How documented strategies led to increased reach, engagement, following and registrations.
When I joined Audio Network, they had no content strategy, marketing calendar or reporting structure. They were struggling to post once per day across all channels and, social media, on the whole, wasn't seen as an important marketing or business pillar. I was tasked with developing the content and social media functions to support business needs and goals from a B2B and B2C perspective.
By developing detailed and flexible strategies, I led the team to record traffic and registrations
By developing detailed and flexible strategies, I led the team to record traffic and registrations. On top of this we saw considerable growth on all channels with increased reach and engagement across the board. Here's how I approached it.
Detailed Documentation
The first step on this journey was creating the documentation needed to house the hypotheses, frameworks and goals. I created separate strategy documents for social media, digital marketing, and content as the goals and needs from the business differed greatly.
These documents served as my teams' bibles, outlining the basics in terms of tools we use, team members, roles and key brand messages. From there they go into the details of our messaging, channel fundamentals and how we were going to achieve growth on those channels (as well their priority for us).
Creation and Prioritisation
After many ideation sessions; including customer journey mapping, value propositions and games of crazy eights, we then prioritised those ideas. This was done through an amalgamation of the impact we think they'd have, how quickly we could get it live and whether it was addressing a customer's "core need".
Once this was done and things were going live, it was a case of optimisation.
Reviews & Reports
Knowing which ideas, projects and initiatives are working and which aren't can only be done through regular reporting and reviews. As well as weekly and monthly reports, I held reviews after any project was complete or new content franchise had been running for an agreed amount of time.
These reviews are designed to analyse every stage of the process - from ideation through to briefing and performance - and take learnings onto the next project. By doubling down on what was working and either stopping or improving what wasn't, the incremental improvements in performance added up to an overall successful strategy.
Results (2019 > 2020)
- 105% uplift in traffic in 12 months
- 50% uplift in leads in 12 months
- 84% uplift in activity across all channels in 12 months
- 67% uplift in engagements across all channels