How to Create an X (Twitter) Marketing Strategy: Expert Insights + Templates for Agencies in 2024

Ready to level up your Twitter marketing game?

Despite boasting over 421 million monthly active users, Twitter is an often underrated platform when it comes to social media marketing. 

Numerous statistics have demonstrated the effectiveness of employing a Twitter marketing strategy, so we believe it is a great tool for agencies to accomplish their marketing objectives. 

In fact, did you know that Twitter users spend 26% more time engaging with Twitter ads compared to those on other social media platforms?😉

Below we have compiled a selection of powerful strategies and growth tips that have been proven to help agencies manage multiple Twitter accounts while driving growth for their clients.

EXTRA: Be sure to structure your Twitter marketing strategy using our complimentary templates for free.

Let’s take a look!😄👇

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Why is X (Twitter) a powerful marketing tool?

Twitter is a fantastic marketing asset for several reasons: 

1. Facilitates content discovery

Twitter is a powerful platform for content discovery, with users constantly sharing articles, videos, and other content. 

Unlike other leading social media platforms, Twitter users are active. 

FUN FACT: A Twitter user is 15% more likely to regularly inform friends and family about new products and services compared to users of other platforms. 

Agencies can leverage this data by sharing valuable and relevant brand content with an audience that is willing to engage and start conversations around your client’s product. 

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2. Showcases brand personality

Twitter is the perfect social media platform to showcase your client’s brand personality through tweets, direct messages, and other visual content. 

Whether that is sparking conversations with Twitter followers or sharing the latest news and updates, there are countless opportunities to share compelling content and inject humor into the brand’s language. 

This approach humanizes the brand and adds a personal touch, making Twitter content more relatable and engaging for the audience.

REMEMBER: With Twitter users already active, simply having a strong Twitter marketing strategy in place can steer them toward engaging with your brand!

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3. Offers immediate customer support

Twitter offers real-time engagement, making it an ideal platform for providing quick customer service. 

Businesses can swiftly respond to customer inquiries, promptly address concerns, and offer assistance in real time. 

Why is this important for marketing agencies?

By actively listening to customer feedback on Twitter, agencies can gain valuable insights into customer preferences, pain points, and areas for improvement.

This real-time feedback loop enables brands to adapt their products, services, and Twitter marketing strategies to better meet customer needs.

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What is a Twitter marketing strategy?

A Twitter marketing strategy is a comprehensive plan utilized by marketing teams to achieve particular goals and objectives on the platform.

Common marketing objectives include:

• Acquiring more Twitter followers
• Generating leads
• Enhancing brand visibility
• Boosting Twitter engagement
• Converting Twitter audience into paying customers

Similar to other social media marketing strategies, a Twitter strategy involves steps such as goal setting, audience reach, content planning, and monitoring of those efforts.

A well-structured Twitter marketing plan is crucial for agencies tasked with managing their clients' Twitter accounts, as it provides a clear roadmap for achieving their clients' marketing objectives effectively.

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How to craft an effective Twitter marketing strategy (+ free templates)

With these 6 steps, you can create a successful Twitter marketing strategy: 

1. Sign up for X verified organizations
2. Identify your client’s marketing objectives
3. Define your target audience & foster engagement
4. Develop a Twitter content strategy
5. Formulate winning advertising strategies
6. Test, measure, and optimize

By now, you're well aware of the critical role a solid social media strategy plays in enhancing your clients' Twitter presence. 

Developing the perfect marketing strategy can indeed be complex, but armed with the right resources and knowledge, you can elevate your marketing campaigns in no time.

To streamline your journey, we have compiled all the essential steps for successful marketing on Twitter, complete with free-to-use templates.

This way, you can focus your time and energy on implementation rather than spending valuable time creating templates from scratch!

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1. Sign up for X Verified Organizations

After you create a Twitter account for your client- if they don’t already have one- make sure to sign up with Verified Organizations to enjoy all the benefits Twitter has to offer.

Verified Organizations is a subscription service for businesses, designed to set apart organizations and their affiliates on Twitter.

Useful features include:

Improved organic post visibility

Organic posts from your Twitter account and associated brand affiliates will be prioritized, eliminating the need for paid advertising or reducing costs typically allocated to Twitter advertising.

Access to premium support

Whether you need help with onboarding, removing or adding affiliates, or billing, this premium subscription guarantees that you receive quick customer support. 

Advertising credit

Basic Tier subscribers will receive $200 credit to spend on Twitter ads per month or $2,000 per year if they opt for the annual subscription. 

Full Access subscribers will receive $1,000 per month or $10,000 per year. 

