Tuesday, June 28, 2022
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A Case Examine with Letterbox Presents


One of the crucial tried-and-true social media methods is to construct a content material calendar round celebrations, occasions, and holidays. That is particularly the case for UK-based gifting firm Letterbox Presents. They’re a women-led enterprise that goals to make sending items to mates & household simple and fulfilling, providing a spread of curated and hand-wrapped items from impartial producers.

A photo of Letterbox Gifts co-founders, Eleanor and Michelle.
Letterbox Presents co-founders, Eleanor and Michelle.

With so many gifting events all year long, their social media advertising and marketing revolves round celebrating every giving second, large and small. Their strong calendar of occasions unlocks an everyday heartbeat of content material concepts, promotions, and new prospects. We spoke to Eleanor Bagust, co-founder of Letterbox Presents, about how they use Buffer to plan and schedule their social content material all year long in order that they by no means miss a possibility.

We’ve got been utilizing Buffer for quite a lot of years and it has been a useful useful resource to our social media technique and the way we talk with our prospects. One of the crucial necessary options we use is Buffer’s social media calendar. We’ve got communications deliberate for these key dates like Mom’s Day, Father’s Day, and likewise for smaller celebration days that we like to acknowledge similar to Worker Appreciation Day and even Nationwide Hugging Day!

A screenshot of Letterbox Gifts social media calendar in Buffer.
Letterbox Presents use Buffer to plan out their content material calendar

As you possibly can see, the Letterbox Presents social calendar is full of high quality content material. How do they stick with it? It’s due to a collaborative course of and a disciplined planning strategy.

Buffer’s publishing queue permits us to get our plans and concepts ‘down on paper’ so to talk, so we will visualize our feeds, and use the drafts & editor features to make sure now we have a constant voice and magnificence behind our posts. We’ve got a number of workers members add and add content material to all our social media feeds in a single place, which makes life quite a bit simpler than managing every social platform individually.

A photo of a Letterbox Gifts staff member.

Instagram is certainly one of their key channels for constructing model consciousness and driving gross sales round gifting events. However when you might have a number of individuals including content material, it’s necessary that everybody has visibility into upcoming content material.

The power to preview upcoming Instagram posts within the grid is certainly one of our favorite Buffer options. It permits us to verify it appears to be like nice and that it’s numerous and never overly repetitive, particularly when the posts are added by a couple of particular person.

A screenshot of Letterbox Gift's instagram grid preview.
Letterbox Presents use Buffer to preview their Instagram content material.

Other than planning forward and utilizing Buffer to handle their content material, we requested Eleanor to share some ideas for anybody trying to construct advertising and marketing campaigns round holidays and occasions.

Tip 1: Get the timing proper. “Social media advertising and marketing is basically concerning the build-up to the occasion; there is no level in advertising and marketing on the day of the occasion, as it should most likely be too late for purchasers to buy in time. That being mentioned, no one desires to listen to about Christmas in the course of June. For many events, round a month earlier than is an effective time to push the majority of the advertising and marketing marketing campaign.”

Tip 2: Repurpose present merchandise and campaigns. “Take into consideration how are you going to market present merchandise for upcoming events, whether or not it is taking an image or video of a product in a Christmas setting for a Christmas marketing campaign or renaming an appropriate product to sound romantic for Valentine’s Day. You do not essentially must put money into numerous seasonal inventory for vacation advertising and marketing.”

Tip 3: Be respectful of your total viewers. “Be delicate round vacation campaigns, and keep away from referring to family as ‘your’ to stop upsetting individuals who might discover particular events troublesome. For instance, as an alternative of claiming ‘That is the right present to your Mum’ use language similar to ‘That is the right present for the particular ladies in your life’.”

Tip 4: Get artistic with product staging. “Staging scenes similar to events together with your merchandise and utilizing movies and reels on social media to showcase these are a enjoyable and inventive strategy to generate curiosity round your model for upcoming events.”

A nicely staged photo of macaroons.
Inventive product staging makes content material extra visually interesting.

Able to create a calendar stuffed with occasion-based social media campaigns? Buffer has a vary of plans, together with a free plan, that can assist you get began. Be taught extra about Buffer’s publishing and planning options.





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