The strategy implemented for Pahadi Tea included social media management, graphic design and product photography. Pahadi Tea had existing profiles on Facebook, Twitter, Instagram and Pinterest, but they weren’t updated regularly, so our social media strategy included an initial phase where we established consistent messaging and branding across platforms.
We developed a content strategy and posting schedule that would keep the pages populated with a mixture of product promotion and content, such as news, articles and quotes, that tested well with our audience. We monitored conversations around tea and prioritized timeliness, being quick to jump on trending topics with original graphics and targeted messages. Once we reestablished an active online presence, we identified several influencers and community groups that would bolster engagement. This focus on curated a targeted audience quickly resulted in more valuable traffic to the website.
Along with reporting results on our social media marketing efforts, we used analytics to make website recommendations based on our audience’s behavior. After noticing where site visitors were dropping off, we altered our efforts to better align the messaging of the social media content with what users would see on the site. This, in addition to testing new approaches to lead our audience through the site, resulted in an increase in conversions.