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A Case Examine with Letterbox Presents

Probably the most tried-and-true social media methods is to construct a content material calendar round celebrations, occasions, and holidays. That is particularly the case for UK-based gifting firm Letterbox Presents. They’re a women-led enterprise that goals to make sending presents to mates & household straightforward and gratifying, providing a variety of curated and hand-wrapped presents from unbiased producers.

A photo of Letterbox Gifts co-founders, Eleanor and Michelle.
Letterbox Presents co-founders, Eleanor and Michelle.

With so many gifting events all year long, their social media advertising and marketing revolves round celebrating every giving second, massive and small. Their sturdy calendar of occasions unlocks an everyday heartbeat of content material concepts, promotions, and new clients. We spoke to Eleanor Bagust, co-founder of Letterbox Presents, about how they use Buffer to plan and schedule their social content material all year long in order that they by no means miss a chance.

We’ve been utilizing Buffer for plenty of years and it has been a useful useful resource to our social media technique and the way we talk with our clients. Probably the most vital options we use is Buffer’s social media calendar. We’ve communications deliberate for these key dates like Mom’s Day, Father’s Day, and in addition for smaller celebration days that we like to acknowledge similar to Worker Appreciation Day and even Nationwide Hugging Day!

A screenshot of Letterbox Gifts social media calendar in Buffer.
Letterbox Presents use Buffer to plan out their content material calendar

As you possibly can see, the Letterbox Presents social calendar is filled with high quality content material. How do they stick with it? It’s because of a collaborative course of and a disciplined planning method.

Buffer’s publishing queue permits us to get our plans and concepts ‘down on paper’ so to talk, so we are able to visualize our feeds, and use the drafts & editor features to make sure now we have a constant voice and elegance behind our posts. We’ve a number of employees members add and add content material to all our social media feeds in a single place, which makes life loads simpler than managing every social platform individually.

A photo of a Letterbox Gifts staff member.

Instagram is considered one of their key channels for constructing model consciousness and driving gross sales round gifting events. However when you might have a number of folks including content material, it’s vital that everybody has visibility into upcoming content material.

The flexibility to preview upcoming Instagram posts within the grid is considered one of our favorite Buffer options. It permits us to verify it seems to be nice and that it’s various and never overly repetitive, particularly when the posts are added by a couple of individual.

A screenshot of Letterbox Gift's instagram grid preview.
Letterbox Presents use Buffer to preview their Instagram content material.

Except for planning forward and utilizing Buffer to handle their content material, we requested Eleanor to share some suggestions for anybody seeking to construct advertising and marketing campaigns round holidays and occasions.

Tip 1: Get the timing proper. “Social media advertising and marketing is basically concerning the build-up to the occasion; there isn’t any level in advertising and marketing on the day of the occasion, as it can most likely be too late for patrons to buy in time. That being stated, no one needs to listen to about Christmas in the midst of June. For many events, round a month earlier than is an efficient time to push the majority of the advertising and marketing marketing campaign.”

Tip 2: Repurpose current merchandise and campaigns. “Take into consideration how will you market current merchandise for upcoming events, whether or not it is taking an image or video of a product in a Christmas setting for a Christmas marketing campaign or renaming an appropriate product to sound romantic for Valentine’s Day. You do not essentially must spend money on a lot of seasonal inventory for vacation advertising and marketing.”

Tip 3: Be respectful of your complete viewers. “Be delicate round vacation campaigns, and keep away from referring to family as ‘your’ to stop upsetting individuals who could discover particular events troublesome. For instance, as an alternative of claiming ‘That is the right reward to your Mum’ use language similar to ‘That is the right reward for the particular ladies in your life’.”

Tip 4: Get inventive with product staging. “Staging scenes similar to events along with your merchandise and utilizing movies and reels on social media to showcase these are a enjoyable and artistic option to generate curiosity round your model for upcoming events.”

A nicely staged photo of macaroons.
Artistic product staging makes content material extra visually interesting.

Able to create a calendar stuffed with occasion-based social media campaigns? Buffer has a vary of plans, together with a free plan, that can assist you get began. Be taught extra about Buffer’s publishing and planning options.



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