Case Study 2: Social Media Management for Natural Beauty Products
Now let’s take a dive into results of Taliah’s social media management case study.
Between October 1, 2015 – August 31, 2016 we generated:
- 25,468 Facebook Fans
- $0.16 per Facebook Fan
- 20,961 Instagram Followers
- 3,752 Twitter Followers
- 4,693 YouTube Subscribers
- 263,052 Total Engagements
- $0.004 per Engagement
- 146,585 Video views
- $.01 Cost per view
Taliah was able to reach and engage her exact target audience for less than $1.
Actually, less than .20 cents on average. (Cost per fan + cost per engagement + cost per view)
Which is ridiculously good.
Here’s a screenshot from their ads manager showing 0.16 per fan.
Here’s a look at the $.01 cost per view.
(The cost per view is a lot more effective and cost efficient than traditional TV network advertising).
Here’s a look at the $.004 engagement cost.
Here are some of the posts with engagement:
It is safe to say that whatever we did worked, right?
It’s not as simple as many people may think.
This is was the result of careful planning and past experiences.
A proven social media management strategy
Every business is different and targets a different audience.
The core principles of social media marketing… grabbing a prospect’s attention and building a relationship… remains the same.
We know this because we’ve implemented the same successful approach for more than 278 clients.
Here’s at peek at one of our strategy decks:
As you can see, we break our strategy down into 5 phases:
1: Research of Competitors and Customers
2: Development of Content and Growth Strategy
3: Implementation of Content and Follower Strategy
4: Measure and Reporting
5: Optimization Lifecycle
Let’s dive into the first phase
1: Research of Competitors and Customers
There are two things we are 99% sure of:
- Your competitors are using social media for business
- Your customers are already on social media
And the 1% chance they’re not…
Would give you a golden opportunity to be there first.
Otherwise, it makes strategic sense to study the behaviors of your competitors and customers prior to launching any social media campaign.
A careful look at competitors social media posts, growth and ads is good starting point to see what is working and what is not working.
When researching customers we put together a customer avatar.
The purpose of the customer avatar is to have a framework for the ideal customer’s goals, values, pain points, challenges, sources of information, objections and more.
Here’s a screenshot of how we organize the customer avatar:
- Goals and values: What does the customer want from himself? Family? Friends?
- Pain points and challenges: What is the customer frustrated with? What prevents the customer from reaching their goals?
- Sources of information: This is info about where your ideal customer is hanging out online. What blogs are they reading? What conferences do they attend?
- Objections to the sale: Why would the target audience say no to your product? Is it time? Cost? Difficulty to use? Lack of perceived value?
This information allows us to put together a content strategy that will speak directly to that audience.
This is key to grabbing and keep the target audience’s attention.
2. Development of Content and Growth Strategy
Usually, once the research is done amateurs dive straight into managing their social media campaign.
Don’t make this mistake.
Here’s what we do..
After research, we begin to work on a content calendar.
This content will shed light on what posts we are creating, on what days and why.
It helps make the process transparent for everyone and works towards a consistent model of social media publishing.
In addition, we begin to map out a growth strategy. This usually explains which tactics we will employ in order to build the fans and followers of the brand.
3. Implementation of Content and Growth Strategy
This is what our clients like the most.
The idea of not having to worry about creating posts, building fans, responding to every message and so on…
Here’s an example of our typical timeline:
After contract signed…
- Week 1: Team Kickoff Call and Setup.
- Week 2: We Worked on Research, Strategy, and Deliverables (posts and ads)
- Week 3: Edits, Review, and Approval of Deliverables (potentially launch)
- Week 4: Launch Social Media Campaign
- Week 5: Early Checkup and Status
- Week 8: First Monthly Review Call
4: Measurement and Reporting
Many people try social media…
Then say something like:
“Social media marketing does not work for my business.”
Usually.. this is not true.
Most people give up too quickly or don’t know how to measure their progress.
Even if the business is in a narrow lane, you can still create advantages with social retargeting audiences (pro tip).
Therefore, the major key to success in digital marketing is tracking and measurement!
Social media is a very complex marketing channel.
This is because there are so many strategies you can employ on each platform like Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google Plus and so on
That is why you MUST track your results against your goals.
In addition, we give our client’s access to a custom social media system that allows them to keep up with the progress 24/7… with the ability tracking every single interaction point.
Here are some screenshots of our tracking and reporting system…
Instagram Activity (Channel Specific Dashboard):
Best Times To Post (Optimization Analytics):
5. Optimization Lifecycle
We strive to improve results month over month.
Every team member is dedicated to generating results to help our clients grow.
We study the report and look for ways to optimize/improve for the next month.
For example, if find that educational posts are performing the best then we will spend more time to create educational posts.
The goal of this phase is to make sure we are aware of what’s working and to optimize towards those things to improve results.