Twitter-Marketing-A-Guide-to-Increase-Engagement

How to Use X/Twitter Marketing To Promote Your Business? [2024]

X/Twitter marketing is the strategy of promoting your brand through this platform to increase awareness, generate leads, and

X/Twitter marketing is the strategy of promoting your brand through this platform to increase awareness, generate leads, and engage with your customers. 

You’re always on the lookout for creative ways and powerful channels to promote your brand and help your business grow and flourish. We get that.

New social media, new marketing tactics, new influencers. Having your eyes open for all these new opportunities is the best course of action. However, don’t underestimate the already established and strong social channels you can leverage into your marketing mix.

Twitter (rebranded as X) is one of the most robust channels you should include in your social media strategy due to its 368 million active users and its fast-paced and casual nature. 

Now, if this sounds fantastic to you but don’t know where to begin, we’ve got you covered here!

In this article, we’ll explain how to use Twitter for business, how to create a fruitful strategy and share some tips and tricks to help you achieve success.

Let’s do this!

How To Use X/Twitter For Business?

First things first, to use X/Twitter, you have to create an account for your brand with a specific Twitter handle. It’ll most likely be your brand name. For example, as you may suspect, ours is @mentionlytics.

Then, you should customize your account by creating a compelling Twitter profile that clearly represents your brand. Specifically, you should include a recognizable profile picture — maybe your logo —, and a header image designed based on your brand’s unique style.

Pro Tip: Follow your brand guidelines to the letter and stay consistent with the brand image you have in your other social media accounts.

Also, write a concise and interesting Twitter bio. You have 160 characters to describe what your business does or what your account is all about.

Wendy's Twitter Profile

Source: X/Twitter

Furthermore, having a link to your official website is the whole essence of your Twitter account.

This is important to increase your website traffic as Twitter users who want more information about your business can click and explore your website.

Now, as a final step to your profile setup, you can add the location of your business or the headquarters of it, in case you work for an international company.

Don’t forget that your ultimate goal is to make your account recognizable and memorable to your target audiences.

Except for your profile information, you can have a pinned tweet that goes at the top of your account’s activity.

In this tweet, you can showcase any successes of your brand, important news, or even a viral tweet you did. You can change the pinned tweet as frequently as you want to highlight different things.

Starbucks-Twitter-Profile

Source: X/Twitter

At this point, you’re all set to get started with Twitter marketing. Let’s see together which unique features can help you thrive on this social media platform.

X/Twitter Unique Features For Business

It’s true that Twitter has a rather unique character as a social channel, with special features that point out its fast-paced nature and community-building capabilities.

Below we analyze the 4 most prominent features you should start using in your Twitter marketing strategy.

1. Twitter Trends

Twitter Trends feature is like the pulse of what’s hot on the platform. Think of it as a spotlight on trending topics, popular phrases, or even trending hashtags that are catching fire at the moment.

For you, as a social media marketer, they’re super handy. You can quickly get a feel for what everyone’s talking about and tailor your content to match these interests. It’s all about staying relevant and timely.

And don’t forget to keep an eye on what’s cooling off too. You wouldn’t want to jump into a conversation that’s yesterday’s news, right?

In short, Twitter Trends is your go-to for keeping your content fresh and in sync with what’s buzzing.

2. Twitter Communities

Twitter Communities are like your cozy corner in the vast Twitterverse. Basically, it’s a digital hangout, similar to Facebook Groups, where you can bring together a bunch of people who share the same passion.

For example, you can create or join a community filled with users interested in your business niche, like tech enthusiasts if you work for a tech company or anything!

It’s your space to chat, share cool content, and connect with like-minded people. It’s the perfect way to build a brand community and stay close to your audience.

But be careful because it’s not about pushing your brand. It’s less like a sales pitch and more like friendly social networking.

3. Twitter Spaces

Twitter Spaces has been around for almost four years now and it’s actually a live audio chat. It’s the virtual space in X for iOS and Android where you can host or jump into live audio conversations.

Twitter Spaces is a fantastic spot for holding Q&As and interesting discussions. You can engage with your audience in real time, answer their questions, and share insights.

Even though social audio on Twitter is still pretty fresh, Spaces is definitely a feature you want to tap into to bring your brand to life and connect with your audience on a whole new level.

4. Twitter Lists

Twitter Lists work as your filter helping you focus on the chatter that matters most to your business. They’re essentially curated feeds from a selection of accounts you choose, letting you tune into key conversations without the noise.

We’re talking about a neatly organized group of Twitter accounts, each sorted into categories you’ve created. When you peek into a Twitter List, you see only tweets from those selected accounts.

It’s perfect for monitoring specific influencers, your Twitter competitors, or industry news. By segmenting these lists, you can effortlessly keep tabs on their tweets, interactions, and content.

