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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.

1675511155 479 Is Twitter Still a Thing for Content Marketers in 2023

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. Klicka för att tweeta

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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.

1675511155 968 Is Twitter Still a Thing for Content Marketers in 2023

“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. Klicka för att tweeta

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.

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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. Klicka för att tweeta

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 videoinnehåll 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.

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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 Tick tack, 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 (sociala 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.

Vill du ha fler tips, insikter och exempel på innehållsmarknadsföring? Prenumerera till arbetsdags- eller veckomail från CMI.

HANDPLOCKAT RELATERAT INNEHÅLL:

Omslagsbild av Joseph Kalinowski/Content Marketing Institute



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Salesforce sommaren 2023 release: Affärsledarens guide

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Salesforce sommaren 2023 release: Business executives guide

Salesforce’s summer release delivers a series of enhancements to improve the user experience and saving time through efficiency. After all, what good is a tool if it’s challenging to use and takes up a bunch of time that none of us have? 

Highlights covered in this edition include admin and CRM enhancements, Account Engagement (formerly Pardot), and feature upgrades for Commerce.

Admin and CRM enhancements 

Whether you’re a seasoned pro or a first-time user of Salesforce, these admin and CRM enhancement enable you to customize the experience and find things faster.

  • Layout. Imagine trying to read a book, but the words are all jumbled together, making it nearly impossible to understand. Before the latest layout updates, that’s how Salesforce used to feel for many users — especially first-timers. The updated layout includes consolidated address fields, phone numbers, and well-spaced elements to improve readability and navigability. In addition, you can now align fields horizontally for user adoption and data visibility.
  • Optimized app pages. Users can customize and optimize app pages, making information more accessible and digestible for users. Maximizing and minimizing sections of pages will help you and your team find what you’re looking for faster, which means less time spent scrolling.   
  • Gender-neutral salutations. The importance of honoring all of your customers cannot be overstated. Salesforce has adopted gender-neutral salutations so you can better reflect the diversity of your customers. An “Mx.” salutation is now available, which is a significant step towards making everyone feel seen and valued.
  • Customizable dashboards. The dashboard, which has been a significant source of frustration, is now customizable and can be tailored to your customers with the ability to add custom images and text. Plus, you can add up to five filters and focus your dashboard. All this is to say that you can set your workspace to suit your needs and preferences, making it more efficient and narrowly tailored for your target audience.
  • Updated calendar. The last important update in this section is that the calendar feature has been revamped to include a drag-and-drop capability to move events around easily. Plus, there are now overlapping event tiles and color-coded events for better usability. Updates to calendar functions have been a longtime request by Salesforce users, and the upgrades are exciting because they lead to increased productivity. 
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Account Engagement 

Salesforce’s Account Engagement, formerly known as Pardot, has received several significant updates to improve efficiency and effectiveness.

  • Completed actions + external actions. Trigger partner completion actions with external actions in the same setup. Previously, external actions had to be triggered via Engagement Studio, but you can use your Account Engagement platform and third-party tools to automatically create a multi-touch experience while also creating operational efficiencies between marketing systems. Let’s say you have a user fill out a form on your site. You can now automatically register them via your webinar tool. You can also create an automatic second touch by sending them a text message after the form completion. 
  • Optimizer tool. The new optimizer tool for Account Engagement allows users to see how the tool and your business unit(s) are operating at any time. This includes identifying areas to improve your overall performance, which in turn creates more efficient touchpoints for your customer.  A great example of the tool at work is identifying the overuse of automation rules that can slow overall operational processes ‘behind the scenes’ (which can delay critical communications to your customers!). In digital, every second counts; Optimizer’s ability to surface risks to Account Engagement users means you’ll be spending time fixing automations rather than manually auditing your tool.
  • Data Cloud. Account Engagement now works with Salesforce Data Cloud (formerly Salesforce CDP) to connect data from multiple sources and unify that data into unified customer profiles. Once unified profiles are available, Account Engagement users can segment and personalize their customer communications, driving increased engagement and revenue.
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Guest check-out upgrade among Commerce enhancements

Several significant updates that enhance customer experience were included in this release: upgrades to guest checkout, a self-service reorder portal, a Pay Now feature, and saved payment methods.

