Social media and content marketing are still a fairly new phenomena and it can be difficult to justify the value of building an online community. This particular case study is about The Art of Whole Food – one of our recent clients that has decided to dive into social media marketing. After reading this you should know and understand the value of social media marketing and realise how important it is for your business. Social media is now as important as SEO, so if you want to get new business you really need to start thinking about adding social media to your marketing mix.
Why social media?
To highlight the value of having a social media audience we can look at a traditional product launch marketing approach, and compare that to with a social media and content marketing approach. Traditionally, when a new product is available there are peaks in marketing and advertising activity – a magazine or newspaper advertisement, a digital campaign ect, but there is no consistent or sustainable value in these strategies. Between smart phones, tablets, laptop and computers, 90% of all media interactions that are occurring are screen-based.¹, making how you present your brand more important than ever. Creating an engaged audience through social media platforms allows for an ongoing connection and customer advocacy that can’t be achieved with traditional and mass communications. Ideally, the key to success on facebook is creating a community that advertises for you. When members of your community reinforce your brand, product or service, there is no form of advertising can beat that.
Creating an Audience
The easiest way to build and audience on social media is through social media advertising. But to build a successful engaging community, your advertising needs to be well thought out and highly specified. We have done this with The Art of Whole Food and have been able to improve their facebook reach and engagement by over 60%, as well and increasing their page likes and growing their community. There has also been a significant increase in instagram followers and engagement with The Art of Whole Foods page, including posts from influencers and retailers.
It’s fairly well established that organic reach on facebook is dying. As algorithms are geared towards highly engaging content, it’s becoming more and more difficult to create content that will reach your fans and potential fans. To get your brand out there and reach your hard-earned facebook audience, promoted posts are becoming a viable option and an integral part of social media strategy. Once you’ve created an audience you want the important information you’re posting to reach them. For our brand we run simultaneous campaigns to boost posts and increase your fan, which has proven to be an effective method to increase engagement.
Community and ROI
Facebook is one of the best platforms for reporting and analytics, so you can reassured that you will be able to measure your spend. The news feed and paid spend algorithms ensure that they people that they are appearing to are most likely to be engaged with content from the business. The greater fan base you build, the more effective your advertising becomes, and fans will definitely represent your best customers. With The Art of Whole Foods, we used a combination of audience optimization and paid spend to achieve the results we wanted. We ensure that our campaigns generate quality fans that will engage with your brand by doing extensive audience research.
Social media is a form of visual marketing and it’s necessary to have a plan and idea of what visuals and photography your brand will using. For The Art of Whole Food, we have created fresh, branded content, while developing a recognisable image for the brand. An image strategy is an important part of a content marketing strategy and its no longer enough to just choose a stock image or repost the same image again and again.