sales management

How to Market to Different Generations: Boomers, Gen X, Millennials, Gen Zs

4 min read

Different generations have different needs. Knowing the difference can determine the success of your marketing strategy. Read on to learn more about generational marketing.

Age may determine a person’s values and priorities in life. So it may be a way to understand what the customer needs and prefers, their buying habits and patterns, and what channel they’re more likely to use and be found on.

That’s why many marketers segment their audiences and customers according to age to market to them effectively. This is called generational marketing and it has become increasingly integrated into marketing plans and strategies.

So what is generational marketing and why is it important?

What is Generational Marketing and Why Is It Important?

Generational marketing is the process of segmenting and targeting customers based on the year they were born. There are four generations to speak of: Baby Boomers, Generation X, Millennials (or Generation Y), and Generation Z.

Each generation has its own unique set of characteristics, which define it from other generations. Learning these characteristics allows you to understand their shopping habits, as well as their media consumption habits.

How Marketers Use Generational Marketing

Marketers use generational marketing to create customer profiles for each generation. These customer profiles will be the basis for a segmented group’s values, motivations, and purchasing behavior and will determine the marketing activities implemented later on.

The data that marketers gain from generational marketing also shape how the company develops the product, how they market that product, and how they communicate to their target audiences. It tells marketers which activity to focus on, which allows companies to efficiently allocate their resources to optimize their ROI.

How to Market to Different Generations

Here’s a quick description of each generation and how to market to them:

Baby Boomers (1946-1964)

Baby boomers are now around 58-76 years old. The name was derived from “the boom” or increase in birth rates that occurred after the return of soldiers from WWII. Many technologies that we have today like the internet weren’t invented nor widely used during the formative (and even teenage) years of boomers.

Many from this generation appreciate speaking directly to people. They respond positively to direct marketing such as:



Promotional letters


Phone text messages

Magazine advertisements

TV advertisements


Boomers are known to be a very loyal customer base, especially to brands they like and used for a long time.

Learn more about email marketing and how companies use email to capture leads and gain customers.

Generation X (1965-1980)

Members of Generation X are now around 41-57 years old. They are considered the smallest of the generations in terms of number. Many of them are also at the height of their careers today and wield a high purchasing power.

Generation Xers have an established online presence and are almost as active on social media as Millennials. They like to research first before shopping online. They also care a lot about other people’s experiences with products and their reviews before making a purchase.

Many from this generation use the internet to make a purchase. That’s why it’s important to consider the following:

Use Facebook and YouTube as a platform to engage them as they’re most active on the said platforms

Use personalized email for email marketing

Mobile is their preferred way to communicate with businesses and make a purchase

They have learned to embrace digital channels such as online TV and streaming services

Millennials (1981-1999)

Millennials are now around 22-41 years old. They’re considered the most popular and talked about generation, as they are the largest generation. Millennials also hold the highest purchasing power compared to other generations.

Because they grow up in an environment where information can be quickly accessed and distributed, millennials are more socially and environmentally aware compared to other generations. They’re also tech-savvy and seen as more independent than previous generations.

Many marketers use online channels to engage millennials. They’re also very careful about using traditional marketing since Millennials aren’t very responsive to direct sales, direct mail print advertising, radio, and television.

Below are the things to consider when marketing to millennials:

Make your brand socially and environmentally conscious

Find a way to make your product “Instagram-worthy”

Engage your audience by making them participate in social media activities such as writing #hashtags

Make them “experience” your brand

Engage them across all platforms, devices, and applications

Use videos for content marketing

Generation Z (2000-Today)

The oldest members of Generation Z (or Gen Zers) are around 22 years old. Many Gen Zers are incorrectly referred to as Millennials. But they’re different as they are the true digital natives who were born during the rise of the internet and grew up with it.

Because members of Generation Z are tech-savvy and are most active on the internet, marketers mostly include them when targeting millennials. But it’s important to take note of these key differences:

Online shopping behavior: Gen Zers are known to shop more online than Millennials.

Price sensitivity: Gen Zers, who were born or raised in the middle of the 2007-2009 recession, are more price-sensitive compared to Millennials, who are more willing to pay more for convenience.

Mobile online shopping: Gen Zers are twice as likely as Millennials to shop online using their mobile devices.

Social media platform: Gen Zers spend more time on YouTube, compared to Millennials who spend theirs on Facebook.

Buying frequency: Gen Zers spend their money less on products online, compared to Millennials.


Because of the generational differences, it’s important for marketers to keep their marketing efforts diverse. Instead of focusing your campaign on a single generation, make sure you factor in the key differences in buying power, spending habits, and needs and preferences of your target audiences.