  • Guest check-out feature. Allows customers to browse and check out anonymously, making the shopping experience faster and less intrusive.
  • Self-service reorder portal. Simplifies the process of placing repeat orders, saving time and effort. 
  • Pay Now: Makes it easier to process payments without going through the checkout process by letting businesses send a URL or a page to a customer so they can make a payment immediately. Think of it as skipping the line and going straight to the cashier.
  • Saved payment methods.  Also enables quicker checkouts by eliminating the need to re-enter payment information each time. This feature mimics a digital wallet, only you don’t need to dig around to find your credit card. 

Want to see all the details? The full Salesforce Summer ‘23 Release notes are here. 


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Om författaren

Joe Anzalone

Joe is Vice President, Salesforce Technology at Shift7 Digital. As a member of the Shift7 leadership team, Joe works to craft solutions and architectures that meet ambitious client goals using the power of the Salesforce platform, including product ownership for Shift7’s Industry GTM Accelerators. Joe brings more than 20 years of experience implementing Salesforce and other digital platforms including enterprise solutions and complex technology implementations. He sits on the Salesforce B2B Commerce product advisory board. Shift7 Digital is a Salesforce Ventures-backed agency, revolutionizing the digital experience for manufacturers, distributors, and their customers.

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AI har gjort kundvärdesresan mer kraftfull: Här är varför

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AI har gjort Customer Value-resan mer kraftfull: Här'

If you are reading this article, chances are that you know something about Ryan Deiss and his Customer Value Journey. Ryan literally built a marketing education empire on the concept of this framework.

It’s so important to the DigitalMarketer community that he even has the original napkin version framed like a relic to be viewed like the Mona Lisa.

1685911250 528 AI Has Made the Customer Value Journey More Powerful Heres

My name is James Bullis. I am a Marketing Technologist / Webmaster with over 25 years in the industry.
I remember when I first learned about this concept around 15 years ago.

It was originally called Customer Value Optimization and had an entirely different structure. I’m a web designer and when I started working in this industry I started out in marketing.

When I became a web designer, I didn’t understand that a business web design is a part of a business’
marketing plan. After learning more about marketing, I realized how I could put these concepts into the website and use them to create a better website experience for my customers’ website visitors.

Then the along came the Customer Value Journey (CVJ) which was a fundamental upgrade and made the entire foundational framework make more sense. It essentially closed the loop and created an endless flywheel of customers if applied correctly.

It really played well in helping to understand how a business website should be laid out so that the traffic could be funneled through the Customer Value Journey.

The CVJ is not the only part of this foundational framework. It is usually accompanied by an Ideal Client Avatar and the Before & After exercise. Essentially, you need to understand who you want to help and be able to empathize with them to discover how you can bring value by easing their pain.

But there is a real problem when it comes to the CVJ that I have noticed over the years. It seems to me that no one will sit down and do it.

Do I know this for a fact? No. But, I can guess with some authority that most people who have learned this framework skip over it in practice.

This became obvious to me some years ago inside of DigitalMarketer Engage – the Facebook group of people who have spent some time and money with DigitalMarketer to engage with other members to talk about the frameworks, get advice, and learn from each other.

You could always tell when a fresh wave of members would join because the same questions were asked repeatedly.

These were questions that could simply be answered if they took the time to go through the process of completing these exercises for each new campaign or business that they started to work on as marketers.

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I don’t know why people skip over these foundational steps. The framework itself along with the worksheets probably make the concept seem simple and insignificant but it is a powerful exercise that will save you a ton of time, money, and resources.

Years ago, DigitalMarketer invited people to a conference in Austin to learn some amazing new concepts that were going to change the way we thought about digital marketing.

