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Building a Social Media Strategy From Scratch
1. Overview
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Brand: B2B manufacturing company.
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My role: Marketing Coordinator. I created all marketing assets such as ads, newsletters, social media, etc.
2. Goal
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Create a social media strategy for the brand’s current social media accounts (LinkedIn, Facebook, and YouTube). Increase audience growth and engagement.
3. Strategy
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I took a deep dive into the company’s pre-existing website, ads, and literature. I built content pillars from my research and feedback from management.
New Content Pillars
Promotional Products & Services
(Test Lab, Video Product Demos, Product Highlights)
Brand Messaging
(Brand Identity, Case Studies,
Tips and Tricks)
Live Event Coverage
(Tradeshows, Service Trainings)
Posts Breakdown
Promotional Products & Services
Posting about our products and services, ensured we could post consistently on our social media accounts.
It gave us a chance to dive in deeper on why our products were beneficial.
With the new content pillars, I also wanted to tweak our branding a bit to be more consistent across our ads, newsletters, and social media posts.
Live Event Coverage
Prior to this strategy, our tradeshows and service trainings weren't promoted on social media. Management also wanted to increase sign ups for our service trainings.
When posting about live events, I made sure to use branded hashtags to increase visibility beyond our current audience.
These posts tended to get more engagement as our employees and REPs attended these events and would share them across their network.
Brand Messaging
We had a quarterly newsletter that we sent out to REPs and employees. Each department would write an article on current news.
I reformatted that information into bite-sized social media posts. These posts provided unique information and went in deeper to our products and how they work.
4. Execution
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Utilizing the content pillars, I created posts that highlighted our products and services. I also utilized employee advocacy, creating posts I knew employees would connect to and share.
5. Results
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Within 1 year our social media following tripled in size, boosting reach, engagement, and brand visibility
6. Learnings
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I learned that having a clear social media strategy is crucial. It not only guides content creation but also ensures that every post contributes to measurable growth, stronger engagement, and a consistent brand voice.
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