b'DIGITAL MARKETINGthe narrative. Their strength is that they know what their truth is, explains Doyle. Its all about the celebration of sustain-ability and minimal waste, but also Indigenous focuses such as connection to the lands that they live on and historically have always been on, as well as to nature. The key is anchoring every piece of content in that truth. When exploring this strategy, Doyle notes that it can be as simple as asking, Does this content idea ladder back up to that truth?4 IMPLEMENT AUTOMATIONUsing social media for business effectively can take up huge amounts of time that many Indigenous business owners simply dont have. The good news is that automation can be imple-mented not just on websites, but also on social media. The more you can automate, the more you can direct your focus to the other parts of your business that are scalable, says Doyle. EY has amped up their social care model on Instagram. It is constantly evolving but is ultimately driven by the question that they see most. A big part of that is understanding who your audience is. Our Instagram is focused on employee experience and recruitment. Thats allowed us to create many autosave responses that contain the exact information thats requested, while also infusing our personality, Doyle says.5 LEVERAGE INSTAGRAM GUIDESFor business owners whose websites may need some work, Doyle suggests leveraging two Instagram tools to boost engagement and online sales: Instagram Shopping and Instagram Guides. Keep people within the Instagram envi-ronment from an e-commerce perspective with Instagram Shopping. Creating Instagram Guides is a great way to mirror some of the content on your website to keep people in the Instagram environment, Doyle suggests. We plan our content calendars to support the development of these guides, including topics such as hiring, applying, and what our diver-sity and inclusion efforts look like. This strategy could defi-nitely be used by both fledgling and established brands.46A CCAB PUBLICATION2023BFL_CCAB_2023.indd 1 2023-02-24 2:07:52 PM'