Written by Anna Sonnenberg

How to Create a Twitter Strategy for Clients

Get all the help you need to establish a Twitter strategy for your social media marketing agency clients.

Planning to add Twitter management to your agency’s list of social media services? You’re in good company.

Over 65% of B2B marketers already use Twitter for marketing, and 145 million users log in to the platform daily. That means this channel has plenty of potential along with ample competition.

Because of Twitter’s many quirks—from its 280-character limit to its 18-minute tweet lifespan—this platform demands a unique strategy.

So, how can you develop an effective approach for your social media agency’s clients?

Let’s look at how to create a Twitter strategy that can help your clients’ brands thrive.

1. Understand Your Clients’ Goals

To craft a Twitter strategy that works for your clients, clarify their goals and related key performance indicators (KPIs). How does using Twitter allow them to reach their business and marketing objectives?

Some common Twitter goals and KPIs include:

Customer service

Answer customer questions and respond to complaints. Standard KPIs include replies, reviewed mentions, and average response time.

Brand awareness

Introduce the brand to a wider audience and keep it top-of-mind with consumers.

Possible KPIs include:

  • Impressions
  • Likes
  • Retweets
  • Brand awareness
  • New followers

Lead generation

Identify prospective customers and guide them toward a conversion.

Potential KPIs include:

  • URL clicks
  • Click-through rate (CTR)
  • Conversion rate


Prompt customers to make online or in-store purchases. Typical KPIs include URL clicks, adds to cart, and purchases.

2. Research Their Target Audience

To help your clients reach their goals using Twitter, you need to know their target customers. You have to know who you’re speaking to publish compelling content and offer effective responses.

Twitter used to provide audience insights but axed this feature in early 2020.

To research client audiences, use these tools instead.

Other social platforms

If you manage other social channels for your clients, you’re in luck. Platforms like Facebook, Instagram, and Pinterest offer in-depth audience insights.

You can identify the audience’s location, age, gender, marital status, and education level. You can also learn about their interests, behaviors, and devices.

Google Analytics

Your clients’ website analytics can also offer keen insights into their audiences.

With Google Analytics, you can get basic demographic data and learn about the audiences’ interests and browsing preferences.

Google Analytics demographics

3. Check Their Twitter Analytics

Taking over Twitter management from your clients’ in-house team or from another agency? Seasoned Twitter accounts have tons of helpful data.

Although the platform no longer offers audience insights, Twitter Analytics lets you review the account’s past performance. With this data, you can:

  • Set benchmarks for KPIs like impressions, retweets, likes, and URL clicks.
  • See what kind of content has worked well for your clients’ audience.
  • Get a sense of the best times to tweet for maximum engagement.

4. Look Over Your Clients’ Competitors

Creating a carbon copy of your clients’ competitors’ Twitter profiles won’t help you reach your goals.

But checking out how they use Twitter and what type of content they publish can provide inspiration for your strategy.


Here’s a simple checklist for doing competitor research on Twitter:

  1. Ask your clients for a list of their top three competitors.
  2. Scroll through each one’s Twitter profile and note their pacing and content style.
  3. Use a tool like Twitter Report Card to compare audience size, quality, and engagement.

Twitter Report Card

5. Create a Brand Voice and Style

Every client should have a distinct voice and aesthetic that their followers can easily identify.

To use your clients’ unique brand voice in every 280-character tweet, create a basic style guide.

Elements to include

  • Tone: The way your clients speak on social media says a lot about the relationship they want to have with customers. Does your client consider customers to be best pals? Do they want to position themselves as expert authorities instead?
  • Words to use or avoid: There are so many ways to say the same thing. Does your real estate client prefer “renters” over “tenants?” Perhaps your client has a special nickname to use when referring to customers or fans.
  • Emojis: These tiny images can add an extra layer of meaning to your tweets, but they’re completely optional. Decide whether to use them at all. Then set a standard for how many and which emojis to use.

6. Do Hashtag Research

By adding hashtags to your tweets, you can increase your clients’ reach and connect with more customers.

When choosing hashtags, keep these tips in mind:

  • Keep it relevant: Adding popular yet irrelevant hashtags just for the extra reach will only confuse and annoy followers. Use hashtags that relate to the topic to open up the conversation in a helpful way.
  • Promote campaigns: Create unique hashtags for your clients’ social media campaigns. Keep them short and sweet to increase the chances of followers using them correctly.
  • Check popularity: Unless you’re developing an original hashtag, aim to use keywords that already have traction. With tools like Keyhole, you can check hashtag performance over time and review top posts and influencers using the keyword.

