Client: Local Grocery Store Chain with 30+ locations (four unique banners)
Objective: Boost brand awareness, customer engagement, and online visibility with organic social media content.
Strategy: I designed a marketing plan that focused on A/B testing, with the goal to improve content performance. Platforms used were Facebook, Instagram, Pinterest, LinkedIn, and Google.
Key strategies included:
- Robust Social Media Footprint: To find the best methods for audience engagement and reach, I conducted A/B testing on various posting schedules, content types, and messaging. All data points were recorded and monitored.
- Creative Content Management: I developed and tested organic and paid digital content variations. A/B testing was used to assess different creative elements such as static images, gifs, video, copy tone, and call-to-action strategies. This process ensured a consistent and compelling brand presence across all channels for each individual store.
Results: Through the implementation of A/B testing strategies, the grocery store chain achieved significant improvements in online engagement and brand metrics:
- Follower Growth: Within two years, the social media footprint expanded to over 100,000 followers, demonstrating a large increase in organic reach and audience acquisition.
- Audience Engagement: A/B testing of organic content led to a threefold increase in audience engagement metrics within the first year. This included higher rates of likes, shares, comments, and overall interaction with the brand’s social media posts.
Conclusion: By leveraging A/B testing methodologies for organic social media posting, I not only increased the grocery store chain’s online visibility and engagement but also refined their content strategies based on real-time audience feedback and data insights. This approach not only enhanced brand awareness but also fostered deeper connections with the target audience, driving sustained growth in online community engagement and brand loyalty.
Randi Reed 