In 2021, I started sharing my Marketing knowledge and learnings on my Instagram account.
In addition, I started doing Social Media work for other accounts russian email address list different niches. Currently, I take care of 5 fixed pages per month, in addition to doing an internship at a construction and land development company in Curitiba.
I also do consulting and in 2021 I gave my first lecture on Social Media.
And how did I find out about Harve? I always read a lot of books and took courses beyond my undergraduate studies. I felt that the digital area was missing from my college curriculum. That's when I found Harve's website, looked at the course details and signed up for the next class.
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1- Creating Personas
For the final project, I decided to do it on my own Instagram account. The first step when creating a social media account is to know what your goals are.
There is a quote from Alice in Wonderland that talks about this and I find it very interesting: 'If you don't know where you want to go, any road will get you there.' Therefore, first of all, it is important to be clear about what you want, how and when you want to achieve this goal.
Already knowing what my short and long-term goals were, I created the Brand Persona (character that conveys the brand's image) and the Buyer persona (semi-fictional character of the customer, based on real behaviors and research) for my personal brand.
Knowing who the people you want to reach are and what their routine and values are like makes your communication more assertive. If, for example, your clients are lawyers and you post with spelling mistakes or slang, your clients will not identify with your brand.
First, let's look at my personal brand's Brand Persona. It was based on me and the image I would like to convey to my followers:
Beatriz is a Marketing graduate, very persistent and always studying. She believes that we should lead an easy life but always dedicate ourselves to achieving our dreams. She is a responsible and professional person. She is open to answering questions from her followers, has a firm tone of voice, is strategic but is friendly and lively.
As I provide Social Media services for small businesses and small influencer accounts, I have two Buyer Personas.
I conducted a market study, an analysis of the main competitors, my clients and the services I provide to create the buyer personas. In addition, I used the Empathy Map, a tool that helps in creating your personas. Below is a brief description of them:
The first is a businessman: Cassia is 35 years old, has a degree in accounting and sells essential oils with her friends as an extra income. She is married and has a daughter. She loves the world of oils, recommends them to everyone and uses them daily with her husband and daughter.
She is a calm person but her routine is busy with work and taking care of her young daughter.
In her free time, she likes to go to the beach and have coffee with her friends.
In her conversations, it is clear that she uses informal language and is always polite and respectful towards others.
The second Buyer Persona is an Influencer: “Nicole is 18 years old and dreams of being a famous influencer. She likes watching TV series and is vain, she loves putting on makeup. She likes to cook, so sometimes she plans dinner with her friends.
She is a fan of Marina Ruy Barbosa and Isabeli Fontana. Her favorite music genres are funk and pop. She uses simple and informal communication, with occasional slang.”
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2- Editorial Line
After defining the business personas, it is important to start producing posts on social media.
I create the editorial line for the page with content for the entire month. But it can be done weekly, biweekly or even for a longer period, depending on how you prefer to organize yourself.
An editorial line includes the frequency of posts, the theme and all the information that will be in each post.
I organize the themes of the posts by color. The green notes are for educational content. The blue ones are for talking about events, important dates or the product itself. And the orange ones are for “humanization” posts, where we post customer testimonials, photos of the team or something motivational.