Identifying The Target Audience
Different platforms require different approaches when planning a marketing strategy. With AluSplash I thought about who our end customer was and created the brand persona around that idea. I was able to identify specific goals, create valuable posts that aligned with those goals, and distribute content on the right platforms. By identifying who the customer was for the brand, I was able to analyse the results, and fine-tune the strategy over time.
Creating a Holistic Marketing Strategy
My aim was to add elements to the social media marketing strategy that always reference back to the main objective of the campaign. I worked with social media influencers in the home improvement industry to create Instagram campaigns so we could reach a large number of customers through their pages. I also introduced a competition for homeowners and installers, to increase engagement and collect 'real-home' photography, to incentivize future customers and showcase the product. Furthermore, collaborating with Press and Publications in the UK helped to attract business and customer attention, which increased following and site visits.
Social Media Campaign and Results
The social media campaign was part of the website redesign. I devised a social media marketing strategy focused on Facebook, Instagram and Pinterest, using enticing images, and exciting content to engage users to start word-of-mouth promotion and get them to visit the website.
Key Components of Social Media Strategy
- Influencer Collaborations
- Influencer Collaborations
- New Collection Launches
- Competitions
- Cross-functional marketing connecting website blog to Pinterest to help the end customer with inspiration and decision-making.
Results (2020 - across a 15 month duration)
- + 23% In profile views
- +179% In engagement
- + 25% In Instagram followers
- 10% In Facebook Page Fans
- +85% In Facebook engagement total
- +4.5% In Facebook engagement rate by reach
Press
No Such Thing as Bad News
One way to bolster your digital marketing is to constantly stay in the news. I work with a UK based press company designing content on a monthly basis. My curated work of content and photography is published in several newspapers and high-end magazines that have a wide circulation.
Press releases are no mean feat to curate. The subject needs to be highlighted in the best way with limited words. I use engaging language, and captivating images to develop press releases that a large audience can find relatable and comply with the company’s objective.
