Social Media Case Study #1 - The Influencer

Influencer Profile: Podcaster, author, and course creator with tiered monthly membership programs and an online shop of digital products.

Assessment: Sales were down and her Instagram strategy was out of date. She was often posting on a whim and the content that was planned in advance lacked pizzazz and wasn’t getting good results. The branding was a little all over the place. It felt like a struggle for her and despite having a sizable audience, she was barely making sales in her shop.

Goals: Increase sales in her shop as well as her summer membership program through increased social engagement and reach. 

Strategic Approach: 

Stop throwing spaghetti at the wall to see what sticks and start posting content based on real data, feedback from conversations with existing customers, and current best practices for Instagram.

Update the branding to be cohesive throughout the user journey from social to the website straight through the products and courses.

Focus all future actions on the ideal customer avatar. We’re not trying to reach everyone in the world! 

Run re-engagement campaigns for the sizable established fan base that could use encouragement to shop and become members.

Through organic content that promotes sharing and engagement as well as paid ads, reach a new audience with the goal of bringing them to an email list that will nurture them and move them along the marketing funnel.

Use the feedback from current customers (such as their most loved membership features) as a basis for creating content. 

Bring new life to the library of existing content by repurposing it in new ways.

Make the best use of all of Instagram’s native features to best optimize content.

Optimize the profile with a punchy bio that is updated weekly for new live class offerings, makes best use of highlights, and encourages clicks.

Post on a regular schedule so that the algorithm knows we are going to show up.

Results: Highest one day shop sales in years (10X previous daily average). Broke records for membership sales (triple the previous campaign). Overall increased reach, followers, and email subscribers.