Visual content and text are two of the most criticized components of marketing. But what happens when criticism turns into methodical meticulousness over every letter, word, and photo? A content apocalypse seems to be coming.
But let’s rewind to the beginning. The client is a small business of the premium segment. He came to us with tasks: to increase audience engagement, the number of subscribers and applications. Together we chose the optimal budget and terms of payment. Since it was inconvenient for the client to pay the entire amount at once, it was divided into convenient parts.
The customer did not have any questions or corrections to the strategy presentation stage, so our story began from the moment of post-production. Due to the fact that the filming was super economical, there was no need to expect an explosive WOW effect. But the photos matched the references as much as possible and that was enough. The content plan was fully approved. The first post had a high ER (2.2% higher than previous posts) and the targeted ads started generating leads in the first week. The content is planned, advertising works, it seems, everything is good. But already next week we get a message: everything is not right, we don’t like anything. Criticism related to photos, texts, videos.
We began to redo everything from scratch: we corrected the texts, made color correction, new series of Stories, prepared a new content plan. At the output, we received the answers themselves, to which personal demands were added. Since the amount was insignificant, we offered to terminate the contract, but the customer considered it unacceptable, because first we need to find another contractor. Therefore, we agreed that we will work until the end of the month and send one post and one Stories for approval. It could take up to 4 hours to process one photo, Stories were coordinated 4-5 times, and that was every day until the end of our cooperation.
The feeling of beauty is a subjective thing, everyone has their own. When producing content, we focus on interaction indicators to determine the effectiveness of one or another heading. The lack of rubrics (something new every day), the chaotic nature and the fulfillment of all the client’s wishes gave their results: KPIs with SMM were fulfilled by only 44%. The story with subscribers deserves special attention, as the page was an active participant in giveaways and gray promotion schemes.
What conclusion can we draw from this case? If there is no relationship of trust between the customer and the contractor, nothing will work. If the client doubts the competence and professionalism of the agency, it is better to immediately look for another option. After all, business owners are not always well-aware of digital marketing, and they also do not want to listen to the advice of those who “spin” in it all the time.
Sharing the experience
5 QUESTIONS to ask an SMM specialist before cooperation
Gifts
will expire within an hour: Refreshing the page won’t help
We are trusted by more than 190+ clients from all over the world
Ukraine, Ivano-Frankivsk, St. Sichovyh Streltsiv, 17 76018