How to build a strong X/Twitter company page

Does your business need an X/Twitter page?

X/Twitter is less central to B2B marketing than LinkedIn, but it still serves a purpose. It's an additional touchpoint where prospects, clients, and industry peers can find you. It's also where real-time conversations happen — industry news breaks, opinions are shared, and trends emerge faster than on any other platform.

If your audience includes journalists, tech professionals, or anyone who follows industry discussions in real time, maintaining an active X/Twitter presence is worth the modest investment of time. Use Willow to track whether the platform is driving meaningful engagement for your business.

Setting up a professional page

Username: Keep it simple, searchable, and consistent with your other social profiles. @yourcompanyname is ideal. If it's taken, try a natural variation like @yourcompany_co rather than adding random numbers.

Profile photo: Use your logo on a clean background, at least 400x400 pixels. This appears next to every tweet and reply — it needs to be immediately recognisable.

Bio: You have 160 characters. State who you are, who you serve, and include a keyword or two for searchability. Add your location and website link. Skip hashtags in the bio — use that space for a clear, compelling description instead.

For example: "Social media platform + coaching for B2B service firms in Belgium & the Netherlands. Helping SMBs grow their online presence. 🇧🇪🇳🇱"

Cover photo: Use this space strategically. Highlight your current campaign, showcase your team, or display your core message. Update it seasonally or when you launch something new. Recommended size: 1500x500 pixels.

Pinned tweet: This is the first tweet visitors see on your profile. Pin your best-performing content, a valuable resource, or a clear call to action. Update it regularly — when you have a new piece of content worth highlighting, swap it in.

Posting and engaging

X/Twitter rewards frequency and conversation. Aim for at least one tweet per day. Mix original insights with curated content (articles you share with your own commentary), quote tweets, and replies to industry conversations.

Use Willow's scheduling tool to queue tweets in advance. This keeps your feed active even on busy days. And spend a few minutes daily replying to mentions, engaging with relevant posts, and joining conversations in your space.

The companies that succeed on X/Twitter treat it as a conversation channel, not a broadcast tool. Show up, contribute, and let your expertise speak.