Custom profile options

Business accounts with the Verified Organizations subscription will receive a gold checkmark and a square profile picture. These indicate that the business is legit and has gone through Twitter’s verification process.

(+ You will get all the benefits of X Premium!)

A Verified Organizations subscription costs $1,000/month and $50/month for each additional affiliate in the U.S. 

Overall, it is a great investment for your Twitter marketing strategy!

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2. Identify your client’s marketing objectives

An effective Twitter marketing strategy should be tailored to your client's digital marketing goals- whether that is increasing brand awareness, driving website traffic, generating leads, or boosting sales.

Leveraging this information will help your Twitter marketing campaign align with these specific objectives, leaving you with great results and a happy client. 

Not sure how to collect this information?

A client intake form is a useful document that helps you gather essential information about clients at the start of onboarding. 

This includes their marketing goals!

Find out more: How to Use a Client Intake Form 

Now that you have set the campaign objectives, it is time to establish establish key performance indicators (KPIs) that will help you keep track of those goals. 

These could be: 

• Impressions
• Engagement rates
• Cost-per-result
• Video view rates
• Video completion rates
• Return on investment (ROI)

These are all measurable metrics that enable you to track progress and demonstrate the value of your strategy to your client.

They can easily be tracked through X Analytics (previously known as Twitter Analytics). 

Consider the following questions:

1. How does the client’s Twitter presence contribute to their goals?

2. What specific outcomes or results do they expect from your Twitter marketing efforts?

3. What key performance indicators (KPIs) does the client consider most important for measuring Twitter marketing success?

Download free template here. 

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3. Define your target audience & foster engagement

By identifying your client’s target Twitter audience segments, you can ensure that your content resonates with the right users, maximizing engagement and amplifying the overall impact of the brand’s presence on the app. 

There are several methods you can use to track down the key demographics you want to target with your advertising efforts:

• Client input: Gather information about the client’s existing customer base with a client intake form. This should include demographics, interests, and behaviors.

• Market research: Go through industry reports, competitor analysis, and consumer surveys to understand market trends and customer needs.

• X Analytics: Utilize social media analytics tools to analyze the client's existing social media followers and engagement metrics.

By understanding who your target audience is, you can effectively engage with followers and increase conversion rates; as these audiences are more likely to take desired actions, such as visiting your client’s website. 

Twitter chats as an engagement tool 

Twitter chats is a fantastic audience engagement tool. 

These are scheduled, recurring conversations that take place at the same time every week or month.

Each Twitter chat has its own theme, with a designated hashtag, resembling a structured event with scheduled start and end times, along with pre-planned discussion questions.

To host a successful Twitter Chat follow these steps:

• Select a concise and branded hashtag: It should align with your client's business.

• Schedule your chat: Don’t forget to mention the time zone in your announcement for your global audience!

• Plan your questions in advance: Aim to write 7-8 questions, while allowing flexibility for organic conversation. 

• Feature special guests regularly: These can be industry experts or affiliates. 

Overall, Twitter chats are great for brand awareness and establishing your client as an expert in their niche. 

Case study: #BizapaloozaChat

#BizapaloozaChat is a Twitter chat hosted by Ivana Taylor, the publisher of DIYMarketers.

This chat focuses on small business topics, including marketing, entrepreneurship, and business growth strategies.

Consider the following questions during the audience segmentation process of your Twitter marketing strategy:

1. What are the psychographics of our target audience? (interests, hobbies, values, lifestyle)

2. How does our target audience currently engage with the brand on Twitter?

3. How do our competitors engage with similar audience segments on Twitter?

Download free template here. 

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4. Develop a Twitter content strategy

A content strategy is a structured plan detailing how the agency intends to create and distribute different types of content to fulfill the client’s digital marketing goals. 

You now know your marketing campaign goals and buyer persona (target audience). So, what content best suits your strategy?

We advise that you create a mix of educational, entertaining, and promotional content:

• Educational: Tips, industry insights, marketing trends.
• Entertaining: Memes, humor, behind-the-scenes content.
• Promotional: Case studies, client testimonials.

By diversifying content, you can engage a broader audience and keep them interested over time.

Here are some popular content types you can include in your Twitter marketing plan:

• Twitter threads
• Tweets (promoted tweets, organic tweets, etc.) 
• Video summaries
• Twitter chats
• Twitter spaces
• Twitter ads 
• Images
• Videos

And that content doesn’t always have to be brand new- it’s called content repurposing!

By recycling existing content and presenting it in different formats, you can expand its reach and longevity. 