Twitter Lists ensure you’re always in the loop with the accounts that truly count for your Twitter social media marketing.

How To Create A Successful X/Twitter Marketing Strategy?

Now, are you wondering how to promote on Twitter your brand, your offerings, and your great customer service?

Well, here we’ve got your answer: By creating a Twitter marketing strategy that will help you be consistent and result-oriented.

We break down the process you’ll have to follow in 5 specific steps below.

Step 1: Define Your Goals

First of all, no strategy can be built unless you determine what your objectives are.

What is your goal for taking up Twitter marketing, you have to wonder. Is it to increase brand awareness? Or to generate new leads? Maybe, drive more traffic to your website?

Whatever your goal is, you have to set some SMART Twitter goals: Specific, Measurable, Achievable, Relevant, and Time-Bound.

As an example, you can have as a goal to increase your website traffic from Twitter by 5% this quarter. It’s very specific, measurable through Google Analytics, achievable — if you already established a stream of traffic from Twitter to your website — relevant to your digital marketing goals, and time-specific.

Step 2: Run an Audit

After defining your objectives, it’s time to conduct a social media audit to lay the groundwork for a successful Twitter strategy.

This is all about taking a step back and analyzing your current social media presence in other channels and on Twitter — in case you have been winging it for some time now.

This audit helps you understand what’s working, what’s not, and where there’s room for improvement. By reviewing your follower growth, engagement rates, and content performance, you get valuable insights into your audience’s preferences and behaviors.

This data is gold for tailoring your strategy to appeal to your audience.

After all, social media audit sets the stage for a more focused and data-driven Twitter marketing approach.

 

Step 3: Analyze Your Competitors

Another crucial step before crafting your Twitter marketing strategy is to have a closer look at what your competitors are doing there to gain some inspiration and avoid their mistakes.

By observing their content, engagement strategies, and audience responses, you can identify gaps in their tactics and opportunities for your brand to stand out.

This competitor analysis also helps in understanding industry trends and your audience’s expectations.

It informs you about the types of content that resonate with them allowing you to craft a strategy that’s not only competitive but also innovative and aligned with audience interests.

This insight helps in positioning your brand more effectively on Twitter, ensuring your marketing efforts are not just a shot in the dark but a calculated, strategic move.

Step 4: Target for Specific KPIs and Outcomes

Now, you’re ready to start planning your Twitter strategy. To help you define specific actions and campaigns, consider going after particular KPIs, by breaking down your goals.

In the example we mentioned in Step 1, an important KPI could be the number of new followers per month or the number of customer inquiries you receive through tweets.

By specifying your goals in KPIs you can create different types of content to serve each KPI’s purpose.

Namely, you need more commercial content to generate leads and more informational content to increase your Twitter reach. Maybe you’ll need to bring Twitter ads into play in case you need to grow your followers rapidly to meet a target. And so on.

Step 5: Optimize Your Account Accordingly

Of course, the final step is to take your Twitter marketing strategy and put it into practice.

Optimize your account to meet the needs and expectations of your target audience.

Bonus: Learn How to Do Social Media Optimization for all your social accounts

Create a mix of engaging content, videos, images, and simple text tweets, run polls, create communities, join the conversation around hot topics in your industry, provide customer service, and interact with your potential customers.

Make X/Twitter a winning channel for your brand.

We have some tips to help you with that. So, scroll down!

11 X/Twitter Marketing Strategies & Tips for Business

You’re about to learn some productive strategies and effective Twitter marketing tips that really work. Keep reading!

X-Twitter-Marketing-Strategies-&-Tips-for-Business-infographic

1. Utilize Twitter’s Advanced Search

Twitter Advanced Search is a powerful feature you should leverage to filter tweets by phrases, hashtags, accounts, and engagement metrics, to find and analyze specific information on the platform.

It’s an efficient tool to discover your untagged mentions, find influencers, monitor user-generated content relevant to your marketing campaigns, and more!

Additionally, this search feature provides you with an easy way to do Twitter monitoring manually.

However, in case you work for a famous or worldwide brand, chances are manual Twitter monitoring won’t get you far, because of the volume of your mentions and UGC.

This brings us to the next tip.

2. Monitor Tweets

Keeping track of all the tweets that mention your brand — a.k.a. your Twitter brand mentions — is essential for a successful Twitter strategy. It’ll give you a helicopter view of what’s being said about your brand on Twitter and provide you with important metrics to measure your Twitter marketing success.

By using a social listening tool, like Mentionlytics, you can rest assured that you protect your brand reputation on Twitter and any other social media platform from trolls, negative comments, and unfavorable publicity.

How? Mentionlytics will notify you every time there’s a sudden surge of tweets about your brand. Thus, in case these mentions are negative, you can take action to mitigate the damage by responding quickly and honestly.

That way you prevent backlashes, which is a very common phenomenon, especially on Twitter/X.

