Indie fashion boutique Law and Co has been a firm Maybe* favourite for a while now. The business creates gorgeous content and is particularly adept on Instagram stories. Social media engagement for the business is great and it works with influencers that are relevant to its brand. But the business wanted to see better results from its social media advertising. By partnering with Maybe* Law and Co delivered an RoI of over £23 to every £1 spent and earned just shy of an additional £18,000. What’s even more impressive, is that they did this in just one week. Here we show you the ten steps they took to achieve this result. Any business can do this.
Step 1: What was the business goal?
Law and Co was already well seasoned at social media when it caught Maybe*’s attention. The business knew that its content was performing well and customers were engaging. It was even experimenting with advertising, but founder Denise wanted to make her ads work harder and deliver a real return on investment from them.
Step 2: Telling the Law and Co story
Denise Law, founder of indie fashion boutique Law & Co, caught our attention with her fantastic Instagram stories. Instagram stories feature Denise simply trying on clothes. Denise is a natural at stories. She keeps the product front and centre, and her personality shines through. She nails being accessible, and positions herself as your perfectly informed, empowering fashion friend. Gorgeous product is paired with practical information about sizing and styling, and posts are layered up with occasion suggestions to show off the look.
Step 3: What did Law and Co want its audience to do?
Law and Co wanted its customers to shop online and be inspired to do so through gorgeous content. To do this Law and Co regularly posts ways to wear content featuring founder Denise, her influencers and real life customers. Law and Co make use of the stories feature to do this, and then curate these stories into highlight features on their Instagram page.
Step 4: How does Law and Co engage with customers?
Law and Co doesn't’ just engage with comments and feedback on its own pages or in its own inbox. The business proactively engages with other conversations such as on other local business pages, or in the conversation about place. In addition they also engage with their social media influencers and brand ambassadors such as Sophie Anderton. This approach not only demonstrates commitment to other businesses and pride in place, but the business benefit of this is that it increases the likelihood of someone who doesn’t know you or your brand, checking out your own social media profiles. When this happens on a Facebook or Instagram profile, Facebook captures the details of that user. Even though those details won’t make the customer identifiable to you, it does mean that if you’re advertising you can then build a custom audience to target anyone who’s engaged with your content or even simply visited your social media page.
The Maybe* Engage view showing conversations Law and Co want to listen to and participate in
Step 5: Who did Law and Co need to engage?
Law and Co has been building its social media audience on Facebook, Twitter and Instagram with a little help from advertising to grow followers. for a while. But the business was struggling to understand whether the followers it was attracting were converting to paying customers. Law and Co set about re-engaging customers who had previously browsed with retargeting advertising. In addition they wanted to target competitor customers from brands such as Mint Velvet.
The Maybe* dashboard showing Law and Co’s best performing social media post against one of its competitors
Maybe* allows you to track your social media performance across best social media posts, engagement, sentiment, conversation topics and influencer. Doing this allows you to see what tactics are working for your competitors, so you can do more of the same. You can set your competitor when you sign up to Maybe* for free.
Step 6: Where did Law and Co need to engage and how did they do it successfully?
Law and Co is active on Facebook, Twitter and Instagram. But it’s Instagram where Law and Co really puts its best fashion foot forwards. A gorgeous looking grid is supported by styling and sizing advice featuring founder Denise herself which adds a personal element and a flavour of that fashion forward friend in the know. By knowing what works for its audience, Law and Co is able to invest the majority of their efforts, including their advertising spend in the right place. Focus your efforts on where your customers are, and where they engage with you the most. The Maybe* See What Works report will help you figure this out for your business.
The Maybe* See what works report showing the content posted by Law and Co and the engagement with it
Step 7: Who or what else are your customers distracted by and interested in?
Law and Co knows which other brands its customers are likely to shop with. By knowing this the business is able to monitor its competitors social media activity, and target customers of those businesses with its social media advertising.
To see if other businesses like yours are advertising and who to, sneak a peek. Facebook makes ads transparency publicly available to ensure the users know why they are being targeted. You can check whether other businesses in your town or place, or your competitors have switched on advertising by following the video tip. This is a great way to learn how to make your ads work harder.
Step 8: Mastering advertising
Using the Maybe* Ads Manager delivered Law & Co an additional £17,810.94 in sales over one week from a spend of £765.64. That's a 23 times Return on Ad Spend.
These sales came from customers who had previously visited the Law & Co website but had not purchased. Using retargeting ads as part of their social media strategy means independent retailers like Law & Co can re-engage already interested customers and successfully sell to them. This objective recovers business independents might have ordinarily assumed they had lost and delivers a game-changing amount of revenue.
See how Law & Co built on its social media strategy to drive more sales
Step 9: Law and Co’’s measures of success?
Law and Co thought that it was getting benefit from its advertising as it could see follower count going up, but it had no idea of whether ads were working hard enough. The measure of success was simple, could it make sales through Facebook Ads, and could it convert customers who had previously browsed into making a purchase.
Step 10: Did the campaign deliver on the original objective?
Maybe* helped Law & Co launch retargeting ads to incrementally grow her business over just seven days. For a spend of just over £700, Law and Co walked away at the end of the week with an additional £18,000 in the till.
Law and Co achieved its advertising success by taking a new approach to advertising. It moved away from hitting the blue boost button, and instead focused its efforts on smart targeting. This is the result of knowing who you want to advertise to, know who is already engaging with you, and buying from you. You need great social content, great product and a smashing story, and a website. Maybe* is here to help businesses stay connected to customers so you can make more sales.