Incorporate messages that appeal to each generation in every content you send out. And more importantly, don’t rely on generalizations. Remember, some customers behave differently than others in their generation. Make sure you factor that into your strategy. Want to upgrade your sales and marketing efforts? Talk to our experts and get started here.

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5 Examples of Content Marketing You Should Know

4 min read

Have you ever wondered what successful content marketing campaigns look like? Here are five great examples that we thought you should know.

Content can be used in a lot of ways. They can be used for ads to attract and capture leads, they can be used to engage leads to encourage them to make a purchase, and they can be used to provide valuable information to customers to keep them coming back for more.

Now there are several types of content. There are videos, blogs, articles, ads, infographics, and podcasts, among others. But these five great examples of content marketing should inspire your content marketing campaigns. Let’s get started.

1.  Old Spice’s “Man Your Man Could Smell Like” Campaign

Video is a great way to engage your audience and capture their attention. In fact, in 2022, 86% of marketers say that video has been effective in helping them generate leads. Online videos are also expected to make up more than 82% of all consumer internet traffic by 2022.

The “Man Your Man Could Smell Like” campaign by Old Spice, which features tongue-in-cheek humor and creativity (and also muscular men like Terry Crews and Isaiah Mustafa), has become a cultural phenomenon. The campaign started in 2010 and in just three days, their first video clocked over 20 million views.

According to P&G, the campaign gained the following results:

Around 105 million YouTube views

1.2 billion earned media impressions

2700% increase in Twitter followers

800% increase in Facebook fan interaction

300% increase in website traffic

Of course, it should be noted that their target audience is the millennials, and the best way to reach them is to use one of their most-used platforms— YouTube.

Learn more about developing a content marketing strategy here.

2.  McDonald’s Minimalist Ingredients List

For this campaign, London-based agency Leo Burnett teamed up with Minneapolis-based designer David Schwen to advertise McDonald’s even without using their logo.

The idea is to just list ingredients in the Helvetica font and not mention the fast-food chain’s name because they’re already “so recognizable that you recognize them without telling you who it’s from.”

The ads demonstrate that McDonald’s is transparent when it comes to its ingredients. A campaign that is highly needed at a time when McDonald’s reputation for using “pink slime” meat fillers is being questioned.

In 2014, McDonald’s ran the “Our Food, Your Questions” (OFYQ) campaign aimed at

providing information about their food on social media. It also released behind-the-scenes videos which feature production processes behind its products.

The campaign was a huge success. And it gained the following stats:

McDonald’s answered over 19,000 questions from their audience

It boasted an average of 4.5 minutes on-site with 12 questions being read

Monthly store visits increased by 50%

Its food quality perception increased significantly

It should be noted that the campaign is comprised of several media— videos, billboards, website content, and social media content, among others. This tells us that content marketing can have a maximum impact on a business if it uses the right medium for communication.

3.  Spotify’s Wrapped

Spotify launched the Wrapped campaign in 2017, which provides a customized playlist based on users’ data. The campaign worked so well because it was personalized and because many people shared their Wrapped playlist on social media, which boosted the brand’s awareness and engagement stats.

The campaign also gained the following stats:

21% increase in app sign-ups

Earned almost 3 billion streams from Wrapped playlists alone (2019)

The campaign itself was mentioned in at least 1.2 million posts on Twitter

4.  Apple’s Shot on an iPhone

The Shot on an iPhone campaign is a user-driven campaign that encourages users and loyal customers to take quality photos using iPhones. The campaign sends a message that the average customer can make art like the professionals, using a gadget as simple as their iPhone.

The campaign included a challenge that invited users from around the world to submit their best photos using the hashtag #ShotoniPhone. Photos from the campaign were then promoted on billboards, newspapers, magazines, online, and in 15-second TV commercials. They instantly took traction on social media.

It’s easy to say that the campaign was successful. Early on, the Shot on an iPhone campaign gained the following stats:

Mentioned by 24,000 opinion leaders

An estimated 6.5 billion media impressions, with 95% positive mentions

On Instagram, over 16 million mentions using the #ShotoniPhone hashtag

5.  Wordle by The New York Times

5 Examples of Content Marketing You Should Know

New York Times’ Wordle became viral in December last year. The game is simple: users have six chances to guess a five-letter word and can only play the game once a day.

Wordle keeps track of your winning streak— which encourages users to post and brag about their daily wins on social media. This made it easy for the game to be an instant hit across platforms (but mainly on Twitter, comprising 98.6% of all mentions).

The acquisition of Wordle by the New York Times was aimed to drive subscriptions to NYT’s newsletters and widen its audience for more lucrative ad spaces, one of its major sources of revenue.

