Recently, the CEO of Perfect Hair Products, a new human & synthetic hair extension and wigs manufacturers in a highly competitive Nigerian Hair Extension industry hired me to build an active social media community for their brand.
They already had a Facebook page, yet I noticed that their online marketing needed a little more tweaking in order to boost fan base, increase fan engagement and convert their fans into happy buyers and brand evangelists.
I was excited to take on this project of reviving and managing the social media community through educating, engaging and influencing the Nigerian female audience on the benefits of using Perfect Hair Products.
I began to research the needs of our target audience:
- The problems they face when and caring for hair extensions.
- Who or what influences their decisions to buy a particular hair extension.
- How my client’s brand could help them solve their problems.
My findings revealed that our female audience were interested in the following:
- Getting information about the best hair products to use or buy.
- How to take care of their own hair
- How to care for their hair extensions, and
- Viewing photographs of hair extensions in use on supermodels.
With this ample information, I went ahead to build Perfect hair’s brand page on twitter, and Pinterest for reaching out to a wider range of Nigerian female audience.
I also took advantage of Facebook’s wide range of advertising options to increase the fan base and developed a content marketing strategy that churned out perfect hair tips and tricks via photos and text..
My content marketing strategy was a mixture 80% education/entertainment and 20% promotional messages, whose purpose was to educate them and make my brand likeable without pissing them off!
I discovered that the fans loved this trend and referred their friends to like the page. Even the male folks joined in the conversation and introduced the products to their female relations.
Lastly, I organized a photo contest to recognize and reward out loyal fans for being brand evangelists.
The end result? Increase in phone calls, fans and sales. Now tell me, isn’t that what you would call word of mouth marketing at its best?
What other strategies do you use in making your brand likeable on social media? Tell us in the comments below.
Great strategy Caroline…but truth be told…I never would have considered Pinterest as a part of the mix for a social media marketing campaign for a business in Nigeria…Great Job!
Thanks Effybasi, I’m glad you liked it. Of course pinterest is a great marketing strategy for driving traffic to one’s website.
Thanks Effybasi, I’m glad you liked it. Of course pinterest is a great marketing strategy for driving traffic to one’s website.