The best social media marketing is strategic, targeted and starts a conversation.

“It’s a handshake, not a post and ghost,” said Martine Cadet of Kaderique Consulting Group. “It’s the start of a conversation. You’ve got to stay on top of it and stay intentional.”

Martine Cadet discusses content marketing at ASI Orlando.

In a professional development session on “Content Marketing Strategies for Reaching the Right Buyers” on Wednesday, Jan. 3, at the ASI Show Orlando 2024, Cadet shared tips for crafting effective social media posts, noting that the goal is not to go viral and reach the most eyeballs, but to focus instead on reaching your target audience and sparking meaningful connections.

Cadet discussed what she called her “TERA” method for creating compelling content.

First, focus on content that triggers emotion and credibility. One way to do this is by crafting short-form video testimonials where clients share stories about how they’ve used promotional products to create memorable experiences. “By focusing on real-life success stories, you evoke feelings of inspiration and aspiration in your audience,” Cadet said.

The second part of Cadet’s TERA method is to trigger relatability and make connections.

“Dig deeper and don’t be afraid to be vulnerable with your content,” she said.

One surefire method is to create posts highlighting mistakes you’ve made – whether it’s a misprint, a production delay or a customer complaint – then showing how your team addressed and learned from those challenges. That kind of transparency is rare and valuable, Cadet added. It can be reassuring to prospects who value honesty and resilience.

The final piece of the TERA method is to spark action and conversion.

Provide a clear call to action that explains what you want your followers to do after engaging with your content. Make sure any links you share are active and up to date, Cadet said. One idea is to offer free samples or consultation as a way to encourage potential clients to experience first-hand what you have to offer.

Additionally, Cadet suggested following the social media content marketing “rule of thirds.” One-third of your content promotes your business, converts prospects and generates profit. One-third of your content should share ideas and stories from thought leaders in your industry or like-minded businesses. And one-third of your content should be personal interactions with your audience.

“What I don’t want you to do is post products with no context or relatability,” Cadet said.