你正在创造大量的有机社交内容, but your retail brand doesn’t seem to be coming to life, and you can’t tell whether your social content is adding value for 任何 更别说大多数人了. 现在? How do you make your brand and content reflect the sweat equity you put into them while driving business value?
For social media, we partner a creative eye with a data-driven approach. We harness that dynamic partnership in three overlapping components for retail brands:
- 客户生命周期, where each stage supports and advances your marketing goals
- 内容策略和一致的内容支柱， 是什么赋予了品牌战略生命
- 真实的表达, delivering on content pillars to build trust and loyalty throughout the customer life cycle
Let’s look at Palm Beach Tan, a cornerstone of our retail portfolio. PBT is the nation’s largest indoor tanning salon brand, and we’ve helped fuel its growth from 40 salons in four markets to 550 in 92 markets. To achieve that growth and give it the momentum to keep building, we’ve employed a key strategy — broadening the appeal of tanning from a strong core tanning audience to a wider beauty audience. Social media presents a particularly powerful medium for bringing this strategy to life.
We dug into data to understand how prospects and current PBT customers use social media at each stage of the customer life cycle — from discovery through engagement — then determined which marketing goals we could support most effectively with social media.
例如, in support of our marketing goal to drive brand consideration, we know that PBT’s prospective customers use Instagram as a primary channel for exploring their world. So we develop branded content and mine user-generated content that positions tanning as right at home in their beauty world.
伟德网上娱乐ing from a brand strategy built around “A Better Shade of You,” we translated this into a content strategy that included aligning tanning with the beauty industry. To guide content creation, we go beyond an overall content strategy into specific content pillars. We also strategically determine the ratio for each content pillar so we don’t over-rely on, 例如, 教育.
One primary PBT content pillar positions tanning as a cosmetic solution and demonstrates the emotional benefits of tanning, 如下所示.
Our research gave rise to a second primary content pillar when we uncovered specific reasons people say they don’t tan: Most significantly, 他们不知道怎么做, and they’re nervous about what the results might look like. But this research also suggested that 教育al content could overcome these hesitancies . 这个PBT内容支柱使用了一个随意的, down-to-earth 教育al approach to overcome tanning barriers.
左至右: (1) PBT’s Instagram feed helps prospects identify their skin type and choose the best tanning product for it. (2) We took a deeper dive into 教育 to support prospects and ensure customer success. (3) Real customers address common spray tan concerns to help boost confidence.
真实性在所有媒体中都很重要, 但它是以社交渠道为基础的, where hot takes are plentiful and takedowns happen at the speed of text.
翻译 真实的 as 真实的人，真实的结果 for PBT, we incorporate multiple forms of user-generated content. 最显著, we created a PBT brand ambassador program to mobilize PBT’s passionate fan base and catalyze additional customer content. UGC是一种吸引现有用户的强大方式, pique prospects’ interest and amplify PBT’s voice while upholding content pillars. By encouraging customers to showcase their real-life experiences and true selves, PBT忠于自己的品牌. UGC also helps ensure that we stay nimble in this ever-shifting landscape.
Where does all that effort with customer life cycle analysis, 内容策略和支柱, 和真实的表达网络为我们的客户? We’ve been able to help PBT reach prospects beyond their usual industry category, 改变人们对晒黑益处的看法, deepen loyalty among existing customers and increase store traffic.
Our formula for success is simple but requires a mindset shift. 喜欢, shares and other vanity metrics can no longer steal the focus, especially in the context of multi-unit retail brands, where not all stores have the same needs at the same time. 我们提供更可持续的, flexible approach that both evolves with your brand and encourages it to evolve.