Behind the scene
This interior design firm, established six years ago, was eager to scale their business online. Despite their gorgeous designs, affordable budgets, and timely deliveries, they struggled to achieve rapid growth. Their intense efforts to enhance their social media presence repeatedly failed due to an inefficient marketing team. Outsourcing didn’t bring any luck either – their ads underperformed, and management services fell short of expectations.
Then, through word-of-mouth, they discovered Alchemia. Here’s what happened next.
Understanding the needs
In the initial meeting, the client shared their expectations and pain points. Here’s what they needed:
- Focus on just Instagram & Facebook
- High-performing ads
- Maximized results within a low budget
- Improvement of metrics ruined by previously purchased bot followers
- Transformation of their Instagram profile into a portfolio since they didn’t have a website. However, the grid was filled with unplanned and unorganized construction videos.
- Creation of high-quality content despite having few completed projects and lacking good quality data of previous works.
Challenges
After a thorough brand audit and competitor analysis, our team identified the challenges and curated a content plan accordingly. We held a final meeting to explain the strategies and content calendar to the client.
- Improving metrics ruined by bot followers was a significant issue given the limited time and content available. The client wanted us to run ads within a week, despite the profile looking like a mess.
- Repurposing the existing low-quality content and cleaning up the mess created by previous posts.
- When it came to ads, the client was adamant about targeting only a specific, small area, which negatively impacted ad performance.
- Managing to create social proof and a great portfolio to convert leads into potential clients.
- The low budget forced us to deliver fast and efficient results with very limited posts.
- Dealing with fake leads on ads.
- The client wasn’t interested in any other platforms for marketing and insisted on using Instagram and Facebook alone, which narrowed the chances of lead generation.
How we cracked it?
After a fair amount of research, experimenting with content, commitment, and a tiny tad bit of JUGGAD (a Hindi term meaning to improvise or salvage), we are sharing what worked for us:
P.S. For the package curated according to the client’s budget, we scheduled 10 posts/month.
- We posted 3 reels every alternate day for the 1st week, featuring a combination of Before & After shots, a testimonial, and a final showreel of our recently completed residential projects. These reels were boosted to train the algorithm, understand potential target audiences, and break out from the loop of ruined metrics.
- We had to completely delete some content but also tried repurposing old, low-quality content by incorporating it into new reels. We cleared up the old posts and revamped captions, SEO, hashtags, and thumbnails across all previous posts to make the page aesthetically pleasing.
- To regain trust, we fixed the profile grid and created a 30-second video ad with a compelling hook. This approach quickly started producing high-quality results at just 1/4th of the original ad budget. Cost per lead: 70-100 INR.
- The team crafted a perfect blend of social proofs and aesthetic improvements to enhance trustworthiness.
- With limited posts, we focused on pushing the most engaging content, supplemented by social proof posts.
- Initially, we gained numerous leads after optimizing the ads. However, we discovered that many leads claimed to have not filled out the form or provided inactive numbers. To address this, we modified the form to require clients to input more information and manually enter their phone numbers instead of using autofill, which eliminated these issues.
- Despite focusing exclusively on Instagram and Facebook, we made significant efforts to generate unprecedented leads for our client.
Results
It was a heck of a journey. But in the end we cracked it. This is what we gave back.
- Higher Engagement
- Reduced Ad budget by 75%
- Aesthetic Profile
- A Happy Client 🙂
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