How We're Pivoting Our Marketing: Behind the Scenes
Are you finding that your tried-and-true marketing strategies aren't working like they used to? Wondering how to adapt when algorithms seem to be working against you?
Come behind the scenes as Social Media Examiner's CEO Michael Stelzner and marketer Dan Sanchez reveal how they're pivoting their marketing strategy in response to 2025's challenges.
With social algorithms deprioritizing promotional content, email deliverability issues, and AI impacting SEO, they've implemented eight new approaches—all while promoting their flagship Social Media Marketing World conference.
Why Marketing Has Changed
"Something fundamental has changed in our industry," explains Michael Stelzner, founder and CEO of Social Media Examiner. Our marketing playbook worked reliably for twelve years, but recently everything shifted. The algorithms have turned against us, emails are getting buried in spam folders, and social posts aren't reaching their intended audience.
Dan Sanchez, Senior AI Marketing Strategist at Social Media Examiner, identified four significant changes affecting marketers in 2025:
First, social feeds are now dominated by interest-based content rather than social graph connections. While marketers could previously expect to reach a significant portion of their followers, they're now lucky to reach even 5% of their audience. The algorithms prioritize content based on user interests rather than social connections, making it harder for brands to leverage their following.
Second, short-form video has become increasingly prevalent and demanding. Creating quality short-form content requires significant time investment, with even a 60-second video potentially taking hours to produce. While video has been important for years, the current landscape demands higher production value and creative energy.
Third, algorithms are actively suppressing promotional content. Marketers might spend considerable effort creating engaging top-of-funnel content, but the algorithms restrict their reach when they attempt to promote their products or services.
Fourth, SEO is undergoing significant changes due to AI advancement. Traditional strategies like writing blog posts to rank in search results may not have the same future potential, forcing marketers to reconsider their approach to content creation.
Social Media Examiner's Strategic Responses
In response to these challenges, Social Media Examiner implemented eight key strategies to adapt their marketing approach:
Strategic Hiring for Content Creation
We hired Dan Sanchez as their Senior AI Marketing Strategist, recognizing the need for someone who could create short-form, long-form, audio, and video content. This strategic hire also brought AI expertise to help streamline their marketing efforts.
Increased Investment in Paid Advertising
Despite primarily focusing on organic marketing, Social Media Examiner allocated a $10,000 monthly budget for Meta ads. We partnered with Emily Hirsch's agency to target our existing audience, who might have missed seeing organic content due to algorithm changes.
Premise-Based Content Series
We developed what Sanchez calls "premise-based content" or "series-based content" to maintain consistent engagement without reinventing the wheel for every post. One example is the "Dollar Marketer" series, where Sanchez attempts to create viral social media posts using items that cost one dollar.
In one episode, Sanchez purchased googly eyes and created an entertaining video showing various objects with googly eyes, culminating in a promotion for Social Media Marketing World speakers. This approach generated both behind-the-scenes content and the final promotional piece.
Strategic Meme Marketing
We launched a "Meming Full Marketing" series that combines original memes with educational content. Each post includes a meme addressing common marketing challenges or situations, followed by thoughtful analysis and practical advice. This approach helps build engagement while subtly promoting their conference when relevant.
Speaker Content Strategy
The team developed a systematic approach to creating content with conference speakers by conducting 30-minute interviews asking five strategic questions designed to generate multiple pieces of content.
Questions include:
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What mistakes do marketers make with [platform]?
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Why are you excited to speak at Social Media Marketing World about this topic?
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What's one big change you've seen recently?
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What's a common myth marketers believe?
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What popular tactics no longer work in 2025?
AI-Powered Customer Support
We implemented an AI chatbot named Scout that handles sales and support inquiries. The bot retrains every 24 hours on updated conference information and can communicate in multiple languages. This addition has increased sales by providing immediate answers to potential customers' questions while reducing support tickets.
Enhanced Sales Strategy
We integrated the AI bot with a conference advisor program, connecting potential attendees with human sales representatives for complex inquiries. We also initiated outbound sales efforts to previous attendees who have yet to purchase tickets for the current event.
Long-Form Text Content
Stelzner has consistently published long-form text posts on LinkedIn, Facebook, and X, focusing on authentic storytelling and transparency about business challenges. This approach has maintained strong engagement and built deeper connections with our audience.
4 Implementation Tips for Your Marketing
The key to success in 2025's marketing landscape lies in adapting to algorithmic changes while maintaining authentic connections with your audience. When implementing similar strategies, consider these key insights:
First, look for opportunities to repurpose content across multiple channels. For example, a single 30-minute speaker interview can generate five or more pieces of social content.
Second, focus on creating content series rather than stand-alone pieces. This approach provides a framework for consistent content creation while maintaining audience interest.
Third, be transparent about challenges and struggles. Stelzner's openness about business difficulties has created stronger connections with his audience and opened new opportunities through supportive responses.
Fourth, consider how AI can enhance your marketing efforts, from customer support to content creation. The technology has matured to the point where it can provide significant value while reducing manual workload.
Today's advice is provided with insights from Michael Stelzner and Dan Sanchez, speakers at Social Media Marketing World.
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Opted in on: 2021-09-06 17:03:43 UTC.
