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Connection in the Time of COVID

It’s safe to say that social media has played a large role in informing, connecting and entertaining the public during the COVID-19 crisis. The widespread lockdown and increased time at home naturally increased social media consumption. According to Social Media Today, people spent over 20 percent more time in social media apps during the COVID-19 lockdown. By utilizing unique content like virtual tours, live streams and Q&A sessions, Coles Marketing helped our clients stand out from the noise online and connect with their audience during the COVID-19 lockdown.

Social media strategies are not a one-size-fits-all solution, especially during the COVID-19 crisis. For some of our healthcare clients, the objective was to use social media platforms primarily as a source of information for the public. Clients in other industries used social media to connect and engage with followers in innovative ways during their time at home.

Here are a few ways Coles Marketing connected with our clients’ audiences on social media platforms:

  • We orchestrated an online photo contest and asked all followers to share a photo along with tagging the client and using the specific contest hashtag.
  • We published a Facebook Live stream of an awards ceremony scheduled in April so the show could still go on!
  • We hosted multiple Q&A sessions on Facebook and had experts answer questions about the products they offer.
  • We published many virtual tours, so followers were able to check out exhibits from the comfort of their home.
  • We used the platforms of an assisted living facility to share positive photos and videos of residents who were not able to see their families in person.
  • We started a campaign called #TriviaTuesday and encouraged followers to answer questions each Tuesday — a pleasant diversion from COVID-19.

Our efforts to create new and unique ways to engage various audiences were successful and resulted in increased followers, engagement and impressions.

These analytic results from the past few months show social media audiences are eager to engage with organizations through their social media platforms:

  • For one of our clients, Facebook fans increased by 49%. Engagement and impressions increased by 54% and 57%, respectively.
  • For another one of our clients, Facebook engagement increased by 166% while impressions increased by 222%.
  • For another client, Facebook impressions increased by 291% while Twitter engagement increased by 463%.

What’s the role of social media moving forward?

The pandemic has presented a need for brands and organizations to connect and co-create with followers through organic media. The results of our social media analytics indicate audiences reacted positively to unique organic content. While we still recommend paid media to our clients, organic media is still an important piece of their online presence.

All social media platforms are frequently updating their pages to help individuals and businesses connect with their online community. For example, Facebook recently added tools like group video chatting, digital gift cards and a COVID-19 update feature to promote virtual connection and consumption during this time. Coles Marketing is always staying up to date and utilizing all the social media industry has to offer our clients.

If you need assistance expanding your brand awareness and creating engaging content, give us a call today at 317-571-0051!

By Caroline Voelz
Social Media Manager

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Creative Solutions for Career Recruiting

We’re all about problem-solving here at Coles Marketing. Creative solutions.

One of our clients that manages senior living communities came to us when they found themselves with a shortage of nurses. This is a nationwide problem, as healthcare is improving and the aging population is growing. Due to the widespread need for nurses, we increased our client’s digital and social media presence, delivering ads that helped further build their brand and compelled job seekers to click on listings.

Rather than relying on standard job websites, we tailor-made one just for our client. This comprehensive careers website goes far beyond offering simple job descriptions. It also includes a detailed look at benefits and several video testimonials that dive deep into the warm, family-like atmosphere of the company and how it has changed people’s lives for the better.

We’re also employing other complementary strategies to drive potential applicants to the new website, including some of the following:

  • Customized digital advertising campaign
  • Targeted Indeed ads
  • Social media posts
  • Other career sites that scrape our career site to repost the jobs on their own (Career Builder, Glassdoor Google Jobs, LinkedIn, Zip Recruiter, etc.)

So far, the site has been a great success! And we have the numbers to prove it.

  • 14% of first-time visitors take some sort of employment action, such as applying to a job, calling the phone number for more
    information or signing up for job alerts if they don’t find an open position that’s right for them.
  • Remarketing ads to those who didn’t take advantage of the site initially led to a boost in employment actions last month.
  • Since taking over our client’s sponsored Indeed campaigns, the average cost per application has decreased by more than 66%.

Creating this careers website and complementary digital strategies not only helped our client save money and add talent to their team, but it also helped them build their brand. This is the kind of success story we aim to tell again and again.

If your recruiting campaigns need a boost, give us a call today at 317-571-0051!

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Why You Should Use Influencer Marketing Right Now

A celebrity endorsement used to be the end-all be-all when it came to spokesperson promotion. Then entered social media. With news, images and videos at your fingertips, now anyone can be a spokesperson for a brand. And there are many ways to take advantage of those who may influence your business’s target audience.

“94% of marketers who use influencer marketing find it an effective practice, and influencer marketing can generate up to 11x the ROI of traditional advertising.” – Social Media Today

Coles Marketing is helping improve brand awareness for a local boutique fitness studio with the help of influencers. Using a grassroots approach for a recent event, we pinpointed those who are influential in the Indianapolis area when it comes to nutrition, fitness and overall health and wellness.

We asked questions like the following:

  • Who is currently checking in at local gyms in the studio’s surrounding area?
  • Who has the image and charisma that matches for the gym’s core values?
  • Which accounts are receiving genuine engagement rather than bot responses?

Our team created a list of more than 50 influencers — all of whom had at least 1,000 followers to reach out to.

One thousand followers may not seem like a lot to some people, but if a brand can reach the demographic that perfectly aligns with them, there are definite payoffs. The influencers were invited to come out to a VIP Preview Night to try out equipment, talk to coaches and take a tour of the studio before the grand opening. They were given free classes (amount determined by the size of their following) in exchange for social media posts promoting the studio with their own personalized code for a membership discount. Some influencers could not come out to the predetermined night but were still allowed to get their classes and share their personal experiences from the class afterward.

It’s always better to hear from someone else how much they love a brand or business because it adds trust and credibility. And influencers do not always have to be paid in cash; many times there can be a trade-off based on what your company can offer (i.e. discounts, free items, free use of a service). As more people are paying attention to what others have to say about the brand than the brand itself, influencer marketing will only continue to grow in the future.

If you want help expanding your brand awareness and position, give us a call today at 317-571-0051!

By Meagan Hook,
Social Media Manager

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