Autoplanet Organic Facebook.

Company: AutoPlanet

Channel: Facebook

Launch Date: May 1st 2023 – Present

Objective

Upon taking over the Marketing Manager role, the goal was to leverage organic Facebook content to increase brand reach, engage a cold audience, and establish trust at the top of the funnel. By doing so, we aimed to transform a cold audience into a warm one, priming them for further engagement through paid campaigns and eventually converting them into customers.

Campaign Design & Approach:

The organic content strategy on Facebook was designed to showcase AutoPlanet as a trusted, customer-centric dealership. The posts included a mix of content types, such as customer testimonials, vehicle spotlights, community engagement activities, and educational posts about car buying and ownership. This diverse content approach helped keep the audience engaged and ensured that AutoPlanet remained top-of-mind for potential buyers.

Strategy:

Content Types:
- - Customer Testimonials: Real stories from satisfied customers to build credibility and foster trust.
  - Vehicle Spotlights: Showcased key models available at AutoPlanet, appealing to various buyer personas.
  - Educational Content: Informative posts about vehicle maintenance, financing options, and buying tips helped establish AutoPlanet as a knowledgeable authority in the automotive space.
  - Community Engagement: Highlights of community events and charitable activities underscored AutoPlanet’s commitment to the local community.
Posting Frequency & Timing:
Posts were scheduled consistently to maintain a steady flow of content. High-engagement periods, such as weekends and early evenings, were prioritized based on audience activity patterns, ensuring maximum visibility.
Audience Engagement:
Every post encouraged interactions, whether through questions, calls to action, or prompts to share experiences. The goal was to create an engaging environment where followers felt part of a community, fostering loyalty and encouraging organic growth.

Results:

The organic Facebook campaign yielded remarkable results, as shown in the attached metrics. Here’s a detailed breakdown of the performance:

Reach:
- - Total Reach: The campaign achieved a reach of 863.5K, representing a 231.2% increase. This massive jump highlighted the effectiveness of the content strategy in expanding brand visibility among a cold audience.
  - Organic Reach: Out of the total reach, 463.4K came from organic efforts, an increase of 1.1K%. This result underscores the power of consistently engaging, high-quality content in drawing in a cold audience without reliance on paid promotions.
Content Interactions:
- - The campaign recorded 6.5K content interactions, a 297.1% increase. These interactions were instrumental in nurturing the audience, fostering a sense of community, and generating positive engagement with the AutoPlanet brand. The types of interactions included likes, shares, comments, and saves, reflecting a high level of engagement and interest in the content.
Follower Growth:
- - New Followers: During the campaign period, AutoPlanet’s page garnered 1,882 new followers, a 591.9% increase, resulting in a lifetime follower count of 6.6K. This growth was driven by the valuable and relatable content shared, which resonated with the target audience and encouraged them to follow the page.
  - Net Follows: With an increase of 774.5% in net follows, the campaign successfully grew AutoPlanet’s online community, strengthening the brand’s presence on social media.
Link Clicks:
- - Despite a 57.3% decrease in link clicks (34.9K total), the organic content aimed more at engagement and brand awareness rather than direct conversions. This decrease reflects a shift in focus to nurturing the audience and keeping them engaged within the Facebook platform.
Messaging & New Contacts:
- - Messaging Conversations Started: The organic campaign led to 118 messaging conversations—an increase of 337%—indicating a strong interest from users wanting more direct communication with AutoPlanet.
  - New Contacts: A total of 113 new contacts (a 1.8K% increase) were initiated via messaging. This growth in direct messaging highlights the effectiveness of organic content in fostering interest and encouraging potential customers to reach out for more personalized information.

Conclusion:

The organic Facebook campaign was instrumental in transforming a previously cold audience into a warm one, setting the stage for more targeted marketing efforts down the funnel. By using engaging, relatable content and focusing on community engagement, we not only expanded AutoPlanet’s reach but also built a loyal and interactive online community. The results demonstrate the power of consistent, high-quality organic content in driving brand awareness and nurturing a meaningful connection with the audience.

This campaign provided a solid foundation for subsequent paid campaigns, ensuring that AutoPlanet’s brand presence was well-established and trusted in the eyes of potential customers.