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Why we care about RevOps: A marketer’s guide

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Why we care about RevOps: A marketer’s guide

The siloing of marketing and sales has never been good for business, and organizations are starting to agree. That’s given rise to RevOps, short for revenue operations, which is a relatively new organizational structure that seeks to improve alignment between marketing, sales and customer success by bringing separate operation teams together, establishing one reporting line and driving common revenue goals.

The rise of RevOps comes as companies realize that providing a stellar customer experience across all interactions from marketing, sales and service is key to driving revenue. And as customer journeys become more complex and more digital than ever, an alignment model like RevOps can ensure all teams are operating with shared goals and strategies.

But while the high-level promise of organizing these teams in RevOps models is attractive, these are still in the early phase of adoption and are being embraced in different forms by different brands.

This article provides an overview of what RevOps is, why organizations are rapidly embracing the concept, and how you can start taking steps toward implementing RevOps in your organization. We’ll cover:

Estimated reading time: 10 minutes

What is RevOps?

RevOps brings together people, processes, and data from across various departments in an organization, aligning them on three common goals::

  • Increasing profits by maximizing customer conversion and profit margin on sales. 
  • Cutting costs across various departments.
  • Finding new opportunities for revenue generation.

With RevOps, you have a dedicated function solely focused on analyzing and overseeing revenue maximization opportunities across the entire organization and customer life cycle.

What’s causing the rise in RevOps?

Traditionally, disconnected sales and marketing teams were the norm and seemed to be working well enough. Each department was expected to work toward meeting its own goals with little to no involvement in the financial and operational planning of another department.

However, this resulted in frequent miscommunication, duplicated efforts, and inconsistencies. Not to mention it only gets messier as you scale up and provide more offerings. There was a clear need for a better, more comprehensive business function that can maximize marketing budgets and user experience without causing big dents in the company’s operational budget.

RevOps is the perfect solution for this because it: 

  • Helps cut costs and save on the company’s overall expenditure. 
  • Looks for new opportunities for revenue generation.
issues revops is designed to tackle

How to ensure your RevOps team is successful

Revenue operations, like any other business function, needs to be implemented properly or else it runs the risk of failure. A survey of 270 B2B professionals in the US by RevOps automation vendor Openprise suggests RevOps is falling short and has yet to solve the long-established problem of aligning sales and marketing teams. So, how do you ensure your RevOps strategy is successful?

Let’s start with their fundamental structure. RevOps aims to link marketing, sales, and customer success. Both that doesn’t mean the entirety of those teams is linked into one gargantuan RevOps team. Rather, RevOps teams are compiled by linking key operations talent from within sales and marketing and organizing them into a single operating team.

The success of your RevOps team relies on their ability to act on three important pillars.

Strategy

The RevOps team’s job is to ease processes, find more efficient connections between the siloed departments, and detect pain points. It can do this by strategizing actionable, well-defined plans that are also goal-oriented and effectively communicated throughout the organization. 

Keeping your internal and external stakeholders in the loop and ensuring all departments work toward a common goal can help them make better decisions. The RevOps team is also expected to run regular analyses which evaluate market trends and opportunities. These can then be used to shape your business strategies and the actions of different departments. Simply put, supply your RevOps team with tons of market data. It’ll help them make better-informed decisions.

Process

Your RevOps team is also in charge of ensuring that all areas of the organization are running smoothly. A well-defined strategy leads to a smooth business process that ensures maximum efficiency and minimal usage of money and manpower. It’s up to the RevOps team to develop a smooth business process, communicate clearly with all teams involved, and regularly assess each step for effectiveness and potential areas of improvement.

If steps of the process are missed, or stages are out of order, it could ultimately result in inefficiency, delays, added costs, and customer dissatisfaction.

Insights

Insights allow for a consistent feedback loop regarding the above-mentioned strategies and processes. It provides answers to the questions: What are we doing? Is that working for the company? Is there scope for improvement? What other aspects of the strategy and process could be influencing our outcomes?