Recently, Wordle gained the following stats:

Over 10 million organic views of the page

Over 170k backlinks as of April 2022

Over 26.2k mentions from brands on Twitter alone

Brought tens of millions of new users to The Times


Content marketing can be done in so many ways. Don’t be straitjacketed by rules. Of course, there’ll be ups and downs, and a campaign that worked for one business may not work for another. What’s important is knowing what went wrong and learning from your mistakes so you can improve and optimize your campaigns for better results.

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5 Things You Should Know When Emailing Millennials

3 min read

Do Millennials still use email? How do you leverage email marketing to engage this generation? Read on to find out.

Millennials are the most talked-about generation when it comes to marketing. Together, they hold the highest purchasing power. According to a report, their spending power was estimated at $2.5 trillion as of January 2020. By 2030, they are forecast to outnumber Baby Boomers by 22 million.

This is the reason why marketers need to know how to engage them. More importantly, when using email marketing, what are the things that you should know when emailing millennials?

In this post, we’ll talk about the email behavior of millennials and the things you should be mindful of when targeting them using email marketing.

Do Millennials Still Use Email?

Despite being tech-savvy and active on social media, millennials have been known to engage brands mostly using email.

According to a study, 64% of Millennials feel that it’s most personal to them if brands engage them using email. 59% of Millennials also report using their smartphones for email. And 73% of millennials prefer to communicate with businesses through email.

For millennials, checking the email first thing in the morning is also a normal routine. One out of three Millennials were found to do this, according to a survey. Additionally, they are 63% more likely to be swayed by promotional emails, which they found to have affected their final purchasing decisions.

Overall, this means that millennials still use email. Marketers will be wise to include them in their email marketing strategy.

Here’s a complete guide when marketing to different generations: Boomers, Gen X, Millennials, Gen Zs.[1] 

What You Should Know When Emailing Millennials

So how can you properly engage millennials using email marketing? Here are five things that you should know:

1.   Optimize for mobile devices

As mentioned above, over half of millennials use their smartphones to check their email. This is why it’s important to ensure that your emails are optimized for mobile devices.

Use images and videos that are mobile-friendly as Millennials are 3 to 4x more likely to respond positively to emails with images and videos in their emails. They also want to make purchases without leaving the email.

Here’s how you can grow with email marketing.

2.   Subject lines are important

Marketers are competing for attention and with Millennials constantly flooded by information (up to 50 emails a day), including promotional emails, it’s important for your email to stand out from the get-go.

Subject lines are one of the most crucial aspects of email marketing and they help you stand out. They also decide whether a customer would click on your email and read it. This is why you should cut to the chase and get to the point with your subject lines. Personalize it and make it sound urgent.

Here are 9 tips to send better emails in 2022.

3.   Values like transparency, honesty, and sustainability are important

Millennials have been known to demand transparency and social impact from brands. According to a report, 73% of millennial respondents said they were willing to pay extra for more sustainable brands. Another report says that 92% of millennials are more likely to purchase from ethical companies.

Millennials (along with the Gen Z) also claim that they would trust a brand more if it is transparent about its challenges. They also say that they would search out and prefer more honest products when purchasing. 

4.   Emphasize personalization

Millennials are aware that they are providing brands with personal data, that’s why most would want to know how their data is used. When receiving irrelevant emails, 70% of millennials expressed frustration, especially when brands recommend items that do not interest them.

Learn the Benefits of Personalized CRM Email Automation.

5.   Reward loyalty

Regardless of the generation, loyalty programs almost always work with consumers. According to research, 52% of customers prefer brands that give points and rewards for repeated purchases.

When it comes to Millennials, a whopping 76% claim that a quality loyalty program will increase their frequency of buying from a brand. That’s why rewarding your Millennial audience for their loyalty through email is worth considering.

Have an Easier Email Marketing

Email marketing doesn’t have to be manual and hard. With our software, you can cut the workflow and leave the rest of the email marketing efforts to the technology. Want to know more? Talk to our experts and get started here.

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What Businesses Need to Know About Gen Zs

3 min read

Gen Z’s spending power is becoming more and more significant every year. Together, they command an estimated $360 billion in disposable income. Read on to find out what businesses need to know about them.

As a generation freshly entering the workforce nowadays, Gen Zs’ spending power is on the rise, which makes them more relevant to businesses.

Together, they have an estimated $360 billion in disposable income, according to a Bloomberg report. Gen Z workers are also expected to triple by 2030, and their incomes are predicted to beat millennials’ in 10 years.

So who are the Gen Zs and what should you know about them?

Who are the Gen Zs

Members of Generation Z (or Gen Zs or Zoomers) were born from 2000 to the present (although some estimates would go back as far as 1995).

Oftentimes, Gen Zs are incorrectly referred to as Millennials, especially on social media. But they’re different. Gen Zs are true digital natives who were born during the rise of the internet and grew up with it. They also have different consumption habits and preferences and behave differently in workplaces.

