Branding and Social Media Strategies for Artisanal Salt Business

Founded during COVID-19, our client is a one-woman business that focuses on selling unique flavored salts. She used to collect salts in her travels and has built a personal connection with them. Due to limited time commitments and her full-time job, she has not been able to invest her time in the business.

Situation

As a one-person business, our client faces challenges in maintaining a structured and consistent workflow for their social media accounts. While the client posts frequently on various platforms, they have not fully utilized algorithms to optimize the visibility and reach of their posts. Additionally, the client relies on their understanding of customer demand rather than leveraging customer data when introducing new products or flavors. While the client already possesses a certain level of social media and marketing capabilities, Rem can provide expertise and maximize the benefits of these strategies. Through our guidance and support, the client can enhance their use of algorithms, leverage customer data for product introductions, and further optimize their social media and marketing efforts to achieve even greater success.

Challenge

Our client is facing challenges in effectively utilizing social media and marketing campaigns to acquire new customers. They lack a data-backed analysis of their customer base, which hinders their ability to create targeted content that resonates with their target demographic. In addition, the client's Instagram and TikTok posts lack structure and cohesiveness, which limits customer engagement and loyalty. Our team recognizes untapped opportunities, such as influencer partnerships, that can significantly increase the visibility of the client's salt business.

To address these challenges, our focus is on developing social media strategies that drive conversion to the client's website. This involves creating a consistent posting schedule and implementing tactical marketing programs that align with the client's goals. By leveraging data analysis, refining content creation, and exploring influencer collaborations, we aim to enhance the client's social media presence and attract new customers to their business.

Approach

Our team implemented social media and marketing strategies through two main approaches: web-based strategy and customer engagement. To begin, we conducted an extensive survey to understand the potential customer demographics, reaching a diverse range of individuals across different age groups and regions. Based on the data collected, we created a target customer profile, focusing on women in their late 20s to 50s with higher disposable income, access to a kitchen, and a desire to experiment with food.

In the realm of social media optimization, we provided our client with a potential posting schedule and recommendations for content, including kitchen-related, personal, and promotional posts to cater to the varied interests of their customers. We emphasized the importance of connecting the origin story of the salt business to the branding, creating a personal and authentic connection with customers. Promotional content, such as giveaways and special deals, were suggested to encourage engagement and activation from potentially passive customers.

Furthermore, we selected criteria for effective recipe content, focusing on simplicity, visual appeal, and versatility, highlighting how a touch of salt can elevate the recipe. For marketing, we provided insights on the power of SEO optimization to increase website traffic, emphasizing the setup of "Google Business" to add credibility and facilitate customers' search for a salt business in their area.

By implementing these strategies, our client can optimize their social media presence, engage with their target customers, and enhance their visibility through effective marketing techniques, ultimately driving more traffic and conversions to their website.

Impact

To ensure time-effectiveness for our client, we recommended integrating automated and structured tools into their social media and marketing strategies. One such tool is Planoly, which enables easy planning and scheduling of Instagram posts. By utilizing Planoly, our client can streamline their social media posting process and ensure consistent and timely content without requiring significant time and effort.

Additionally, we suggested implementing a newsletter as part of their marketing strategy. Newsletters can be created and scheduled in advance, allowing the client to reach out to their customer base on a regular basis with updates, promotions, and valuable content. By using email marketing platforms that offer automation features, the client can set up automated email campaigns, saving time and effort in managing customer engagement.

These "easy wins" strategies provide our client with time-effective solutions to maintain a consistent online presence and engage with their target audience without overwhelming their resources. By leveraging automated and structured tools like Planoly and newsletters, the client can optimize their social media and marketing efforts while minimizing the time and energy required for execution.

Team Breakdown

• Team Lead: Jin Y Moh

• Strategist: Michelle Lahrkamp

• Strategist: Melina Seligman-Tovar

• Strategist: Mandy Alevra

Relevant Background Information

• Business Type: For Profit, Woman Owned

• Industry: Food

• Location: Bay Area, CA

At Rem and Company, we're on a mission to keep doors open and dreams alive. Rem and Company started as a social impact initiative offering free consulting services to small businesses impacted by COVID-19. Rem and Company have become an information hub and digital community platform for small businesses in need. At Rem and Company, small businesses stay up to date on trends in their industries, learn new approaches from peers, build a network, and develop the capacity to adapt as the world around them changes. Our consulting teams provide small businesses with the opportunity to identify and prioritize issues facing their business, propose innovative strategies and facilitate execution. If you are a small business owner and want to learn more about how we can help, request a free consultation.