Social Media Marketing
Overview
DMA is a proudly employee-owned company that has been solving corporate tax challenges for over 50 years. Their employees share common philosophies, a strong entrepreneurial spirit, and an unbreakable commitment to client service. Because of their unique corporate structure and principles, when they say “about us” it is actually about their clients. Learn more about DMA.
As the Marketing Intern, I was tasked with managing DMA’s LinkedIn presence and continuously monitor, measure and report social media activities, trends and campaign results including delivering insights to drive continuous improvement.
The goal of these projects was to provide enough social media content to last until the end of the year and increase brand awareness.
Aug 2023 – Present
My Role
Marketing Intern, Social Media Assistant, Video Editor, Social Media Management, Brand Management
Background
As I continued to learn digital marketing skills, I was ready to get hands-on experience to learn more and practice what I have learned about social media marketing. With this in mind, I was able to land another internship for the fall.
At DMA, the marketing intern would work with the corporate marketing team to manage a wide range of marketing processes and projects including content creation, digital media, internal communications, email campaigns, and social media.
Like my previous internship, when I first started, it was quiet. I spent most of the first two weeks doing HR training and meeting the team.
My manager and I came together and came up with a Learning Agreement in collaboration with my university’s internship coordinator, which was an onboarding plan, with set expectations of what I wanted to learn.
Within the first 30, days I was expected to learn how to create and edit content for a biographies project called an Expert Profile Refresh, and website updates using WordPress, gain access to HubSpot, and understand how to format the copy for DMA’s LinkedIn posts. I was also supposed to learn how to navigate the Click-Up project management software.
Within 60 days, I was supposed to be done or nearly done creating the LinkedIn posts and have them scheduled with HubSpot throughout the rest of the year. I was also tasked with created a report for the posts in HubSpot’s dashboard.
Within 90 days, I was supposed to have a presentation ready for my university to explain what I learned over the internship and have completed or nearly completed the Expert Profile Project.
Understanding the Problem
During our first meeting with the Social Media Manager, she let me know that I would need to learn quickly because she was going on maternity leave. During our second meeting, we concluded that we needed evergreen social content scheduled through the end of the year, for each of the services and specialties DMA provides.
Using my knowledge of Social Media Marketing, I suggested the following:
- Gain access to HubSpot and learn how to navigate Click-Up.
- Learn more about DMA and the services I will be promoting.
- Learn how to write the copy and get creatives for DMA’s LinkedIn posts.
- Schedule the posts with HubSpot.
- Create reports when asked.
Strategic Approach
I needed to create several posts for each service. For this case study, I’m creating a general post for DMA’s Telecommunications Tax Service.
The process to get this done was:
- Gain access to HubSpot and learn how to navigate Click-Up.
- I had to learn about the service, so I accessed the webpage and brochures to learn more.
- Next, I had to write the copy for the posts.
- I would then come up with 3 headlines for the image.
- After writing the copy, I would post the link to the HubSpot draft at the end of the document and send it over to the specific manager for review, to see if they want to add or change anything since they know the service better than I do.
B2B posts typically have less personability than B2C, so I used little to no emojis and no slang or lingo. This post was informative, but another way to write them is to start with a pain point question, followed by a strong statement saying “DMA can help.” Then place the offer sentence and any relevant information (“our team…”). Then place your call to action, in this case, it was a link to the service webpage, and follow up with relevant hashtags (around 3 niche hashtags, and 2 broader).
In the second phase of the process:
- I would request our graphic designer to make an image that fits the chosen image headline.
- After receiving the image, I would go back to the post draft in HubSpot and upload the image.
- Finally, I would schedule the post for a day where no other posts are being posted to LinkedIn and chose which campaign it belonged to.
The Post
More Posts
I continued this process…
Key Insights & Results
- Completed the Site Localization Project by the end of the internship and gave it over to my SR Director, for her to tweak and present it to leadership.
- Fixed all 500 broken links along with the Digital Content Manager.
- Learned how to create and edit content for the website using Drupal CMS.
- Learned that I was asked to pull so many reports, because I was “good at it.”
- Learned from my Digital Content Manager that us web marketers are “the middleman” between what someone is asking for and what we can actually create.
- Reinforced my knowledge of basic SEO principles.
- At this point, I was certain that I wanted to keep doing website marketing.
Future Goals
- Get another social media-related position, where I could do Facebook and Instagram management.
- See if I can get a position where I could also get hands-on experience with SEM & PPC with Google Ads.
- Do more creative design with the posts.
- Experiment with more visually enticing posts, like Instagram Reels.