In the past two months, I’ve had insightful conversations with three visionary founders leading AI-focused SaaS startups.

These innovative companies have rapidly gained ground in the market with revolutionary product development and integrated marketing initiatives.

However, as their startups continue to expand, they are encountering new challenges that require a focused, intuitive marketing approach. Some imminent challenges include:

Product positioning in the ever-evolving AI space

User growth and engagement leading toward international expansion

Content creation & Effective marketing budget allocation

In this post, we will focus on the dynamics of organic growth through Twitter (now X) while briefly touching base with email marketing.

Consider this information as a guide to help shape your own Twitter/X growth.

Let’s dive in.

1) Understand The Marketing Funnel

The marketing funnel is a framework for understanding the stages a potential customer goes through in their journey, from initial awareness to the final purchase decision.

From the beginning, your content and engagement goals should be tied to where your funnel is leading your customers.

Twitter/X marketing is at the top-of-the-funnel stage and email marketing is in the middle-of-the-funnel. The goal at TOFU is to raise awareness.

At this stage, we measure success by measuring our reach and engagement.

The goal at MOFU is to nurture, educate, and convert. We measure our success by looking at lead quality, open rates, click-through rates, and conversion rates. In the next section, you’ll learn what you should be doing on Twitter/X.

2) Amplify Your Content Volume

I took two trainings in the last year to learn how to create a community on X. I learned that my expectations around content creation and distribution were completely off.

These people and brands are publishing anywhere between 3-5 posts every day. They manage it by using content publishing tools. There’s another key lesson that I’ll explain in the next section.

3) Balancing Content Creation and Distribution

When your team is creating a large volume of content, it can burn out. But what if there’s a system to spend less time on content creation and more time on content distribution?

It all starts by creating an SOP. Because if you’re winging it, you’re doing it wrong.

Ask the content lead on your team to assemble a brand guideline document along with an SOP to swiftly create engaging content for your brand.

This is not your content strategy with the pillars and information about the target audience.  This is a simple brief document that highlights:

… How your team will create and distribute content?

… How many hours will be allocated each week for this process?

… Who will be involved in content approval?

… What are the stages and deadlines for content approval?

… It’s like creating an assembly line for your twitter content creation process. Once you’ve done this, we move on to the strategy.

4) Distribute Consumer-Focussed Content

I’ve written over 2,000 content and copy pieces for SaaS, marketing, tech, and real estate. While the system I used to write these campaigns and content is the same:

Research → Mapping out the message → Creating the message → Distributing the message

Still, no two campaigns of different brands in the same vertical are alike.  The reason is that each brand has its own USP and hence the target audience of each brand differs in terms of its psychology/emotions.

Spend some time trying to find out your big idea which ties to the USP of your SaaS product.

It’s easier said than done. But once you nail your marketing message or the big idea, content creation becomes more about following a strategy than doing guesswork.

5) Pay Attention To Algorithm But Pay More Attention To Consumer Psychology

Algorithms change every few weeks but there’s something that hasn’t changed since decades, and that is how the human mind works. Customers have evolved sure, but they still make their decisions based on two principles:

#1: To achieve happiness, comfort, productivity, and financial stability.

#2: To avoid fear, abandonment, embarrassment, and discomfort.

It is useful to remind yourself why people are using X in the first place, and what will make them stop scrolling and start paying attention to you (and no, it doesn’t involve bizarre off-the-chart claims).

6) Connect The Dots For Your Prospects

Facilitate the process of connecting the dots for your customers, helping them understand how your product’s features translate into tangible benefits. Let your content be the bridge that makes these connections.

7) Ask Small

On Twitter, avoid making major sales requests. Instead, gently direct your audience to the next logical step in the funnel.

This approach fosters a smoother user journey and higher engagement.

Wrapping Up…

Understanding your place within the marketing funnel is fundamental. Twitter (X) reigns supreme at the top-of-the-funnel (TOFU), generating brand awareness and expanding your reach.

Meanwhile, email marketing takes center stage in the middle-of-the-funnel (MOFU), nurturing leads with targeted content, educating them about your product’s specific value proposition, and ultimately converting them into customers.

Aligning your strategies accordingly is crucial.

For example, in the MOFU stage for a SaaS project management tool, Twitter could be used to share case studies and customer testimonials showcasing real-world results, while email marketing could nurture leads with in-depth guides on optimizing workflows and boosting team collaboration using the tool.

But our journey as marketers doesn’t end there.

As your prospects become increasingly familiar with your product, they evolve into a more sophisticated audience with evolving needs.

This requires you to tailor your content accordingly.

The optimization process is continuous, ensuring your marketing efforts stay relevant and effective throughout the entire customer journey.