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a ux approach to social media marketing

November 2023 - Present

Studying UX has taught me how people interact with the digital world. This knowledge extends far beyond website building. When I graduated in 2023, I faced a challenging job market. Instead of seeing this as a setback, I pivoted my expertise to craft holistic digital experiences. Since joining Sano in November 2023, I've applied my understanding of digital interaction to create a social media approach that uniquely connects with their customer base, particularly those aged 25-44. At the core of this approach is carefulness.

  • Twice weekly posts for 3 Instagram accounts & 1 TikTok account
  • Regular Email Newsletters
  • 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 social media journey that directly increases sales. The user journey to the right shows ideal customer behavior after watching our videos. I achieve this by making it simple for customers to discover and purchase Sano's products, with particular attention to when our audience is most active

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 taking a user-centered approach to social media marketing, I've delivered significant results for Sano. Through mindful attention to trends and audience preferences, I've created a social media experience that forms meaningful customer connections, particularly with our core demographic of young professionals and families. This approach will continue driving strong engagement and sales as we refine and improve it through regular audits and content planning.