Marietta’s Quilt And Sew (MQAS) is a fantastic quilt shop located in Simpsonville, SC that I am lucky enough to work with. I began managing their Facebook page and marketing efforts this past February and have been able to produce wonderful results within the first month. If you are a results oriented person, you can scroll down to the results section and skip all the details. If you want to know exactly what I did and ideas you can apply to your own business, keep reading.
My first initiative with MQAS was to determine their current marketing status and where there were gaps in their efforts. We accomplished this with a one-on-one consultation. I reviewed their website, newsletter, and Facebook page and took notes. Then we met to discuss my findings. This is my absolute favorite part because it is such an eye opening moment for the client. After discussing my game plan for improving their marketing, they decided it wasn’t something they had the availability or confidence to handle themselves. Thus began our management relationship.
The main gap I found in their marketing was the lack of connecting what was happening in the store with their Facebook. Let me tell you, this shop has AHmazing classes going on, on top of that, they have new beautiful fabric arriving almost weekly as well great machines with regular sales. How are their customers going to know what they’re missing when they aren’t in the shop if Facebook isn’t showing them?
Content creation is a key aspect of any marketing plan. If your business isn’t regularly producing content that supports your mission, then we need to chat. I first determined what aspects of their business needed to be shared then drafted a content list that could and should be created. Here’s a list of what needed to be promoted and the content created for it.
- New Fabrics
- Photos of new fabrics in the shop
- Photos of fabrics on sale
- Photos of classes
- Video of classes
- Testimonies from happy class attendees
- Flyers and social media posts promoting upcoming classes
- Photos and/or flyers of projects used for upcoming classes
- Bios + photos of employees and staff highlighting their knowledge and friendliness
- Sewing machines
- Photos of machines in the shop
- Flyers and social media posts of machines currently on sale
- Demo videos showing particular aspects of the machines
- Highlight opportunities to test of the machines
After creating content through shop visits and collaboration with employees, regular posting was the second step. We determined deadlines for signing up for classes and the classes are now promoted on a schedule that encourages early signup and social sharing. Posting on the Facebook page has increased from 5-7+ posts a week to 14-20+. This increase in sharing and improvement in content creation has proved to be very effective.
A few images used for Facebook cover photos and posts:
Within the first month of managing the MQAS Facebook page, they have seen the following improvements:
- Reach increased 285%
- Engagement increased 332%
- Page likes increased 105%
- Video views increased 300%
- They have seen an increase in class signups as well as machine sales
- Reviews on Facebook of the shop have also increased (all reviews positive)
Besides clearly needing to hire me to do your social media (just kidding, but really), there are a few key takeaways from this case study. First, what are the key aspects of your business that generate sales? For MQAS it was their classes, fabrics, and machines. Yours might be your product, knowledge, and personality. It’s not so much about pushing your product, it’s about what you have to offer the connects you to your audience. What do they not want to miss?
Second, what content can you share on social media that showcases your key aspects. People want to feel connected to you and they need to be reminded of what they’re missing when they aren’t giving you attention. For MQAS, it’s the fun classes. Yours might be the live Q&A you hosted on your specific topic. Or maybe it’s a product release. Think about what content you can produce to support your purpose. And if you can’t think of anything, give me a call.