Foxy Locks is a Cornish success story. Maybe* has ten essential ingredients to make social media work harder for you. Whether its a huge global brand, or a local independent retailer, the businesses that derive the most value from social, will do all or some of these ten steps exceptionally well. Here we show you what the Penzance based hair extension business has done to turn its business into a global success story using social media.

Step 1: Knowing the business goal

Getting your social media to perform for you means getting clear on what you want it to do. Do you want to drive engagement, build awareness, create local conversation, or simply grow your sales and customer base. Being clear on your goal makes it much easier to measure success and improve your performance.

Step 2: Telling their story

Foxy Locks use Instagram to showcase product, product product in varying colours and varying lengths. The Founder, Imogen Fox has her own Instagram feed where customers can follow and interact with her on a personal level, but when it comes to social, its product first rather than the business story.

The Foxy Locks Instagram grid

Step 3: Getting their audience to take action

Foxy Locks makes sure its customers know exactly what and how they can buy. Each post provides the shade of the hair extension featured, the website link, and details payment options including Klarna which allows customers to spread payments. Surfacing this info makes it easy for your customers to take the action you want them to. If you don’t ask people to take action you are much less likely to achieve your goals.

Step 4: Engaging with customers

The Maybe* platform makes it super simple to engage with a wider audience and to ensure you are responding to every comment and mention.

The Maybe* Engage view showing local or topical conversations you can listen to and engages with across Facebook, Twitter and Instagram; all in one place

This means Foxy Locks can listen to the conversation in the local area, the conversation created by beauty influencers, or about any hair care topic they want to tune into to reach new customers.

Step 5: Knowing which audience to engage

Foxy Locks knows the audience it wants to engage - its glamour and grammers. The business is active on Instagram, tags in influencers who love the product and loads up its posts with relevant hashtags covering all things extensions and beauty in the process. Using the Maybe* platform you can spot your influencers and importantly influencers in other conversations that you want to join. This could be competitors or specific hashtag conversations.

Step 6: Knowing where to engage

For a visual product that appeals to a beauty obsessed audience, Foxy Locks knows it has to be active on Instagram. Whether it's grid posts, stories or highlights (the insta kind not the hair kind) broken down into categories that make content easy to discover, Foxy Locks has it covered. Their Insta Grid leaves you in no doubt about what they do and their stories on Instagram brings the product to life. Check out their Instagram highlights. Using Maybe* Insights you can research how other brands use different social media channels so you can identify the channel that is likely to have the most impact for you based upon the level of engagement they are achieving.

The Maybe* See What works report for Foxy Locks showing the content created on Instagram and the engagement with it

Step 7: Knowing what else their customers are distracted by and interested in?

Foxy Locks knows its customers are located all over the globe, and knows it’s not just hair that they care about. Using Maybe* Engage you can follow interesting local hashtags or complementary businesses so you can easily jump into conversations where prospects or customers are having another conversation.

The Maybe* Engage view showing local or topical conversations you can listen to and engages with across Facebook, Twitter and Instagram; all in one place

Step 8: Mastering advertising

Mastering advertising is a must for local businesses. You need not spend a lot. Getting advertising right will help you reach, engage and convert new customers whether local or not. You can look at any Business Facebook advertising by going to their profile page and selecting “Page Transparency” you can then see all of the Ads that are running currently. For example you can see all of the Ads that Foxy Locks is running and when they were launched. This gives you a really great feel for what is working for other brands. Diving through this lets you understand the creative and the landing pages that other brands are using with success. It will save you a huge amount of time and effort.

Ads Foxy Locks are running through November 2020

Step 9: Measuring success

Improving your social media is all about testing things, doing more of what’s working and less of what’s not. The Maybe* Insight summary allows you to benchmark yourself against other local businesses so you know exactly where you need to up your ante.

Step 10: Measuring yourself against the original objective

Do you know how you are measuring success? Maybe* helps you do that. Check out the Maybe* Your report feature which enables you to track your social media performance metrics and your business goals. Looking at Foxy Locks for example it's easy to see that their goal is to sell hair extensions. Their posts confirm that they have a great and trusted product and their pages make it super easy to buy. If you are in the market for hair extensions they make it a no-brainer.

How using Your report within Maybe* helps you track your social media and business goals

Key takeaway

Maybe* is here to help businesses stay connected to customers so you can make more sales. Learning from what other local businesses are doing can help you improve and make social media work for you.

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