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Do you ever wonder why some of your community members see your Facebook posts in their News Feed and others don’t? This excellent infographic clearly demonstrates the key factors that influence where your posts is displayed. The largest factors are below:
Company: Thrive Aesthetic and Anti-Aging Center
Social Media Team: Ryan Lewis, Lisa Peyton, Danielle Hoole
Campaign Length: One year, January 2011-December 2011
Result: 694% increase in Facebook fans, 1,164% increase in Twitter followers, and 50% increase in traffic to website, including 77.4% in search and 18% in referral sources.
In 2011, Thrive Aesthetic and Anti-Aging Center looked to expand their reach and build their reputation as the experts in aesthetic and anti-aging services. Traditional advertising wasn’t adequately reaching the brand’s targeted audience, so Thrive’s staff turned instead to social media. Understanding the potential of digital marketing, they hired Bonfire to expand their digital presence and communicate their expertise, use of advanced technology, and quality of care.
Beyond promotions, the page needed a variety of content to provide fans with a well-rounded experience. Bonfire began to create a broad spectrum of posts that increased brand and industry awareness while engaging with fans. Weekly “community conversations” posed questions about fitness routines, skincare regiments, and even favorite spots for healthy breakfast. Other posts highlighted celebrity beauty tips, relevant articles, and news about Thrive’s innovative technology. The page also integrated Thrive’s blog, newsletter promos, and e-mail sign up form, all of which had the ultimate goal of driving traffic back to ThrivePortland.com.
Through Twitter, Bonfire could post similar content but interact more directly with followers. Used as a cross-promotion tool with Thrive’s other assets, the Twitter handle became a sounding board for direct messaging and issuing updates. By diligently responding to mentions, thanking users for retweets, and manually following industry-related handles, followers increased exponentially over the year.
A Facebook ad campaign allowed Bonfire to target a more niche demographic than traditional advertising ever could—and with a much lower budget. Ads displayed relevant content about aging and engaging photos to drive click-through rates. Using specific demographic and interest-based targeting, the campaign was focused on Thrive’s target audience. Over the year, the campaign resulted in millions of impressions, and as a result Thrive’s Facebook page began to grow with both relevant fans and potential clients.
Bonfire took control of the “Doctor’s Blog” and began publishing weekly posts related to the industry. Content varied between the benefits of featured products, weight loss tips, and more community conversations. By targeting competitive keywords, these posts significantly increased Thrive’s website in search results and offered visitors more in-depth information about available services.
Boosting brand awareness was the ultimate goal, but Thrive already had a large pool of regular clients. In order to retain them, Bonfire initiated a lead nurturing endeavor through eblasts and monthly newsletters. Twice a month past clients received the same specials offered to Facebook fans and a newsletter full of rich content. Quotes related to beauty or aging headlined these e-mails, and the monthly newsletter provided healthy recipes, industry-related news, and more exclusive offers.
After twelve months, Thrive’s social media presence began to reflect the success of the brand. Facebook fans had increased 694%, and its Twitter followers grew 1,164%. The website saw tremendous results as well. Through targeted keywords on the blog and an increase in referral traffic, ThrivePortland.com received 50% more visitors in 2011 than in 2010. The brand’s reach had extended exponentially through new digital marketing endeavors, and the business gained new customers while retaining loyal clients. In all of this, Thrive grew not just as a business but also in prestige as an innovative, expert leader in the industry.
We have elaborated a little on a hubspot post a few months ago. This week we will also feature best practices and state our case for an integrated social media/email marketing campaign. We understand Blogging can be perceived as a pain and maybe even a time-suck, but like all complicated tasks, they are easier when quantified. We hope this helps with your blogging initiatives. continue