Our client DeliverLean has been relying on social media to be a resource for branding, awareness and exposure since it’s inception. As the company has evolved from just a concept to an Inc 500 list member, it has continuously looked for different ways to use social to help advance the company.
In 2016 we turned to a more aggressive paid social plan, including a full funnel clicks and conversions strategy, a very successful lead ads campaign and the use of Instagram Ads too. They are a local brand, looking to target various health, diet and fitness subsets within a defined geographic region, and nothing is more well suited for this than The Social Network.
In a different type of “paid social” effort, we also have deployed an influencer program that leverages local users who have big followings, to help them spread the word and convert new customers. We offer a monetary reward for each new user earned from that person, as well as a discount on product for them to enjoy too.
These efforts are incredibly effective because you now have the endorsement from a “trusted individual,” at least in the eyes of their follower/fan base. We like this strategy with this client in particular, because they aren’t just posing with the product- they are actually using it themselves and are actual customers of the company. You get their stamp of approval, and with images like the ones above, you are also painting a desire picture (two super fit people eating their product) which helps convert users subconsciously.
We have talked before about how social media is not a marketing vertical and shouldn’t only be evaluated by ROI and KPI terms, but that being said most brands still lean that way. This is is an example where you can directly attribute revenue to social media efforts and the return is tremendous. It is not the only reason you embark on a long term social media plan, but it is definitely one that will keep the client, especially the one’s in the C-suite happy.