Week 16 Part A: Developing Your Marketing Strategy

IOMI’s Social Media Strategy

Throughout this semester, I’ve learned a lot about using social media strategically to build an authentic and engaging brand. Through lectures, assignments, and readings—especially Creating Your Marketing Strategy and Likeable Social Media—I’ve developed a clearer understanding of how I want to position my business: IOMI, a handcrafted baking brand.

Which Platforms Are Best for IOMI?

For the type of content IOMI creates—visual, emotional, and creative—Instagram is the most powerful platform. It allows me to share aesthetically pleasing images of my baked goods, show behind-the-scenes processes in stories and reels, and connect with people who value handmade, beautiful, and meaningful treats.

I also discovered that TikTok is great for short recipe videos, baking tips, or day-in-the-life content that shows the reality of running a baking business. And although I haven’t used it much yet, Pinterest could be a future tool for driving traffic from people searching for ideas for events, gifts, or celebration desserts.

Tools I Will Continue to Use

From all the tools we explored in class, these are the ones I’ll definitely implement in my strategy:

  • Content calendar – to plan ahead, stay consistent, and organize posts around special occasions like holidays or new product launches.

  • Canva – a simple but powerful design tool that helps me create branded visuals for Instagram stories, posts, and announcements.

  • Hashtag research – to reach more people interested in baking, gift ideas, or small women-led businesses.

  • Social media analytics – now I know how to read and use data to understand what content works best and how to adjust my strategy.

My Favorite Platform

The platform I enjoyed the most was definitely Instagram. I felt comfortable posting there and received supportive feedback from people who already know IOMI. It allowed me to express the heart of my brand visually and emotionally. I also realized that when I feel excited about what I’m sharing, that same energy comes across in my posts—and people respond to it.

How Much Time Should IOMI Spend on Social Media?

I believe IOMI should dedicate around 7 to 10 hours per week to social media—planning, creating, editing, posting, responding to messages, and reviewing performance. It’s a lot of work, but it’s worth it. Social media is not just about selling products; it’s about building a community, sharing values, and telling stories—and that’s exactly what IOMI is about.

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