Category: Marketing Automation

 

 

2022 has taught us to expect the unexpected. The most shocking events of 2022 for me were – as they probably were for everyone – the Ukraine conflict, the energy crisis, the growing pessimism among businesses and consumers and, finally, the emerging recession that completely changed the dynamics of eCommerce post-pandemic recovery. This is a new wave of mounting issues, something RetailX dubs the ‘negative multiplier effect’.  

There’s no way to truly predict what twists and turns lie ahead in 2023. This implies being flexible and ready to change action mid-course: essentially, being lean yet impactful. Luckily at SALESmanago, we have promoted and supported such a business model for years now – and it’s a model that is tailor-made for the years ahead. 

Here are my thoughts on the four main trends I expect we will see in 2023 and beyond.  

 

1. More brands will deploy Lean Marketing strategies in eCommerce 

 

As traditional customer relationships and marketing concepts are being increasingly challenged, it will become necessary to transgress them in 2023. Lean Marketing is at the centre of this. In short, lean marketing is an analysis of what the recipient truly cares about and optimises the entire communication process; eliminating activities that are a waste of time and money and do not bring value to the target customer. 

Marketing no doubt faces a perfect storm as business heads into recession. But instead of being side-lined, teams need to prove they can get even closer to customers and encourage loyalty that will help their brand get well positioned for better times. 

Customer Intimacy also plays a key part here. According to Epsilon, 80% of consumers are more likely to make a purchase from a brand that provides personalised experiences. But, the current approach based on the combination of first and third-party data is not enough to deliver this. Thankfully, the extensive use of zero-party data enables us to hyper personalise our communication and build true Customer Intimacy. This, in turn, leads to a strong bond between the brand and every customer.

 

2. Brands and its customers will turn to activism and try to align on values 

 

ESG is not just a business goal and badge of honour. Its whole purpose revolves around genuine ethics, morals and action that seek to make changes for the greater good. Every brand is a sustainability brand. 

We will see brand activism taking the fight to inequality, with initiatives such as adapting pricing schemes and product accessibility. It’s an ethos of uniting people versus the polarisation offered by politics. The War in Ukraine showed the great power of brands in tackling global problems – what would happen if war in Ukraine was the climate (or a multitude of other issues for that matter)?

Consumers will see straight through performative gestures. Brands will have to take genuine action and comment on issues they are actually invested in. We’re operating in a new customer loyalty paradigm founded on purpose and values. With more and more misinformation and fake news, consumer choices will be more and more based on emotions than critical thinking. 

This wave of activism is only set to grow exponentially. 

 

3.  eCommerce will visibly contribute to climate change combat

 

eCommerce has the potential to significantly contribute to the battle against climate change through various initiatives and strategies related to marketing. 

For example, businesses can make use of zero party data to reduce waste and improve sustainability. By collecting and using zero party data, businesses can create more targeted and personalised marketing campaigns, which can help to minimise the environmental impact of their marketing efforts by reducing the amount of unnecessary or ineffective marketing materials that are produced and distributed. Marketing teams are  preparing for this transition, with 90% planning to employ zero-party data in 12 months. 

Another way that eCommerce can contribute to the climate change combat is through the promotion and facilitation of re-commerce, which refers to the buying and selling of second-hand or pre-owned products. This can help to reduce waste and extend the lifespan of products, thereby reducing the environmental impact of the manufacturing and disposal process. 

 

4. Customer data sets will expand to support diversity and inclusivity as well as true Customer Intimacy

 

In the past, customer data sets have often focused on traditional demographic and behavioural data, such as age, gender, income, location, and purchasing history. However, as businesses and consumers increasingly prioritise diversity and inclusivity, it is likely that customer data sets will also begin to include data on characteristics such as race, ethnicity, sexual orientation, and disability status. This can help businesses to better understand and serve their diverse customer base, and to create more inclusive marketing and product offerings. 

As a result, this means brands can demonstrate true Customer Intimacy – whereby they create meaningful bonds with customers. By collecting and analysing more detailed data on individual customers, businesses can create more personalised and targeted marketing campaigns and product offerings, which can help to improve customer satisfaction and loyalty.

 

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Social Media Sara starts her day scrolling through TikTok. She is an avid fan of podcasts and handles social media strategy at her company.
This is a snapshot of what a buyer persona looks like. You may have a great product or service, but without understanding your target customers, you might as well just market to the void. Buyer personas are the antidote to that. By creating buyer personas, you will gain clarity on who you’re marketing to and reach your ideal customers.
In this blog post, we’ll cover the following:

What is a persona?
Why you need a persona
How to create a persona
Best persona creation tools

Read on to learn more.

Every business has a target audience, which is further divided into different customer segments. Within those segments, there are different types of buyers — not every customer has uniform wants and needs. A buyer persona details your ideal customer and maps out their story. 
A buyer persona is linked to a buyer’s journey, but the buyer persona focuses on who will go on the journey. Take Social Media Sara, for example. Her company determined that their target social media person often spends time scrolling TikTok and listening to podcasts. Because of this, they might create a marketing campaign that meets her where she is in a targeted TikTok video or in an ad on her favorite marketing podcast
Naturally, every business will have more than one type of customer — it makes sense to create multiple buyer personas for the different types of customers you want to reach.

Why You Need a Persona
A buyer persona extends beyond simply describing your audience; the powerful insights generated by a buyer persona can be leveraged to make better business decisions. 
Ultimately, a well-crafted buyer persona will help you understand your ideal customer and their goals, provide guidance on how to tailor your marketing strategy, guide product development, and help you prioritize your time.
When done well, buyer personas are incredibly valuable for marketing. They can help you find gaps in the content you create. You will also be able to use buyer personas to tailor your content so that it is relevant. Buyer personas can even help you figure out ad spend. 

How to Create a Persona
Creating a buyer persona can seem daunting at first, but it doesn’t need to be once you know the key components of a buyer persona. Backed by data and insights, devising a buyer persona is a very creative process, much like coming up with a semi-fictional character. In this section, we will go over the steps to creating a persona and what to include in a persona.
Steps to creating a persona
1. Conduct research
Research forms the foundation of your persona. Analyze data from your current customers and conduct market research to figure out who your ideal customer is. Combining demographic, behavioral, and psychographic data will yield the best results — the more types of data you analyze, the more comprehensive your buyer persona will be. You can collect data from your current customers through your CRM and conduct market research through surveys, interviews, and paid databases. 
The insights from your research and analysis will help you figure out key information like demographics, business size, job title or position, goals and objectives, and challenges and pain points.
2. Ask the right questions
Reference your list of questions to guide you in the buyer persona creation process. A basic list of questions can include the following:

What is their profession?
What does a typical day in their life look like?
Where do they go for information?
How do they prefer to obtain goods and services?
What is important to them when choosing a vendor?
What do they value most?
What are their goals?

3. Dive into your customer’s interests, goals and objectives, and pain points
The key to creating a useful buyer persona is understanding where your customer is coming from and putting together a story. Your buyer persona is not a mere aggregation of data points; by putting together a story based on research, you humanize your customer. Your customer’s interests can include anything from podcasts to TikTok. Once you have the foundation, you can then dive into their goals and objectives. What do they want to achieve for their business? What are the challenges standing in their way?
4. Map the persona to your product
Mapping the buyer persona to your product is a key step. By doing so, you will understand how to solve for the customer.
To learn more about these steps and other ways to develop a persona in more detail, check out this blog post, or you can generate your own now with this free tool from HubSpot.
What to include in a persona

Descriptive name
Come up with a descriptive name for your customer. You can use a realistic first and last name, or a fun moniker like “Marketing Mary” or “Social Media Sara.”
Occupation
Your customer needs an occupation. Identify your customer’s job title and the industry they work in. It would also be helpful to note if they are a decision maker.
Demographics
Basic demographic information like age, gender, education, and income is useful to identify.
Interests
Include their interests. What media do they consume? What are their hobbies?
Goals and objectives
Define their business goals and objectives. What do they want to achieve for their business? How do they plan to get there?
Pain points
Identify their pain points — this will help you gain clarity on how your product can solve for your customer’s needs.

Best Persona Creation Tools
Luckily, there is a wide variety of tools you can use to create your buyer persona. In this section, we spotlight some of our favorites.
HubSpot Persona Generator

Source: HubSpot
HubSpot’s Persona Generator streamlines the buyer persona creation process — and it’s free. Simply plug in the details like age, education level, industry, company size, job title, and more. The persona generator guides you in creating a buyer persona step by step. 
Additionally, HubSpot offers free and convenient buyer persona templates.
Userforge

Source: Userforge
With a user persona creator, user story template, and story mapping canvas, Userforge has a variety of options for creating effective buyer personas. The user persona creator lets you choose content sections: quote, goals, story, needs, frustrations, values, blockers, habits, and motivators. This program is free.
Xtensio

Source: Xtensio
Xtensio’s template goes beyond the basics. The clean but visually appealing template design is packed with information to help you understand your target customer in a holistic manner. 
Get Started With Personas
Buyer personas are critical for any business. The insights you can derive from a well-crafted buyer persona can shape your content strategy, ad spend, product development, and more. Get started with HubSpot’s free buyer persona creation tools.

