The author of the case study: Iryna Mazur, Head of SMM department at the ADINDEX agency
We used promotional, entertaining, expert, and many other types of content to fill and promote the business’s social media.
To fill the HOLZ Instagram account with useful and interesting content; to build the subscribers base from scratch.
Step 1. Creating content for the company’s Facebook page. At the beginning of our cooperation with the client, we created a social media content strategy, led by expert content.
We decided to pick Facebook for the company’s introduction and content placing. We also used other types of content besides expert one:
We stuck to these categories during our cooperation and integrated new types of posts from time to time to diverse the content on a page.
At first, we added static banners and images to our posts. However, eventually, we started integrating more dynamics and video content into our content strategy to grow the engagement rate. We used the following types of content:
Step 2. Promoting the posts. As the client’s page didn’t have any subscribers at the beginning of our cooperation, and we invested a lot of effort into content creation, we had to make sure that target Facebook users, potential clients will see the posts. Therefore, we used paid promotion for the most effective posts that generated the biggest number of organic interactions and coverage.
This helped us achieve several goals simultaneously:
The second part of our SMM-strategy was targeted advertising, which included using the following tools:
Also, we made several small strategic decisions during the work process:
Step 3. Creating the company’s Instagram page. In the second half of 2019, we decided to expand and to create an Instagram page. We expected that we’d be able to use this social media to communicate with the interior designers more, as the designers are usually the most active on Instagram.
We drove 2,790 new subscribers that are engaged and active.
We arranged a regular posting of useful and interesting information on HOLZ social media (Facebook and Instagram).
Summing it up, we can say that the roles of SMM channel for business are the following: