

If you meet the wants of your audience and buyer personas, they’ll be extra prone to proceed to comply with and work together along with your firm. You possibly can construct purchaser personas with HubSpot’s free software, Make My Persona.

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As you examine your purchaser personas and audience, you’ll be capable of decide the kind of content material they’re doubtless in search of you to share.

Moreover, you’ll be able to at all times put up questions, ship out surveys, ask for suggestions, and even create an X Chat to get extra concepts about the kind of content material your viewers is in search of from your enterprise and X profile.

11. Promote your occasions.

X is a good way to advertise your enterprise’ occasions.

Much like the way in which you would possibly for an X marketing campaign, you’ll be able to create a novel hashtag for varied occasions (equivalent to launch events, giveaways, and contests) or schedule quite a lot of posts (utilizing one in every of your social media management tools) to advertise any special day your organization is internet hosting.

This fashion, viewers members — whether or not or not they’re your followers — can have the chance to study your occasion and get the entire particulars they want to enroll, be in attendance, or take part.

12. Test your direct messages recurrently.

Like different social media platforms, X offers customers with a Direct Message inbox the place they’ll contact you in a personal message concerning any questions, considerations, or feedback they’ve.

So, you’ll want to examine your inbox recurrently as this will contribute to the kind of customer support and help your enterprise is thought for, in addition to the kind of care you present your followers and prospects.

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13. Hold monitor of your analytics.

With the entire work you’re placing into your enterprise’ X advertising, you’ll wish to guarantee your efforts are profitable in reaching your objectives, whether or not they’re associated to directing extra visitors to your web site, growing conversions, or bettering model consciousness.

You possibly can decide your X advertising success in these areas (and lots of extra) by analyzing your work. To do that, you’ll wish to think about which metrics matter to you after which decide the way you’re going to trace them.

Which Metrics to Observe on X

As a result of each enterprise being distinctive and having completely different objectives, you may not be interested by monitoring the entire following X metrics (otherwise you is likely to be trying to monitor further metrics).

Nonetheless, we’ve compiled the next checklist of doable metrics so that you can think about to get you began.

• Engagement. Take a look at the variety of reposts, follows, replies, favorites, and click-throughs your posts get (together with all hashtags and hyperlinks they embrace).
• Impressions. Evaluate the variety of occasions your posts appeared on one in every of your viewers members’ timelines (whether or not or not they’re truly following you).
• Hashtags. Take a look at which of your hashtags are getting used most incessantly by your viewers and followers.
• High posts. Evaluate your posts with probably the most engagement.
• Contributors. Sustain with the extent of success every of your contributors — the folks you give admin entry to in your account — are having with their posts so you’ll be able to implement a few of their ways extra recurrently or take away them fully.

Learn how to Observe X Analytics

You’ll discover a number of social media management tools with analytics options which can be routinely in-built. That is handy for these of you who have been already planning on selecting a administration software to help with scheduling your posts.

Nonetheless, probably the most frequent analytics instruments for X is the one created particularly for the platform: X Analytics.

X Analytics

X Analytics helps you perceive how your content material impacts your viewers and the methods wherein your exercise on the platform might help you develop your enterprise. The software is free, accessible to all customers, and shares details about:

• Engagement price.
• Submit exercise.
• Impressions.
• Followers.

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Relying on your enterprise’ wants, you’ve got the power to include X Advertisements (if you happen to pay for the choice) knowledge in X Analytics as properly.

Lastly, there are a variety of different third-party resources and apps you’ll be able to obtain and use together with X Analytics to take a deeper have a look at particular sorts of knowledge equivalent to detailed hashtag efficiency data or how different X handles in your trade are doing.

4 X (previously Twitter) Advertising and marketing Instruments to Stage Up Your Technique

Able to make the most effective out of X? Listed below are my prime 4 X advertising instruments to drive outcomes for your enterprise.

1. Hypefury: Greatest for scheduling and managing posts.

Hypefury allows you to automate your X posting schedule and plan posts prematurely. The software is purpose-built for creators and entrepreneurs trying to construct consistency on X and develop their viewers.

One in all Hypefury’s standout options is the power to schedule threads. Create a sequence of posts to share long-form content material by means of an X thread with an automatic posting schedule.

Hypefury additionally reposts a few of your hottest posts at optimum occasions once you don’t have any posts scheduled. You possibly can allow the choice to share evergreen posts, and the software will care for the remainder.

In addition to, the software may even automate product promotion. For those who promote a product/service, Hypefury will add a put up selling your enterprise underneath your best-performing posts.

What I Like

• Superior automation saves effort and time in managing a posting schedule.
• Permits cross-posting content material throughout a number of platforms like Instagram, LinkedIn, and many others.
• Shares ideas and writing prompts to encourage new posts once you’re out of concepts.

Pricing

7-day free trial. Paid plans begin at $29/month. Check pricing here.

2. Audiense: Greatest for understanding your viewers.

Audiense, a buyer intelligence platform, collects real-time insights from a number of sources that will help you perceive the audience.

You possibly can create extremely focused viewers segments based mostly on demographics, psychographics, and behavioral knowledge. The software will use this segmentation to share particular details about every group for tailor-made X advertising campaigns.

You may also use Audiense to search out the influencers your viewers follows. This may make it easier to join with the proper folks and opinion results in amplify your model and develop your followers.

What I Like

• Constructed-in social listening software to trace model mentions, conversations, and tendencies.
• In-depth reviews on viewers conduct to know preferences and expectations.
• Up to date knowledge about viewers segments with the newest insights to strategize your strategy.

Pricing

Free ceaselessly plan. Paid plans begin at £23/month. Check pricing here.

3. Tweet Hunter: Greatest for creating content material and fascinating with posts.

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

You’ll discover customized content material concepts based mostly on trending matters and your preferences. Use these ideas to jot down new posts and predict their efficiency with TweetPredict. This function analyzes a put up in real-time and assesses the way it will carry out as soon as printed.

You may also automate the method of liking, commenting, and reposting. The software places engagement on auto-pilot and makes it straightforward to attach along with your followers.

What I Like

• Simply ideate new content material and schedule posts beforehand in a calendar.
• Person-friendly interface with a minimal studying curve to get began.
• Integrates along with your CRM software to optimize X outreach.

Pricing

Paid plans begin at $23/month. Check pricing here.

4. Circleboom: Greatest for accessing analytics and follower insights.

Circlebloom is an X administration software to handle your put up archives and carry out bulk actions like deleting posts. It additionally affords choices for content material scheduling and automation to put up on X and different platforms.

What makes Circleboom a must have X advertising software is its superior analytics.

You may get a pulse of your viewers and perceive precisely who you might be concentrating on.

You may also uncover articles and content material concepts that resonate along with your viewers. These curated concepts assist construct a repository of latest posts to keep up consistency.

What I Like

• Multi-platform administration to combine your X advertising efforts.
• Get detailed insights on follower exercise and engagement like lively/inactive followers.
• Entry superior search to search out customers through their bio and establish influencers in your area of interest.

Pricing

Free ceaselessly plan. Paid plans begin at $9.99/month. Check pricing here.

Kickstart X Advertising and marketing Effortlessly

X is a robust advertising software and social media platform any enterprise can make the most of.

I’ve leveraged the platform to realize web site visitors, increase model consciousness, and interact my audience. I consider the important thing to succeeding on X is in constructing a data-informed technique protecting your prospects on the core.

Bookmark this information to get a robust begin with X advertising.

Editor’s notice: This put up was initially printed in March 2013 and has been up to date for comprehensiveness.