Understanding Gen Zs Consumption Habits

With greater access to technology and information, Gen Zs’ attitudes toward consumption differ from previous generations.

“Access” is the new consumption

To many Gen Z members, products and services offered by businesses are no longer something to “own,” but rather to “access.” The key difference lies in ownership, or whether a product or service actually becomes a possession of the buyer.

Gen Zs prefer not to “own” a product, but rather just to “access” it. Products and services are then viewed as more valuable if they are shareable. Selling has shifted into renting. Permanent becomes temporary.

Consumption is self-expression

Gen Zs buy or wear brands to highlight their individuality, which is why they’re willing to pay a premium for products that are customized to their needs and preferences, as well as those produced by brands that embrace their causes.

Ethical consumption is the new norm

Together with millennials, Gen Zs expect brands to “take a stand” and to provide a social impact. Honesty, transparency, and sustainability are preferred values in a brand.

According to McKinsey, 70% of Gen Zs say they try to purchase products from companies they consider ethical, 65% try to learn where the product is made, what it is made from, and how it is made, and 80% even refuse to buy goods from companies involved in scandals.

Here are 5 Things You Should Know When Emailing Millennials.[1] 

How to Market to Gen Zs

Here are among the defining characteristics of Gen Zs and how to market to them:

  • Online shopping behavior: They shop online more than Millennials and other generations.
  • Price sensitivity: They are more willing to pay a premium for convenience.
  • Mobile online shopping: They are twice as likely as Millennials to shop online using mobile devices.
  • Social media platform: They spend more time on YouTube.
  • Buying frequency: They’re thriftier and spend their money less online, compared to Millennials.

Learn how to market to different generations: Boomers, Gen X, Millennials, Gen Zs here.[2] 

Gen Zs in the Workplace

Gen Zs have a unique perspective on work and what success looks like to them. Let’s see how they have forced workplaces to evolve.

  • Greater personalization: As a generation that emphasizes self-identity, Gen Zs will demand greater personalization in their workplace and career journeys. Enticing them with promotion incentives may no longer be as effective as it was once to previous generations.
  • Social impact: Companies must also emphasize values and ethics. And how working with the company can provide social impact outside the workplace. This helps them provide “purpose,” which is necessary in a world that gives them too much information and so many options.
  • Traditional communication: Interestingly, Gen Zs prefer traditional communication such as speaking face-to-face in the workplace.
  • Social media: To attract Gen Zs and even retain them, leverage social media and highlight the strengths and attractiveness of the industry you are in. Frame the reputation of your company to tap into the values they hold and prefer such as honesty, integrity, and social responsibility.
  • Technology in the workplace: Gen Zs are tech-savvy, so it’s necessary to integrate technology into the workplace to provide room for automation and make work less mechanical.

Start integrating technology

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6 Customer Experience Trends that Define 2022

2 min read

Customer experience is one of the top priorities for competitive companies this year. Learn more about what companies are doing to gain an edge in 2022.

Successful companies have been trying to figure out how to deliver an impactful experience to customers to make them stay and encourage others to enter the sales funnel. According to a survey, 45.9% of business professionals say that customer experience is the top priority of their business in the next five years, beating product (33.6%) and pricing (20.5%).

But how do companies elevate their customer experience strategies in 2022? Here’s how:

1.   Businesses are improving their personalization strategies

Personalization is all about ensuring that the product and service the brand offers meet the individual requirements of a target customer.

When customers receive a product and service that is relevant and responsive to their needs and preferences, they are more likely to get satisfied with the brand. This makes them more likely to stay and purchase again in the future.

In fact, according to research, 86% of buyers are willing to pay more for a great customer experience. Additionally, in another report, 49% of buyers claim to have made an on-the-spot purchase simply because they have received a personalized experience.

Learn more about personalization here and why it matters in 2022.

2.   More omnichannel experiences for customers

An omnichannel experience is achieved when businesses deliver a constant and seamless experience across a variety of communication channels such as email, social media chat, and website chatbots using consumers’ different devices, behaviors, and choices.

If you want to know more about omnichannel experiences, here’s how you can adopt an omnichannel digital strategy.

3.   Customer loyalty remains a priority

Many businesses found that making customers stay is much cheaper than getting new customers— and it has led to an increase in sales. That’s why customer loyalty remains a priority for competitive businesses this year.

Check out these five important techniques for effective customer retention.

4.   Customer reviews matter now more than ever

According to McKinsey, customer reviews now have more influence on consumers than any marketing strategy, especially during the pandemic. And this trend is more likely to stay post-recovery.

Customers leave online reviews to inform others about their customer experience. Many customers look for overall product performance and buyer satisfaction when reading reviews.

