DEFENSE: Final Project

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 DEFENSE

This campaign is an example of a multichannel marketing strategy, using different platforms to reach more people, increase brand awareness, and speed up conversions. According to Meis and Scheumann (2024), multichannel marketing helps brands connect with customers in more ways, which builds stronger relationships and leads to faster results. The campaign uses several platforms—X (formerly Twitter), Instagram, LinkedIn, and blogs—to share the brand’s message differently. Each platform is essential in building awareness and engaging with the audience.

Short-form blogging on X allows brands to engage with followers quickly and personally. Innovative Station Limited (2024) highlights how X is ideal for sharing fast updates, news, or product information. It helps brands stay connected with their audience in real time, making it a key part of any marketing strategy (Myers, 2018). The use of relevant hashtags, multimedia elements, and links prompts target audiences to engage with the brand (Southern New Hampshire University, n.d.). A strong presence on X also helps improve the SEO of all brand content  (Southern New Hampshire University, n.d.). By engaging regularly and sharing relevant posts, brands can boost their visibility in search engine results, making it easier for potential customers to find them.

Instagram and LinkedIn are powerful tools for brands. LinkedIn is the most popular professional social networking site worldwide, where many users learn more about a brand (Amendola, 2023). Instagram is among the top five most popular social networking sites worldwide but is becoming more popular for product discovery and marketing (Zote, 2025). Both platforms target Millenials and Generation X users, with 60% of Instagram users aged 18-34 (Zote, 2025) and 60% of LinkedIn users aged 25-34 (Martin, 2024). Although the users may be of similar age, they expect different types of content on each platform, with Instagram primarily used for personal sharing and LinkedIn focused on professional development.

LinkedIn presence builds brand authority, so content is typically polished and professional (Medium, 2025). The Beanery’s LinkedIn account provides an overview of the company–when it was established and its mission–while promoting its promise of Fair Trade products. The overview is focused on the company’s processes that lead to the user experience. 

Conversely, The Beanery’s Instagram account is focused on the user experience.  The Beanery’s Instagram account provides the same general facts about the company but encourages users to share their content with the brand through the hashtag #beaneryblend. This is because Instagram can be leveraged to increase brand awareness through microblogging (Medium, 2025). Promoting and sharing user-generated content through hashtags, comments, and messages fosters brand loyalty. The Beanery uses these hashtags to build a community and boost the brand’s search engine optimization (SEO). The hashtag #beaneryblend fosters community for those looking to create user-generated content, and the hashtags #fairtradefarming and #morningbrew are found in the brand's press releases, blogs, and other digital content. Incorporating these words into The Beanery’s social media strategy can help increase the reach of the brand’s message (Mayer, 2024). 

Blogging is an underrated yet essential component of a multichannel marketing strategy. It helps drive traffic to websites and social media pages by improving search engine visibility and generating interest in the brand (Parsons, 2021). By appearing in Google search results, blogs increase brand exposure and engage users, encouraging them to explore more about the company (Parsons, 2021). Maintaining an active blog builds brand authority and trust, contributes to social media content, and provides another avenue for communicating with target audiences (Parsons, 2021). While blogging might not produce quick results like social media ads, research shows that it can pay off significantly in the long run, with greater returns over time (Parsons, 2021).

References

Amendola, J. (2024, August 12). Council Post: Why Your Business Should Do More On LinkedIn.

            Forbes. https://www.forbes.com/councils/forbesagencycouncil/2023/04/03/why-your-business-

            should-do-more-on-linkedin/

Innovative Station Limited. (2024, September 3). In the rapidly evolving landscape of digital marketing, staying ahead of the competition requires not only creativity but also the strategic use of essential tools and techniques. One such tool is “X”—a pivotal element that plays a crucial role in the success of any digital marketing campaign. Linkedin.com. https://www.linkedin.com/pulse/why-x-crucial-digital-marketing-innovative-station-limited-rc9re/

Martin, M. (2024, February 21). 2024 LinkedIn Demographics That Matter to Marketers. Social Media

            Marketing & Management Dashboard. https://blog.hootsuite.com/linkedin-

            demographics/#How_to_pick_the_right_demographics_for_your_LinkedIn_ad_campaign

Mayer, A. (2024, April 15). Social Media SEO: 10 Social Media Strategies to Boost SEO. HubSpot.

            https://blog.hubspot.com/blog/tabid/6307/bid/14624/7-ways-to-integrate-search-engine-and-social-

            media-marketing.aspx#social-media-seo

Medium. (2025, March 2). Instagram vs. LinkedIn: Which Platform is Better for B2B Marketing? Medium. https://medium.com/@krhari2001/instagram-vs-linkedin-which-platform-is-better-for-b2b-

            marketing-0ffe89d477ce

Meis, C., & Scheumann, S. (2024, December 3). Multichannel marketing: How to do it right + examples. Semrush Blog. https://www.semrush.com/blog/multichannel-marketing/

Myers, A. (2018, December 29). Twitter: A Bloggers Experience - Amy Myers - Medium. Medium. https://medium.com/@AmyMyersBU/twitter-a-bloggers-experience-abf003faadc6

Nightwatch. (n.d.). The Smart Guide to Optimizing Content for (Almost) Every Social Media Platform Out There. Nightwatch. https://nightwatch.io/blog/optimizing-social-media-content/

Southern New Hampshire University. (n.d.). Structuring a Twitter Friendly Press Release. Learn.snhu.edu. Retrieved February 19, 2025, from https://learn.snhu.edu/content/enforced/1838066-COM-566-10902.202517-1/Course%20Documents/COM%20566%20Module%20Seven%20Twitter%20Infographic.pdf?_&d2lSessionVal=WDUhBVJU28fdtizsrcEry9zHf&ou=1140969&ou=1838066

Zote, J. (2025, February 21). 26 Instagram stats you need to know for 2025. Sprout Social.

            https://sproutsocial.com/insights/instagram-stats/#instagram-usage-statistics

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