Marketing Campaign: Case Study

One of the services I love offering my clients is running their marketing campaign efforts.

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Running a social media campaign is different from managing social media in that it’s a targeted effort for a specific amount of time with one goal in mind.

Recently, I ran a social campaign for a local boutique wanting to promote a one day in-store event. After meeting with them I created a digital marketing plan for them and I to implement together that focused on driving traffic to a simple landing page.

We focused primarily on driving traffic through:

  1. targeted facebook ads

  2. a social give-away

  3. email list.

Within 4 days we were able to garner 140 online RSVPs from their landing page.

And because I installed their Facebook pixel on their landing page, we’ll be able to re-target that audience for future campaigns.

Here is a break down of their funnel:

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  1. First I created a beautiful, yet simple landing page with a discount offer. The Call To Action button was “RSVP and claim your discount.”

  2. Once they claimed their discount by providing their email address, the Thank You page contained their coupon to use in-store at the event only. Additionally, I created an automation that automatically added them to a specific email list in their customer database, tagging them as an Open House customer.

  3. The ‘Thank You’ page then directed them to the Facebook event page. The amazing things about Facebook event pages is that they are a direct tunnel of communication to your audience. On your Facebook page, when you post, the Facebook algorithm only shows your post to about 2% of your followers. However, in a Facebook event, your audience will see everything you post. This is why it’s so important to create Facebook events (and groups).

  4. Also, an automated email was sent at the time of RSVP with information about the event, as well as a copy of the discount coupon.

  5. Once the lead page and automation was set up, we began posting about the event on social media directing everyone to the Lead Page. Additionally, I started a Facebook ad campaign targeting a similar audience with the same call to action.

  6. Next, we did a giveaway on social media asking people to like and comment for a gift card to use. (Remember that while it’s very tempting to ask people to share a post for a chance to win, this is actually against Facebook policies and could get your page shut down). And of course, this post also directed everyone to the Lead Page.

  7. Finally, we sent an email to every subscriber letting them know about the giveaway, and directing them to the Lead Page for their discount. This was probably the single most powerful element of this campaign. If your business does not have an email list start growing this NOW.

  8. As the event nears, social media will post about the event, featuring the different products, benefits and features for the customer. A reminder email will go out to everyone the day before the event, as well as a reminder in the Facebook event.

The most important component of any marketing campaign is clearly defining your call to action. EVERY single post and email sent about the event had the same call to action - directing customers to the lead page.

Other important components include beautiful graphics, as well as copy that excited and converts.


Why Instagram?

Which Social Media Platform is Right For My Business?

One question I get often is “which social media platform should I be using for my business?

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Answer: it depends. It depends on a lot of factors such as the type of business you have, what services you offer, etc.

But the most important question you should answer is “where are my customers hanging out?”

For me, that means I spend time on Facebook, Instagram, Pinterest and Twitter. But where do I focus the most?

Facebook and Instagram.

Facebook is where I spend my advertising dollars. Facebook for businesses is now “pay to play.” It’s just a fact. Gone are the good old days when over half of your followers would see everything you post.

HOWEVER, Instagram is currently in that golden era. Now is the time to take advantage if you want to grow your following without spending a lot on ads.

Want my FREE Instagram templates? Sign up right here.


Let's look at a few facts.

  1. Your customers are on Instagram. Just this year the platform hit 1 BILLION users. And the average user spends about 53 minutes a DAY on the platform.

  2. Instagram converts. Instagram has a higher conversion rate than even Pinterest. Visitors on Instagram often go on to spend an average of $65 on products they have seen on the platform.

  3. Instagram is visual. Social media users engage much more with visual content.

  4. You can leverage user-generated content. Encourage your users to share how they are using your services or products. Customers love to see themselves in your feed and this encourages them to be a loyal customer.

My new course The Instagram Business Fast Track just launched and I’ve created it to help businesses get their Instagram in tip top shape.

If you’re interested learning more you can check it out through the link below.

