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a ux approach to social media marketing

November 2023 - Present

Studying UX has taught me much about how people interact with the digital world. The applications of this knowledge are much more far-reaching than just building websites. After I graduated in 2023, the job market was challenging. But I decided to see this as a challenge, pivoting my knowledge to craft holistic digital experiences that work for customers. Since starting work with Sano in November 2023, I have leveraged my understanding of how people interact with the digital to craft a social media approach that connects with their customer base in a unique way. At the core of this approach is carefulness.

  • Weekly posts for 3 Instagram accounts & 1 TikTok account
  • Monthly audits & content plans
  • Interaction with followers & other businesses

results

Before I get into the critical parts of this approach, here's some proof that it  works:
- 150% increase in engagement in the first three months
- Increasing engagement across social accounts by at least 50% each month
- Christmas gift card campaign leading to €4000 in sales

using trends carfeully

Viral TikTok & Instagram videos may be entertaining but don't always lead to sales. The user journey to the right shows a  typical user journey following a viral video. There are a few key pain points in this process: 

1. There are  too many steps between the viewer seeing the video and deciding to buy something.

2. Most people that see a viral video won't be repeat customers; or even customers at all. You aren't reaching the key people that will connect with and care about your business.  

My goal with Sano is to craft a user journey through social media that leads to a direct increase in sales. The user journey to the right shows ideal customer behaviour after seeing one of our videos. To achieve this user journey, I focus on making it easy for customers to discover and purchase Sano's products.

key strategy questions

Following a user-centered approach, I ask key questions to determine what audio, storytelling, and visuals resonate with Sano's audience:  

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The answers to these questions vary depending on industry, but when it comes to pizza, the answers are simple:


By following this strategy, I am able to use the algorithm in a more effective way to target critical customers. This approach helps me to create more meaningful connections with my potential customers and ultimately leads to increased sales.  

implementation

  • Each video posted showcases a key offering of the restaurant in an appealing way, reducing the number of steps between a viewer watching a video and making a purchase.
  • I use various visuals, including candid shots and well-crafted images, to create a more authentic and engaging experience.
  • I also use storytelling to create a connection between the viewer and the brand, using relatable and authentic language to the audience.
  • To ensure that the social media approach is user-centred, I measure its effectiveness and adjust it based on the insights gained.

overview

By adopting a user-centred approach to social media marketing, I have achieved significant results for Sano. Through careful attention to trends and audience preferences, I have crafted a social media experience that connects with customers meaningfully. By continuing to refine and improve this approach, Sano will continue to see strong engagement and sales through social media marketing.