As mentioned above, industry insights are all about good data. These insights inform your RevOps team of current trends and how (and to what extent) they can be leveraged to help your business. Ultimately, RevOps is about finding and maximizing business opportunities.


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The benefits of RevOps implementation

People, processes, and information working in isolation within an organization can lead to many problems like duplicated efforts, miscommunication, inconsistencies, and inaccurate financial projections. Here’s how RevOps can help solve this:

  • Alignment: By bringing together customer-facing departments like sales, marketing, and customer service, businesses can focus on shared goals across departments. It can also ensure that the results of every campaign and customer initiative are measurable from beginning to end.
  • Simplification: Employing RevOps simplifies collaboration, removes conflicts and silos amongst departments, and allows for better communication and data to support team members, empowering them to make better decisions and achieve better outcomes. This boosts overall efficiency and creates a better customer experience. 
  • More accuracy: Forecasting also becomes more accurate, as information is accessible across departments. Having a special RevOps team can make it easier for different teams to collaborate and come up with robust business strategies.
  • More strategic use of technology: RevOps can help a company make better use of its technological resources. It can increase conversion, shorten sales cycles, and improve forecast accuracy by using AI and automation to boost accountability across the customer-facing teams.
  • Better culture: When you use RevOps to bring teams together and share information, you’re redirecting to transparency and data-driven teamwork. There is a common goal and measurable results that everyone can work toward, preventing conflicts regarding blame or credit.

Ultimately, all of these benefits result in higher success rates and shorter sales cycles, which, in turn, translates to higher revenue and growth.

Frequently asked questions about RevOps

Here are some of the most popular questions marketers ask regarding RevOps.

What is the difference between RevOps and Sales Ops?

Sales operations focus on facilitating sales functions and allowing sales representatives to focus on selling.

On the other hand, revenue operations is about making the entire revenue-generating side of the business more effective at what they do. It works by centralizing four previously disconnected departments, including sales operations, marketing operations, customer success operations, and systems. RevOps is not only about achieving revenue goals but also about providing a positive experience for employees and customers.

What problems does RevOps solve?

Although RevOps focuses on maximizing brand revenue, its benefits go beyond this function. A well-trained RevOps team can resolve a whole host of problems, from improving data quality to building more sustainable work processes.

RevOps builds processes at every stage. RevOps teams help brands unify processes across every department by aligning their functions with campaign goals. Aligning these processes can also help prevent discrepancies in communication, helping craft a consistent and excellent experience for customers. 

It addresses inconsistent data and duplicated efforts. RevOps can help marketers identify data issues such as duplicate contacts, inconsistent records, and more. This can help it track the flow of (and any leaks in) revenue throughout the organization.

It breaks down departmental and data silos. RevOps facilitates the breakdown of company silos by tying the revenue success of every department together. It can help resolve disputes between departments by creating a collaborative mindset with a unified goal.

How do you measure the success of RevOps?

​​RevOps is a collaborative, customer-centric approach to maximizing a business’s revenue potential and minimizing leaks. To measure how well your RevOps team is doing, you should turn toward a constant feedback loop and transparent sharing of information. However, the size of your venture and the length of the project would also play a role in gauging RevOps success. 

Ideally, you can track progress by assessing your short-term and long-term revenue goals. You can align short-term goals with your company’s strategies, which can then be divided into actionable parts. The outcome of these actions can be measured, with reference to your goals, through a goal-setting framework.

Long-term goals are slightly more complicated to measure and involve various analyses, such as evaluating your pricing, competition, sales funnel, and churn:

Pricing analysis. Knowing your company’s pricing history can help you understand how customers view your product. It can also help you understand whether you can increase prices without losing customers.

Competitor analysis. It’s also helpful to understand what your competitors are doing. This doesn’t have to influence your pricing, but it can help you reevaluate your selling strategy and revisit your value proposition.

Sales funnel analysis. This allows you to focus on revenue leaks by identifying the barriers to successful conversions. Knowing this information can help your team understand why there is a drop-off at a certain stage and take corrective measures.