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My Instagram Templates - FREE

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One of the things I get asked most often is about how to create simple graphics and designs for your business. Recently I have launched a self-paced online course, The Instagram Business Fast Track where I teach business owners how to optimize and grow their Instagram audience.

After the course, participants not only understand HOW to use Instagram to grow their business, but have a PLAN to implement their new knowledge.

For new email subscribers, as a thank you, I’m sending you a link to my 5 Instagram templates that I use every day on Instagram. They are SUPER simple for anyone to use, AND they utilize Canva, a FREE design resource.

When you sign up, you not only get a link to my templates, but also an instruction video on how to use and edit these templates to make them your own.

If that sounds good and you want in, just subscribe to my super awesome email list below!

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Get Them Here

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How I Batch My Social Media Using Sendible and Canva

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I'm a huge fan of batching.  And social media management is the perfect example of how this this can work for you. 

If you aren’t sure what batching is, let me just tell you it is SUCH a game changer.

Think of this analogy. When you bake cookies, you don’t bake just ONE cookie right? You bake a couple of dozen.

But when you don’t batch work, that’s exactly what you are doing. Baking ONE cookie at a time. Every time you bake cookies, whether it’s 1 cookie or 100 you still have to:

  • Set out your ingredients

  • Collect your utensils, baking sheets, etc.

  • Mix ingredients

  • Bake the cookies

  • Cool the cookies

We know it doesn’t make sense to do ALL that work for one cookie.

But when we jump from one task to the next that’s exactly what we are doing.

Batch working let’s you maximize your time, get in the zone, and knock similar tasks out quickly and efficiently.

In this video, I explain what batch working is, and show you the exact tools I use for my own social media management, and my clients'!

Resources mentioned in the video:

Canva

Sendible

My New GET LAUNCHED Business Package

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One of the things I've been wanting to do for a while is create a package for BRAND NEW businesses.  I know when you're opening a new business there is a great deal of things to think about.  From setting up your accounting, filing the correct business licenses, securing a store-front, to advertising, the list is endless.

With my GET LAUNCHED website package, you can cross one BIG thing off of your long to-do list.

This package is right for your IF:

  • You need an awesome, SEO ready, mobile-friendly Squarespace site STAT.

  • You need people to be able to find your business on the internet.

  • You don't have the time or skills to build your own site.

  • You want a gorgeous website with a great foundation to build on later.

My GET LAUNCHED package is perfect for those needing to save time and money, but not compromise on quality.

Click here to see the details of what all is included.

Client Launch | Kayce Threadgill

Launching a client website is SUCH an amazing, and fun experience.  There's so much work and collaboration that goes into a business launch.  It feels kinda like giving birth.  Without the drugs and the pain (thank goodness).  But you do get an adorable little website baby to love and show off.  You get what I'm saying right?

Kayce is a special client because not only is she talented and such an extraordinarily giving human being, but she's also my little sister.

This past month she published her first book, a Bible Study called 'Spirit Lead Me.'  Now I realize you probably think I'm biased, but you guys.  It's so good.  

She needed a little home on the internet where she could connect with people, introduce others to her study, and book speaking engagements.

Project Phase 1: Branding

The first thing we started with was the branding for her business.  As a speaker and author, it was important that her name was used in her business name, so that was pretty straightforward. 

From there we talked about the different aspects of her ministry and the Bible Study, her likes and dislikes, ideal audience and more.  I always have new branding clients start with my online Branding Personality Quiz, (which you can also access for free by the way).  It's just a fun and easy way to get started in the right direction.

Next, I created 2 different branding boards for her to look over.  These are generally a jumping off point.  As a designer, more than anything I really want my clients to be thrilled and I expect there to be changes.  When working on such a big and personal project like this, communication is SO important.


Kayce really loved aspects from both designs.  This is very common.  But it was during her commercial photo shoot that I realized, along with her, the perfect direction that we needed to go with her branding.  After a few more tweaks, this was Kayce's final Brand Design.



