In the world of social media and influencer marketing, Kendall Dickieson stands out as a true maven, with seven years of experience helping brands build vibrant communities and engaging content that not only converts but also fosters genuine connections with their ideal consumers. Kendall Dickieson, a social media consultant, has played a pivotal role in driving organic growth for some of the coolest brands making waves on social platforms, including the likes of Graza. Let's take a closer look at Kendall's remarkable journey and insights into the realm of social media.
Getting Started: It all began during Kendall Dickieson's first semester at the University of Vermont in 2013, a time when Instagram hadn't yet exploded, especially in the realm of food accounts. She began her foray into social media as a flexible foodie, building a community that would prove to be instrumental in her career. With a following of 15,000, Kendall landed an internship in social media, opening the door to a world of possibilities. Opportunities kept coming her way and soon Kendall found herself juggling school and social media/ marketing consulting, despite never having majored in marketing or held a full-time job in social media. She made the bold decision to drop out of college so she could focus full-time on her consulting practice. Importantly, her mother was supportive of her choice to drop out, recognizing her passion and potential.
Kendall's Take on Social Media: Even though Kendall loves social, she emphasizes that with tools like public feeds and the Facebook ad library, it's never been easier for brands to copy each other. Kendall combats this by looking outside her niche and finding inspiration in other industries like fashion. Also, IG and TikTok are some of her favorite social channels and she views influencers as an entirely separate social channel.
What does a good feed look like? Kendall believes that a good feed combines educational content with user-generated content (UGC) to capture and maintain an audience's attention. Kendall helps brands create the perfect feed by brainstorming 30 ideas for each channel in her strategy deck.
Remember Attribution! Social media has a stigma associated with it, but it's incredibly important and the role of a social media manager shouldn't be undervalued or overlooked. Kendall believes about 5% of sales should come from organic social and it's important to build in attribution to these sales. The best way to do this is to use UTM parameters to track platform performance.
SEO and Kendall's Strategy: Kendall's work process involves repurposing content and reworking the best TikTok videos with different hooks for YouTube, emphasizing captions and hooks with strong SEO focus. SEO plays a significant role in her strategy, as she focuses on creating content with a strong SEO spin.
Want to learn more from a pro like Kendall? Listen to this episode of Driving Performance
