How We're Pivoting Our Marketing: Behind the Scenes

TL;DR

Social Media Examiner pivots marketing strategy amid 2025 challenges.

Transcript

Last Thursday, I wrote the following. It hit me while I was reviewing our numbers yesterday. Something fundamental has changed in our industry. For 12 years, marketers would flock to social media marketing world, our signature conference, and the tried and true marketing playbook that we have always used year after year just worked. But this year i... Read More

Key Insights

• Social Media Examiner faces challenges with traditional marketing due to changes in social media algorithms and email deliverability issues.
• The shift from social graph to interest-based content on platforms makes it harder for marketers to reach their audience.
• Short-form video content is prevalent but requires significant creative effort to stand out in a competitive landscape.
• AI advancements are making it increasingly difficult for marketers to game algorithms, impacting SEO and content visibility.
• Email deliverability has become a major issue, with strict filters by Google and Microsoft affecting communication with prospects.
• Hiring in-house experts and utilizing AI are strategic moves to address marketing challenges and streamline efforts.
• Paid media is being explored more aggressively as organic reach diminishes, with a focus on platforms like Facebook and Instagram.
• Leveraging relationships and creating premise-based content are key strategies to engage audiences and promote events.

Questions & Answers

Q: What major challenges is Social Media Examiner facing in 2025?

Social Media Examiner is dealing with significant changes in social media algorithms that prioritize interest-based content over social graph content, making it difficult to reach their audience. Additionally, they face email deliverability issues, with emails being filtered into spam or promotional tabs by major providers like Google and Microsoft.

Q: How is Social Media Examiner addressing the challenges with social media algorithms?

To tackle the challenges posed by changing social media algorithms, Social Media Examiner is focusing on creating premise-based content that is engaging and stands out in a competitive landscape. They are also leveraging relationships with experts and creating series-based content to maintain audience interest and engagement.

Q: What role does AI play in Social Media Examiner's new marketing strategy?

AI plays a crucial role in Social Media Examiner's strategy by helping streamline marketing efforts and improving content visibility. AI tools are used to train chatbots for customer support and sales, and to enhance SEO strategies, ensuring content reaches the intended audience despite algorithmic challenges.

Q: What is the impact of email deliverability issues on Social Media Examiner?

Email deliverability issues have significantly impacted Social Media Examiner's ability to communicate with their audience. Strict filters by Google and Microsoft have led to emails being marked as spam or placed in promotional tabs, reducing the effectiveness of email marketing and prompting the company to explore alternative strategies.

Q: How is Social Media Examiner utilizing paid media in their strategy?

Social Media Examiner is increasingly relying on paid media to reach their audience, particularly on platforms like Facebook and Instagram. This shift is due to the diminishing returns of organic reach, and the company has allocated a significant budget to ensure their content and promotions reach the right people.

Q: What is the significance of the Social Media Marketing World conference in their strategy?

The Social Media Marketing World conference is a key event for Social Media Examiner, serving as a major promotional focus in their marketing strategy. The company is using various tactics, including content creation and paid media, to drive registrations and engage with their audience, highlighting the conference's importance.

Q: How is Social Media Examiner leveraging relationships with experts?

Social Media Examiner is leveraging relationships with industry experts by creating content that features their insights and expertise. This approach not only provides valuable content to their audience but also promotes the Social Media Marketing World conference by showcasing the caliber of speakers and sessions available.

Q: What new strategies are being implemented to improve audience engagement?

To improve audience engagement, Social Media Examiner is implementing strategies such as creating premise-based content, utilizing AI for customer interaction, and focusing on paid media. These efforts aim to overcome challenges with traditional marketing methods and ensure their content remains relevant and engaging to their audience.

Summary & Key Takeaways

• Social Media Examiner is adapting its marketing strategy due to significant changes in social media algorithms and email deliverability issues. These challenges have led to a reevaluation of traditional marketing approaches and the exploration of new tactics.

• The company is focusing on premise-based content, paid media, and leveraging AI to streamline efforts and improve audience engagement. These strategies aim to address the diminishing returns from traditional social media and email marketing.

• By hiring in-house experts and utilizing AI, Social Media Examiner is positioning itself to better navigate the evolving digital landscape. The company is also emphasizing the importance of owned and earned media to complement its paid media efforts.