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A Case Examine with Letterbox Items

Some 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 presents to associates & household simple and pleasurable, providing a spread of curated and hand-wrapped presents from unbiased producers.

A photo of Letterbox Gifts co-founders, Eleanor and Michelle.
Letterbox Items co-founders, Eleanor and Michelle.

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

Now we have 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 clients. Some of the necessary options we use is Buffer’s social media calendar. Now we have communications deliberate for these key dates like Mom’s Day, Father’s Day, and in addition for smaller celebration days that we like to acknowledge comparable to Worker Appreciation Day and even Nationwide Hugging Day!

A screenshot of Letterbox Gifts social media calendar in Buffer.
Letterbox Items use Buffer to plan out their content material calendar

As you possibly can see, the Letterbox Items social calendar is filled with 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 features to make sure we’ve a constant voice and elegance behind our posts. Now we have a number of workers members add and add content material to all our social media feeds in a single place, which makes life quite a bit simpler than managing every social platform individually.

A photo of a Letterbox Gifts staff member.

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

The power to preview upcoming Instagram posts within the grid is one in every of our favorite Buffer options. It permits us to verify it seems to be nice and that it’s numerous and never overly repetitive, particularly when the posts are added by multiple individual.

A screenshot of Letterbox Gift's instagram grid preview.
Letterbox Items use Buffer to preview their Instagram content material.

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

Tip 1: Get the timing proper. “Social media advertising is basically in regards to the build-up to the occasion; there is not any level in advertising on the day of the occasion, as it’s going to in all probability be too late for purchasers to buy in time. That being mentioned, no person desires 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 marketing campaign.”

Tip 2: Repurpose current merchandise and campaigns. “Take into consideration how are you going to market current 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 must put money into numerous seasonal inventory for vacation advertising.”

Tip 3: Be respectful of your complete viewers. “Be delicate round vacation campaigns, and keep away from referring to family as ‘your’ to forestall upsetting individuals who could discover particular events tough. For instance, as a substitute of claiming ‘That is the right present in your Mum’ use language comparable to ‘That is the right present for the particular girls in your life’.”

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

A nicely staged photo of macaroons.
Inventive product staging makes content material extra visually interesting.

Able to create a calendar stuffed with occasion-based social media campaigns? Buffer has a vary of plans, together with a free plan, that can assist you get began. Be taught extra about Buffer’s publishing and planning options.

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