Business Retail Therapy


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Reed Gift Fairs
Written by Reed Gift Fairs

Need some help marketing your brand on social media? Finding it hard to keep up with the constant changes?

Content marketing strategist and writer, Domini Marshall, is set to answer these questions and more as part of her Social Media Bootcamp session at our Retail Therapy Education Series.

Learn tips and tricks to communicate your brand story, create content that connects, post with confidence and grow your audience. Plus, discover the best tools to help you measure your progress, market effectively and manage social media with ease.

Ahead of her session, we caught up with Domini to discover why you can’t miss her session …

Can you tell us a little bit about your background? What does a day in the life of Domini Marshall look like?

My background is in creative writing so I kind of fell into the world of digital communications but I’m so glad I did! I completed my Bachelor of Arts with Honours in Creative Writing at the University of Melbourne and from there I started working as the Content and Social Media Coordinator at kikki.K. This was back when lnstagram had just launched and Facebook was driving high engagement! After managing the social media and content for a number of years, I made the leap to start my freelance business in content strategy, copywriting and social media (while luckily still freelancing for kikki.K as their product copywriter).

her words web series - frances cannon

I also studied Film & TV for a year at VCA and am passionate about film and video as a medium to drive change, empathy and connection. This year we launched her words – a web series sharing the stories of diverse women. Our mission is to inspire courage through connection and change through conversation, educating viewers on the experiences of women and highlighting solutions to drive greater gender equality. Each month we focus on a new theme and interview four women, releasing an episode weekly. We’ve interviewed some incredible women so far and I feel very privileged to be able to meet them and share their story!

her words web series - tariro mavondo

These days, alongside directing the web series, I work part-time as the Product Content Manager for kikki.K, so when I’m not there, I’ll be working from home on her words and freelance projects, usually alongside my puppy who loves to distract me for attention in the form of food or cuddles.

Domini Marshall Instagram - Reed Gift Fairs

Why is social media and brand storytelling so important for retailers?

Brand storytelling is the key to finding your people and connecting with your audience. You can’t tell your story without knowing your purpose and values. These are the things that we as humans respond to, and this is what forms the base of brand storytelling. Social media is made up of the channels through which you can tell your story. You can’t use them effectively if you don’t know what your purpose and story is. But when you do use them effectively, they can lead to all sorts of wonderful results – brand awareness, long-term brand loyalty, transforming customers to brand advocates and of course, conversion and revenue.

What are the social media marketing trends you’re seeing in 2017/2018?

Video content is definitely here to stay and we’re seeing more live video streaming with Instagram Stories and Facebook Live, as well as Periscope and Twitter. This can be super useful for live streaming events, or for product demonstrations, Q&As, etc. On a side note – Instagram Stories just keeps growing and improving, so I think this trend will continue especially when it comes to video. It may not be a trend yet but I’m also really interested to see how virtual reality continues to grow and evolve, both in the film space and online.

Join Domini Marshall’s SOCIAL MEDIA BOOTCAMP session on either Sunday 6 August (4-6pm) or Tuesday 8 August (11:30am-1:30pm) at the Melbourne Convention & Exhibition Centre during Reed Gift Fairs Melbourne August

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Reed Gift Fairs
Reed Gift Fairs