Social Media Marketing Strategy of PT Speaking ID in Acquiring Clients through Instagram @speakingid

Vania Nabila Muavrina (Universitas Muhammadiyah Surakarta)
Arif Surya Kusuma (Universitas Muhammadiyah Surakarta)

Proceeding ISETH (International Summit on Science, Technology, and Humanity)
2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)

Purpose: This study analyzes the social media marketing strategy of PT Speaking ID in acquiring clients through Instagram @speakingid, with a focus on the implementation of Integrated Marketing Communications (IMC) elements in the era of media convergence. The research explores how digital-only marketing, personal branding of the organization leader, visual identity consistency, and content strategy collectively contribute to client acquisition and retention.Methodology: This study employs a qualitative descriptive approach with a case study strategy. Data were collected through in-depth interviews with three key informants, Sara Neyrhiza (Director and Social Media Manager), Budi Pasadena (Video Content Team), and Nonik Retno (Social Media Team), as well as digital observation of Instagram accounts @speakingid and @neyrhiza. Thematic interpretive analysis was applied, and data validity was ensured through methodological and source triangulation.Results: Five out of seven Integrated Marketing Communications (IMC) elements by Philips Kotler on Marketing 5.0: Technology for Humanity were identified and validated in PT Speaking ID's communication practice: Interactive/Digital Marketing, Direct Marketing, Personal Selling, Advertising (limited), and Public Relations & Events. Sales Promotion in conventional form (price discounts) was consciously avoided, replaced by consistent educational content as the primary attraction mechanism. Personal branding of Sara Neyrhiza (@neyrhiza) functions as the primary trust layer for corporate client acquisition, while visual identity consistency (red #9B1B30, with poppins typography) reinforces all IMC elements across platforms.Applications/Originality/Value: This research fills a gap in the literature by integrating the personal branding of organizational leadership with a digital-only marketing strategy in the training services sector. The findings contribute to the development of digital marketing communication studies, particularly the use of Instagram in educational service industries. The study demonstrates that a pull-marketing approach grounded in educational content can effectively replace both traditional outreach and conventional promotional tactics.