Lily of the Desert’s Facebook content reaches over 25,000 people daily with 500+ page interactions per day.
Content Marketing | PPC Management | Social Media Marketing
Project Challenges
Already the leader in Aloe vera-based supplements and wellness products, Lily of the Desert wished to strengthen their social following and further engage with their target audience. As their previous social posts, graphics, and photography lacked consistency in color scheme or image composition, the content felt disjointed and presented more as an ad rather than content made to intrigue the viewer. After better establishing their social brand identity, we proceeded to create a solid social strategy to deliver editorial-level visuals and drive quality traffic to their website’s product pages and store locator.
Developing A Brand Look and Identity
For most content marketing campaigns, we break up content creation by the month and begin with a post schedule. Our “Production Plan” documents detail each upcoming post based on the platform it’s being released on (ie. Facebook, Instagram, ect) to better match our client’s goals for that month, quarter, and year.
Once the messaging and copywriting has been finalized, our production team takes on the task of art direction and photography for unique and relatable product imagery for up to 18 different social posts each month. We also design stylistic graphics and animated illustration posts to really catch the viewer’s eye in today’s sea of endless scrolling.
Tip: While static photos are a reliable source of likes, it’s statistically proven that video is the most engaging form of media for our audience to encounter. We’ve utilized this by creating multiple 30 second, high quality commercials to introduce each product in the Lily of the Desert line through stylized “motion graphic” animation video.
Customer Service Through Page Building & Audience Management
Social media properties like Instagram and Facebook act as a digital counter for your customers to ask questions and comment on your products and services. If customers are not taken care of online then you will lose business. Square 205 implemented a system to manage customers’ questions/comments to boost their page audience growth.
Square 205 provided best protocols when it comes to audience management. Some key actions as a page manager are:
- Respond to all inquiries promptly
- Reinforce positive comments by liking their post or commenting a kind message
- Challenge negative comments by solving their issue publicly (replacing a product, providing a refund, etc.)
After training Lily of the Desert on the best way to achieve quality customer service online, Square 205 set up notifications to send any customer communications directly to the Lily of the Desert employee responsible for brand communication.
A schedule should be implemented where the brand Facebook or Instagram page inbox is checked 3 times a day to ensure all customers have been responded to.
Page growth is the most important aspect of social media. Without page growth, what is the point? Growing Facebook and Instagram followings is done with a consistent posting schedule, paired with quick customer service in the form of message/comment replies.
Paid Facebook/Instagram Ads
Since organic page growth is a slow, steady process, Square 205 launched ‘page like’ ads, ‘website traffic’ ads, and boosted individual posts to supercharge Lily of the Desert’s social media growth. ‘Page like’ ads run each and every month targeting the specific consumer market that buys Lily of the Desert products. The ads average over 50 new likes per day and consistently introduce new people to the brand. The website traffic ads sell products by sending potential customers directly to the website. Square 205 sends customers to specific pages with the messaging we want that user to consider in their buying decision. Boosted posts are organic social posts that have been monetized to display in a target customer’s social feed. Square 205 tailors unique messages in each post to show to a group of lily customers and potential customers.