I was excited. I packed up. Headed to Texas. Arrived at the event. Sat down. Excited to learn something new when the guys came out and began talking about…the CVJ. The avatar. The before and after exercise.

I was a bit dumbfounded and a little bit angry at myself when I realized that this framework…was the secret. And I realized that I was not taking the time to do these exercises.

I realized that I wanted to spend my time learning about these frameworks and exercises but I myself was not implementing them. I did something drastic when I left that event. I went home and disconnected myself from everything DigitalMarketer and I decided that I wouldn’t invest in learning any new concepts until I started with these fundamentals.

For years, I worked on numerous projects, and I took a stand to make sure that we sat down and did the work. This is what I discovered.

Why the Customer Value Journey Is STILL Essential

The CVJ is essential because it answers the most important questions that everyone who works with a
business needs to know:

  1. Who Do You Help?
  2. How Do You Help?
  3. Why Does It Matter?

It’s also important because it puts this information in a format that can be shared with anyone who works on a business including sales, marketing, and technology. If my clients already had a CVJ for their business when I started designing and building a new website for them, it would be so much easier to create a website that actually gets results.

If the information that is contained in a CVJ were given to a graphic designer, marketing contractor, customer service rep, sales rep, consultant, anyone…this would make working the clients and ensuring their success so much easier. We call it greasing the skids because it makes it outlines everything that needs to be done in a simple to understand and comprehend format.

After using this framework on any new projects, I don’t know how I could realistically provide value to my clients if I didn’t help them create their CVJ.

The CVJ Is an Experiment in Marketing

Everything that we do in marketing is an experiment. Every little decision we make is a series of experiments that lead us to always be optimizing. No matter how far we’ve come, we can always do it better. For that reason, the CVJ is more of a living document that changes over time as the campaigns that you work on. A business can have multiple CVJs.

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Think about it. You can get this process wrong because chances are you and your customer are just guessing about what will work. The more you do it, the easier it will be for you to ensure your customer’s success, but chances are, if you are creating a CVJ for a customer, they probably never completed one before and these concepts are new.

You can get it wrong. In fact, you can get it wrong and waste time, money, and resources by targeting the wrong people. Last year, I did a session with a client where we went through the process of mapping out their Ideal Customer Avatar, Before & After Exercise, and CVJ.

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For months we created content, updated the website, and ran social media campaign. It wasn’t until we expanded on these exercises with AI that we realized that we were targeting the wrong prospect. Now we can avoid that.

The CVJ Is Easier To Create Than Ever with AI

If I were to ask a group of marketers why they did not use a framework to conduct their marketing, I would imagine that the main consensus would be that the act of sitting down with your client and getting a full understanding of these concepts is not something that you or your client really want to do.

In the mind of the client, you should just know this information (by some miracle). The reality is that every business is different and while you may be able to repeat the concepts in these exercises, having the exercises completed and documented will save you a lot of time and heartache in the long run.

I love the quote from Lincoln that says, “If given six hours to chop down a tree, I would spend the first four sharpening my axe.”

This concept is true in so many aspects of business but as I said before, if you take the time to document the CVJ, ICA, and Before and After exercise, you will be so far along that you’ll make your life a lot easier.

Well, now we have this thing called AI. And what I have discovered about AI is that it is really suited to help solve this problem. In fact, now that I have started to use AI to help create this foundation, I can’t help but generate the concepts, expand on them, and make some of the most focused content that speaks directly to the prospect.

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The CVJ framework is essential to success as a marketer. Now with the help of AI tools, you can take any framework and inject it with steroids to create comprehensive marketing foundation that can literally transform your marketing campaigns.

Not only can you generate expanded versions of these foundational frameworks, but you can now use them to reference when creating content to build awareness and increase engagement with your audience.

