Ingrid Deon on the influence of social networks


Ingrid Deon, founder of word-craft, talks about her love for social media and life experiences as a strong mother in this inspiring interview with industry leaders.


Industry leaders: What are some of the strengths you think you can see in yourself after becoming an independent mom?

Ingrid Deon: I’ve always been quite a stubborn and independent person, but I’ve never worked so hard as when I became a single mom. Having a three year old son who completely depended on me for survival gave me a new boost of determination that I didn’t have before. It was like I couldn’t work hard enough and had to take on as many jobs as possible. I didn’t have any downtime and I didn’t even mind because I was so determined to work hard. I still carry this work ethic today, now that my son is 11 and I have an amazing partner who lives with us.

Industry leaders: How do you think word creation got women interested in making better use of social media?

Ingrid Deon: I’m proud to say that I only hired women to work on word creation. I’m not saying I would never hire a man – I would definitely hire a skilled, progressive man! But it’s important for me to give opportunities to women who maybe don’t have the chance to work on social media accounts for really cool brands. I’m also trying to research opportunities to provide social media training for women. I spoke at an event dedicated to women in business and will be giving a workshop at our local Center for Women in Business next year.


Industry Leaders: From a basic writing job to your own marketing agency, what possible life lessons have you learned and used to maintain the importance of the job?

Ingrid Deon: It really is amazing what you can do when you work hard. I was never someone who wanted to run their own business. In fact, I remember saying, “I never want to run my own business. But running my own business has been one of the most rewarding experiences of my life. This is what I was supposed to do. I truly believe you can do anything if you put in to work. I’m not sure who said, “Work smarter, not harder,” but I also agree with that. It is important to channel your hard work in the right direction. I receive most of my clients through referrals and word of mouth, so I decided to meet anyone who wants to chat. This way, I increase the number of referrals I receive, which in turn increases the number of clients I work with.

I encourage anyone who wants to start their own business to start. It doesn’t matter if you think you are already ready. You will never be ready. No one is ever ready. Just start. Take that first step.

Industry leaders: Do you think social media has a major influence on people? What factors of social media add a key role in changing people’s perspectives?

Ingrid Deon: I am obviously a big fan of social networks. People are on social media for several hours a day, so it’s a guaranteed way to reach and influence people. In addition, it is a cheap means of advertising. You can literally advertise for free on social media or of course you can spend as much as you want.

My best tip for reaching and influencing the right people is to always keep your ideal client in mind when creating social media content. Find out where your ideal customer spends most of their time online. If they’re more likely to spend their time on Instagram, there’s no point in putting all of your resources into your Twitter presence. Channel your social media efforts to the platform most likely to reach your ideal customer. Also think about the needs and wants of your ideal customer: what kind of content does they need from you? What do they want to see from you? Put yourself in their shoes and create articles that you think they will find interesting, educational, valuable, fascinating, useful and entertaining.

Industry leaders: What major changes do you think social media can bring in the coming years for wordcraft?

Ingrid Deon: We are pivoting to create more video content for our clients. All social media platforms prioritize video over stills, so we started visiting our clients and taking behind-the-scenes videos and filming tutorials and how-to videos. We are finding that these videos dramatically outperform still photography, and it’s all thanks to social media algorithms that are more likely to show videos to our clients’ audiences. I strongly encourage everyone to start experimenting with video on social media!

This interview appeared in the December 2021 issue of Industry Leaders.


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