S8 E17: Rethinking Social Media Marketing with Xanthe Appleyard from Oh Sierra
Dec 5, 2023
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Xanthe Appleyard from Oh Sierra, a creative studio specializing in community building, discusses the future of social media, overlooked marketing strategies for designers, thought leadership, coaching and education services, engaging with followers on social media, offers and services provided, and gratitude and mentorship in the industry.
Social media marketing for creative businesses has shifted towards more authentic and personal content, allowing designers to connect on a deeper level.
Storytelling is a powerful tool for designers to engage their audience and differentiate themselves in the market.
Designers are blending marketing with education and thought leadership, sharing valuable insights and establishing credibility to attract an engaged audience.
Deep dives
Shift towards authentic and personal content
Over the years, there has been a noticeable shift in social media marketing for creative businesses towards more authentic and personal content. Brand and web designers have moved away from formulaic, heavily edited posts towards content that feels off-the-cuff, organic, and relatable. This has allowed designers to connect with their audience on a deeper level and showcase their unique personalities and perspectives.
Focus on storytelling
Another notable shift has been the increased emphasis on storytelling in social media marketing. Brand and web designers have recognized the power of storytelling to engage their audience and position their products and services to solve their pain points. By focusing on telling meaningful stories, designers are able to create deeper connections with their audience and stand out in a crowded market.
Shift away from one-off posts to strategic content planning
There has also been a shift away from one-off posts to more strategic content planning. Designers are now taking a holistic approach by planning their content in advance, thinking in terms of overarching narratives and themes, and preparing content in two-week increments. This shift allows designers to have a clear direction for their content and ensures consistency in their messaging.
Blending marketing with education and thought leadership
Lastly, there has been a blending of marketing with education and thought leadership. Designers are using their social media platforms not just to promote their services, but also to share valuable insights, resources, and industry knowledge. By positioning themselves as experts and thought leaders, designers are able to establish credibility and attract a dedicated and engaged audience.
Shift in Design Perspective: Emphasizing Value First
The biggest shift in the design space is the realization that visuals alone are no longer enough to make an impact. Designers need to understand that their value lies in the decisions and processes behind the visuals, rather than just the aesthetics. It is important to prioritize the value that a design can provide and think about the impact and purpose it serves. Designers should ideate based on the value they want to offer and then add visuals as a secondary consideration. The goal is to create content that emphasizes value first and aligns with what clients want to see.
Thought Leadership and Personal Branding
Thought leadership is about sharing unique perspectives and ideas that challenge industry norms and shift the mindset of others. Being a thought leader as a personal brand means using your voice to share what you truly believe to be true and articulating the value behind your perspective. It is not about being the best or having the most experience, but about being a resource through your individual perspective. Thought leadership is crucial for building an invested community and creating brand culture. By leading with your thoughts and perspectives, you can connect with your audience on a deeper level and build a loyal community that supports you beyond your offers or products.
Today I’m joined by Xanthe of Oh Sierra, a creative studio that help leaders and brands harness the potent power of community – online and IRL – through content marketing strategy, collaborative events, and creative spaces. In this education-packed episode we discuss the future of social media, what designers are overlooking in marketing, thought leadership, and more.