I.e. You could repurpose a longer video into a series of short teaser clips. These can be shared individually as tweets or as part of a Post thread, each highlighting a different aspect of the original video content. 

Finally, agencies should try and maintain a consistent posting schedule, as the Twitter algorithm tends to favor accounts that post consistently (+ it’s a great way to increase brand awareness!).

Memes, GIFs, and humor

There’s an unbreakable bond between meme culture and digital marketing.

Not only does incorporating them into your Twitter marketing strategy make your brand more relatable, but it also maintains consistent levels of audience engagement (if you do it right!).

Just remember to post memes and GIFs that are relevant to current trending conversations. Twitter is the perfect place to show off your knowledge of the latest pop culture references!

Where is the evidence? 

Numerous statistics have shown that memes are 10x more effective than regular marketing visuals. 

Case Study: Social Chain

In spring 2022, this marketing agency worked with the brand Beats by Dre to promote their Beats Fit Pro headphones for their World Cup 2022 activation, Defy The Noise.

The campaign used a mix of content, including GIFs and short-form videos to connect with the GenZ audience on Twitter, and other leading social media platforms. 

The result? 1.23 million engagements!

This successful campaign demonstrates the power of utilizing memes, GIFs, and humor to connect with audiences, particularly younger demographics.

Consider the following questions when working on your content strategy:

1. Which content formats are most appropriate for our buyer persona and objectives?

2. How can we leverage Twitter's features like polls, threads, or Twitter Spaces?

3. Should our tweets be casual, professional, humorous, or informative?

Download free template here. 

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5. Formulate winning advertising strategies

Twitter ads have the potential to reach 544.5 million users, so why not set yourself up for success with an effective advertising Twitter marketing plan?

There are a few different types of Twitter ads, so let’s go over them:

Promoted Ads (previously known as Promoted Tweets)

These are regular tweets that you can pay to display to a specific target audience, like people who aren’t already following your client’s brand. 

The only difference is that they are labeled as ‘Promoted’.

All users can engage with a promoted tweet, and you'll need to pay a monthly fee for the duration of the tweet's promotion.

Promoted Ads are available in diverse formats for your Twitter marketing strategy:

• Text ads: They maintain the familiar style of a basic tweet.

• Image ads: Similar to a text ad, here you can also include a single photo.

• Video ads: You can include a single video. 

• Carousel ads: These consist of a Tweet showcasing six horizontally swipeable images or videos.

With advanced targeting options and flexible budgeting, Promoted Ads offer creative freedom enabling captivating content formats that engage audiences and encourage brand interactions.

Follower Ads (previously known as Promoted Accounts)

Source

This advertising option enables you to advertise your brand's entire Twitter account.

Follower Ads appear in the timelines of potential followers and are also featured in the "Who to follow" recommendations and search results.

Labeled as Promoted, these ads include a Follow button to encourage user engagement.

Twitter Takeover

There are two types of Twitter Takeover ads:

• Trend Takeover: This allows your content to dominate the "Trending" section of the platform for a set period. It involves sponsoring a trending topic or hashtag and bringing your content to the top of the screen. 

• Timeline Takeover: This allows for your content to appear at the top of a user’s timeline.  

By dominating key areas such as the "Trending" and ‘’What’s happening’’ sections or users' timelines, these ads facilitate real-time interactions around trending topics; each with the most relevant audience for your Twitter marketing campaign. 

A good Twitter strategy should leverage a mix of ad formats…But what other key factors should agencies consider when running Twitter ads?

• Keep your Twitter ads concise: Research has shown that the best-performing ads are those with 50 to 100 characters. Social media users have short attention spans so shorter messages are easier to digest. 

• Have a clear call-to-action (CTA): A strong CTA will encourage users to take the desired action, whether it's visiting your client’s website, making a purchase, or simply following the brand’s social media accounts. 

• Leave the hashtags/mentions out of it: Not only do they occupy valuable character space within the ad, limiting the amount of content you can convey to your audience, but they also distract users from engaging with the primary content of your ad. 

Case study: Digital Marketer

This prominent digital marketing platform utilized Promoted Tweets (now Promoted Ads) which directed users to three blog posts relevant to their product.

Instead of directing traffic to a sales page, they used these articles as landing pages for their Twitter ads, a strategy known as native advertising. 

These tweets directed users to valuable blog posts, which included calls to action for their Authority ROI course.

The results? $7,937.85 in Revenue (ROI of 198%) and 359K impressions!

This impressive Twitter marketing campaign demonstrates the power of Twitter ads.

Promoted Ads are designed to integrate smoothly into users' feeds. By not immediately standing out as advertisements, they foster a more natural user experience, which significantly boosts engagement rates.   

