Background: Play It Out is an escape room that opened in 2017. The company had profiles on most social media platforms but wasn’t posting regularly on all of them. Where the company was active, posts were mostly made in real time without a schedule or content plan. While the company received great reviews, and got some engagement on social media, the owner did not feel social media was driving sales or reaching new customers. Play It Out hired Motto Marketing to simplify the social media strategy and boost visibility.
Assess: Motto Marketing performed a digital audit to find out what Play It Out’s presence was like across the internet. During the audit, Motto Marketing identified which tactics were getting engagement on social media, took a look at what competitors were doing on their profiles, and checked for consistency in directory listings and online review sites. During this period, the owner shared her frustration about not knowing when or where to show up on social media. Motto Marketing made a comprehensive list of actions the business could take to improve their search engine optimization by making their listings more consistent and informative.
Plan: After determining where the business was most effective on social media and where the owner preferred to be active, Motto Marketing built a social media strategy that fit Play It Out’s goals. The owner was encouraged to deactivate accounts that had low activity and reach so she could focus on the platforms that worked. On the platforms that remained, the strategy would be organized and repeatable.
Implement: Motto Marketing introduced a content calendar where the owner could organize ideas and topics. Using best practice strategies, the owner was able to minimize her time spent posting to social media while actually maximizing presence. The owner began planning content using a set schedule and themed material.
Analyze: Using social media analytics and Google Analytics, Motto Marketing and the business owner were able to see how well the posts were performing. The owner quickly noticed what types of content got the best engagement and made adjustments to the content calendar. Motto Marketing advised on the ad specs that would perform well considering the organic data so that the owner could further develop the social media strategy.