Try Mentionlytics for FREE

3. Use The Right Twitter Hashtags (Trending Topics)

Hashtags were born on Twitter and still hold great power on this platform. When using relevant and trending hashtags you increase your tweets’ reach. Thus, you improve your chances for engagement and retweets.

There are various ways you can use hashtags.

First, you can create a branded hashtag with #yourbrandname and include it in all your tweets, so Twitter users who don’t follow your account can discover your tweets easily in one search.

Furthermore, you can create campaign-specific hashtags to promote your marketing and PR campaigns. That way, users who talk about your campaign or create UGC can use this dedicated hashtag and get discovered by your brand and others.

However, you should also blend trending and niche hashtags in your tweets to perform better.

As a matter of fact, X/Twitter itself claims that these kinds of hashtags have a direct impact of  +8% on your brand awareness and +3% on your customers’ purchase intent, as hashtags help brands stay relevant to what’s trending on the platform recently.

There are two ways to find trending hashtags to use in your tweets. The first one is to look at Twitter Trends and start using the hashtags you see there.

Twitter Trends Example

Nonetheless, chances are you’ll find generic hashtags, irrelevant to your business. That makes it difficult for you to create such content.

To discover trending hashtags in your niche, you need to do a little hashtag tracking with an app that does it for you. 

For example, with Mentionlytics you can use the Keyword Cloud to see all the trending hashtags that are relevant to your keywords and their performance metrics to understand if they’re worth a place in your tweets.

Keyword Cloud in Mentionlytics

4. Create Engaging Twitter Content

Well, this is a pretty straightforward tip.

You know Twitter is fast-paced. People scroll quickly. You’ve got to grab their attention. And keep it. Engaging content does just that.

It’s not just about posting. It’s about starting conversations and sparking interest.

Twitter Marketing_Engaging Content from United Airlines

Source: X/Twitter

You want your audience to like, retweet, reply. That’s how your content spreads. And gets seen by more eyes. It’s like a domino effect. More engagement means more visibility.

We highly suggest you use a social publishing tool to schedule tweets and make sure you stay consistent with your plan.

Pro Tip: If you want to maximize your Twitter engagement, Twitter polls shouldn’t be missing out on your content calendar.

Twitter polls give a unique way to get your audience engaged. You can pose a question about literally anything relevant to your business and let people share their opinions.

Except for the fun part, it’s also a great way to receive feedback from your customers or understand their needs better.

Twitter Marketing_Poll Example from Delta

Source: X/Twitter

5. Use the 80/20 Rule on Twitter

The 80/20 rule in Twitter content creation is like a secret recipe for keeping your audience hooked. It’s pretty simple: Make 80% of your tweets all about giving useful content.

This could be through educational posts, fun stuff, or solutions to problems your audience faces.

The remaining 20% is for promotional content. You know, the stuff that directly talks about your products or services.

This balance is key. Too much promotion can turn followers off. But with the 80/20 rule, you’re providing value first, building trust and interest, which then makes that 20% of promotion way more effective.

Think of it as being a helpful friend first, and a salesperson second. That’s the sweet spot for Twitter content.

6. Engage and Grow Your Audience

Well, you can’t just post and ghost on Twitter. It doesn’t work that way for any social platform.

You have to engage with your audience to expand. So, it’s truly essential to reply to any tweets and comments that mention you to show your audience you respect them.

In addition, Twitter engagement is necessary to provide good customer care as well. Many are the cases when customers reach out to brands via tweets to help them solve their issues sooner.

So, leaving your mentions unanswered is a huge NO. That won’t help your brand grow your audience and it’ll harm your reputation as you’ll come off as aloof.

Twitter Marketing_Customer Service Example

Source: X/Twitter

7. Master Twitter Advertising

A key aspect of Twitter marketing is tapping into the platform’s unique ads.

If your brand suffers from poor organic reach, you can use Twitter ads to connect with your target audiences directly. These Promoted Tweets will expand your reach and gain you more followers quickly.

Moreover, Twitter ads increase the likelihood of your profile getting discovered by your potential customers, even if they don’t follow you. That way you can increase your conversions, drive more traffic to your website, and improve your engagement metrics.

8. Leverage Analytics

By using Twitter native analytics or other social listening tools you can uncover what’s working and what isn’t in your Twitter marketing strategy.

It’s the best way to see your tweets’ performance. And it helps you understand your audience better as you get to see what is more engaging for them.

Here are some important Twitter metrics you should track to ensure a data-driven strategy:

  • The volume of your mentions
  • Total reach and engagement (likes, retweets, replies) of your mentions
  • Their sentiment analysis
  • Follower growth over time
  • Click-Through Rate (CTR) for your links
  • Hashtag performance
  • Top tweets
  • Share of Voice
  • Website traffic from Twitter
  • Conversions

To have access to all this performance intelligence, you should combine Twitter Analytics, Mentionlytics — or a similar tool — and Google Analytics.

