Social Media Marketing Strategy + Management
The Good Seed Kefir
In early 2019, Sole Studio and I worked to develop a robust Social Media Marketing Strategy for The Good Seed Kefir – one that combined my skills in social media marketing with the branding and design finesse of Sole Studio. We presented the
Like many small businesses that expand, they found their ongoing marketing efforts slowly becoming more difficult to maintain in alongside the more immediate duties – for example, making the product. A few months after receiving the strategy, Ivy and Adrian of The Good Seed Kefir asked if I could take over the reins and manage their social media for them.
The Good Seed Kefir
Social Media Stats
21%
Increase in Instagram Followers
28%
Increase in engagement rate on Instagram
52%
Increase in Overall Instagram Likes
35%
Increase in Instagram Average Likes Per Post
26.5k
Average reach on instagram
8.5k
Average Reach on Instagram Stories
733%
Increase in replies on Instagram Stories
94.47%
Average Completion Rate on Instagram Stories
71%
Increase in Instagram Story Engagement Rate
4.35%
Average engagement rate on Facebook
Benchmark 0.12% in Food & Beverage
80%
Increase in Facebook Followers
3.89%
Average engagement rate on Facebook
Benchmark 0.12% in Food & Beverage
42k
Average Post Reach on Facebook
65%
Increase in engaged users on Facebook
22%
Increase in Average Daily Post Impressions on Facebook
Photography
When I first began working on The Good Seed Kefir’s social media marketing, I noticed they had a very limited supply of imagery – most of which was photographed on a mobile phone and not often of the best quality. Through repeated use, their audience were growing tired of the same images over and over again.
So TGSK agreed to add photography to my suite of responsibilities.
The aim was to produce a suite of imagery from a number of aspects of The Good Seed Kefir’s brand: TGSK’s weekly market stalls, their stockists, their range of products and the lifestyle one might expect to live as a consumer of their products.
Through this imagery, I would elevate the brand’s visual identity, while staying true to representing them as a small batch, home-grown business.
Instagram & Facebook
Content was posted across Instagram and Facebook daily, utilising Facebook and Instagram shopping features, including a hashtag strategy specifically on Instagram.
Instagram Stories
Since kefir isn’t as widely known as its sister kombucha, and as The Good Seed Kefir’s objectives were to grow their audience, I broke their Instagram Story Highlights down into relevant categories that newcomers to their Instagram may be interested in reading up on:
- Our Story
- Our Community
- Market Schedule
- FAQ
- Find Us
- Flavours
New stories were posted throughout each week under one of the six categories, to keep their audience up to date on monthly market stalls, updates to their stockist list, education on kefir and fermented products, and feedback from their customers.
