A Case Study with Letterbox Gifts

One 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 straightforward and pleasing, providing a variety of curated and hand-wrapped items from impartial producers.

With so many gifting events all year long, their social media advertising and marketing revolves round celebrating every giving second, huge and small. Their sturdy calendar of occasions unlocks an everyday heartbeat of content material concepts, promotions, and new prospects. 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 chance.

We have now been utilizing Buffer for a lot of years and it has been a useful useful resource to our social media technique and the way we talk with our prospects. One of the necessary options we use is Buffer’s social media calendar. We have now communications deliberate for these key dates like Mom’s Day, Father’s Day, and likewise for smaller celebration days that we like to acknowledge similar to Worker Appreciation Day and even Nationwide Hugging Day!

As you possibly can 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 are able to visualize our feeds, and use the drafts & editor capabilities to make sure we’ve a constant voice and elegance behind our posts. We have now a number of workers members add and add content material to all our social media feeds in a single place, which makes life loads simpler than managing every social platform individually.

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

The flexibility to preview upcoming Instagram posts within the grid is considered one of our favorite Buffer options. It permits us to verify it seems to be nice and that it’s various and never overly repetitive, particularly when the posts are added by a couple of individual.

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

Tip 1: Get the timing proper. “Social media advertising and marketing is basically concerning the build-up to the occasion; there is not any level in advertising and marketing on the day of the occasion, as it is going to most likely be too late for purchasers to buy in time. That being mentioned, no person needs to listen to about Christmas in the midst of June. For many events, round a month earlier than is an effective time to push the majority of the advertising and marketing marketing campaign.”

Tip 2: Repurpose present merchandise and campaigns. “Take into consideration how will you market present merchandise for upcoming events, whether or not it is taking an image or video of a product in a Christmas setting for a Christmas marketing campaign or renaming an acceptable product to sound romantic for Valentine’s Day. You do not essentially need to spend money on a lot of seasonal inventory for vacation advertising and marketing.”

Tip 3: Be respectful of your total viewers. “Be delicate round vacation campaigns, and keep away from referring to family members as ‘your’ to forestall upsetting individuals who could discover particular events troublesome. For instance, as a substitute of claiming ‘That is the proper reward in your Mum’ use language similar to ‘That is the proper reward for the particular ladies in your life’.”

Tip 4: Get inventive with product staging. “Staging scenes similar to events together with your merchandise and utilizing movies and reels on social media to showcase these are a enjoyable and inventive approach to generate curiosity round your model for upcoming events.”

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.