As a boutique supplement shop and smoothie and drink bar in Kelowna, Goods Health and Wellness was looking to increase their awareness, sales, and brand loyalty. As a one year-old business, the goal was to focus the dollars spent on brand- and affinity-building content designed to reach a localized audience.
Our task: Create a social media content mix that serves to (1) entertain and build community, (2) educate, and (3) sell. Some content pieces hit one of the above, others hit 2, and some, all 3.
Here’s an overview of some key tactics that fed into our overarching social strategy.
Content That Entertains
Entertaining content resonates, which is especially important on a marketing channel such as social media where you want to encourage your audience to engage with your posts. Engagement is not only an indicator of the impact of your content, but also helps boost the performance of your content through your followers’ networks – thus presenting the posts to more and more accounts. Goods’ brand personality was casual and fun, which gave us a lot of opportunity to make entertaining content, but it should be mentioned that even educational content can be entertaining.
Utilizing entertaining content also played a role in building Goods’ brand personality and creating brand affinity. Social media users became fond of the brand’s playfulness and storytelling.
Main (+ Recurring) Character Energy
To foster a deeper relationship with the audience and to make the content more consistent, we humanized the brand by showcasing and highlighting store personnel. This allowed customers to get to know prominent personalities behind the brand, but also to relate to the brand on a personal level.
We crafted content that gave the audience a peek into the routines of the team and seamlessly included product available for purchase. We also built in content that featured team members fun and lighthearted personalities.
Educate
As Goods operates in a relatively niche industry where the knowledge of products, their use cases, and their necessity is relatively low, product education was an important content pillar. When possible, we tried to make educational content as entertaining as possible, with trends, hooks, and relatable material. However, sometimes long form, information-packed content was the best way to deliver the message.
Educational content provides value to the audience, thus encouraging people to follow the account for more, while also drawing the consumer further into the marketing funnel. This helped to build Goods’ online following and connection with individual customers (or prospective customers) – increasing the opportunity for conversions.
Community Building
Much like many small businesses, fostering and maintaining an engaged community that cares deeply about the brand and its success was an important key in our social strategy. Therefore, on top of creating content that resonates with the current and prospective customers, we also conducted consistent outbound and inbound engagement activities to connect and build relationships with the target audience.
Creative, On-Brand, and Unique Campaigns To Build Hype Surrounding Promotions
To stand out, generate buzz, and drive interest and sales, we created unique campaigns surrounding special promotions just a few times a year. This allowed the promotion (e.g., Birthday Sale, Olympics, Goodsgiving, Goodsmas Holiday Sale) to stand out amongst other content as well as increase reach, engagement, and conversions.
Consistent Brand Look, Feel, and Voice
Showing up consistently on social media and other marketing channels allowed the brand to develop an identifiable look and feel. This conveys a level of professionalism helping to generate trust with consumers. It also allows customers to quickly identify the brand, solidifying a strong brand identity which is fun, playful, and knowledgeable, resulting in a trustworthy and approachable persona.
The Results | A One-Year Look
Over the course of one year with Good Weekend Creative, Goods received over 300 organic, on-brand, unique social posts that helped grow not only its online presence (with a follower growth rate of 82%) but its purchasing customer base, too.
Overall the social posts amassed 400,000+ impressions amongst 175,000+ unique accounts for each social post. 259,000+ video views, 16,000+ engagements.
On average, posts received a 9.46% engagement rate – far surpassing industry averages.
