Incoming messages and comments were not proceeding, which seriously reduced the engagement. The account was not correctly designed, no one was engaged in its regular maintenance and did not track statistics. It was necessary to create the tone and voice of the brand, a unified visual style of publications and draw up a detailed content plan. As well as to build work with hashtags and UGC content.
After analyzing the input data, we developed and implemented a comprehensive strategy for organic promotion of the Krylov’s Ski School on Instagram:
We determined the portrait of the target audience, connected statistics tracking and analyzed the interests of users.
We switched the account mode from user to business, changed the description for easy keyword search, added the necessary information: address, work schedule, current schedule of events, activities and classes, as well as contact information.
We analyzed the most frequent questions from customers, categorized them, created and added Taplink to the account description for easy site navigation and quick search for the necessary information.
We developed a visual concept for creating an account and implemented it step by step: we began to create high-quality photo and video content, successfully tested and implemented the Reels format.
We completely redesigned the communication strategy: due to the formation of the tone of voice and focusing on working with meanings, the account now has structured selling, informational and entertaining posts that reflect the values of the brand.
We set up work with UGC content: from reposting stories with brand mentions to prompt processing of reviews, comments, and incoming messages.
We collected a database of thematic hashtags, sorted them by frequency and type of use, created a list of the best hashtags for publications, and also moved hashtags to comments to reduce visual noise. All that helped us to increase coverage and convert people into subscribers.
Before:
Subscribers: 602
Average lead count on working days: 0
Average lead count on weekends: 0
After:
Subscribers: 2616
Average lead count on working days: 8
Average lead count on weekends: 18
Results:
The number of subscribers has grown more than 4 times without the use of paid promotion methods like targeted advertising, advertising from bloggers, etc.
High-quality content and a convenient way to register for classes began to attract the target audience, which is converted into real orders: from 5 to 10 applications on weekdays, from 15 to 20 applications on weekends.
The amount of user-generated content that brings additional reach increased by an average of 30%. In this regard, the level of users’ loyalty has also increased.
