The Web is no longer just a source of information and a place to communicate via private messages or within closed communities. It’s a completely social experience. Social media is a part, in some way, of nearly everything we do online.
Assignment: Build a website for a local design & build construction company, and promote it and the company using social media. Build relationships with customers.
Challenge: Building meaningful relationships with the business’s client base required creating a strategy that would reach them on a local level. We also needed to engage customers on an inspirational level, to get them thinking about remodeling even they hadn’t yet made the decision to search for a designer or contractor.
Solution: A simple website was constructed in HTML, relying on conversational copy and images to tell the company’s story and inspire visitors. Each service (e.g. kitchen remodeling, renovations, additions) had its own landing page that featured before and after photography. Every page of the site was optimized specifically by page content. The home page prominently features links to the company’s Facebook and Twitter profiles as well as a WordPress blog.
A big part of this company’s business model involved turning their client’s ideas and needs into practical, beautiful designs. Clients often showed them photographs of other spaces and homes they liked as inspiration, so part of the social media strategy was to inspire new clients to think about remodeling by providing links to design photography and informative blogs about remodeling projects. To supplement this discovery and sharing, an account was established with the social image-pinning site Pinterest.com and integrated into the Facebook feed. Further, a local element was added by targeting state-level keywords on the Twitter feed, establishing local Facebook events, and cross-promoting these on both platforms.
Assignment: Produce several optimized blog posts on a weekly basis to drive traffic and increase sales for a national print services provider.
Challenge: The client required fresh, unique blog content on a daily basis that was product-specific, or specifically focused on print as a marketing medium.
Solution: An editorial calendar was created each month that detailed the topic of each post per day. Posts were outlined prior to writing to ensure all appropriate points were hit on and actionable content was included. Further, the editorial calendar was tweaked to coincide with upcoming promotional offers and e-mail blasts, highlighting these specials within the blog posts. Each post included target keywords in its titles and defined subheads where appropriate, and also identified a list of 2-3 tags to associate with the post in the content management system (CMS).