The dawn of AI in digital marketing is an exciting one, offering boundless opportunities to strengthen and streamline the strategies we use. Leveraging the capabilities of AI, the creation and application of foundational frameworks such as the Customer Value Journey (CVJ), Ideal Client Avatar (ICA), and the Before & After exercise, can be profoundly amplified.

Gone are the days where marketers neglect these critical steps due to their time-consuming nature or the perceived complexity. With AI, we are able to enhance these processes, reduce the margin for error, and ultimately deliver more targeted and impactful content.

In my personal journey as a web designer turned marketing technologist, I have seen the value these tools bring to the table, but also witnessed their neglect. Utilizing AI, we can change this trend, ensuring that these valuable resources are used to their fullest potential.

By taking the time to implement these tools properly, we not only provide immense value to our clients but also create a better experience for the end user, leading to more successful marketing campaigns.

As digital marketers, we have an exciting path ahead of us. Armed with the transformative power of AI, we can take the wisdom encapsulated in the CVJ and other frameworks and unleash it on a grander scale than ever before.

In an era where every business decision is becoming data-driven, the advent of AI ensures that the nuances of human insight remain central to our marketing strategies.

It allows us to balance the scales between data and empathy, between efficiency and effectiveness, and, ultimately, between the business and the customer. So, as we step into the future of digital marketing, let us remember to carry these valuable lessons forward, and embrace the tools that AI provides to augment our journey.


1675814445 466 The Rise of Web3 in Web Design 8 Ways Website

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6 viktiga livscykelmarknadsföringsstrategier för 2023 [Missa inte

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6 viktiga livscykelmarknadsföringsstrategier för 2023 [Missa inte

Som data privacy concerns and restrictions grow, many brands and advertisers have had to rework their approach and strategies to continue reaching their target audiences and meeting their goals. Some channels have naturally been more heavily impacted than others, but they all have one thing in common: They can benefit from better leveraging their lifecycle marketing data.
 

 
Lifecycle Marketing—which includes e-post, mobile, and onsite messaging—is built on valuable, privacy-compliant zero-party och first-party data. That data enables lifecycle marketers to answer for today’s consumer demands in another key way—it makes the highly personalized communications they prefer possible.

If it’s starting to sound like Lifecycle Marketing’s time to shine has never been more apparent, you’re right. As we explore in greater detail in our 2023 Lifecycle Marketing Guide, the insights it can offer are capable of powering your cross-channel data and audience strategies in the privacy-by-default future. But before we can help others, we have to help ourselves!

We asked our Lifecycle Marketing experts to share a few of their top tips and considerations for crafting the best campaigns in 2023.
 

Pssst: Don’t forget to register for our upcoming FREE 2023 Lifecycle Summit.

 

 

1. Don’t Just Collect Information—Use It with Intention

 
As consumers are increasingly bombarded with advertisements across their physical and digital worlds, they have come to expect more from the communications they intentionally agree to receive. It is your responsibility as a marketer to honor that wish by fully leveraging the 0P and opted-in data at your fingertips.

“We need to be targeting subscribers to the degree they want and expect; otherwise, they’re going to pass over your messages. You not only have the information they provided when they signed up, but also behavior learnings along their customer journey. You know what they’re interested in, what they’ve been browsing and clicking on, and what they’ve ordered—all of that ties into the data that we’re collecting for our audience communication strategy. With that valuable information at our fingertips, we have to be utilizing it in every communication we send.”

Emily Clarkson

Emily Clarkson, Sr. Director, CRM & Email at Tinuiti
 

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2. Personalization Expectations will Heighten

 
Keep your advertising goals at the forefront of every data point you collect, pre-considering how you’ll leverage any insights that you expressly ask for, as well as insights you have thanks to the opted-in nature of lifecycle marketing.

“Your customers will continue to expect more and more personalized experiences. Marketers need to become an advocate for their own customers while looking at their own marketing goals by finding the balance between their customer’s need for privacy and ensuring there is value in the communications they receive. Don’t be invasive. Don’t be one-sided in your goals. Respecting these needs will drive loyalty.”