Churn analysis. This helps you understand why customers aren’t coming back for repeat business. It may be the case that you have a solid selling strategy, but your product just isn’t good enough. If that is the case, it makes sense to invest time in improving your product before trying to sell more.

How to make the transition to RevOps

According to Gartner, 75% of the top companies in the world (in terms of growth) will deploy a RevOps model by 2025. Plus, the number of “director of revenue operations” and “VP of revenue operations” job titles is rapidly increasing. 

Are you wondering how you can join the ever-increasing number of companies using RevOps? Here are a few ways: 

Audit your processes to find areas of disconnect between departments. Gather and align all your existing data with your customer’s lifecycle stage and create a plan to fill in any gaps. Audit the technology you use in each of your customer-facing departments to ensure that they’re accurately tracking data.

Define your lifecycle stage definitions for your team. Evaluate your data to ensure you’re getting insights into the entire 360-degree customer journey and the financial health of your business. In addition, regularly audit your tech stack to identify and combat any redundancies and discrepancies, and brief your team about the impact RevOps processes have on various aspects of a company’s revenue.

Improve your customer experience. Put together a plan for improving customer acquisition, relying on inbound sales strategies, follow-up emails, and outbound sales outreach emails. Build a RevOps dashboard that highlights your current problem areas.

Maintain consistency with your RevOps growth strategy. Set regular RevOps check-ins to maintain alignment by reinforcing revenue and growth goals with marketing, sales, and service heads to ensure that they’re all on the same page. Create and follow an implementation plan to boost the adoption and optimization of your RevOps strategy.

Resources for learning more about RevOps

Maximizing revenue operations for your organization is no simple task. But, with a qualified team and the right assets, marketers will have a greater chance of achieving their goals.

Here are some helpful RevOps resources to help you choose the best solutions for your organization:


About The Author

Akshat Biyani is a Contributing Editor to MarTech, a former analyst who has a strong interest in writing about technology and its effect on marketing.


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How to optimize your online forms and checkouts

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How to optimize your online forms and checkouts



Forms are probably the most important part of your customer journey. They are the final step where the user entrusts you with their precious personal information in exchange for the goods or services you’ve promised.

And yet, too many companies spend minimal time on making sure their form experience is a good one for their users. They don’t use data to establish where the UX problems are on their forms, and they don’t run form-specific experiments to determine how to improve their conversion rate. As a result, too many forms are unnecessarily driving potential customers away, burning potential revenue and leads that could have been converted if they had only spent a little time and effort on optimization. Two-thirds of people who start a form don’t go on to complete it, meaning that a lot of money is being left on the table.

This article contains some of our top tips to help optimize your forms + checkouts with the goal of improving their conversion rate and delivering more customers and leads.

Use data to identify your problem fields

While user testing and session replay tools are useful in identifying possible form issues, you should also be using a specialist form analytics tool, as this will allow you to quantify the scale of the problem – where are most people dropping out – and prioritize improvements accordingly. A good form analytics tool will have advanced insights that will help work out what the problem is as well, giving you a head start on creating hypotheses for testing.

A/B test your forms

We’ve already mentioned how important it is to nurture your forms like any other part of your website. This also applies to experimentation. Your A/B testing tool such as Optimizely should allow you to easily put together a test to see if your hypothesis will improve your conversion rate. If there is also an integration with your form analytics tool you should then be able to push the test variants into it for further analysis.

Your analytics data and user testing should guide your test hypothesis, but some aspects you may want to look at are:

  • Changing the error validation timing (to trigger upon input rather than submission)
  • Breaking the form into multiple steps rather than a single page
  • Removing or simplifying problem fields
  • Manage user expectations by adding a progress bar and telling them how long the form will take upfront
  • Removing links to external sites so they are not distracted
  • Re-wording your error messages to make them more helpful

Focus on user behavior after a failed submission

Potential customers who work their way through their form, inputting their personal information, before clicking on the final ‘Submit’ button are your most valuable. They’ve committed time and effort to your form; they want what you are offering. If they click that button but can’t successfully complete the form, something has gone wrong, and you will be losing conversions that you could have made.

