Sport Shirts Australia (SSA Shirts) is an Australian-owned sports shirt manufacturer that specializes in premium quality polo shirts. They have been in business for over 20 years, during which they have made millions of garments for numerous clients, including many large distributors and promotional product companies.
They have manufactured polo shirts for many major events, including the President’s Cup and the Australian Open, and they have also made shirts for the Australian Swimming Team. As they directly control the entire manufacturing process, they can be extremely flexible and responsive. This makes it possible for them to economically produce very large orders, and also take care of smaller custom runs for clients who need something unique.
Business model of SSA Shirts was quite unique, they offer 100% custom made products with atleast 25 units per order. Since they prefer to produce large orders, their main target customers were new schools, businesses, clubs, not-for-profit organizations and sport groups. Sports apparel industry was challenging enough, and knowing the unique nature of the business, it was imperative to reach the right people on Facebook. They ship their 100% custom made products Australia wide, but Queensland and Western Australia were most important target regions, followed by New South Wales.
Before SEOValley™ took over Facebook page management of the brand, few unsuccessful attempts of increasing social reach have been made, with limited success. With this Facebook campaign, SSA Shirts wanted to reach out to their prospective customers and portray a picture of well respected, local and authentic brand that people would love to associate with. They also wanted to educate their followers about their interactive site functionality that visitors can use to create custom sports apparel.
As there was already a Facebook page in place for SSA Shirts, SEOValley™ went right into giving required attention to every detail mentioned on the Facebook page, to make it presentable. SEOValley™ team worked on creating multiple versions of cover and timeline images, worked along with the client to finalize images which looked best to their audience.
Once the page was well optimized, SEOValley™ brainstormed to identify content publishing strategy and the tone of content that will be used on the Facebook page. Using Facebook’s native marketing tools and other 3rd party tools such as HootSuite & Buffer, SEOValley™ started scheduling posts/content to be published on Facebook page. The information found as a result of in-depth research about the brand and its competitors, helped in finding the correct balance between how-to, time-sensitive, actionable and self-promotional content for posting on Facebook page.
As follower count of SSA Shirts’ Facebook page increased to a decent number, SEOValley™ worked with the client to create a promotion, with the intention of increasing engagement rate on the page. The promotion/sweepstake helped SSA Shirts connect with new users who could convert into brand advocates, providing rave reviews and appreciating the gesture of sharing goodies with the audience.
Within first couple of months, the Facebook page has already seen more than 100% improvement in page likes, with significant increase in engagement rate. By the end of second month, the content being posted on Facebook page was already acquiring expected engagement and virality, which when combined with paid promotion, resulted in new page likes and increased reach.
About 91% of page likes were from Melbourne, Sydney and Brisbane, which shows that another crucial aim of reaching just the right prospects has been addressed.
This trust and social following helped SSA Shirts to acquire more engaged users who would now have a platform to resonate with the brand and have a personal connection. This positive social following not only helps in making the brand look livelier, but would also help in increasing return customers and brand loyalty.
To learn about SEOValley’s™ Social Media Marketing service contact us today.