Social media is just an addition to a brand’s marketing mix. False. Social media management matters for brands.
There is very little doubt or discussion about that among marketers and business decision makers. Communicating to and with their target audiences on social media is one of the most cost-effective and impactful ways for brands to connect with existing and potential clients. When done properly, it is a highly effective communication and nurturing channel. From keeping customers up to date about new product launches to staying top of mind as the number one brand with whom they established a relationship, an engaged social media following is the way to go.
But achieving this objective requires effort, dedication, expertise, and continuity, among other things. In order to continue to be successful, some requirements must be met. Among the most important ones are the following:
- A clear strategy and approach, including choice of channels, content types, posting frequency, tone of voice, etc.
- A structured channel-specific content framework and planning, including themes and topics
- An efficient and continuous content production flow
- The right foundations set up beforehand, including processes and systems
Once all the above is in place, the day-to-day detailed activities needed to keep social media profiles thriving should not be underestimated. It is a lot of work and often it makes sense to outsource this activity, especially for relatively small or globally centralized teams who want to safeguard and strengthen the connection to the local consumers.
Being Locally Relevant
This is one of the main reasons that prompted the Garden Gourmet Switzerland management team to reach out to Kingfluencers to take over the management of the brand‘s social media platforms. One of the core objectives was to purposefully localize and use the content provided to the local markets by the global Garden Gourmet team, as well as create captivating new content for Instagram, Facebook and Pinterest.
The Kingfluencers mandate includes activities such as: Creating the monthly content calendar, localizing global content, writing multilingual captions focused on the Swiss audience and creating fresh visual and animated content. Staying in tune with consumers in a multilingual country like Switzerland can be challenging as it ideally requires addressing the audiences in their first languages. People generally engage more with content provided in their native language, including local cultural references and humour.
“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”
“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”
“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”
“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”
“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”
From influencer marketing agency to social media powerhouse
In 2016, Kingfluencers started its journey to become a pioneer in the area of influencer marketing, professionalizing the sector in Switzerland. Numerous successful projects later, the agency has evolved into a full-service social influence agency offering not just influencer marketing but also turnkey social media and social selling services, including consulting and strategy, operational social media management, concept ideation and creative content production services.
It is an absolute joy to work with the Garden Gourmet team and learn from them as well. They have a ton of amazing content, from recipes to visuals and social media storyboards that we can use in the mix to create a diversified and engaging social media feed. The level of professionalism within Garden Gourmet is absolute top. Furthermore, working with such an appealing brand that consumers really love is always a joy and we get a lot of great feedback from clients which makes it extra rewarding to be part of the brand’s story
Yoeri Callebaut CGMO at Kingfluencers.
The Magic Mix
For every brand there is that magic mix that helps their social media efforts become successful. For Garden Gourmet Switzerland these are some of the elements if its recipe for success:
- The high relevance of their content, especially the recipes. That makes the brand and its products more real, approachable and relevant.
- The colorful visual approach and use of animated visual assets also helps create high impact with the posts.
- Involving Swiss influencers providing tips, tricks, recipe advice and more as part of the posts and stories. This adds an extra dimension to the content / posts.
- Engaging the audience with mini quizzes, two-way communication and contests is another way to keep people connected and furthermore grow the brand‘s follower base over time.
