Whenever I tell people about SercaCase, I always get the same question: how do you market such a niche product without spending any money? Today, I'm here to tell you. We started brainstorming strategies around the time we published our website, and came up with a fairly common answer: social media. But which social media? Who on social media? What should we say?
We decided to market on Instagram, Reddit, TikTok, and Facebook. On Instagram, I would write updates of what we were doing for the company. For example, in January I posted a slideshow of the packaging and shipping process. I also repost everything we post on other social medias and this blog. The trick, we learned from speaking to other activists, is to post consistently. We're still getting the hang of that part. Obviously, though, just posting isn't enough. We also used Instagram to connect with other activists. We're going to be working with several different activists, companies, and organizations and doing highlights on projects we found inspiring. We used Instagram to DM potential customers, too, but this strategy has had less success so far. Follow us on Instagram @sercacase.
On Reddit, I found all of the Sub-Reddits (communities) for different food allergies. We haven't yet begun marketing on Reddit because, like cold-DMing potential customers and collaborations, it is incredibly time-consuming. I'll update you on that one this summer.
We're just kicking off our TikTok page, so you can expect some funny allergy content there @sercacase. On TikTok, we're going to be following popular trends, baking, worldwide allergy news updates, and putting a new, fun perspective on life-threatening food allergies!! Let us know if you have any content ideas on TikTok or anything you'd like to see from us there as well as on any other social media.
On Facebook, we started marketing in December to allergy groups (allergy moms gave the best feedback). Unfortunately, many of them had rules against self-promotion and our posts got taken down sometimes. In the future, we plan to re-post our ads and DM group members.
But then we got to thinking. Sure, social media is pretty high-yield, but people do still exist in the real world. Stay tuned for a post about that.
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