There is no such thing as a success formula. Every brand, irrespective of industry or size has its own unique success strategy.
futurON is a marketing organization that specializes in digital marketing. We work with social media for most part and we’re aware of the practical application of the ‘one suit doesn’t fit all’ theory . Hence, in this post, we thought of sharing some insights about a client we work with, that has met social media success.
A brief introduction
Our client is a mutual funds investment organization. In just about two years into the market, the brand has already hit home with many investors and young professionals. With hassle-free finance as their mantra, they’re going all out to capture their market.
How things began
The client had their first social media account on Facebook for 6 months before futurON engaged with them. When we started managing the Facebook business page, it had 160 Likes – all from employees, family and friends.
The client had posted some write-ups about finance on their blog and posted links of them on the business page and they had also posted interesting articles they came across. But in six months, there was not as much interaction as there could have been.
The account required futurON to do the following for the company,
- Account Management
- PR Strategy
- Social Media Management
But for the purpose of this blog we are concentrating on only the activities and actions on the Facebook Page.
There were broadly 3 requirements -
- A defined target audience
- A clear brand message and communication
- An overall strategy that could increase the reach
Images and picture-based posts fare well on Facebook for the most part, so taking a cue from this statistic, we began creating quips and quotes and started putting them up. People saw, agreed and even liked the posts.
Where the likes were steadily increasing, we were concerned about audience engagement – people didn’t comment or share the posts.
We were plagued, at that time, by questions like:
Were our posts reaching enough people? Were they reaching the right people?
And we were not sure, if we were reaching those people who would like to be a part of such a community.
Keeping our business needs in mind, and learnings from previous posts and engagement on those posts, what we did first was define our target audience. Once we knew whom we were talking to, creating content and messages for them became much clearer and specific.
We then evaluated the kind of content that would get this target audience to visit the Facebook page and interact with the brand. Hence, we began generating original content and simultaneously began a Facebook ad campaign. This garnered good visibility and a steady following.
And the last thing we did, was open the page for audience interaction. We gathered that topical issues garner more interest among the Facebook audiences – hence quips, illustrations and original blog posts were made a necessity every week.
A combination of these posts kept some of the audiences coming back for more.
With the help of Facebook Insights, we found out when our audiences were online and decided a fixed time to make posts. And since people like seeing the brand every time and again, but NOT every day, as that would be considered spamming, we decided that posts would go out on particular days of the week.
This made for a strategy that worked like magic for the brand. The Likes were multiplying and the brand awareness was steadily increasing and to our delight – the growth was more organic than paid. Which meant people who Liked the page were actually, genuinely interested in discussing finance and related topics – just what we had set out to achieve!
This was our unique strategy for the brand, and it worked!
Today, the page has four times the following it started out with. It is more interactive and people engage more with the brand.
In addition to Facebook, the brand has established a presence on other social media platforms as well, such as Twitter, LinkedIn and Google+.
The brand has also begun a Google Adword campaign now and is seeing more visibility and traction to their website because of it.
In the end, we would like to reveal that the brand was sceptical about a social media presence in the beginning. There was no visible measure to see if it could actively help with their sales and marketing. But we’re elated to also reveal that the brand received a lot of business leads after their social media campaign went live and are extremely proactive about their online presence as of today.
Tell us what you think about the article and feel free to share your experiences with us in the comments below. We look forward to hearing from you.