Kamla Pande knows how to take a business to the next level of growth, authority, and recognition. She is a sales, marketing, content specialist, and founder of Moondust Management.

She has created outstanding work for companies such as Samsung, Marriott, P&G, Hyundai, and American Express, and today, she dedicates a space with tips and recommendations for business founders to make the most of digital platforms in their growth strategy.

Keep reading to discover Kamla’s advice to succeed with your social media strategy and build a thriving online community.

What has been your professional journey, and what inspired you to create Moondust?

I fell into the digital advertising industry by a blind application to a job posting in the print edition of The Chicago Tribune. I was unsatisfied throughout the first several years of my career — but I couldn’t entirely focus on why. 

From company to company, my issues varied — the work wasn’t challenging enough, the organization structure wasn’t conducive to career growth, etc. Eventually, I realized that the problem was me. I’ve never been a squeaky wheel, but I wanted to effect change, positively impacting employees and external relationships. I felt stuck. 

I always knew I wanted to work for myself. I just never knew what that work would be. As with everything in my career, this business was born out of a combination of support from great female colleagues and that gut sense of knowing it was the right time to take a risk. I was inspired to build a business about the people we represent and give underrepresented people opportunities to shine as employees and clients.

What do founders get wrong about building a brand and business through partnerships and social media?

Social media isn’t right for every business. It can be a wonderful tool, but it can also be incredibly distracting. I recommend doing an inward dive to understand the business goals for a social media presence before pursuing it as a strategy.

Starting, growing, and maintaining solid socials that benefit a business is more complex than it seems. Adapting in real time is so important. Stay true to your mission and defined strategy, but don’t hesitate to change the tactics if something isn’t working.

What helpful tips would you give early-stage founders looking to build a budget around marketing for partnerships and community building?

Identify Your Target Audience: Knowing who your audience is, what their needs, preferences, and pain points are will help you tailor your partnerships and community-building.

Leverage Micro-Influencers: Consider micro (or even nano!) influencers who often have a dedicated and engaged following within your niche. They are more relatable and often give a personal touch compared to mega-influencers.

Community Building: Building a solid community around your brand is a long-term investment. Foster meaningful interactions, provide value, and be responsive to your community’s feedback – and ensure you’re asking them to gather in the most appropriate spaces for their consumption habits (i.e., don’t expect Gen Z to join a Facebook Group). 

Set Clear Goals: Define specific, measurable, and realistic goals for your marketing efforts. Whether it’s increasing website traffic, growing your email list, or boosting sales, having clear objectives will help guide your budget allocation.

Track Key Metrics: Measuring success is all about tracking the right metrics – engagement rates, conversion rates, customer retention, and ROI – partnerships. There are many measurement tools available.

Budget Allocation: Allocate your budget strategically – especially in the early days. Consider a mix of paid advertising, content creation, influencer partnerships, and community management, but don’t be afraid to pivot.

Adapt and Iterate: The digital landscape is constantly evolving. Be ready to adapt your marketing strategy based on the results and changing trends. What works today may not work tomorrow.

What trends are you seeing regarding spreading the word and engaging with your audience?

Live Streaming: Instagram, Facebook, and even TikTok Live are perfect for real-time engagement and feedback with your audience.

Short-Form Video Everywhere: TikTok, Instagram Reels, YouTube Shorts, and Snapchat Spotlight help you capture increasingly shortened attention spans.

User-Generated Content (UGC): Encouraging your audience to create content related to your brand can be a game-changer. Consider tapping into those micro/nano influencers for more professional UGC. This type of content is highly engaged and trusted.

Sustainability and Social Responsibility: Brands that champion sustainability and social responsibility are winning hearts. Audiences are increasingly conscious of these values and appreciate businesses that prioritize them.

AI Chat: There are many benefits to using AI chatbots for customer support and engagement (instant responses, personalized customer experience, always on).

Not all partnerships are good. In your perspective, how can a founder best identify the right partners and how to get the most from them?

When it comes to partnerships, I prefer quality over quantity. Look for partners whose values align with your brand and who can bring genuine value to your community. Don’t just go for big names; focus on meaningful connections.

Trust your gut. If a partner looks good on paper but doesn’t feel right, you’re probably right.

And network! Lean into your personal and professional networks. These connections are pre-vetted by people you already trust!