The author of the case study: Alina Yatsyna, ex SSM specialist
Finding the pain points and needs of the target audience is a usual process when forming a strategy. With pain points, it’s clear, but what about needs? The fact is that if you need promotion on social networks solely to sell your product, you can forget about the involvement of potential customers.
So how do you meet the needs of the target audience; and make the customer part of the brand?
Using the example of our client – a manufacturer of dry building mixture, Baumit Ukraine, we will analyze how to build the correct model of relationships with the target audience.
We tested different types of content and tools to increase engagement on Facebook and Instagram for a month. Let’s talk about the most effective ones.
Jokes bring people together and relax them; the main thing is to observe their relevance and tolerance. And here’s the result: one comic post received 9.3% more reactions than an informational one.
On the left is an example of an entertainment post; on the right is an informational one.
We compared engagement and reach metrics for entertaining and informational posts. The ER of an entertaining post is seven times higher than an informational one. Subscribers reposted the publication on their page and sent it to their friends. Due to this, the viral coverage has increased.
2. Fantasies about the restoration of famous landmarks
The construction industry is not very rich in inspiring examples of completed projects. But any problem can be solved creatively. We have designed famous buildings around the world in the Baumit color palette. Subscribers liked the idea of taking a fresh look at the historical site:
Casa Mila House – the creation of the architect Antoni Gaudi in Barcelona
3. Engagement games
The success with meme posts inspired us to keep our audience entertained. But this time – with riddles, tests, and puzzles about professional topics:
An example of an engaging game post on Instagram: Subscribers guessed which tower was hidden in the picture on the right.
All the riddles were easy to solve. But we didn’t need complex ones:
Here it was necessary to find the missing puzzle.
And here – guess which building is shown in the photo on the right.
We asked subscribers to ask us questions. And for the most interesting ones we promised to reward them with branded Baumit products. As a result, we received a lot of questions – people readily made contact. In the future, we used the answers to subscribers’ questions as topics for new posts. Also, a big plus of such questionnaires is the collection of contact information of subscribers, which you can use in targeting:
An example of a questionnaire for knowledge of construction topics, as well as company products. The data obtained were used for a detailed study of the target audience.
5. Case studies
Every professional wants to improve their competence and is always interested in learning new products from their field. Baumit subscribers also like articles about trends and news in the field of construction, design tips. Information posts with info about the company’s products almost didn’t receive any reactions. Therefore, we reduced the number of such posts but did not completely abandon them.
Post with helpful tips
6. Values and trust
Among the many brands, the client is much more willing to choose the one with which he has the same values. The main value of Baumit is a concern for human health, environmental friendliness, and energy efficiency. We broadcast these values on social media and build customer trust:
On the left – a post about the Viva Park research center, on the right – about environmental friendliness and energy efficiency
7. Contest mechanics and what is shown on banners to them
Contests in which subscribers willingly participate also help to increase the engagement of the Baumit account. Each competition must have a valuable prize. Baumit gave branded products to subscribers for their participation.
You have to choose the mechanics of the competition depending on the desired result. Conditions we recommend:
- a prize for an activity, follow, comment or tag;
- inviting a friend to the community;
- award for the development of the slogan;
- a gift for answering a question correctly.
Comparative analysis of KPI for the fourth quarter of 2020 and the first quarter of 2021:
- The number of reactions increased by 7.8%.
- The number of shares increased by 33.3%.
- Engagement rates increased by 56.7%.
Results for the first quarter of 2021 on Instagram compared to the fourth quarter of 2020:
- The number of likes per post increased by 41.2%.
- Saves per post increased by 75%.
- Engagement rates increased by 10.3%.
In addition to the fact that the content must engage subscribers, it must be helpful and work for the brand’s reputation; In one quarter (lasts three months), we have implemented seven types of posts, which significantly improved the KPI indicators.
Do not be afraid to experiment with content; try to be on the same wavelength with the audience and speak the same language. Test and identify the most effective approaches, and this will bring a positive result.