Consider the following questions when preparing your advertising strategy:

1. What specific action do we want users to take when they see our ads on Twitter (e.g., website visits, app downloads, lead generation, brand awareness)?

2. How often should our ads be shown to users on Twitter to maximize reach and engagement without becoming intrusive?

3. Where on Twitter's platform do we want our ads to appear (e.g., timeline, search results, user profiles, trending topics)?

Download free template here.

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6. Test, measure, and optimize

No matter the goal you have set for your Twitter marketing strategy, keeping track of your Twitter analytics is crucial.

Is your social media marketing campaign working? Are there any opportunities for improvement?

Analytics provide concrete data on what's working and what's not. Continuous analysis helps you stay ahead by optimizing your campaigns based on real-time feedback.

Which metrics do I need to track?

You should be tracking the KPIs you have set at the goal-setting part of your Twitter marketing strategy. 

How can I track Twitter Analytics?

X Analytics, previously known as Twitter Analytics, is an in-platform analytics tool that offers insights into engagement, tweet activity, follower demographics, and even a comprehensive view of both organic and paid campaign performance if you decide to integrate ad performance data into X Analytics. 

There are three main dashboards:

• Account home: Here you can see a comprehensive overview of your Twitter account's performance, including tweet highlights, engagement metrics, and profile visits. 

• Post Activity Dashboard (PAD): This provides detailed insights into the performance of individual tweets. 

• Video Activity Dashboard (VAD): This offers insights into the performance of your video content. 

Otherwise, you can integrate a third-party Twitter analytics tool like Buffer to help you stay on top of your KPIs. 

DON’T FORGET to also implement A/B testing across different content formats, messaging strategies, and ad creatives to determine what resonates best with your target audience.

Consider the following questions:

1. Which tweets received the highest engagement, and why?

2. What are the common characteristics of top-performing tweets?

3. How do changes in our strategy impact overall account performance?

4. How does our strategy compare to the client’s competitors’ marketing efforts?

Download free template here.

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Best practices for managing a client’s marketing on Twitter: 6 proven Twitter marketing tips  

The following Twitter marketing tips are guaranteed to level up your social media marketing strategy: 

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Optimize your Twitter profile

Yes, we are starting off with the basics but building a solid Twitter profile is the foundation of any successful Twitter marketing strategy.

After all, this is the face of your client’s brand!

Let’s go through some of the areas you can optimize for the perfect Twitter profile:

• Twitter handle: Your Twitter handle should be short, concise, and aligned with your client’s brand name. Don’t make it difficult for users to tag or mention you across the platform.

• Twitter bio: Your Twitter bio should concisely express your brand's personality, highlight key achievements, and utilize relevant hashtags to improve visibility to your target audience.

• Profile picture: Your Twitter profile picture should ideally be a business logo that is easily recognizable even at a small size. This will make your client’s brand identifiable across the platform. 

• Header image: Your header image should communicate your brand's values, message, or current promotions. You can even update it regularly to reflect seasonal themes, special events, or the latest marketing campaigns, 

Miami Book Fair has done a fantastic job at optimizing its Twitter profile. 

Their profile picture effectively showcases their identity and the vibrant header reflects their literary focus. Their Twitter bio promotes key attractions and employs targeted hashtags for better brand visibility.

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Leverage Twitter hashtags…but don’t overuse them!

FUN FACT: Tweets with 1 or 2 hashtags get a 21% better engagement rate.

So, it is safe to assume that the healthy use of relevant hashtags can significantly improve a brand’s presence on Twitter feed. 

You could even create your own unique hashtags for special events or product launches to boost engagement and make it super easy for users to find your content.  

BE CAREFUL: Excessive use of hashtags on Twitter can overwhelm your audience and detract from your message, so moderation is key!

OneAgency worked with Kawasaki Engines to launch a marketing campaign that promoted their product. 

They skillfully utilized hashtags in their tweets to enhance visibility without overusing them. Each hashtag was thoughtfully chosen, reflecting the brand's essence, relevant to its products, and in alignment with its campaign objectives.

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Build post threads for in-depth content 

Post Threads (previously known as Twitter Threads) are a group of connected tweets from the same Twitter page.

It is a creative tool for brands to tell longer, more captivating stories and connect with their audience on a deeper level.

They allow for the expansion of ideas beyond the 280-character limit, enhancing storytelling and engagement. 

You can use Post Threads for your Twitter marketing strategy in various ways:

• Share client success stories: Start with a tweet setting the scene, and briefly introduce the client and their initial challenge. Follow with tweets detailing the steps taken to address it, highlighting key moments of collaboration and strategy. 