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Project Phase 2: Commercial Photo Shoot

Next we planned Kayce's photo shoot.  She knew with a brand new website, she would need some images to start off her library showcasing herself, and her new book.  I suggested we do the shoot in her home, where she does all of her writing.  It's important that your audience gets to see you in your daily environment whether that be your storefront, or the place where you work, wherever that happens to be.

We chose to shoot during the day to get the best natural lighting in her home.  The shoot was a lot of fun and the images really helped tell the story she was wanting to communicate through her website.

Shooting for a website is a little different than shooting for portraits.  Color schemes and layouts are super important, including making sure there are several images with negative space.

Project Phase 3: Website Design

Next it was time to put these ingredients together and bake a Kayce Website Cake!  I knew through our conversations that the website needed to include the following pages:

  • Welcome

  • About

  • Blog

  • E-Commerce Store

  • Calendar of Events

  • Contact Forms

  • MailChimp Integration

By default, all of my websites are mobile friendly and set-up on a good foundation for SEO.  While I can design on most any platform, I often recommend Squarespace to my clients. 

Squarespace is a one stop shop where they can host and purchase their domain.  It's extremely stable so they never have to worry about upgrades or plugin issues.  But most importantly, it allows me to spend more time on the design and user experience.  This means I am able to charge MUCH less than if I were to build the site from scratch.  And last, but not least, I'm able to confidently hand off a client site knowing that they are able to update and make changes themselves because it's very user-friendly.

When it's time to deliver a site, I schedule a one-hour Skype call to walk through their site with them, and teach them how to make updates.  Some clients may prefer to send changes and updates over to me after their site is delivered and I love to continue to help my clients in this way.  But I know many business owners that would rather do this themselves and I want to make sure they have a site that fits those goals.

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Website Design Process

To begin the design process, I always create the foundation pages and navigation to start.  I have found that it's easier for clients to see a rough framework from which we can start rather than a blank slate.  As a designer, it's my job to interpret their needs and give them a starting place and help implement their vision.

After the first draft of their site is sent over, we get down to the nuts and bolts of the site.  This takes a collaboration and a lot of communication between myself and the client.  All of my communications are loaded into a client portal where the tasks and timelines are stored in one easy place.

From there, we schedule meetings and phone calls as needed to make changes and revisions.  I find that going through the site page by page is very beneficial.

Project Phase 4: Website Delivery

Once all of the revisions have been made, it's time to go live!  During the building process, I always create a beautiful landing page that the client can share on social media to garner excitement around the launch.  You can see an example of one here.

When it's time to go live, we schedule a Skype call to go through the website and so I can show the client how to make updates and changes.  After that, I transfer the website ownership and billing into the client's name and a successfull baby website is born!

The Branding Process

 

How do you find your businesses' brand?

I've been working on revising my brand for my business which is launching soon with NEW services for business owners.  The whole process is just so much fun.  I find that giving clients a visual really helps them find their "story and this is the first step when working with a new client. 

Define your business and yourself. 

While we want to reach your target audience, more importantly, we want to be true to who YOU really are.  That is when the magic happens.  That is when you find "your people."  When I say "your people," I mean the people that "get" you.  The people who are already sold on who you are and what you do.  Those are the very best clients.

Define your customer. 

One of the most important steps for helping clients find their brand is to begin with their customer.  Who is your ideal customer?  How old are they?  Are they typically male/female/or both?  Where do they shop?  What do they like?

Once you define your ideal customer you can begin creating a message that captures their attention.

Bring these two concepts to life.  

Now for the fun part.  Once you clearly know who you are and who your customer is, we can begin building your brand, or story.  To really have an impactful message, you want to be consistent.  From your logos, fonts, and brand colors, to your website, emails, and stationary, let's make your story consistent and impactful

Do you need help getting your brand designed and planned?  You can access my Brand Personality Quiz for free to see which of the 5 brand personalities you are.  Then, you'll get access to my Brand Information page, and a link to download my Brand Checklist for FREE.

 This is an example of a branding board that helps conceptualize a brand story for a client.

This is an example of a branding board that helps conceptualize a brand story for a client.