Fortunately, there are ways to use your form data to determine what has gone wrong so you can improve the issue.

Firstly, you should look at your error message data for this particular audience. Which messages are shown when they click ‘Submit? What do they do then? Do they immediately abandon, or do they try to fix the issue?

If you don’t have error message tracking (or even if you do), it is worth looking at a Sankey behavior flow for your user’s path after a failed submission. This audience will click the button then generally jump back to the field they are having a problem with. They’ll try to fix it, unsuccessfully, then perhaps bounce back and forth between the problem field a couple of times before abandoning in frustration. By looking at the flow data, you can determine the most problematic fields and focus your attention there.

Microcopy can make the checkout experience less stressful

If a user is confused, it makes their form/checkout experience much less smooth than it otherwise could be. Using microcopy – small pieces of explanatory information – can help reduce anxiety and make it more likely that they will complete the form.

Some good uses of microcopy on your forms could be:

  • Managing user expectations. Explain what information they need to enter in the form so they can have it on hand. For example, if they are going to need their driver’s licence, then tell them so.
  • Explain fields. Checkouts often ask for multiple addresses. Think “Current Address”, “Home Address” and “Delivery Address”. It’s always useful to make it clear exactly what you mean by these so there is no confusion.
  • Field conditions. If you have strict stipulations on password creation, make sure you tell the user. Don’t wait until they have submitted to tell them you need special characters, capital letters, etc.
  • You can often nudge the user in a certain direction with a well-placed line of copy.
  • Users are reluctant to give you personal information, so explaining why you need it and what you are going to do with it is a good idea.

A good example of reassuring microcopy

Be careful with discount codes

What is the first thing a customer does if they are presented with a discount code box on an ecommerce checkout? That’s right, they open a new browser tab and go searching for vouchers. Some of them never come back. If you are using discount codes, you could be driving customers away instead of converting them. Some studies show that users without a code are put off purchasing when they see the discount code box.

Fortunately, there are ways that you can continue to offer discount codes while mitigating the FOMO that users without one feel:

  • Use pre-discounted links. If you are offering a user a specific discount, email a link rather than giving them a code, which will only end up on a discount aggregator site.
  • Hide the coupon field. Make the user actively open the coupon box rather than presenting them with it smack in the middle of the flow.
  • Host your own offers. Let every user see all the offers that are live so they can be sure that they are not missing out.
  • Change the language. Follow Amazon’s lead and combine the Gift Card & Promotional Codes together to make it less obvious.

An example from Amazon on how to make the discount code field less prominent

Get error messages right

Error messages don’t have to be bad UX. If done right, they can help guide users through your form and get them to commit.

How do you make your error messages useful?

  • Be clear that they are errors. Make the messages standout from the form – there is a reason they are always in red.
  • Be helpful. Explain exactly what the issue is and tell the user how to fix it. Don’t be ambiguous.

Don’t do this!

  • Display the error next to the offending field. Don’t make the user have to jump back to the top of the form to find out what is wrong.
  • Use microcopy. As noted before, if you explain what they need to do early, they users are less likely to make mistakes.

Segment your data by user groups

Once you’ve identified an issue, you’ll want to check whether it affects all your users or just a specific group. Use your analytics tools to break down the audience and analyze this. Some of the segmentations you might want to look at are:

  • Device type. Do desktop and mobile users behave differently?
  • Operating system. Is there a problem with how a particular OS renders your form?
  • New vs. returning. Are returning users more or less likely to convert than first timers?
  • Do different product buyers have contrasting expectations of the checkout?
  • Traffic source. Do organic sources deliver users with higher intent than paid ones?

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About the author

Alun Lucas is the Managing Director of Zuko Analytics. Zuko is an Optimizely partner that provides form optimization software that can identify when, where and why users are abandoning webforms and help get more customers successfully completing your forms.


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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.

Conclusion

If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

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Is Twitter Still a Thing for Content Marketers in 2023?

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Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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