• Create step-by-step tutorials: Give your audience value by sharing tutorials relevant to your brand’s expertise and audience’s interests.

• Repurpose old content: Break down existing content into smaller, digestible segments. This could be a blog post, article, infographic, or any other type of long-form content.

Embarque, an SEO Agency, effectively utilized Post Threads by sharing valuable content about their client's success story.

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Experiment with X Polls for market research

Previously known as Twitter Polls, X polls allow users to create questions with multiple-choice answers for their audience. 

While a Twitter poll is a fantastic engagement tool, it can also be used to collect relevant customer feedback on consumer preferences, product feedback, or industry trends.

Armed with this knowledge, agencies can alter their Twitter marketing strategy to better serve their audience; and thus their client. 

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Host X Spaces for interactive conversations

Previously known as Twitter Spaces, this is a feature that lets you have live audio conversations on the app. 

All you have to do to set one up is:

• Set a title
• Select 3 relevant topics
• Choose if you want the live to be recorded
• Start the Space immediately or schedule for a time of your choosing 

Hosts have complete control over who speaks and can even remove users from the Space.

By hosting Spaces, agencies can directly participate with the community, actively listen to consumer feedback and even host Q&A sessions to drive engagement in an interactive manner. 

Cowrywise, a financial technology company, hosted an X Space with one of their leads to discuss how his team creates a happy work culture. 

The Space worked by showcasing the company’s expertise and bringing customers and thought leaders together in a more personal way. 

The perfect way to build brand authority!

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Explore multi-channel integration

A smart Twitter social media strategy should go beyond just the platform itself.

By incorporating multiple promotion channels into a single campaign strategy, agencies are more likely to tap into a larger customer base, which translates into higher levels of engagement. 

For example, while your video content may thrive on platforms like TikTok, Twitter provides distinct advantages for other types of content that you shouldn't miss out on!

Find out more: How to Manage Multiple Campaigns at Once

Empower managed a 6-month social management campaign for American Express, intending to grow their Twitter and Facebook communities. 

With their multi-channel marketing approach, they managed to grow their Facebook community from 18,000 to over 2,000,000 and their Twitter community from 3,500 to over 50,000!

By utilizing both platforms, Empower succeeded at integrating consistent messaging, branding, and customer engagement across all channels.

The result? Audience growth!

How to manage multiple Twitter accounts 

Successfully running multiple Twitter accounts is a challenge- even for the most experienced agencies!

However, there are some ways you take some of the workload off your team.

Spoiler Alert: Automation software is key!

Automate access requests

Gaining access to client assets during the initial onboarding phase is a struggle most advertising agencies experience. 

With the endless back-and-forth and inevitable misunderstandings, access requests can be messy- and that’s not a good way to start a productive client-agency relationship!

Leadsie can simplify access requests with just a single link!

All you have to do is send your unique link to your clients, wait for them to open it, and BOOM! 

You have everything you need (minus the headache 😅).

Here’s how it works:

Find out more: How to Give Access to an X account

Make use of social media management tools 

Social media automation tools are indispensable for effectively managing multiple Twitter accounts (or any other platform). 

Not only do they save time by automating repetitive workflows, but they also monitor performance analytics to help you measure the effectiveness of your Twitter marketing strategy. 

Hootsuite is a popular social media management platform that allows you to schedule posts, execute multiple campaigns from a single dashboard, and even manage team members.

If you’d rather use an in-platform tool, with any Premium or Verified Organizations subscription you will get access to X Pro; a tool that lets you monitor multiple Twitter accounts in a single place.  

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Create a content calendar

A content calendar is a schedule that outlines the content to be posted on the platform over a specific period. 

It typically includes details such as the date and time of each post, the type of content, and any accompanying hashtags or links.

A content calendar is a must for agencies managing multiple Twitter accounts as it will ensure that you are consistently working on a Twitter marketing strategy that delivers the desired results for your clients.

Most social media scheduling tools like Buffer can automate content calendars, simplifying the planning and execution of social media strategies.

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Stop overlooking X (Twitter) as a marketing tool!

Effectively managing multiple Twitter accounts is essential for agencies aiming to drive real results for their clients. 

With the right Twitter marketing tips, including sophisticated advertising strategies and targeted engagement, agencies can unlock the platform's full potential. 

The right automation tools play a crucial role in streamlining workflows and ensuring consistency across all Twitter accounts.

Here at Leadsie, we offer automation software that makes it SUPER easy to access your clients’ other marketing accounts. 

All you have to do is sign up for our 14-day FREE trial by entering your email below! 🥳👇