Client Success: Improving Social Media Engagement for a Regional Food Distributor
Sep 10, 2021Sara Brasfield
2 minute read
To achieve sustainable business growth, you need to connect with new customers while retaining the loyalty of the ones you already have. For one food distributor supplying seafood products to customers across the Southeast United States, social media had become a preferred tool for developing and managing those customer relationships.
While the company already had a social media presence, it also knew its current strategy wasn’t optimized to achieve the brand’s desired goals. To get more value from its social media presence, the company reached out to Cox Media for assistance in planning and executing a more successful social marketing strategy.
With a presence already built on Facebook and Instagram, the regional food distributor wanted Cox Media’s help in leveraging those channels to improve customer engagement and customer loyalty. The client also wanted to use social media marketing to diversify its audience on those platforms, expanding visibility of its core products and creating opportunities to add new clients.
The company’s primary focus was on building up its organic social presence, which meant adding followers and increasing the potential audience—and potential ROI—for its social content going forward.
After identifying the clients’ top digital marketing goals, Cox Media took the lead in developing a new social media marketing strategy that featured more diverse daily content. This content spoke to different brand messaging and audience interests, with a larger goal of turning that diverse content into a channel for broadening the clients’ base of followers.
Various social content focused on key themes identified as important to both the client and their audience. These themes included product giveaway, promotions, community events, high-performing employees, and the company’s overall work culture. Social content was also developed around relevant national holidays and other event-based content expected to draw high engagement and visibility.
In addition to the development of creative content, Cox Media also improved the company’s content distribution channels through strategic cross-promotion partnerships with other brands, as well as a paid social media strategy aimed at converting new followers and increasing engagement with the brand’s social content.
In the first two months after launching a revamped social marketing strategy across Facebook and Instagram, the regional food distributor achieved measurable gains for its highest-priority marketing goals. These included:
- A 30 percent increase in followers across Facebook and Instagram;
- Four-hundred new followers on Facebook alone;
- Increased organic reach potential across both Facebook and Instagram.
In addition to these achievements, the company’s paid social advertising delivered valuable insights to inform more engaging social content creation across both organic and paid campaigns.
If your business is looking for better results from its social media marketing, or any other digital marketing campaign, it pays to team up with an experienced digital advertising partner. Cox Media’s in-house experts can help you align your marketing strategy to your desired business outcomes, delivering value that helps your business grow. Contact us today—we’re here to help.
About the Author
Sara is the Content Marketing Manager for Cox Media's corporate team in Atlanta, with a passion for writing and delivering relevant insights for advertisers. With more than seven years of experience in B2B marketing, Sara aims to help Cox Media's current and future clients connect with their customers find new and unique ways to grow their business. Outside of the (now virtual!) office, Sara loves spending time running, reading and supporting her favorite teams (Go Braves & Gamecocks!).View All of Sara's Blogs