Social Media Management & Copywriting – Britcar Case Study.

* Breakdown of results at the bottom of this post.

Writing has always been my favourite hobby and that’s why I decided to turn it into a job. They say you never work a day in your life if you do a job you love – and that’s how it feels.

In October 2018, I began working for Britcar UK as a social media manager and content creator. My goal was to expand the reach of the business as well as attract new customers and create engaging dynamic content that users would enjoy interacting with. Owing to a complex website, Britcar’s developer struggled to set-up Facebook Pixel and thus it was not possible to monitor conversions through Facebook. Instead, Britcar simply wanted to increase brand awareness and get their name out there.

Before I came in, Britcar had no social media strategy and posted sporadically, hence particularly low numbers for reach/ impressions. However, they also had no budget for paid ads and so all of the following results were achieved using completely organic methods. My main goal was to build an audience and create a community around the brand to help raise awareness. I succeeded! Do you want to know how I did it?

I createD content users want to see

An important part of running a successful page is ensuring the content you post is what users want to see. This helps to boost reach, impressions, and engagement. While you may think a corporate high-definition picture of a modern Land Rover gliding through the desert looks cool, after understanding this audience better, I realised potential customers preferred older Land Rover models as well as memes, relatable stories to humanise the business, and interactive ‘vote for your favourite’ type posts. As you will see, I also found sharing relevant news articles helped to boost engagement and encourage discussion on the page, as did asking users questions about their own experiences.

Occasionally, as part of a separate writing package, I also created content for Britcar’s blog. I came up with the topics myself and ensured it would be things customers wanted to read about. For example: 7 Things Every Land Rover Owner Can Relate To or 5 Tips For Driving Your Land Rover In The Snow or Genuine, OEM & Pattern: What’s the Difference? or 7 Christmas Gifts For Land Rover Lovers (you get the picture)! They are articles that are either informative or easy to share, with the potential to go viral in Land Rover circles.

AND I FOUND unique avenues to advertise

To get this level of success, I didn’t just write posts and create content, I took to other creative means to get the business in front of people. I joined tons of different Land Rover owner/ fan groups on Facebook. Every now and then, I ensured the post was genuine enough to cross-post into groups and gained direct exposure to Land Rover owners while displaying content the audience would genuinely enjoy – this is where the page enjoyed the most success.

For example, I know that Land Rover owners love to argue over which Land Rover is the best. To create controversy and stir up a viral post, I asked users which of the Land Rovers on the driveway they would pick (see image below). I then shared it into general Land Rover owner pages as well as dedicated Discovery, Defender, and Range Rover pages knowing that users would vote for the model they think is best. As a result, 43,409 unique users saw this content while 5,366 actively engaged with it (as screen-shotted below) – that’s 43,409 potential customers that viewed this one post alone!

Note, the reason you can’t see all 5,366 engagements with the post is because it happened within Land Rover groups, not on the page. However, to share the post they had to share it from the Britcar page and I ensured the image had the Britcar website information on it to drive visitors to the site. If you swipe and look at the figures at the bottom, you’ll see an example of the attention it gained on a Discovery/ Defender Owners FB group and how I purposefully created controversy that led to 350 LR owners/ potential customers to actively engage/ react/ comment on the post.

Other examples of my work with britcar

The following slideshow showcases some of my work. The first post, about the Shorland Armoured Land Rover, aimed to show potential customers that Britcar’s owner is clearly a passionate Land Rover fan himself. Although the pictures were not great, it is a unique Land Rover and I knew it would garner a lot of interest in the military Land Rover community – hence how it reached 13,312 people. The second slide shows a popular Land Rover meme combined with a company story that customers would find relatable. Flicking through the rest you can see the type of content I put forth – such as questions, the business owners history, news articles, and rare vehicles. Remember, even though the page has 2,629 likes by the end, I was still able to reach over 40,000 people with creative posts such as the one above!


DETAILED RESULTS

REACH – To best assess how well I amplified Britcar’s content, it is worth looking at the reach of the content I created. Reach refers to the number of people (unique users) who see the content from your page.

Reach is important as it helps you to learn and understand what your audience likes, and why certain posts outperform others.

Initially, when I joined, reach over the prior 28 days sat at 3,054 unique users. Four months later, this figure jumped to 24,414 unique users per 28 days (a 699% increase). After a particularly successful post (soon displayed), this figure peaked at 70,353 unique users per 28 days.

IMPRESSIONS – Organic impressions refer to the number of times any content from your page enters a person’s screen, no matter if it was clicked or not. Sometimes, you may see the same content on your newsfeed at two different times of the day, this counts as multiple impressions for a single piece of content.

Impressions are important on Facebook as they give you an idea if the post has gone viral. Seeing things multiple times on your feed encourages people to take action. In one particularly successful case, the number of impressions over the past 28 days peaked at 179,161.

When I first started, over the prior 28 days, the number of organic impressions sat at 9,724. Four months later, this figure stood at 72,216 impressions (a 642% increase).

ENGAGEMENT – Engagement measures the number of times someone took action on your posts. That could mean clicking a link, sharing your post, making a reaction or leaving a comment. When I started, over the prior 28 days 546 unique users engaged with content on the page. Four months later, this figure rocketed to 2167 unique users. After a particularly successful post, this number peaked at 8617.

PAGE LIKES – Over the course of 4 months, I increased the number of page likes by 15% (from 2,295 to 2629). Likes actually aren’t as important as businesses often think and shouldn’t be the measurement you focus most on. This is because however many likes you have doesn’t correspond with the number of people who will see your content.

For example, another page I used to manage started off with 8,954 likes. However, every time they posted each post only reached 14 people. That’s a TINY portion and it’s because Facebook’s algorithm works out if users actually want to see your content based on stats like prior engagement, and what else they’re interested in. I would therefore suggest focusing on impressions, reach, and engagement rather than likes as it doesn’t translate into more people necessarily seeing your posts.

If you want screenshots as proof of any of these statistics, please contact me.