Online reviews also help new potential customers learn more about a business. According to Statista, 93.4% of customers check and read customer reviews first before buying from an unfamiliar online business.

5.   The rise of predictive analytics

To leverage customer experience, companies also invest in tools and technologies that allow for predictive analytics. This helps them understand their customers more deeply and amplify the impact of their customer experience.

Companies can also track their customer experience performance through surveys, gather customer feedback, and act on the data they’ve gathered from these surveys. This helps them spot the weaknesses in their strategy and improve it.

Learn more about customer profiling here:

Start enhancing your customer experience

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All the Sales and Marketing Concepts, Techniques, and Strategies You Need to Know in 2022

< 1 min read

Check out all the sales and marketing techniques and strategies you need to know in 2022.

The pandemic has changed the way customers view businesses. New customer expectations have emerged and new practices have been implemented. It’s good to keep yourself abreast of market trends that could affect your organization. New lead generation techniques. Importance of personalization. Relationship marketing. And even the role of employee experience.

Check out these sales and marketing concepts, techniques, and strategies that you need to know in 2022:

5 Effective Lead Generation Techniques in 2022

What is Personalization and Why Does it Matter in 2022?

9 Tips to Send Better Emails in 2022

Digital Business Driving Trends to Watch in 2022

Ways Digital Marketing will Change Businesses in 2022

Top Business Trends Predicted for 2022

Inbound Marketing vs Content Marketing: What’s the Difference?

What is Relationship Marketing and Why is it Important?

How to Build an Effective Relationship Marketing Strategy

How Improving Employee Experience Accelerates Business Growth

How Customer Relationship Transformed Marketing

Upgrade Your Sales and Marketing

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What is Content Marketing and Why Does it Matter in 2022?

3 min read

Content marketing is a way for businesses to attract leads, convert them, and keep them engaged. Read on to find out why it’s important to do it in 2022.

Articles, e-books, videos, and any information you get from a brand— whether entertaining or educational— can be called content and it’s designed to make you aware of the brand and keep you engaged.

Some forms of content remind you that the brand is there on the market. Other forms of content motivate you to make an on-the-spot purchase.

So what is content marketing and why is it important in 2022?

What is Content Marketing?

Content marketing is a marketing strategy that involves the use of articles, videos, and other forms of content to attract, engage, and convert leads into customers, and retain them.

This approach helps the brand do the following:

Promote brand awareness and top-of-mind awareness

Establish credibility in the market

Encourage purchases to drive sales

Motivate leads to make their first purchases

Businesses often use search engine optimization (SEO), social media, and email marketing to forward their content to their target audience.

Talk to us to know more about content marketing and what tools to use here.

Why Is It Important?

The following are reasons why content marketing is an important strategy that businesses should use in 2022:

Content marketing works. According to 42% of B2B marketers, content marketing works and they’re effective in producing results.

They bring in necessary traffic. According to content marketing leaders, they experienced a 7.8x higher year-over-year growth in unique site traffic when content marketing is done right.

They help you get more leads. Businesses with blogs report getting 67% more leads than other companies.

Content determines buyers’ next steps. According to a report, 47% of buyers view three to five pieces of content first before engaging with a brand’s sales rep.

Content helps build loyalty, nurture audiences, and drive sales. According to a report, 78% of successful organizations use content marketing to build loyalty, nurture leads and audiences (64%), and generate sales and revenue (57%).

Content marketing can help you establish and nurture your relationships with your prospective and existing customers. When the recipient of your content thinks of your company as credible, trustworthy, and responsive to their needs and interests, they’re more likely to choose you among your competitors when it’s time to buy.

How Content Marketing Works

Every buyer has a different set of needs and expectations at every stage of the buying process. Knowing the right content to send helps you nudge them to move forward to the next stages.

For example, a buyer at an awareness stage may need to know more about how your brand’s products and services can address their pain points, challenges, and questions. A buyer at a consideration stage may need to know more about the specific features or functions of your products and services and how they differ from what’s available on the market. A buyer at the closing stage may need to know how choosing you can benefit them in the long run.

Sending them the right content at the right time is crucial in closing these deals. Some tools are built and designed to help businesses automate this process.

Here’s an example of how you can engage your leads and customers through email with ease:

How to Get Started

To make content marketing easier, here are things to take note of:

Know your audience. The first step to making a content marketing strategy is to know who you want to reach and how to reach and engage them effectively. This requires you to determine their needs, preferences, and interests, among others, so you’d know what type of content to send them.

Get a team. Hire professional writers and editors to make your content for you. Remember, a small error in content, typography, or grammar can make you lose your credibility and discourage prospective customers.

Determine your distribution strategy. Know where your target audience is hanging around, when they’ll be most active, where they’re more likely to click on your content, and what type of content works best for them.

