There are a great many of us on TikTok, Instagram, Facebook, and what have you. However, there are only a handful who truly get the importance of a knockout social media strategy.
Great brands like Nike, Red Bull, and Airbnb don’t get where they are digitally without one. Even Mindvalley chalks up its social media success because of it.
No one knows this better than the chief growth officer at Mindvalley, Marisha Lakhiani. And as she explains, “Companies with a documented social media strategy are three times more likely to succeed.”
Yours can be, too.
Marisha Lakhiani: Shaping the future of Mindvalley’s digital marketing
As her title suggests, Marisha is exceptional at marketing growth. However, as the story goes, she didn’t start off that way—in fact, she was, in her words, “the worst employee at Mindvalley.”
“I was struggling,” she recalls of her start. “I couldn’t figure it out.”
Determined not to be pigeonholed, she made it her mission to learn everything there is to know, even how to get into social media marketing.
“I started reading every f**** marketing book,” Marisha says. It’s the foundational books that helped her with the key aspects of marketing—the science, the psychology, and the creatives.
Now, as the chief growth officer of Mindvalley, the social media marketing approach to audience engagement has transformed. By focusing on creating a stronger, more connected community, she has steered the brand towards interactive strategies and content that resonates deeply with the Mindvalley audience.
These elements are not just part of her marketing strategy; they’re woven into the fabric of her personal branding. And with her expertise, it’s no wonder she’s been invited as a speaker at top marketing conferences worldwide, including Ad World, Global Marketing Day, and Mindvalley’s Social Media Summit 2023.
What is a social media strategy? Marisha Lakhiani explains
A social media strategy is a comprehensive plan for how your brand will use social media to achieve your marketing goals. What does this look like? According to Marisha, it’s all about crafting a narrative, engaging with the audience, and leveraging platforms to build brand presence and drive growth.
The thing is, though, that people oftentimes get caught up in the quantity, not the quality. Marisha explains that it’s about having a healthy balance between the two.
“Do you want to put out [content] every single day at the risk of putting out mediocre content?” she asks. “Or put out good content and really put effort into the content you put out?”
With around 4.95 billion people using social media daily, the opportunity for your brand to reach your audience is immense. And, as Marisha points out, having a social media content strategy is what will help you go viral or get lost in the deep depths of digital nonsense.
5 examples of the best social media marketing strategies
Chances are, you’ve come across a viral video on social media. Like, for instance, the one where Mindvalley’s CEO, Vishen, is sneaking around a grocery store. There’s something about that kind of social media marketing plan—education plus entertainment, as per Marisha—that resonates with people the world over.
Here are a few more examples of big brands and their strategies to inspire you:
- Nike uses storytelling through content. Their posts are about more than just selling shoes. They tell stories about athletes and sports, making their audience feel inspired and connected.
- Coca-Cola uses interactive campaigns. The company’s “Share a Coke” campaign made people excited to find bottles with their names. This is a great social media strategy example to show how a simple idea can encourage personal connections and shared moments.
- Airbnb uses user-generated content. They show real stories from travelers. This makes their brand feel more trustworthy and creates a space for people to share travel tips.
- Glossier leverages influencers. They team up with people who connect with their audience to widen their reach and make their brand feel more real.
- Mindvalley creates a sense of belonging. With events like Mindvalley University and Mindvalley Live, the company focuses on community. They create content that starts conversations and makes people feel part of their brand’s journey.
The bottom line is, find a way to make your brand’s digital presence meaningful and interactive. Your social media marketing goals should resonate with your audience as well as reflect your values and the impact you want to make in this world.
Marisha Lakhiani’s exclusive guide to game-changing social media strategy wins for your business
If there’s a social media strategy template to follow, Mindvalley is one. With millions of followers across platforms, the company has cultivated a diverse and active online community. Under Marisha’s leadership, these numbers continue to grow, reflecting the brand’s increasing influence and success in the digital world.
Here are five things you should consider for your own brand’s social media strategy.
1. Identify your brand values
Values are the heart and soul of your brand’s identity. It guides how you communicate and interact, and even the type of content you create. Without them, as Marisha points out, you’ll only be focused on converting someone or gaining followers rather than truly connecting with your audience.
