Case: Content strategy for BillTech project.
Main points for increasing engagement on Twitter, Instagram, and Telegram
While working in the position of Copywriter and Social Media Manager at the BillTech I was responsible for several main directions:
- Increasing the number of new subscribers
- Improving interaction with a brand and making the audience more active
- Building a trustworthy relationship with an audience
Here are the conclusions I've made during my work:
The product I maintained had two categories of users. This system was supposed to support a general audience, however, to engage in enrolling the club of privileged users with special offers and benefits. Obviously, those who made an effort and became prevalent customers had another list of requests. This fact made me think over more about the content I produced for different types of audiences, though the main characteristics of those groups were just the same.
2. Importance of texts according to the place of implementation
I had to pay attention to the TOV and size of the text whether it was a blog article or a Twitter post. Social Network texts had to be more interactive and include CTA to provide activity in comments, while the texts on the website were constructed in the way of better SEO indexation.
3. Clear CTA and attractive posts
A brand is about some sort of friendship and mutual reaching of goals. People come to the company with a request and we are about to find more triggers to make them interested in the brand. That means that users are ready to follow your rules if they are profitable enough. Asking random questions or begging for another share was definitely not my strategy. I used a way of unstoppable dialogue and offers to join the conversation, to do easy things in order to get a bonus for it. This system helps to show that the brand doesn't buy the audience's attention in a rude way, moreover, makes a "customer-brand" relationship clear.
4. Permanent feedback and building a community around the brand.
Is your brand alive? People don't trust soulless machines or empty screens. They want to know that they are valuable and worthwhile. Tracking feedback is a major part of a content strategy as soon as you get priceless information about how good your post was and people's opinions as well. Moreover, you show that you are there for them all the time whatever they worry about. According to my experience, the worst comment you have ever gotten on the internet will be transformed into "thank you" and a devoted user, if you have answered it politely in time.
5. Cooperation with other team members: SEO, influence marketer, support team
None of the Digital Marketing instruments will work well if they are separated from each other. From time to time we need to include instruments from other directions in the strategy to make it efficient. As a Social Media Manager, I had to know what bloggers tell about our brand and mention it on Social Networks. On the other hand, I initiated ad integrations for additional promotion of our networks using the voice of influencers. Announcement of our external success somewhere on the internet was significant as well. Contacting a SEO specialist gave me a full overview of which recent wins we should emphasize in order to prove our expertise.
6. Experiments in design and deep research of trends through social networks
A recognizable style is more than important, though it must grow and develop. Before giving a task to the design team I made research what people find attractive, funny, and actual. Reddit and Twitter are the best platforms to find out what's going on and how to be on the same wavelength
My main KPI metrics were pretty ordinary: ER, ERR, and some subjective views about building trust and sympathy for the brand.
- I've increased the number of loyal subscribers on Telegram to 1,500 in two months.
- The comments appeared below the posts on Twitter and YouTube videos. People were interested in communication and looking for soulmates thanks brand.
- ER for Telegram rose from 15% to 25% thanks to activity and a new audience.