Elon Musk purchased Twitter in 2022 and ordered sweeping changes to branding and employee headcount, among other things. Since then, the general question has been “should I stay or should I go?” With Musk’s recent comments on implementing a nominal fee structure to combat bots that have inundated the platform, it may be time for B2B marketers to reconsider the use of X.
Ultimately, B2B marketers need to pay attention to how your audience and industry are using X. Here are a few questions to consider:
1. Are your business prospects and customers still on the platform? Have you noticed familiar faces dropping from your followers and following list? If your audience has completely disappeared from X, it may be time for you to consider doing the same.
2. Are important conversations in your industry happening on X? Is X a key component of industry events, tradeshows and trending B2B hashtags you need to be a part of? To be considered a thought leader, you likely need to stay and engage where the conversations and trending topics are happening.
3. What are your competitors doing? Have they maintained their posting cadence or has their account increasingly quieted? This may be a factor in your decision to stay on X for B2B, as a quiet competitor may be an opportunity in the marketplace for you.
4. Is your content still receiving engagement? Take a look at your profile analytics to determine how your posts are doing as of late. If your posts are receiving minimal engagement, it may be time to pivot your X B2B digital marketing strategy.
5. Is X an effective channel for your marketing strategy? Peek at your website analytics and pipeline data. Has X been a key contributor to website traffic, conversions, leads or sales?
Ultimately, you may decide to stick around, but it could make sense to pull back on focus in favor of other channels that are more impactful to your business. Take the time to explore other channels like TikTok or Threads to see if they have an increased place in your strategy or pump up your efforts on channels that are most positively impacting your business. Let’s chat about how to focus and enhance your marketing strategy.
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Amanda Korth is a Senior Paid Media Manager at Avid Demand. She has extensive experience managing successful campaigns across nearly all ad platforms. She is passionate about improving clients’ digital advertising results and maximizing paid media ROI.