When utilized appropriately, social media provides a persistent presence across social platforms, consistently speaking in the brand voice to increase sales. Below are examples across different sectors where social media accomplished this goal.
Technology
Overnight Dealer is a new software-as-a-service (SaaS) technology platform utilizing machine learning to respond and qualify leads for automobile dealers.
As a new business, their website did not appear in any Google searches, and they had zero social media presence which would cause an issue while selling into the risk-averse automobile industry.
Strategic blog content was developed and focused on driving key product messaging and presenting Overnight Dealer as a thought leader in the automotive space.
With content developed, an evergreen social media campaign was launched on LinkedIn, Twitter, Facebook and Google My Business targeting general sales managers and dealer principles.
Within 6 weeks of launching, the new website appeared in Google search and began to rank for competitive SEO terms. New weekly content was provided for their target audience.
Automotive
Key Auto is a regional automotive dealer group of six new and used car dealerships with plans for aggressive growth through the acquisition of existing dealerships.
Unlike dealer groups with an organized social media presence and an established advertising process, the dealerships being acquired by Key Auto had no established processes and most of the social media was in disarray.
As each new dealership was acquired and brought under the Key Auto brand, the existing dealership website and any social media presence required a rebrand to prevent customer confusion and decrease overall cost per sale.
With a new dealership launch every three months, a launch strategy was developed with strategic content across Facebook, Instagram and Twitter. In conjunction with Facebook and Instagram, geo-fenced advertising campaigns targeted both existing customers, look-alike audiences and those in-market for in-stock inventory.
The launch strategy proved to be a winning combination.
With each launch, social media was successfully transitioned under the Key Auto brand; there was a consistent message across all social media platforms and each launch week led to a decrease in cost per sale.
Restaurant
Bad Lab is a new microbrewery focused on precision brewing and complex flavors launching in the Northeast with restaurant distribution followed by expansion with a restaurant.
As a new business, their website did not appear in any Google searches, they had zero social media presence and was void of any launch strategy.
Strategic content and subsequent social media campaign were developed around a mysterious head brewer who would make beer in the woods to protect his secret recipe. The character was designed to target the rise in popularity of consumers seeking out the best in New England beers.
The campaign was so successful that the sales team was able to place Bad Lab into regional New England restaurants without a product sample. The campaign concluded with the opening of the Bad Lab restaurant.
Bad Lab is now available across most of the Northeast and the restaurant has grown substantially.
Pet Products
The Kent Pet Group manufactures a unique cat litter which they call the ‘World’s Best Cat Litter’. The Iowa-based company’s litter is made from sustainable corn with no added chemicals, making it pet, people, and planet friendly. It’s 99% dust-free, flushable, and is excellent at controlling odors.
As an existing business with established distribution in big box stores and national advertising, the brand turned to target influencers who were in demographics not reached by the traditional advertising campaign.
We focused on recruiting members of a prized demographic: male cat lovers who were also bloggers. After extensive online research and persistent outreach, bloggers were provided a 3-month supply of the product in exchange for chronicling their experience with the ‘World’s Best Cat Litter’.
Combined with their traditional advertising, the influencer sampling campaign was such a success for the brand that it still continues today.