What content strategy attracts new customers and retargeting existing followers?
Execution
This 106-years-old family-owned business wanted to increase brand awareness, engage with existing customers and attract new customers.
Durationt: 3 months
Tools that I am using: Buffer, Facebook Ad Manager, Facebook & Instagram Insights, Canva, Snapseed, Adobe PS Express
Solution
What are the marketing strategies to achieve the goals?
I created a 6-months marketing strategy plan to achieve 2 main marketing goals: increase brand awareness and expand follower growth. I developed specific posts (per week) on each of the following channels: Instagram and Facebook by sharing their business mission and history.
The voice on social media is and inform and engage, simple and serious and honest and direct.
Framing the content marketing and social media strategy, I did a 2-phases to achieve the marketing goals.
In order to deliver the right content to the right people at the right time, I designed buyer personas for this project to get the whole idea who are their potential customers. I also provide regular strategy recommendations, inbound engagement monitoring, as well as monthly analytics report.
In these 3 months, I systematically reviewed all comments and interactions on the company’s Facebook profile & story and Instagram posts/stories/mentions responding to all questions and continuing conversation initiated by followers. With the measuring tools from Facebook Business Manager account, Instagram insights, and other 3rd parties tools like Buffer and Dasheroo, I am able to keep track of the performance and then make adjustments as needed.
Organic Result
Facebook (@paulmolebarbershop)
641% engagement rate, 60% response rate, 34% increased new fans and $550 sales due to COVID19 marketing
The company’s engagement and follower base began increasing dramatically within the 1st month. Engagement rate increased by 641%. Also, the account response rate improved by 60% with actively connected users. New Fans increased 34%. A post on gift card purchase created 10 sales leads during COVID-19 pandemic, which equalled to around $550 sales.
Instagram (@paulmolebarbershop)
12% increased of following and 34% increased of engagement rate
This account was handled by the store manager, the owner, and marketing before. By providing valuable and eye-catching content, utilizing different tiers of hashtags and engaging stories, their follower base increased by 12% organically. With 3 postings a week, engagement rate increased by 34% .