9. Focus on Building Authenticity

Showing personality as a brand on Twitter is key. Your brand’s voice should echo your values consistently across platforms. Are you witty, inspirational, or bold? Let that shine through in your tweets.

Personality in Twitter Marketing_Innocent Drinks Example

Source: X/Twitter

People crave human connection, not robotic scripts. They want to interact with a real person behind your brand. So, ditch the jargon, and chat in plain, everyday language.

Authenticity is a must. Avoid tweeting the same stuff over and over. And steer clear of copy-pasting across platforms – that just feels spammy.

Your personality is what makes your brand relatable and memorable. Keep it real, keep it you.

10. Explore Geo-targeting in Tweets

Adding geo-targeting to your Twitter ads is a super effective hyperlocal marketing strategy.

It allows you to serve your content specifically to audiences in certain locations, making your messaging more relevant and impactful.

For example, imagine promoting a local event or store opening. Geo-targeting ensures that only those in the surrounding area, who are likely to attend or visit, see your tweet.

It enhances the efficiency of your marketing efforts by connecting with the right people at the right place. This localization of content can significantly increase engagement, build community relevance, and drive traffic and sales.

By employing geo-targeting, you’re not just casting a wide net. You’re strategically placing your bait where the fish are.

11. Conduct A/B Testing on Your Tweets

Finally, conducting A/B testing on your tweets is a smart strategy to fine-tune your Twitter presence.

It involves comparing two versions of a tweet to see which performs better. This method provides concrete data on what resonates with your audience, from wording and hashtags to the timing of your posts.

A/B testing takes the guesswork out of your Twitter marketing strategy, helping you understand your audience’s preferences.

By continually refining your tweets based on test results, you can increase engagement, reach, and ultimately, the effectiveness of your efforts.

So, this was our long list of tips to help you conquer the Twitterverse.

Now, are you in the mood for a Twitter marketing success story? Then, keep reading.

Innocent Drinks: Real-World Success in X/Twitter Marketing

Innocent Drinks is one of the most prominent Twitter marketing examples, as this FMCG brand owns the Twitter game! Let’s explain briefly why.

First of all, Innocent Drinks creates authentic, unique content that’s being posted only on Twitter. Their team doesn’t recycle content from channel to channel.

In every tweet of this brand, you can see their witty and playful personality, joking, making fun of their own brand, and being totally cool.

Twitter Marketing Example_Innocent Drinks

Source: X/Twitter

Innocent Drinks is super active on Twitter posting frequently enough but not overdoing it with multiple tweets per day.

Also, they engage with their followers regularly and as they state: “We try to reply to everyone who gets in touch. These guys pay our wages, it’s the least we can do.” 

As you see, they put customer service and community management above everything else.

Innocent-Drinks_Tweet-Example

Source: X/Twitter

So, Innocent Drinks uses a mix of authentic voice, content tailored specifically for their Twitter audience, excellent community management skills, and a lot of humor.

That’s why they rock, counting 291.5K followers as of January 2024.

X/Twitter Marketing FAQs

What are the best strategies for growing an audience on Twitter?

To grow an audience on Twitter, focus on posting high-quality, relevant content consistently. Engage with your followers and participate in trending topics and hashtags to increase visibility. Use Twitter Analytics to understand your audience and tailor your content accordingly. Additionally, collaborate with influencers or brands in your niche to reach a broader audience.

How can businesses measure the success of their Twitter marketing?

Success in Twitter marketing can be measured through various metrics such as follower growth, engagement rates, and click-through rates on posted links. Using Twitter’s built-in analytics tools, businesses can track these metrics over time to evaluate performance. Additionally, custom tracking URLs can also be used to directly measure the traffic and conversions originating from Twitter.

What type of content performs best on Twitter?

Content that is concise, engaging, and relevant to your audience performs best on Twitter. Visual content like images and videos tends to receive more engagement. Tweets that incorporate trending topics or hashtags can also gain more visibility. Interactive content, such as polls or questions, encourages audience participation. It’s important to maintain a balance between promotional content and content that adds value to your audience.

Level Up Your Twitter Marketing

To wrap it up, understanding the importance of Twitter marketing is crucial for any business looking to enhance its online presence and connect with audiences effectively.

With the right strategies and tools, Twitter can be a powerhouse for your brand growth.

Are you ready to create a Twitter marketing strategy? Then, let Mentionlytics be your data-driven guide. Try Mentionlytics now — 14 days for free, no credit card required!

Maira Volitaki

About Maira Volitaki

Just a content manager here who loves researching and writing about all things marketing. But when off-duty, you’ll find me lost in a mystery book or binge-watching TV shows... or petting the nearest dog! 🐶 Feel free to drop me a line on LinkedIn.

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