Use tools. To make the entire content marketing process easier, use tools and technologies designed for it. Some can help you distribute your content automatically with just a few clicks.

Automate your content marketing now

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How to Develop a Content Marketing Strategy

4 min read

To achieve business goals, marketers need to develop a content marketing strategy that is designed for their organization’s needs, as well as their audiences’. Read on to find out how to start making yours.

Many businesses plan to write some blogs, post on social media and send bulk emails to their target audience. But many also don’t know where to begin.

It’s understandable. According to a report, 74% of companies observed that content marketing increased their lead generation results. Those with a content strategy also achieved 27.1% higher win rates and 18.1% higher quota attainment. That’s why, in 2022, 90% of marketers continue investing in the channels they focus on using a content marketing plan.

In this post, we’ll talk about what content strategy is, why it’s important, and how you can develop your own content strategy that is designed for your unique business needs and your target audience. So let’s get started.

Learn more about what content marketing is and why it’s important in 2022 here.[1] 

What is a Content Marketing Strategy?

A content marketing strategy is a plan of action or policy that uses content (blogs, articles, videos, among others) designed to help organizations achieve their business goals.

Most business organizations use the content for the following:

To increase brand awareness in the market

To attract and generate more leads

To engage leads, nurture them, and convert them into customers

To remind customers of the brand and make a repeat purchase

To retain customers and reduce customer churn

A successful content marketing strategy will help businesses achieve their targets and goals, like those mentioned above.

Why is it important?

A content marketing strategy is important because it ensures that the content that you’re sending out is doing work. Remember, it’s not free to produce content. It requires time, energy, and company resources to write articles or publish videos. That’s why a strategy is important to make sure that they work.

It’s also important to note that your competition is sending out content too. Your strategy should take this into account because the first content the customer receives may lead that customer to ignore all other options and make their first purchase.

7 Essential Parts of a Content Marketing Strategy

What should your content marketing strategy be made of? Here are seven essential elements to take note of:

Your target audience

Their needs and preference

Your competitive edge (USP)

Your content format

The channels to focus on

Your team

The evaluation

1.   Your target audience

The most important element of your content marketing strategy is understanding your target audience. Who are they? How do they behave? Getting the right idea about your target customers lets you decide what to do in the next steps so you can get your message across effectively.

2.   Their needs and preference

Of course, each customer has a need that they have to address. Understanding each customer’s needs and preferences lets you provide an offer that is relevant and responsive to their unique situation.

3.   Your competitive edge

You need to know how to market your unique selling proposition (USP). What makes you different from the rest? Why should the customer choose you among the competition? Knowing your competitive edge allows you to drive your message home— telling the customer to ignore all other options and just focus on your brand.

4.   Your content format

Not all customers respond positively to blogs and articles, some prefer the video format. Choosing the right content format for the right customer is critical to getting them to consume your content.

5.   The channels to focus on

This is extremely important especially when you market on social media. Understanding which platforms your target customers is likely to use lets you optimize your content performance, especially when you choose to run paid ads.

6.   Your team

The success of your content marketing strategy depends on the team executing it. Choosing the right people to implement tasks and run workflows is an important part of the strategy.

7.   The evaluation

Last but not least, evaluating your performance lets you spot what needs to be corrected in your strategy and what needs to be retained. Use the right tools and metrics. Learn from industry peers and be ready to adapt.

5 Steps to Develop a Content Strategy

Now that you know what elements to focus on when developing your content strategy, it’s time to make one! Let’s dive in.

Set a goal

Know more about your customers

Choose your tools

Determine your content

Explore and experiment

1.   Set a goal

Goals are what would determine what your plan is going to look like and how it’s going to be implemented.

There are many goals to choose from. When planning their content marketing strategy, many businesses aim to:

Generate more leads

Establish brand awareness

Drive sales

Retain more customers

2.   Know more about your customers

Clearly defining your content’s target audience also allows you to be more specific about your content marketing strategy.

It lets you produce more relevant and valuable content that they’ll want to consume and which will, later on, push them to become customers.

Customer profiling helps you know more about your customers:

3.   Choose your tools

It’s going to be hard to run a content marketing strategy, especially if it’s your first time. Choosing the right tool makes the job easy and also helps you become more efficient in your tasks.

Tools like Saphyte’s Drip Marketing lets you send emails automatically on schedule to your target customers.

4.   Determine your content

There are several content formats to choose from and your content will largely depend on your target audience. Among them are:






Case Studies


Lead magnets

How to Develop a Content Marketing Strategy

5.   Explore and experiment

The success of many content marketing strategies today can be attributed to their willingness to explore and experiment. Evaluate what’s working and what isn’t. Try something new and see how far it goes. The sky’s the limit.

