Every business owner understands that the foundation for growth, and ultimately success, is a well-executed advertising and promotional strategy. And in the twenty-first century, the internet, with all its social media platforms, is ripe with opportunity.

Unfortunately for most people over 30 years of age, using these platforms with any degree of effectiveness is daunting and time-consuming.

Enter Kylie Matechuk of Beyond Brand Media, who makes it her business to understand the complex and ever-changing nature of internet marketing and the psychology of reaching people online.

“I like working with businesses or organizations that are on a mission to move beyond their brand,” says Matechuk. “Whether they have a really good product they’re selling, a service, a client experience they’re trying to promote, or just a really good story to tell, that’s what I focus on. I like to wrap up all that creative content for what they’re trying to say but can’t really articulate.”

Matechuk herself has been an entrepreneur for 16 years and has many diverse business experiences under her belt. Most recently, she played a role on the Niverville Chamber of Commerce, putting her marketing expertise to use to grow the organization’s membership. In just eight months, the membership has grown by 30 percent.

Now Matechuk hopes to put those same strategies to use by helping local entrepreneurs. Working collaboratively with businesses, she will create the company’s online ad content and then facilitate an ongoing connection with clients who reach out via social media.

“This is a whole new thing for many people and it can be very confusing,” says Matechuk. “If you haven’t grown up with it, it’s all foreign. So you can either spend all of your time learning or you delegate it.”

The first step in collaborating with a company involves a deep analysis of their products and services as well as the lingo that’s used by staff to describe their product.

“I have to get into my client’s head and basically learn to speak their language,” she says. “In the copy that I’m creating for these business owners, the language I use has to sound as if the business is talking.”

The next step is to determine the target audience the owner is trying to reach. From there, she’ll direct her strategies more heavily towards Facebook, Instagram, or TikTok, for example, depending on the demographic.

Like any good online marketer, Matechuk uses a variety of multimedia, such as photographs, video reels, trending music, and at times perhaps even collaboration with popular social media influencers to promote the company.

The process of creating a single post can take hours, she says, because it has to be captivating enough to grab and hold the attention of social media users with very short attention spans.

“Anyone scrolling on Instagram, for instance, their attention span is four seconds long,” she says.

But it’s not just the fickle interests of potential customers that an online marketer must keep up with. It’s also the internet’s use of algorithms that keeps marketers on their toes.

Algorithms are data collection systems presumably created to personalize each user’s experience by tracking their movements and activities online.

“If your business is not posting every two or three days, you’re going to get dropped in the algorithm and aren’t going to show up in your target market’s feed. So unless they’re specifically searching for you, you’re not being seen.”

The combination of daily redundancy and snappy, entertaining social media posts will turn into likes, shares, and followers. And those, in turn, convert to sales.

Matechuk also understands the importance of closely monitoring social media analytics to know what’s working and what’s not.

Considered in its entirety, managing a company’s social media marketing can become overwhelming for most business owners unless they outsource it to a professional.

“If you talk to any successful business owner, they’ll tell you it’s all about focusing on their skills and delegating the rest.”