Sacha launched Grassfed Media in 2009, focusing on content strategy, social media, and marketing for socially responsible and green companies. She did so well that one of her clients hired her as their Director of Digital Media. Last year, Sacha had the itch to be her own boss again, so she relaunched Grassfed in June 2013.
Here is how she uses social media and email to market Grassfed:
What social media platforms are you active on?
Twitter and LinkedIn, and we are starting to build the Facebook channel. But Twitter is where we have the most traction and the most followers, so it has been the strongest platform for us.
What kind of information do you share on Twitter?
First and foremost, we share really useful information rather than promoting the company. There’s a lot we’re doing around sustainability, sustainable businesses, and socially responsible businesses, so when we come across news related to that community, we tweet about that. We also try to engage in conversations that are relevant, especially around content strategy – that’s a core part of our business.
I think the one thing that has been extremely beneficial about Twitter is you can connect with anyone and build those relationships in a way you could never do before. Once you establish those relationships, the next step is to build up a relationship offline. I’ve met great people and gotten great referrals by pursuing those relationships, but you have to be really targeted in building those relationships outside of tweeting.
How do you use LinkedIn?
I have used it personally since 2007, so I was very much an early adopter. I’ll share articles, information, and news, so I think it’s a great way to connect with people and let them know you have expertise in different areas. Sharing advice and information is a great part of LinkedIn.
In terms of networking and making connections, it’s been invaluable. It’s not always easy to keep track of your network, and I think the search functionality has gotten more robust.
Let’s talk about Facebook, because Facebook marketing can be an uphill battle.
It’s a tough nut to crack. We work with some small businesses, but we also work with larger brands. And you’re right, it takes a lot of money and effort to gain traction. It’s an area I am still exploring to see if it’s worth the time and effort, but it’s still TBD at this point. It really depends on the type of business and the type of audience. Food, for example, does really well. It’s easy to get people to comment and share when you’re talking about food. You have to do a lot of testing, monitor it closely and try out a lots of things.
Do you do any email marketing?
I have pulled back on it, but for clients, it’s really effective. It’s an often-overlooked tool.
You just need to make sure peple are opting in. I’ve noticed a trend lately where people add you to their email list without asking. But if you have people who are opting in, it’s a great tool – it means people are specifically wanting to engage with your company. You want to do a combination email marketing strategy that includes actionable, useful content and combine that with news about your company.
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