It’s so important that, in fact, more and more people are interested in brands’ values. A 2022 Harris Poll research found that 82% of shoppers prefer brands whose values align with their own, and they’re willing to switch loyalty if there’s a mismatch. Furthermore, three-quarters of consumers have stopped supporting a brand due to a conflict in values.
So, how can identifying these values help with your social media strategy? Start by asking key questions:
- What does your brand believe in?
- What change do you want to see in the world?
- How do you want your customers to feel when they interact with your brand?
Reflect on these questions with your team. Look at your brand’s history and the messages that have resonated with your audience in the past. This process will help you pinpoint the values that are truly at the heart of your brand.
Once you’ve identified your values, let them shine through in every post, reply, and campaign. This authenticity will not only set you apart from the competition but also attract and retain customers who share these values.
2. Understand your audience
In any kind of marketing, it’s always about connecting with the right people. It’s “who you want to talk to,” according to Marisha.
Now, before you say “everyone,” keep in mind that not everyone will resonate with your message. Marisha adds, “People make the mistake of trying to talk to everyone, so they don’t talk to anyone.”
Targeting your ideal audience involves speaking directly to their experiences and aspirations. For instance, if your brand is all about healthy living, your audience might be fitness enthusiasts or people seeking a healthier lifestyle. In this case, your content should not only showcase your products but also provide valuable health tips and inspiration.
So, the golden question is, how do you find your ideal audience?
Start by analyzing your current followers: Who engages with your content the most? Look at their profiles. What are their interests, ages, and lifestyles?
Social media analytics tools like Hootsuite or Sprout Social can provide deeper insights into these questions. Once you have a clear picture, it’s time to tailor your content to match their interests and needs.
3. Blend education with entertainment
Have you ever sat through a sales pitch and the person was just spewing information after information after information? And how long did it take for you to tune out?
The key to providing valuable content to your audience lies in a crucial soft skill: making the learning process fun. It’s not about over-the-top excitement, but crafting experiences that engage, encourage sharing, and make your brand memorable.
What can that look like? Let’s go back to the Mindvalley video with Vishen in the grocery store. He masterfully exposes the high sugar and unhealthy ingredients in popular items, turning an educational moment into an entertaining and eye-opening experience.
Watch the video:
4. Consistent quality content
Remember: Each post reflects your brand’s image and values. High-quality, authentic content not only captivates your audience but also helps enhance your social media marketing ROI (return on investment).
Marisha points out that getting caught up in posting daily can lead to a compromise in quality. The focus should be on creating content that resonates deeply with your audience, rather than just posting for the sake of visibility.
What’s more, consistent quality content builds trust and establishes your brand as a credible source in your industry. This approach leads to higher engagement, better audience retention, and ultimately, a stronger connection with your followers.
5. Community is key
How do you go from pushing content out (or what is known as “push marketing strategy”) to where people are talking about you and your brand (also known as “pull marketing strategy”)?
This is where having a community helps. It turns followers into advocates.
For example, when you share a post that resonates, your audience will do more than just “like” it. They will talk about it, share it, and bring more people into the conversation.
So how do you build this community? How do you go from a push marketing strategy to a pull marketing strategy? You can start by:
- Understanding what your audience cares about,
- Creating content that speaks to those interests,
- Use your social skills to encourage them to share their thoughts and experiences related to your brand.
If you’re a fitness brand, create a space where followers can share their workout success stories. Or if you’re a fashion brand, inspire followers to post photos of how they style your clothes. (And don’t forget to get them to tag you!)
The power of community in social media strategy is undeniable. This connection is what transforms a brand from a mere name into a movement.
Ignite your digital potential
It’s no secret that social media is ever-changing. Keeping ahead means learning from the best.
You can do that by joining the Mindvalley Social Media Mastery, an innovative online program that brings together Nuseir Yassin of Nas Daily, John Lee, Brendan Kane, Vishen, Iman Oubou, Jimmy Naraine, and Marisha Lakhiani.
This is a chance for you to dive into the depths of digital marketing wisdom. Register now for an experience that promises to reshape your understanding of and approach to social media.
Welcome in.
