Digital marketing expert and podcaster Zania Guy works with brands’ social media channels to improve loyalty and sales. She shares her top tips for success in 2025.
Today the most successful companies use social media as an integral part of their overall strategy. But as both TikTok’s and Google’s Path to Purchase research have shown, the customer journey is no longer linear.
Instead of a traditional funnel, customers move fluidly through a “figure 8” journey, looping back and forth between stages such as awareness, consideration, purchase and advocacy.
Drawing from key principles in the Social Media Strategy to Win framework I developed, here’s a high-level look at how I work with brands to build a flexible, connected approach that adapts to this continuous journey and helps drive both sales and loyalty.
SEO and customer insight
Understanding your customer is the key to winning. Who are they? What’s their persona? What’s keeping them awake at night? Social media should resonate with the realities of your target personas’ lives. Use tools like Answer the Public and Creator Search Insights on TikTok for incredible information.
‘Sweet spot’ content
Your digital content needs to hit the ‘sweet spot’– it’s not about you, it’s about them. Content that’s visually compelling, emotionally engaging or genuinely entertaining is essential to cut through the noise. This is your chance to add value, entertain and be authentic.
Measure success in growth
If you want to grow, you must invest in brand awareness and performance marketing. TikTok’s Awareness Advantage study with Tracksuit highlights that high brand recognition boosts engagement and makes conversion-focused ads even more efficient – known brands drive results up to 43% more effectively. For your performance layer, tell the platform your goal. It will give you what you ask for. If you want sales, set the ad objective as sales. Choosing “website visits” will drive traffic, but those users might not be primed to convert.
Align with key stages
Develop a content strategy that aligns with the funnel stages of your customer’s journey. The diagram above is an example of what happens at each key stage.
Be where your audience is
You don’t need to be everywhere – double down on the platforms where your audience spends most of their time. Customer journeys are not linear; people might see an ad on Facebook, search for the product on Google, and then watch a review on TikTok. Don’t just use the same creative across all of your social platforms – each has its vibe, fonts, trends and music, so adapt accordingly.
Nurture your community
Engagement is the key to building a loyal community. Don’t just broadcast, listen and actively engage to humanise your brand. Allow your biggest fans and advocates be part of your success – let them join the conversation.
Test, learn and keep evolving
Social media is constantly changing – regularly refine your approach to stay relevant and effective. By embracing a connected, adaptable strategy and maintaining a commitment to testing and learning, you can transform socials into a true growth engine for your business.
Be a student of the platforms
To succeed in social media, it’s essential to use the platforms yourself. You’ll understand better what resonates and why.
This was first published in the December-Janaury 2024/2025 NZ Marketing Magazine issue. Subscribe here.
