Social Media and Digital Marketing (WK4) - WordPress Blog 3

For our last week of class, we were instructed to create a final 2 blog posts from our company's blog site, targeting specific SMART goals and one of our personas. For this assignment, I chose to target Riley Thompson, who's the "Outdoor Weekend Adventurer".

Post 5: The One-Shoe Weekend

Post 6: Beyond the Shelf


The One-Shoe Weekend

This post addresses the following SMART goals:

  • Increase referral traffic from Instagram/TikTok pages by 20% in 6 months: This post is designed to serve as the destination for the social media posts I previously created (specifically, the waterproof/durability video). By offering a deep dive into packing hacks and minimalist travel, it provides content that encourages Riley to explore past social media and into the Vans-owned platform, which further directs her to the website for purchase.

  • Increase enrollment in the loyalty program via the e-commerce site by 15% in the next 12 months: By focusing on the VR3 sustainability standards, the post attracts high-intent users who care about brand values. These users are significantly more likely to join the "Vans Family" to stay updated on future eco-conscious drops.

Riley values versatility and comfort. Telling her she only needs one pair of shoes for an entire 48-hour trip directly solves her problem of overpacking. Since she values transparent brand values and sustainability, the detailed breakdown of bio-based materials builds the trust she needs before making a purchase. Riley follows minimalist travel creators. By writing this in a relaxed, peer-to-peer tone, Vans stops acting like a corporation and starts acting like the travel vloggers she already trusts.

Beyond the Shelf

This post addresses the following SMART goals:

  • Increase revenue generated from the “Vans Customs” personalization platform by 25% in the next 12 months: This is the primary driver for this goal. Most people use Customs for colors, but this post reframes it as a technical tool for durability, justifying the custom price tag to a practical shopper like Riley.

  • Expand the roster of aligned micro/mid-tier influencers by 40% in the next 9 months: This blog post serves as a perfect template for the micro-influencers Riley follows. Vans can send these influencers a Customs code to build their own Trail-Ready Customs, creating authentic content that drives Riley back to the site.

Riley wants products that prove themselves through performance. By highlighting technical specs like All-Trac rubber and water-repellent suede, we are speaking her language of utility. While she is practical, she also follows creators who value a specific aesthetic. The ability to customize her shoes in her own palette gives her a sense of ownership over her gear. Riley uses trail reviewers to guide her decisions. This post functions as a "Buyer's Guide," providing the technical justification she needs to feel confident spending more on a custom pair of hiking shoes.

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