FIRST 90 DAYS - INITIATIVES
Below is a brief summary of my initial 90-day plan to start executing the improvement of AeroPress's social media marketing efforts. This plan highlights different areas including a content strategy that reflects the current pain points we've discussed such as current creative missing the mark, insufficient analytics reporting, and an under-pursued community that is excited about the product.
The goals for these initiatives are increasing follower growth, community engagement, improving analytics reporting, and enhancing brand appearance.
INITIATIVES
During my first 90 days I'd be looking to tackle 3 main initiatives based on AeroPress's current pain points previously mentioned.
CONTENT DIRECTION
Instagram, Tiktok, Youtube, Linkedin, Facebook
INFLUENCER MARKETING
Sourcing, Managing, KPI Tracking
REPORTING
Sprout Social, Monthly reporting, Platform specific KPI tracking
CONTENT DIRECTION
While it's great to use content that's humorous and entertaining, I would refine this content variety and suggest adding an under-pursued area that currently exists with AeroPress's current social strategy. One of the great things about AeroPress is that its demographic is split down the middle which offers so many opportunities to tell stories within different areas.
These stories offer unique campaign narrative opportunities such as a ranch worker simply enjoying morning coffee before he heads to work, an interior designer looking to enjoy their mid century styled home with a morning coffee, the traveling couple camping in the PNW or the California surfer making a quick coffee in his classic truck.
There is so much potential to highlight these lifestyles while opening up opportunities for co-branded product campaigns. Highlighting people and stories with more subtle product placement creates an opportunity for the brand to feel more authentic, quality and community-focused, thus resulting in content that is more shareable, and relatable with the potential to improve KPIs across channels as well as the perceived brand quality.
Potential Creator Segments:
Travel
Interior Design/Home Goods
Artists/Makers/Mechanics + More
INFLUENCER / CREATOR MARKETING
Partnering with influencers/creators in different content mediums through short-form, long-form, and podcasts are all great ways to increase brand reach. With this increased brand reach, utilizing affiliate and referral marketing would help convert a portion of the traffic into sales.
Per our conversation, AeroPress seems to have an agency handling this quite well based on the external results I see on Youtube and Instagram although to strengthen this area I would utilize influencer management tools such as Later, CreatorIQ, and Aspire to manage and analyze the results of onboarding more influencers across different interests. I would then utilize UTM tags or promo codes (if permissible) to track ROAS across influencers.
REPORTING
By correctly and consistently analyzing the performance of content through KPIs (respective of the platform), we can implement and refine our approaches to influencers, paid ads, organic content, and more. I would then suggest creating a reporting cadence monthly to potentially save resources, time, and money by utilizing data for better decision making.
My main tool for this reporting initiative would be Sprout Social due to its unique campaign reporting function to tag and track the results of different campaigns, content forms and influencers. Sprout Social also has wonderful reporting that I've used at past positions which makes data analysis much more efficient.