A Case Research with Letterbox Items

Some of the tried-and-true social media methods is to construct a content material calendar round celebrations, occasions, and holidays. That is particularly the case for UK-based gifting firm Letterbox Items. They’re a women-led enterprise that goals to make sending items to pals & household simple and fulfilling, providing a variety of curated and hand-wrapped items from unbiased producers.

With so many gifting events all year long, their social media advertising revolves round celebrating every giving second, huge and small. Their sturdy calendar of occasions unlocks a daily heartbeat of content material concepts, promotions, and new clients. We spoke to Eleanor Bagust, co-founder of Letterbox Items, about how they use Buffer to plan and schedule their social content material all year long in order that they by no means miss a possibility.

Now we have been utilizing Buffer for quite a few years and it has been a useful useful resource to our social media technique and the way we talk with our clients. Some of the necessary options we use is Buffer’s social media calendar. Now we have communications deliberate for these key dates like Mom’s Day, Father’s Day, and in addition for smaller celebration days that we like to acknowledge equivalent to Worker Appreciation Day and even Nationwide Hugging Day!

As you’ll be able to see, the Letterbox Items social calendar is full of high quality content material. How do they stick with it? It’s because of a collaborative course of and a disciplined planning method.

Buffer’s publishing queue permits us to get our plans and concepts ‘down on paper’ so to talk, so we will visualize our feeds, and use the drafts & editor features to make sure we have now a constant voice and elegance behind our posts. Now we have a number of workers members add and add content material to all our social media feeds in a single place, which makes life lots simpler than managing every social platform individually.

Instagram is one in every of their key channels for constructing model consciousness and driving gross sales round gifting events. However when you will have a number of folks including content material, it’s necessary that everybody has visibility into upcoming content material.

The power to preview upcoming Instagram posts within the grid is one in every of our favorite Buffer options. It permits us to ensure it seems nice and that it’s various and never overly repetitive, particularly when the posts are added by a couple of particular person.

Except for planning forward and utilizing Buffer to handle their content material, we requested Eleanor to share some suggestions for anybody seeking to construct advertising campaigns round holidays and occasions.

Tip 1: Get the timing proper. “Social media marketing is largely about the build-up to the event; there’s no point in marketing on the day of the event, as it will probably be too late for customers to purchase in time. That being said, nobody wants to hear about Christmas in the middle of June. For most occasions, around a month before is a good time to push the bulk of the marketing campaign.”

Tip 2: Repurpose current merchandise and campaigns. “Think about how can you market existing products for upcoming occasions, whether it’s taking a picture or video of a product in a Christmas setting for a Christmas campaign or renaming a suitable product to sound romantic for Valentine’s Day. You don’t necessarily have to invest in lots of seasonal stock for holiday marketing.”

Tip 3: Be respectful of your total viewers. “Be sensitive around holiday campaigns, and avoid referring to relatives as ‘your’ to prevent upsetting people who may find special occasions difficult. For example, instead of saying ‘This is the perfect gift for your Mum’ use language such as ‘This is the perfect gift for the special women in your life’.”

Tip 4: Get inventive with product staging. “Staging scenes such as parties with your products and using videos and reels on social media to showcase these are a fun and creative way to generate interest around your brand for upcoming occasions.”

Able to create a calendar filled with occasion-based social media campaigns? Buffer has a variety of plans, together with a free plan, that can assist you get began. Be taught extra about Buffer’s publishing and planning options.