X Marketing Strategy & Account Audit
Before building or rebuilding your X presence, we start with a thorough audit of your current account, or if you are starting from scratch, a blank-slate strategy based on your market, your audience, and your competitors. We build a strategy document that defines your X content pillars, your tone of voice for the platform, your engagement approach, and your paid amplification plan.
Organic X Content Strategy & Management
We manage organic X presence for brands that want to show up meaningfully on the platform, developing a weekly content cadence that includes: original thought leadership posts, reactive content tied to industry conversations and trending topics, thread content for longer-form ideas, and consistent engagement with the accounts and communities your target audience follows. All content is written in your brand’s specific voice, not a generic ‘brand account’ tone.
X Ads Management, Promoted Posts & Campaigns
X Ads work differently from Meta or Google ads, the platform rewards relevance and engagement quality over raw spend. We manage X ad campaigns across all available formats: Promoted Posts, Video Ads, Carousel Ads (for product showcases or multi-part narratives), and App Install Ads. We also manage Follower Campaigns for brands that want to accelerate audience growth with relevant, targeted followers rather than vanity numbers.
X Ads Targeting & Audience Architecture
X’s targeting system is built around interest graphs and conversation behaviour rather than the demographic and behavioural profiles that define Facebook and Google. We build X ad audiences using: Keyword Targeting, Interest Category Targeting, and Custom Audiences built from your email lists or website visitors via the X Pixel. We layer these targeting approaches to build campaigns that reach the right people at the right moment in the right context.
Real-Time Marketing & Newsjacking
We monitor industry conversations in real time for our X clients and identify the moments where a well-timed response, a contrarian take, or a piece of reactive content can generate outsized organic reach and brand visibility. This is not about chasing virality, it is about being present and credible in the conversations your audience cares about.
Community Building & Audience Engagement
We build X audience growth strategies focused on quality: strategic engagement with relevant accounts, participation in recurring X Spaces, reply-driven engagement tactics that build relationships with journalists, influencers, and potential customers, and community thread participation that puts your brand in front of audiences that are actively discussing your category.
X Analytics, Performance Tracking & Reporting
We set up enhanced X tracking, including the X Pixel for website attribution, UTM parameters on all linked content, and integration with your broader marketing analytics, so we can report not just on impressions and engagement but on website traffic from X, conversion events, and the downstream effect of X activity on your lead pipeline. Monthly reports cover what performed, why, and what we are changing based on the data.
X for B2B
X is a particularly powerful channel for B2B brands whose buyers spend time on the platform. Sectors where X’s user base concentrates heavily, technology, fintech, media, marketing, policy, and professional services, represent exactly the industries where B2B brands can build disproportionate share of voice relative to investment. We build B2B X strategies focused on: founder and executive thought leadership accounts, industry conversation participation, original research and data sharing, and lead generation campaigns using X’s Lead Generation Cards.
