Social Media Strategy & Consulting for De Stijl Hair
More than 600% growth in website traffic from social media
36% growth of Instagram account
The background.
De Stijl is a boutique hair salon in Hobart offering precision cutting and world-class colour services. They’re heavily customer-focused, wanting each client to have the perfect, relaxing experience and walk out with hair and an experience they love. We love working with De Stijl because they’re great at what they do and even better to work with. They’re passionate, enthusiastic and believe in their business and the benefits that come from telling the world about it.
As part of their transformation from a hair salon into a boutique, De Stijl decided it was time to better leverage their social media channels to help push their business goals, including:
Promoting their transformation from a hair salon into a boutique.
Driving online sales from the new boutique
Increasing foot traffic into the Boutique
To help De Stijl achieve their goals, we worked with them to develop and implement a comprehensive social media marketing plan, complete with content strategy and ongoing support to help De Stijl get the most out of social media. Benefits that you’ll see come in spades when a business is able to commit to, and execute a strong plan.
The objectives.
To increase the total number of followers on each social media platform by 2% each month*
Increasing website traffic from social media by 2% each month
*followers isn’t a metric we traditionally prioritise, normally setting our goals based on business metrics. However, upon discussion with the business owners we all agreed that it was the right decision when considering other metrics and their future business goals.
The strategy.
The strategy that we created for De Stijl was built around providing valuable content that helped them communicate their expertise, points of difference and provide proof of work to potential future clients whilst maintaining an engaged client base.
We did this through a number of different approaches, each was outlined within the strategy in a way that empowered the De Stijl team to manage their own social media - which helps them stay agile and post the most current information. The approaches we recommended included but were not limited to -
a road map for outlining how social media can be leveraged
Clearly defined content that helped maintain consistency, and strategic relevance
Posting frequency recommendations & directions platform selection and how best to utilise the features of that platform
Brand clarity and pointers covering Tone of Voice and tips on how to implement it and remain consistent
Hashtag library containing more than 100 relevant hashtags in more than 25 different areas to help their content be seen by their target market
Content & Post ideas that help get them started and demonstrate how the strategy can be used
Content Calendar & Post Schedule creating structure and assisting De Stijl internally adapt this new process which makes it more likely they will achieve their targets
We didn’t tell them exactly what to post each day, because we believe that they’ll always know their customers better than we do
We did provide the 27 content ideas for De Stijl to refer to, while each week also providing new ideas and post recommendations based on data and recent trends in the industry (and taking into account any changes to their priorities).
Caption and Copy tips to help them write better and more engaging posts
Road map
Every good marketing strategy needs to map out how to get from A to B. It needs to spell out how a potential client gets from not knowing you exist, to becoming a loyal customer who tells all of their friends about you.
The Squawk Digital roadmap for De Stijl follows a traditional marketing funnel, without the unnecessary complexities. This is what the three stages look are:
Awareness -Helping people discover your business
Evaluation - Providing the facts that people need when making purchase decisions
Brand loyalty - Generating word of mouth
Here’s how we use this journey to inform the different types of content needed content:
Results
Increase total number of followers by 2% each month
354 new likes/followers across Facebook and Instagram
26.2% increase in likes on Facebook.
36.7% increase in followers on Instagram
Increase website traffic from social media by 2% each month
1,977 total website visits driven from Facebook and Instagram
746% increase in traffic from Facebook.
101% increase in traffic from Instagram
What now?
Overall both the client and we are overjoyed with the results. It shows that a strong strategy executed consistently can generate good, honest results.
If you’d like to see similar results for your business, get in touch about our Social Media Consulting Service. It’s an offering that is specifically designed to be an affordable option for businesses who, like De Stijl, feel comfortable generating their own posts but need some direction, strategy and ongoing feedback to help ensure that it’s helping towards their overall business goals.
If you're keen to understand what investment this requires and how this service could work for your business, please get in touch.
The nitty gritty details.
(for the numbers nerds - don’t read on if numbers make you squeamish)
Increase in likes/followers
Facebook likes increased 35.6% from June 2020 - July 2021, going from 372 - 467.
The goal at the outset was to grow followers by 2% each month, roughly equating to 7 followers a month. Over the course of the activity, we hit an average of 7 new followers per month, exceeding the goal.
Target - 7 per month
Average - 7.3
Total increase - 95 likes.
Percentage increase - 25.6%
Instagram was slightly more successful than Facebook, with the number of followers increasing by 257 total followers. The goal at the outset was to grow followers by 14 a month, with the average of new followers of 19.8 per month, significantly exceeding this amount.
Target - 14 per month
Average - 19.8
Total - 257
Percentage increase - 36.7%
Increase in website traffic
The Facebook results for this goal were significant, with the goal of a 2% increase per month requiring an increase from 15 to 16. This number was dramatically exceeded, with this amount jumping to an incredible 127 website clicks per month. This resulted in a total of 1,650 visits in total and was a 746% increase on our target.
Target - 16 website visits per month
Average - 127
Total - 1,650
Percentage Increase - 746%
The Instagram results were also significant, with the goal to generate 15 visits per month being exceeded by more than 101%.
In total there were 327 website visits from the Instagram page at an average of 27.25.
Target - 15 visits per month
Average - 27.25
Total - 327
Percentage Increase - 101%
If you got this far, you’re definitely our type of person. If you’re interested in generating numbers like these (and more) for your business, get in touch.