Want to know more about content marketing tools?

See how Saphyte’s tools can reinvent the way you engage with your leads and customers. Talk to us and get started here.

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CRM Software – The Trifecta of Smart Business

4 min read

The relations between sales and marketing can go down in two ways: they can be either mutually supportive or tension-filled. One leads to productive and efficient results, and the other leads to confusion and inconsistency. People and organizations have believed that marketing and sales don’t get along.

But, just like any other movie where two teams can put aside their differences and work together as a single unit and accomplish great things for your business. The harmony between your sales and marketing team is essential, but it is also easier said than done. However, it is not entirely impossible.

Integrating your Sales and Marketing Teams

Your marketing and sales teams are at the opposite ends of your organization’s whole sales process. Despite this, integrating your sales and marketing can be a good thing for your business.

Recent studies show that revenue growth is 70% more common for businesses if their sales and marketing teams are aligned. The revenue is not a shocker when your lead generation and revenue engines are up and running. An effective lead generation machine gains more website traffic and high-quality leads into your sales funnel, hence more new customers.

Bringing in a CRM Software to the Picture

Bringing new customers in is just the tip of the iceberg. Aligning your sales and marketing teams is just part of the whole scenario. At the end of the day, aligning your sales and marketing won’t matter if customer relations are not a part of the equation.

A study shows that improved customer experience drives growth by increasing loyalty. So, if your business is not in it for the long run, you have to prioritize and have the ability to manage your relationship with your customers. Bringing a CRM solution to the picture gives you the ability to gain the traction you need for your business. Here’s how a simple CRM software solution impacts your business.

CRM Organizes and Analyzes Data Easily

It’s no stranger that CRM facilitates data-driven decision-making. A good CRM platform allows users to have access to easy-to-understand information easily. When users and team members have a perpetual understanding of the information they have in the first place, results in informed decisions. This is the main power of a CRM platform, analyzing data so that you don’t have to do it yourself.

Anticipate what your Customer might Need

CRM data provides users with instant access to customer data such as their contact information, purchase history, customer service contact history, and other crucial information. Gaining these types of information is critical because it allows teams to anticipate their customers’ needs and, as a result, keep them happy.

Improve Products and Services

Collecting and incorporating customer feedback data into your CRM allows you to gain a better understanding of customer expectations concerning the product or service you are offering. By using these insights, teams can easily identify the customer or product challenges and improve their offers and services to better meet the needs of their customers.

Grow revenue by managing your relationships

Consider all of the ways you communicate with your contacts: phone, email, social media, face-to-face, text, direct mail, online forms, and so on. The list is extensive. When you multiply each interaction by hundreds, thousands, or even tens of thousands of contacts, the magnitude of the problem becomes clear.

A robust CRM allows its users to handle personalization on a larger scale. This means organizations can grow their revenue in the right way. You read that right the first time. CRM pays for itself nearly nine times over on average! As a result, organizations can easily expand while still providing a personalized experience to their contacts.

Personalization is essential to conveying the message you want to convey: that you care about your product and that the people you sell to aren’t just numbers. If your interactions come across as impersonal, your message and sales are bound to be bland and insincere – which is the opposite of what you need for your business.

CRM Supports your Business’ Marketing Efforts

Marketing is a necessity for your business’s survival. Your stream of new leads will dry up if you do not market, putting your entire business in danger. If you’re going to market your product or services, might as well do it smarter.

How you convey your brand’s message is critical to that success, and you must get it just right. CRM can significantly lighten the load and improve your success regardless of how your organization approaches marketing.

CRM allows you to segment your contact list almost infinitely, allowing you to send the right messages and offers to the right people at the right times.

CRM Sustains Cross-collaboration between Sales and Marketing

As your business grows organically, one data set tends to end up with one owner while another data set is controlled by a different owner.

Right now your sales and marketing teams might not be big enough to endure this problem, but think about what you could look like in five years. How big will your team be? Without intending to, your data could end up split up into silos.

For example, your marketing team holds one set of contact data and your sales team has another set. Or your receptionists manage appointments with clients, while your social media manager handles a whole other set of contacts for social outreach. These lists will probably overlap and probably by a good margin (but may result in not a good way).

Client-facing positions can open up new sales opportunities. However, if your management efforts are not centralized, you will miss out on these opportunities. When client-facing roles and by using your CRM, you can open the door to new opportunities for upsells, cross-sells, and product marketing. This shared knowledge aids in the identification of preferences and interests, which can be useful in converting your clients into loyal brand supporters.

Key Takeaway

The benefits of CRM are no stranger to business owners. Running your admin, sales, and marketing into a single-engine machine is not a walk in the park. That is why getting CRM software that gives you efficiency, security, and scalability is a must these days.

