Driving Business Growth Through Social Media
The Last Hurdle™ had the pleasure of working with Gemini Supplies and Knights & Hyde, sister companies based in Kettering, who provide a comprehensive range of business and janitorial supplies. Knights & Hyde offers everything from office supplies to workplace consumables, while Gemini Supplies specialises in industrial cleaning and maintenance products. Together, they serve businesses across Northamptonshire and its surrounding counties.
After recently launching their new website, Sales Manager Sheila Smith was eager to explore social media as a marketing avenue and approached The Last Hurdle™ to help guide them through this process. The goal? To enhance their social media presence, increase engagement and drive traffic to their new website.
Initial Consultation: Identifying Key Opportunities
During our initial consultation, we worked with Sheila to pinpoint their target market and assess the potential of various social media platforms for business growth. Given the competitive nature of the industry, it became clear that social media could be a powerful tool for engaging with new customers and showcasing their product range.
We identified three major social media platforms that would benefit their business: Facebook, Twitter and LinkedIn. Our objective was to develop a strategy for each, with the ultimate goal of directing traffic back to their website through promotions, engaging content and targeted interaction. To achieve this, we planned three one-hour sessions to focus on each platform, including training on advanced scheduling through the Hootsuite dashboard.
This was particularly appealing to us at The Last Hurdle™ because it allowed us to transfer critical sales and marketing skills into the relatively new realm of business social media, highlighting its potential as a complementary rather than replacement marketing strategy. It also provided the opportunity to emphasise the importance of interaction, networking and relationship-building – vital components of any successful social media campaign.
Meeting #1: Facebook – Building Engagement and Driving Traffic
For the first session, we focused on Facebook. Sheila was already familiar with Facebook and the Gemini Supplies business page had garnered over 50 likes. However, she was keen to learn how to maximise its potential as a marketing platform.
Given the company’s wide demographic, we advised Sheila to regularly post targeted offers on their Facebook page, with direct links to specific product pages on their website. This strategy makes the buying process seamless for customers, reducing the need for them to navigate an unfamiliar website.
For example, when posting a promotional offer for a pack of A4 notebooks, we instructed Sheila to:
- Identify the product on the website.
- Copy the direct URL to the product page.
- Write a short description for the Facebook post, including pricing and a call to action.
- Paste the URL into the Facebook post, allowing Facebook to automatically pull product images from the website, making the post visually appealing and professional.
This approach made the purchasing journey as simple as possible for the customer while driving the all-important traffic to their new website.
Results: Shortly after implementing this strategy, Sheila experienced a great example of Facebook’s power. While attending a potential client meeting for The Last Hurdle™, the client mentioned they had already visited the Gemini Supplies website via their Facebook page and selected a reception desk for their new gym premises. This was without any specific prompting or involvement from us – a testament to the effectiveness of driving relevant traffic through social media.
Meeting #2: LinkedIn – Establishing a Professional Presence
The focus of our second meeting was LinkedIn, a platform designed for professional networking. Sheila was keen to enhance her LinkedIn profile to better reflect her role at Gemini Supplies and Knights & Hyde, while also establishing herself as an authority in her industry.
We began by optimising Sheila’s profile, ensuring that her various business ventures were clearly displayed. One simple but effective tip was to label the links to her websites accurately. Rather than selecting the default ‘Website’ option, Sheila chose ‘Other’, allowing her to personalise the link names to ‘Gemini Janitorial Supplies’ and ‘Knights & Hyde’. This made it clear to visitors where they were being directed.
Next, we added a link to Sheila’s Twitter profile to encourage cross-platform engagement and connection building.
We also discussed the importance of LinkedIn Recommendations – a powerful tool that adds credibility to a profile. Recommendations are akin to testimonials and provide proof of the skills and services offered. We encouraged Sheila to request recommendations from clients and colleagues, as these would further strengthen her professional presence.
As we were a customer of the business and to demonstrate the value of this feature, I provided Sheila with her first recommendation:
“Regardless of the size of your order, Sheila and her team treat their customers as if they are the main client. I am by no means a large customer, but their excellent can-do attitude, attention to detail and good old-fashioned customer service mean I wouldn’t consider switching to another supplier for my stationery and janitorial supplies. Have a chat with Sheila – she’ll make the whole process effortless!”
Finally, we explored the benefits of LinkedIn Groups. These groups offer valuable opportunities for networking within industry-specific circles. Sheila joined two relevant groups – an Office Products Group and a Cleaning Industry Group – to begin contributing and adding value to discussions, establishing herself as a thought leader in her field.
Meeting #3: Twitter – Quick, Effective Engagement
In our final session, we turned our attention to Twitter, a platform known for its fast-paced, real-time interaction. Sheila had little experience with Twitter, so we walked through the basics of setting up an engaging profile and crafting posts that would resonate with their audience.
Key points included:
- Using hashtags to increase visibility and reach a wider audience.
- Engaging with industry influencers to boost credibility.
- Scheduling tweets in advance using Hootsuite to maintain a consistent presence without the need for constant monitoring.
We also explored Twitter’s potential for customer service, as it provides a quick and accessible way to respond to customer queries and feedback.
Driving Business Growth Through Social Media
By the end of the three sessions, Gemini Supplies and Knights & Hyde had established a solid social media presence across Facebook, LinkedIn and Twitter. Sheila now had the tools and confidence to manage her business’s social media channels effectively, driving traffic to the new website and engaging with a broader audience.
Through this case study, we demonstrated the power of social media in enhancing brand visibility, building relationships and ultimately driving business growth. At The Last Hurdle™, we pride ourselves on empowering businesses to harness the full potential of digital marketing and achieve their goals.
If you’d like to learn more about how social media can boost your business, or if you’re interested in our tailored social media training, contact The Last Hurdle™ today.