It’s the end of the year, which means it’s time to reflect on all the work you’ve done in 2022 and decide if you should make any changes going into the new year. I’m Mitra, the social media manager here at Buffer, and this is my first blog post! Today I’m sharing Buffer’s top performing social posts from each platform and will give you an analysis into why I think these posts performed so well. Not only is it fun to look back at our top posts of 2022, but it’s also a great way to understand how we should shape our social strategy for 2023.What metrics are we using to calculate these top posts?At Buffer, we use engagement rate and impressions as our base metrics, so I’ll be sharing the best posts on Buffer’s Twitter, Instagram, TikTok, and LinkedIn for each of these metrics.And if you noticed that Facebook wasn’t included in that last sentence, that’s because the platform has not been a priority for our social media strategy as it’s not a channel where we’ve historically had great performance.Now, let’s dive in to see Buffer’s top posts of 2022!TwitterTop Post Based on Engagement RateEVERYONE AT BUFFER ONLY WORKS 4 DAYS A WEEK AND IT’S NOT LIKE THEY’RE DOING FOUR 10 HOUR DAYS THEY’RE ACTUALLY WORKING LESS THAN 40 HOURS A WEEK BUT THEY’RE STILL SUPER PRODUCTIVE AND THEY’RE FULLY REMOTE AND LET THEIR TEAM WORK WHATEVER HOURS WORK BEST FOR THEM AND LIVE ANYWHERE pic.twitter.com/AUoKLeOdWR— Buffer (@buffer) August 19, 2022

This was a fun one. At the time, this meme was trending and I knew we should join in with our own twist. We work four days a week and we really love to talk about it! So, this meme was the perfect opportunity to laugh about how passionate we are about the four-day work week while still telling everyone how much we love the four-day work week and how it works for us. A little meta, right?This post a great example of how jumping on timely trends can pay off when executed well and staying true to your brand, and that’s exactly how I think it ended up with such a high engagement rate.Top Post Based on ImpressionsRemote workers: What would it take to get you back in the office (if there is anything)?— Buffer (@buffer) October 9, 2022