Keyhole hashtag research

7. Develop a Content Calendar

After finishing your preliminary research, draft a monthly content calendar for your clients. Map out major campaigns, such as special promotions and product pushes.

Add goal-focused tweets, such as opt-in magnet links designed for lead generation. Pad out your calendar with curated content from influencers and thought leaders.

To create the optimal content calendar, aim to tweet several times daily.

Social media experts typically recommend tweeting at least three times a day and as much as 30 times a day.

8. Know When to Schedule vs. Post in the Moment

To batch tasks and help your team save time, plan as many tweets as possible in advance. With tools like Agorapulse, you can schedule or queue hundreds of tweets weeks or months ahead of time.

You can also use Agorapulse to find the best times to post and create a reliable Twitter schedule.

Twitter user activity

Yet it isn’t realistic to plan every tweet in advance.

To design a successful strategy, you have to tweet in real time, too. Build in time to tweet about breaking news, join important conversations, and comment on trending topics.

9. Engage With Your Clients’ Audience

You won’t accomplish much for clients by yelling into the Twitter void. Instead, frequent engagement is essential.

Use these rules of thumb to make your replies and retweets go farther on Twitter:

  • Engage at set times: Don’t want to be in an endless loop of responding to notifications? Use your audience research to identify when your audience is most active each day. Then log in at a few high-activity times each day to respond and retweet.
  • Used saved replies: If your clients receive a lot of similar mentions or DMs, save and reuse your replies. Take a second to add some personalization and make each connection count.

10. Identify High-Impact Figures

Although every Twitter interaction can help you reach your goals, some connections are more valuable than others.

To ensure your clients extract maximum value from this channel, help them connect with high-impact figures.

Then prioritize engaging with these profiles.

Here’s how:

Seek out influencers in your clients’ industry

Use tools like Keyhole and BuzzSumo to find social media influencers. Search for those with the largest audiences and the highest engagement rates. Then follow them on Twitter and start engaging with their content.

Track their most engaged followers

Sometimes, the best micro-influencers hide in plain sight. When you use a social media dashboard like Agorapulse for engagement, it tracks every interaction on Twitter. You can easily see who’s mentioned your clients dozens of times or who responds to virtually every tweet.

Agorapulse social CRM

11. Build Twitter Lists

Once you’ve identified the most important connections for your clients, add them to an exclusive Twitter list.

This native Twitter function lets you keep a closer eye on select profiles so you never miss a tweet.

Twitter list

Even better, you can create as many public or private Twitter lists as you like. That means you can set up separate Twitter lists for competitors, influencers, industry experts, and more.

12. Leverage Social Listening

Twitter users publish 500 million tweets every day, or 6,000 every second. That means there are a lot of conversations happening around you at all times.

Social listening is your ticket to finding and joining important conversations on Twitter.

social listening

To leverage social listening, use a tool like Agorapulse or Keyhole to monitor important hashtags.

Check your dashboard daily to track trends and patterns. Then jump in and join the discussion to contribute to your client’s take.

13. Tune in for Twitter Chats

Want to join time-sensitive conversations as they happen? With Twitter chats, you can share your clients’ expertise, connect with key thought leaders, and gain new perspectives.

Twitter chat

Twitter chats happen every day in every industry.

Search the platform for events like Agorapulse’s weekly #AgencyChat and mark your calendar so you can tune in at the right time.

14. Consider a Paid Twitter Strategy

In some cases, an organic Twitter strategy may be all you need to reach your clients’ goals. Yet in other cases, a paid strategy may be essential for more ambitious KPIs.

With Twitter Ads, you can:

  • Grow your clients’ audience and reach more people.
  • Improve brand awareness by sharing videos.
  • Promote tweets to improve engagement and drive conversions.

15. Review and Revise Your Twitter Strategy Regularly

The Twitter algorithm constantly evolves, and so should your approach.

Review your Twitter Analytics or social dashboard reports regularly to make sure you’re on track.

If you aren’t quite meeting your KPIs, test out different content types, alter your publishing schedule, or prioritize interacting with followers until you deliver the right results for your clients.

No matter your clients’ social media goals, you can help them get there with Twitter. By leveraging the platform’s unique features, you can design a Twitter strategy that contributes to client success and agency growth.

Anna Sonnenberg

Anna Sonnenberg is a digital marketer who specializes in paid social strategy, social media management, content strategy, and email marketing. For over six years, she has run Sonnenberg Media, a digital micro agency that works with small businesses in the natural food and beverage industry, health and sustainability market, and travel space.