Spear Education.
Spear Education provides comprehensive education for the dental industry. This includes in-person workshops and seminars, virtual seminars, online courses, community forums, and access to best-in-class faculty. As Spear’s Social Media and Influencer Manager, I am responsible for the strategic direction of all social media channels, calendar planning, content creation, copywriting, community management, social listening, employee advocacy, and building influencer relationships.
I am responsible for organic content on Instagram, Facebook, LinkedIn, X, TikTok, and YouTube and paid advertising on Meta and LinkedIn.
Social Media Strategy.
In 2024, my social media strategy resulted in a 246% audience growth and 9.5% increase in engagement rate, year over year.
How did I accomplish this?
Treat Each Channel Differently - Create content unique to each social channel, because each platform is designed differently and has a different audience.
Diversify content - share a mix of video, carousel, educational and fun!
Jump on trends - identifying which trends align with our brand’s values and goals.
Quality Over Quantity - post what our audience cares about, instead of just posting every day, ensures that your content will be seen and engaged with.
Paid Social Advertising.
Since the customer journey is much longer, my paid social strategic approach for Spear is to focus on awareness and prospecting new audiences. 80% of our budget is dedicated to top-of-funnel social ads, with workflows that bring people into email marketing and sales outreach. 20% of our social advertising is retargeting those who’ve visited our website or interacted with our social channels.
Brand Ambassador Program.
When I joined Spear in March 2024, there was no influencer/ambassador program. After learning more about the industry, I was able to identify, vet, and build relationships with ambassadors who could help us meet our business objectives. Our ambassadors are dental professionals who know Spear and have used our services, so they can share truly authentic messaging about their experiences with us.
In addition to Spear Brand Ambassadors, we will have influencers joining our Spear Summit event in March 2025 for the first time.