This one ended up ruffling some feathers on Twitter. Many people took it as us saying we wanted them back in the office — which is the opposite of what we want! I think this one performed so well because of a combination of things: Going back to the office is a controversial topic, many people were quote tweeting their answers which put our tweet in front of their followers, and seeing the quote tweets encouraged others to participate with their own answers.It was a lot of fun seeing all of the responses to this tweet! Be sure to check out our TikTok with a recap of our favorites. @bufferapp You won’t catch us at the office 😎 What about you? Is there anything that would convince you to go back to the office? #remotework #wfh #remote #buffer #remoteteam #fullyremote #greenscreen #beyonce ♬ SALSA JAM NO.1 – Jaycee Mante InstagramTop Post Based on Engagement Rate View this post on Instagram A post shared by Buffer (@buffer) To be honest, I’m a little surprised to see a static image as our best post based on engagement rate. This graphic is simple, informative, and gets straight to the point with what you should be focusing on for your brand strategy.There are a few factors that I believe made this post perform so well: It’s a topic that our followers are interested in and something they may need advice on, it’s simple and easy to read, and to be fully frank, this was posted before Instagram’s algorithm changed to focus on Reels, so engagement was a lot better on posts like these. I have a feeling that if we posted this again today, the metrics would be a little lower.Top Post Based on Impressions View this post on Instagram A post shared by Buffer (@buffer) Something we always say here at Buffer is that “Our company culture is our superpower.” And this post really shows that to be true. Just like the Twitter meme above, this was a trend that I knew we could jump on. Not many companies are sharing their salaries, so I had a feeling this would catch people’s attention and the audio just fit perfectly.I have a few reasons for why I think this post got so many impressions. First, it’s a short video (less than 10 seconds), so you don’t need to worry about holding people’s attention since it will be over before they lose interest. Second, not many companies are transparently sharing their salaries like we are (superpower!), so when people find out we have a whole page dedicated to our team’s salaries, they’re really surprised. And lastly, this audio was just starting to trend when this was posted, so more people were likely to see our post.TikTokFor TikTok, our analytics are a little different since engagement rate is not provided in their tools. We use views to gauge our success on the app.Top Post Based on Views @bufferapp We’re hiring a Growth Product Manager! Apply now at buffer.com/journey #buffer #techjob #productmanager #hiring #4dayworkweek #remotejob #remotework ♬ Canyons – Official Sound Studio This was a really fun post! At the time, we were hiring a Growth Product Manager and thought it would be fun to post about the job opening on TikTok. Tom, our former Director of Product, was the hiring manager for the role so I reached out to him to see if he was open to being in the video. Fun fact: Tom was an actor when he was younger, so I had a feeling he would be pretty comfortable in front of the camera.There are a lot of reasons I can say this video did so well (aside from Tom’s brilliant acting skills), but what it all comes down to is this: Our company culture is our superpower (didn’t I tell you?).When you look at any job opening at Buffer, you’ll not only see the job description, but the full salary range, and a list of ALL our benefits. I knew that starting the video out with that whole laundry list of benefits would really catch people’s attention, and that’s super important – TikTok’s own research has shown that 63 percent of all videos with the highest click-through-rate highlight their key message or product within the first three seconds. I also knew that if people made it past that first section of all the benefits, they’d be just as impressed to see that we share the full salary range as well. When we posted this TikTok, we had less than 100 followers, and we still ended up with almost 300,000 views. This video is exactly why I love TikTok — anyone can go viral, regardless of your follower count.➡️It’s not too late to kick off your TikTok strategy – read more about how to get started on TikTok.LinkedInTop Post Based on Engagement RateTwo great things about this post: It is both user-generated content and repurposed content. Both of these are great types of content to implement in your social strategy because they will save you time and are more likely to perform well. I took the replies from this tweet and turned them into graphics to share on LinkedIn. I think this post was our most engaged post because it featured our Buffer community and also encouraged others to join in with their own advice. Since there were multiple images to go through, people spent more time on the post swiping through each piece of advice. The theme also stays true to our mission, which is to help small businesses. Top Post Based on ImpressionsThis post was my first time trying out long-form content on LinkedIn, so I was worried that people might not take the time to read the whole thing, but it ended up doing really well.Once again: Our company culture is our superpower. The four-day workweek is definitely gaining traction right now, so I knew this was a topic that people would be interested in. Instead of just telling people, “hey, we have a four-day workweek,” I thought I would go a little deeper and explain how the company made this decision and also share the results. Along with this post including a relevant topic and sharing results, I think the opening lines are really what caught people’s attention and encouraged them to read more (“We’ve been working four days a week for over two years now. We’re not working ten hour days to make up for the extra day off.”) Just like how you have to include your hook in the first three seconds of a TikTok video, you need to include your hook at the beginning of a LinkedIn post.What are we taking away from these posts for our social strategy in 2023?Posts about our company culture are high performers. Going into 2023 I’m being mindful of including those regularly mixed in with the rest of our great resources helping small businesses and creatorsSimple = better. The posts that performed well are actually ones that didn’t require lots of video editing or fancy graphics, so I need to remember that being authentic and relatable is more important than having the nicest-looking content.Participating in trends can payoff if you can authentically connect it with your brand. I’ll always be on the lookout for any trends we can jump on, but only if I feel like I can truly connect it with our brand. There’s no pressure to do every single trend!It’s ok to be a little playful with your tone, just make sure to keep it positive. We’re going into 2023 with a more playful voice, but still staying true to our message of helping small businesses, creators, and ambitious individuals.Want to check out what were your best posts of 2022? Here’s how.Go to analyze.buffer.comSelect a channel on the leftUpdate your date range (top right) to Jan 1 2022 – December 20 2022Select PostsScroll down to the Post Insights sectionSelect if you want to sort by impressions, likes, engagement rate, etc.Make sure it’s sorted in descending orderYour #1 post will be at the very top of the list!Thanks for reading! Have any questions about our top posts? Send us a tweet and please share your own top posts of 2022 and tag us, we’d love to see them!

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Today’s business environment is fast-paced, with a constant overlap of tasks to complete. It can be hard to find time for anything else, including vacations. When you finally get to spend time out of the office, like for the holiday season, your marketing campaign is the last thing you want to worry about. Fortunately, you…
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