A Case Examine with Letterbox Presents


One of the tried-and-true social media strategies is to construct a content material calendar round celebrations, occasions, and holidays. That is particularly the case for UK-based gifting firm Letterbox Gifts. They’re a women-led business that goals to make sending items to buddies & household straightforward and gratifying, providing a variety of curated and hand-wrapped items 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 events unlocks an everyday heartbeat of content material concepts, promotions, and new prospects. 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 now have been utilizing Buffer for numerous years and it has been a useful useful resource to our social media technique and the way we talk with our prospects. One of the essential options we use is Buffer’s social media calendar. We now have communications deliberate for these key dates like Mom’s Day, Father’s Day, and likewise for smaller celebration days that we like to acknowledge akin 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 full of high quality content material. How do they stick with it? It’s due to 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 style behind our posts. We now have a number of workers members add and add content material to all our social media feeds in a single place, which makes life rather a lot simpler than managing every social platform individually.

A photo of a Letterbox Gifts staff member.

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

The power to preview upcoming Instagram posts within the grid is one in all 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 multiple individual.

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

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

Tip 1: Get the timing proper. “Social media advertising and marketing is basically in regards to the build-up to the occasion; there isn’t any level in advertising and marketing on the day of the occasion, as it is going to in all probability be too late for patrons to buy in time. That being mentioned, no person 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 present merchandise and campaigns. “Take into consideration how are you going to market present 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 acceptable product to sound romantic for Valentine’s Day. You do not essentially need to spend money on a number 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 forestall upsetting individuals who could discover particular events tough. For instance, as a substitute of claiming ‘That is the proper reward to your Mum’ use language akin to ‘That is the proper reward for the particular ladies in your life’.”

Tip 4: Get artistic with product staging. “Staging scenes akin to events along with your merchandise and utilizing movies and reels on social media to showcase these are a enjoyable and artistic approach 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 range of plans, together with a free plan, that can assist you get began. Learn more about Buffer’s publishing and planning features.

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