About Saphyte

Saphyte is a MENA grown, cloud-based, centralized, and cutting-edge CRM platform designed and engineered for scalability, flexibility, and sustainability.

Saphyte’s system is also designed to adapt to the unique needs of its users as their business grows. The platform is filled with features and tools that mitigate business risks and errors, lower costs, support sales, and marketing operations through automation and innovative tools, and boost employee productivity.

Saphyte offers suitable software for your business’s admin, marketing, sales, and even automation needs this 2022. Rest assured that your business is in capable hands this 2022, and Saphyte can help you accelerate things for your business through zero implementation costs, flexible CRM pricing for your business, and excellent 24/7 customer support. Book a demo with us today, and we can show you how Saphyte can bring you the perfect trifecta for your business and help you reach your highest potential and how you can use innovation for your business’ success!

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5 Effective Lead Generation Techniques in 2022

3 min read

The pandemic has reshaped consumer behavior. Research has noted that there’s now a strong preference for technology among consumers. With key changes in consumer preference and buying patterns that are expected to last even after the pandemic, businesses need to identify the best ways to gain leads and customers.

In this article, we’ll discuss what lead generation is and how lead generation works. Then we’ll explore the best ways for lead generation this year and how you can polish up your lead generation processes.

What is Lead Generation?

Lead generation is the process of identifying and engaging consumers that will potentially purchase from your business. It can be done through email, content, a phone call, or a combination of these.

How Lead Generation Works

Lead generation works like this: Think about your favorite brand. And imagine a time when you still have no idea that that brand exists.

When and how did you know that the brand exists?

When did you make your first purchase from the brand and what compelled you to make the purchase?

Do you want to continue buying from the brand? Why?

These questions relate to lead generation and customer retention. But for customers to be retained, identifying and engaging with them is extremely important. That is what lead generation is all about.

Here’s how it works:

1.   Brand awareness

How did you come across the brand?

In this stage, customers are still considered “strangers.” They have no idea that your brand exists. And sales opportunities are virtually zero.

But these strangers have needs and wants. And they must know about your brand. If businesses want to improve this part of the buyer’s journey, they should invest in brand awareness campaigns.

For example, a business may publish blogs that have undergone search engine optimization (SEO). So when a customer types in “best coffee in XX city,” the blog published by the business will appear on the search engine results page (SERP), which may attract the said customer.

2.   Sales conversion

What influenced you to make the purchase?

Encouraging potential customers to make their first purchase is a challenge for many businesses.

They may need to prove their value to customers— what is in their brand that’s valuable to the customer? And why can’t they get such a deal elsewhere (unique selling proposition)?

Businesses should communicate their brand’s value to their leads and create a long-lasting brand impression. For example, a brand may send customers emails with useful and relevant content to actively engage them. Or a brand may incentivize responsive behavior through discounts or freebies so they will purchase or try and experience the product.

3.   Customer loyalty

What made you stay? What dissuades you from buying from others?

Another challenge for businesses is to make their customers stay. There are a lot of reasons why businesses may lose their customers— a bad service, bad product, or just simply because the customers no longer need or want your product.

Businesses need to identify the reasons why customers churn. And it takes more than just asking them a question to gather this information.

What are the best ways to generate leads in 2022?

In 2022, the following are effective ways to generate leads for businesses:

Turn your websites into lead generation machines

Build communities with your social media pages

Launch email campaigns

Run paid ads

Collaborate with social media influencers

Let’s explore them down below.

1.   Turn your websites into lead generation machines

Landing pages are the new lead generation machines. You can use them to capture important customer information, perform lead conversion techniques, and turn leads into customers.

2.   Build communities with your social media pages

Grow your audience on social media and build a strong community there. This makes it easy to gain organic leads and even learn more about them, their needs, and their preferences.

You can also collect information from them through forms, so you can achieve accurate customer profiling to convert them into customers.

3.   Launch email campaigns

Email campaigns provide opportunities for your leads to get to know more about you and what you do as a business. To make this easier, you can use tools that automatically launch drip email campaigns. Here, emails will be sent out based on your desired schedule or when certain conditions are triggered— like when a customer makes a first purchase or when a lead fails to respond in 36 hours.

4.   Run paid ads

Paid ads are one of the best ways to engage leads on multiple platforms. They boost brand awareness which helps in generating leads. Some platforms offer native tools to help you run successful campaigns and measure their effectiveness using analytics.

5.   Collaborate with social media influencers

Influencers play a vital role in the world of social media. With their reach and following, influencers can promote your brand and make you gain leads in just one post. This is especially true when the followers of your chosen influencer are your target audience.

Gain more leads this 2022

Find out how you can generate more leads this year. Click here to get started.

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