Branding Meets Social Media Strategy:
Driving Traffic to the Website—Posting 3 Times Per Week, 3 Social Platforms
Client:
Comnunication via Design
Role:
Social Media Branding
Content Writing
Content Strategy
Scheduling and Analytics
Sector:
Brand Agency
Target Users
Nonprofits, Social Enterprise
Social Handles
Facebook: Communication via Design
Instagram: cviad
LinkedIn: Communication via Design
Tools:
Adobe Illustrator, Adobe Express, ChatGPT
Deliverables:
Social Media Graphics, Animations, Content Writing, Analytics
Project Scope and Objectives
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Partnering with Communication via Design, my role is to create visual and written social media content that reinforces the organization as a trusted marketing partner for non-profits and social enterprise organizations.
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Maintaining a social media presence across Facebook, Instagram, Threads, and LinkedIn is accomplished by utilizing strategic digital marketing tools and techniques built around behavior patterns to encourage scrolling, liking, sharing, and commenting, developing strategic campaign ideas, maintaining a content calendar, scheduling, and analyzing engagement metrics.
Strategic Approach
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Content Management: Manages a proactive content calendar, scheduling posts 3x a week with Adobe Express, to ensure consistent delivery across Facebook, Instagram, Threads, and LinkedIn.
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Targeted campaigns: The Creative Query series was created to spark engagement and education by asking an industry-related question in the visual and providing the answer in the written post with a strong CTA to encourage comments and reactions.
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Performance Analytics: Tracks key performance metrics (likes, comments, clicks, impressions, reach, views, etc) to evaluate content effectiveness and to optimize strategy.
Branding
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Each post aligns with Communication via Design’s established brand guidelines and messaging, ensuring consistent use of color, type styles, and brand voice throughout all written content.
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Clarity is reinforced in written posts by use of bold opening headlines for information hierarchy, consistent formatting of emojis, repeated keywords, confident and positive messaging, incorporating brand values, and including strong CTA's.
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Video content and animations are leveraged to increase engagement and grow the audience.
Marketing Results
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Achieved notable increase in visibility and follower growth on all platforms, especially LinkedIn, supporting business development and client retention by improving alignment of content with user interests and organizational goals.
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Beat the average cost per click (CPC) and cost per impression (CPM) for the paid No Limit. No Growth advertising on Instagram. Average CPC is $2-$3, and average CPM is $5-$8. The ad performed at $1.27 CPC, and the CPM was $3.27 with 90 landing page views.
