Eggciting news- Consistent social media posting cracks new market

Who knew waste from eggshells could be so useful?

One of Astute Media’s clients Cheshire-based Spreadwise Ltd manufactures a wide range of products to enable proficient and effortless farming and agricultural machining. They pride themselves on the quality of their equipment and the after-sales service to match.

A local egg producer asked them to demonstrate one of their separators on their site as they thought it might solve a waste disposal problem. Historically egg processors have had to pay to dispose of their waste.

The separator was needed to detach the egg shells which are a valuable source of calcium carbonate, from any residual liquid and the membrane after the egg yolks and whites have been used.  Once separated the shells can then be ground and used in other products as diverse as animal feed, fertilisers, and paper manufacture.

Astute Media started working with Spreadwise just over 12 months ago as they wanted to grow their business cost-effectively and progressively. We quickly identified to achieve this we needed to:

• Increase awareness of their brand and products
• Build customer engagement
• Generate leads for them to follow up

Social media was the obvious route.

If you are consistently posting as part of a content plan and ensuring that those posts are optimised, you give yourselves the best chance of reaching people and growing a community around your business profile on social media. As the community grows, you increase the likelihood of your posts and content being shared amongst one of your community's large networks and going viral.

How do you know if your post has gone viral? Well, it fundamentally depends on the social media platform you are using, but our Facebook post for Spreadwise featuring a video of the separator in action has now had upwards of 2.5 million video plays with thousands of engagements and comments on the post. A great achievement on the back of running a consistent posting programme. Because this was achieved organically, the video shows no sign of slowing down in terms of growing even further.

When a post goes viral organically, it not only helps to reap the rewards of increasing brand awareness and increasing growth within the community, but it also has the added benefit of increasing other legacy content posted on the page.

In our client’s case because of the engagements and views, the platform has increased how often it is distributing the original piece of content to new audiences. As a result, users brought to the page from the original post start to interact with other additional posts on the timeline. This begins to increase the organic interaction with the other posts and starts to increase the distribution of those posts into people's feeds. As a result, one viral post has the knock-on effect of increasing the exposure of the other content that our client has been posting regularly.

Testimony that consistent posting is the key to a successful social media marketing strategy.

If you want to know more about social media marketing please get in touch with Bob Mountford at 07551 976490 or bob.mountford@astutemedia.com