Building Engagement
From Scratch
Q. You mentioned social media was surprisingly effective for
you. What was your marketing plan like initially?
S. This company is pretty new - I just bought it in September
2017, so I am not yet doing events, wholesale or anything like
that, so social media makes up the majority of my marketing.
Initially, though, yes… we had to figure out which actions would
have the most impact and how to get people engaged.
Q. And now?
S. Face-to-face networking is also starting to have an impact.
My first social media goal is to continue to grow my Instagram
following and become far more proficient at using and
expanding my business through that platform.
Q. Wild & Roaming started as a kind of forum, right?
S. Yes, when I took over, customers were already on the
Facebook page, giving us feedback and basically becoming
members of this community that we needed to foster or lose
out on ASAP. But it’s difficult for me, social media….
I’m overwhelmed with unrelated tasks or other marketing
requirements and have trouble getting organized or learning
how to effectively utilize the available platforms, cutting
through the noise and figuring out what actions will have the
most impact, you know? When I started, I could see we had
a decent start but really needed to do a better job getting
people to engage.