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PORTFOLIO
Social Media Marketing
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Hi, I'm Dinah
I believe social media is the most valuable tool for understanding commercial viability, brand perception and customer experience.
Having built a business from the ground up using social media as my primary sales and client acquisition channel, I've developed a deep appreciation for its ability to reflect precisely what resonates with your audience.
I bring together a commercial mindset with a creative background, combining audience psychology, storytelling, and data-driven decision making. I enjoy developing strategies that are grounded in research, tailored to a brand's unique audience, and designed to result in actual commercial sales. With the right person, social media management should bring the biggest bang for your buck.
My Strategy:
1. Understand the business, the passion behind it, the people that built it.
The essence of the business is an important foundation because it stops content from becoming purely for attention. Without values, attention will be superfluous. We need to be clear what we want to get eyes on and why.
For example, with Ambrosiya, I knew my personal story was a key factor of why the business existed. My content would be shaped by talking head videos that reflected my personal voice. The style would be simple and homely, not hyper formal or corporate. This built trust with the intimate 1 on 1 work I did.
2. Assertain the main niche of the business + 5 subniches - these are things your customers and clients are searching and engaging with already.
This is the second step in understanding the business. By narrowing down the niches of the business and the content - we can create a content system that the algorithm knows how to filter. Not every piece of content needs to be brand new. The best businesses have core messages that their audience loves to hear and actually wants to be reminded of. Audiences want to be able to categorise businesses mentally: "I go to them when I am looking for xyz."
With KDB Wellness, the founder wanted a highly repetive content series for 90 days - solidifying KDBs spot as a luxury wellness concierge on the algorithm.
3. Do a 60 day content series of videos under 1 minute long to gauge customer profile.
A content series give us a chance in the beginning to understand what users respond well to. This is a data collection phase. Alex Hormozi lives by the technique of A/B testing and the content series is the perfect place to do this. Ideally, this series would be the foundation - with more experimental, educational, narrative and authority-building videos being done at the same time. On its own, a content series becomes boring. As a data collection system, it is a valuable way to build trust by understanding the audience.
With KDB Wellness, our content series showed that the audience was most interested in: unique environments ie a sound bath session on the beach and the idea that everything could be organised effortlessly for you.
Top-of-funnel example: broad categories, fast and simple education that anyone can see themselves in
4. Research top-performing visual, audio and written hooks within your niches and write scripts to be adapted for your business.
I deeply follow the work of Personal Brand Launch, who explains this step excellently. Content isn't random. There is a perfect combination of top-of-funnel content which draws eyes, middle-of-funnel content which builds trust and bottom-of-funnel content which drives sales.
In Ambrosiya, I researched what my client journey was with my content before they bought a product. This wasn't salesy - it was becoming intimate with the psychology of the customer and the content - this is my speciality. A big part of this is free resources - gifts that you give the user so they can become more intimate with your business. For me, that was an insightful quiz that required people to sign up with my newsletter. My content strategy is designed to bring people closer to the business so that it feels like a welcoming space. The question is: what is it that makes people identify with a business so that they are speaking about it in their spare time.
Other experience:
1. Building a Youtube and Spotify Channel
Although I have not made this my main focus, I understand how to build these channels and market them on Social Media.
2. Professional and personal experience with Tik Tok
With KDB, we did the content series on Tik Tok. On my personal channel, I have had good reception to my informal content.I am more than comfortable on camera.
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My Skills and tools:
1. Adobe photoshop and premiere pro for long form editing and images
In my Contemporary art studies we were taught how to use Adobe - this allows for more precise and interactive edits.
2. Wix website editing tools
I built this website entirely self taught - I learn quickly.
3. CapCut, Edits and Canva
I have tried all the main editing tools for short-form content- my preference is Cap Cut.
4. Content strategy
In my Stellenbosch entrepreneurial course and Safe House content strategy course I was taught how to communicate effectively and creatively on social media.
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