Classical marketing background, but now running social media for a 30-year family business - where should I start learning?

Hello everyone,

I come from more of a classical marketing background academically, but the reality of my business right now is that it requires a strong focus on social media marketing. That includes everything from content creation to performance marketing, and honestly it feels like a lot to navigate.

A bit of context:
I’m part of a family business that has been selling handbags for over 30 years. Up until about two years ago, we operated purely in the B2B space. There was no real branding, no marketing strategy - just relationships and doing business.

As part of the new generation entering the business, I wanted to build on the experience and network we already have and expand into B2C and D2C. Historically our business relied entirely on push marketing, but with retail and online channels opening up, we’ve started experimenting with pull strategies as well.

The challenge for me is this: I don’t necessarily need to execute everything myself, but I do need enough knowledge to manage people and make the right decisions across areas like:

  • Content strategy
  • Social media growth
  • Performance ads
  • Brand positioning
  • Analytics

Right now it feels like there are so many moving parts, and I’m struggling to figure out what skills or areas I should prioritize learning first.

So my question is:
Are there any courses, programs, or learning paths you would recommend for someone in my situation?

Ideally something that helps me understand the landscape well enough to manage teams/agencies effectively, rather than becoming a specialist in just one narrow area.

Would really appreciate any advice.

Comments

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Imaginary-Weekend642•4 months ago•1

pick one platform first and post 3 short videos a week that show what your family has learned in 30 years of selling handbags, like leather checks, stitching quality, and common buyer mistakes. run a simple 2 week test with the same bag where one version is education only and one version includes a clear offer, then keep whichever gets more saves and profile visits.

ContentClawz•4 months ago•1

don't overthink the strategy part. for a family business, just being authentic and showing the behind-the-scenes works best. most important thing is finding a workflow that doesn't eat up your whole day. focus on consistency first, the rest comes later.

InevitableImpress850•4 months ago•1

Start with one platform and focus on authentic storytelling about your 30year expertise. For performance ads, test small budgets on Meta first, then diversify channels once you hit scale. I'm seeing D2C brands like yours getting solid results expanding beyond social into CTV with platforms like Vibe once they nail their creative and messaging. The key is building systems that don't require you micromanaging every campaign?

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