Branding and Sales through Social Media Content Strategy

A comprehensive content strategy for Homeline Coatings establish them as a social-forward brand, developing a quality, engaged audience while increasing web traffic and online sales.

Social Media Services Included

Social Media Content Creation

Social Media Content Creation

Social Media Engagement

Social Media Engagement

Social Media Management

Social Media Management

Social Media Paid Advertising

Social Media Paid Advertising

Social Media Strategy

Social Media Strategy

Campaign Wins

7.75%
Facebook Ad Click-Through Rate
>50%
New Web Traffic from Social
5.3%
Average Social Engagement Rate

The Goal Or CHallenge:

Homeline Coatings is a Denver-based company that makes sprays to coat and protect home surfaces including stone, stainless steel, ceramic, glass, tile, and porcelain.

Our primary goals with Homeline Coatings were twofold:

  1. Build an engaged online community. A past owner of Homeline Coatings has purchased followers - something that strongly goes against our methodology of Keeping Social Media Social™ and that ultimately causes challenges down the road, so we wanted to help Homeline Coatings re-build a genuine, engaged social audience.
  2. Sell through current inventory. Homeline Coatings is planning a rebrand in early 2022, so the company wished to sell through their entire existing inventory to generate income and free up space for them to develop and manufacture their product with new branding.

Our Approach:

Our solution? A strong social media content strategy.

We worked with Homeline Coatings to manage the entire content development process, starting with a photo and video shoot. We sourced the location and built a shot list to ensure we obtained sufficient product shots, lifestyle shots, and shots showing the efficacy of Homeline's products, to be used throughout their digital marketing. After the shoot, we edited the raw materials, and turned them into graphics, short videos, and Reels that were optimized for performance on social media.


Our content focused on the quality of Homeline’s product and the difference it has made in the lives and homes of real people. We did this by showcasing how easy the product is to use, the effectiveness of the product at protecting surfaces, the bright and clean look the product can give a space, and testimonials from happy customers (of which there were many). We also created content designed to engage, by quizzing people on the product, sourcing their questions, and asking for feedback, allowing us to build and nurture relationships within Homeline's online community.


Using social media content, we were able to change the face of the brand by directing and creating strong content that aligns with the company’s messaging, and will continue to be relevant as they rebrand in Q1 of 2022. We also established Homeline Coatings as a social-forward brand; in other words, a brand that has a strong social media presence, uses social media to interact with their customers and community, and generates web traffic and sales through social channels.

By managing the entire content creation process, we were able to ensure a great location for the content to match the target audience of the brand. After our carefully-planned half day content shoot, we had enough stills and video footage to make more than three (3) months of social content, plus some additional website content and collateral marketing materials. The photo and video content from the shoot will be used on the website sales pages, website blogs, website instructional pages, how-to printed documents, email and social media moving forward.

Rework your own online brand and nurture your community with a content strategy and creation package from McLernon & Co.

How We Measured Success

Our high click-through rate showed that our ad targeting and creative was on-point to reach and speak to our target audience. Meanwhile, our organic content drove engagement rates of up to 11.9% on Facebook, and up to 4.5% on Instagram (compared to industry standards of 1.16%). This campaign also produced a high quantity of quality photo and video content that was not only used in social content for this campaign, but that the brand can continue to use on their website and collateral marketing materials as they rebrand.
Community Engagement

Community Engagement

Content Generated

Content Generated

Cost Per Click

Cost Per Click

Click-Through Rate

Click-Through Rate

Conversions

Conversions

Engagement Rate

Engagement Rate

Web Traffic

Web Traffic

Testimonial stars

Ready To Get Started?

Reach out today to learn how Keep Social Media Social can help you drive sales, engagement and customer loyalty through social media marketing.
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