CHALLENGE
Business model of SSA Shirts was quite unique, they offer 100% custom made products with atleast 25 units per order. Since they prefer to produce large orders, their main target customers were new schools, businesses, clubs, not-for-profit organizations and sport groups. Sports apparel industry was challenging enough, and knowing the unique nature of the business, it was imperative to reach the right people on Facebook. They ship their 100% custom made products Australia wide, but Queensland and Western Australia were most important target regions, followed by New South Wales.
Before SEOValley™ took over Facebook page management of the brand, few unsuccessful attempts of increasing social reach have been made, with limited success. With this Facebook campaign, SSA Shirts wanted to reach out to their prospective customers and portray a picture of well respected, local and authentic brand that people would love to associate with. They also wanted to educate their followers about their interactive site functionality that visitors can use to create custom sports apparel.
STRATEGY
As there was already a Facebook page in place for SSA Shirts, SEOValley™ went right into giving required attention to every detail mentioned on the Facebook page, to make it presentable. SEOValley™ team worked on creating multiple versions of cover and timeline images, worked along with the client to finalize images which looked best to their audience.
Once the page was well optimized, SEOValley™ brainstormed to identify content publishing strategy and the tone of content that will be used on the Facebook page. Using Facebook’s native marketing tools and other 3rd party tools such as HootSuite & Buffer, SEOValley™ started scheduling posts/content to be published on Facebook page. The information found as a result of in-depth research about the brand and its competitors, helped in finding the correct balance between how-to, time-sensitive, actionable and self-promotional content for posting on Facebook page.
As follower count of SSA Shirts’ Facebook page increased to a decent number, SEOValley™ worked with the client to create a promotion, with the intention of increasing engagement rate on the page. The promotion/sweepstake helped SSA Shirts connect with new users who could convert into brand advocates, providing rave reviews and appreciating the gesture of sharing goodies with the audience.
SERVICES APPLIED:
Social Marketing
Facebook ADs
RESULTS
Within first couple of months, the Facebook page has already seen more than 100% improvement in page likes, with significant increase in engagement rate. By the end of second month, the content being posted on Facebook page was already acquiring expected engagement and virality, which when combined with paid promotion, resulted in new page likes and increased reach.
Project Information
- Client: Sports Shirts Australia