Portrait of Leah Lloyd

— Leah Lloyd, Group Director, Lifecycle Marketing at Tinuiti
 

3. Be Mindful of Overflowing Inboxes and Send Messages that Matter

 

Chart showing how many billions of emails were or will be sent each day worldwide from 2017 to 2025

Image Source: https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/

A staggering 333 billion emails were sent and received daily throughout 2022, and that number is expected to steadily climb for at least the next several years. Aim to be the email that stands out in a sea of general subject lines and content, providing customers with relevance and value in every communication.

“Consider quality over quantity when planning your email strategy. Now is not the time to send just for the sake of sending. Inboxes are flooded with emails and you can stand out by targeting your audience with thoughtful segmentation and by using sophisticated personalization. Send relevant emails and increase the value of your content by altering it to fit subscriber’s interests with the utilization of data; consider purchases, location, browsing history, and even past email engagement.”

Portrait of Kristin Feliciano

— Kristin Feliciano, Associate Director, Lifecycle Marketing at Tinuiti
 

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4. Invest in Technology with Multichannel Capabilities

 
The consumer journey is more multipathed than ever before, and technologies with multichannel capabilities baked in can help in future-proofing messaging options.

“Multichannel awareness in your martech stack is no longer a nice-to-have, it is quickly becoming a need-to-have. We’re seeing more and more technologies leaning toward multi-channel capabilities in their features and releases. Having this allows the marketer to adapt to trends in real-time, utilizing metrics and insights from their platforms to target the right audience members at the right time.”

Portrait of Diana Mitchell

— Diana Mitchell, Associate Director, Lifecycle Marketing at Tinuiti
 

5. Elevating Your Campaigns is Table Stakes

 
Email marketing will always be the oldest member of the Lifecycle Marketing crew, but onsite and mobile messaging aren’t youngsters anymore, either! Today, fully integrated campaigns are an absolute must, with all elements upping their game individually, and as a team.

“When we look to 2023, all of the nice-to-have components of programs become need-to-have components. These include using SMS alongside email, implementing on-site pop ups and banners, hyper-personalization and key data collection and usage strategies within lifecycle as well as to fuel cross channels marketing efforts.”

Portrait of Emily Clarkson

— Emily Clarkson, Senior Director, Lifecycle Marketing at Tinuiti
 

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6. Don’t Forget Your Foundation

 
No matter how experienced the marketer, or elevated the strategy they’re applying, the essentials will always be just that—essential.

“In the growing world of digital marketing, it’s more important than ever to make sure you have your basics covered. It’s amazing how many companies let the basics slide. Do you have (and honor) permission? Are you sending relevant and timely messaging? Are you planning cross-channel to ensure your customers are receiving the same, cohesive message across all channels? Are you considering the context of the subscriber with each message you send? If you answer each of those questions with “yes”, then you will have a leg up on many companies out there. “

Portrait of Eric Miller

— Eric Miller, Director, Lifecycle Marketing at Tinuiti
 

Want to Learn More?

 

Last Chance To Register For 2023 Lifecycle Marketing Summit

 
You don’t want to miss out on our upcoming “2023 Lifecycle Marketing Summit”. This year, we’re hosting 2 days’ worth of incredible insights and strategy you can put to use immediately.
 

 

Hype-worthy sessions on topics such as:

 

  • The Most Important KPIs to Really Drive Your Lifecycle Program
  • Lifecycle as an Engine to Power Other Channels
  • Lifecycle and AI: Where We’re At and Where We’re Going
  • How to Keep Up Your Creative Testing After Budget Cuts
  • Leveraging Your Tech Stack – Migration Execution: Best Practices for Both
  • And more!

 

Featuring Lifecycle and Marketing Brand Experts including:

 

  • Sandcloud
  • Marigold
  • Iterable
  • JustUno
  • Blotout
  • Yotpo
  • Wellby Financial
  • Tinuiti

Limited Space Available – Register Today!

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