Timely hired me to manage social media and content marketing to their hair, beauty, massage, health and fitness customers. I was one of the early hires in the marketing department. The company now employs around 100 people and growing!
Responsibilities at Timely included:
- creating social media strategy
- creating content strategy
- commanding all social media assets
- growing online audiences organically
- keeping the content calendar full
- increasing blog traffic and conversion rates
- seeking sales opportunities in industry groups
- creating original content
- graphic design
- web design
- liaising with internal departments to release content, such as app updates
- maintaining consistent brand voice
- analytics and reporting
- created a massive bank of evergreen content
- tripled Timely’s Facebook page in 14 months
- kept Facebook engagement rates above 6%
- lifted blog traffic AND new registrations from the blog
- made a post go viral (14m views with no advertising, 300,000 shares)
I created over 100,000 words of original, SEO-rich content for Timely within a year. I engaged Timely’s audience not just through distributing content but in creating it too; many of our posts relied on communicating with Timely users and writing content based on their responses to our questions.
Here are some examples of my work.
I wrote these articles, and about 25 more, for Timely Tips, an evergreen resource of information for small businesses.
They were later amalgamated into the Timely blog under the name Andrew Wassenaar.
Social Media Management
One of our social media goals at Timely was to attract people to our communities who were in our core target market: owners of appointment-based businesses particularly salons, gyms, and spas. Rather than doing the hard sell, we wanted to champion the customer. We balanced showing them how Timely works and releasing updates with giving them useful business information and providing entertaining posts that they’d ‘get’. These business owners were stressed out and we wanted to show them that we understand and appreciate them.
Several tactics were disproportionately more successful than others in growing our community.
- reciprocated content partnerships, e.g. getting industry magazines to share our posts and tag us in them while we did the same
- going to industry events such as Beauty Expo and engaging with event hashtag. We even took photos of business owners at the events, uploaded them to our social media, and tagged them. This saw a huge influx of people.
- infiltrating industry Facebook groups and responding to questions we could answer. We also did this on Quora.
Timely’s average engagement rate for social media posts was 6% and our ‘like’ count on Facebook grew from 4,000 to 13,000 within 14 months.
One post, which reminded users about daylight saving, went internationally viral clocking up 14m views, 42k reactions, 324.5k shares, and 5.7k comments. Reminders about daylight saving are valuable to Timely’s users as they run appointment-based businesses.
Graphic Design for Social Media
I created templates for Timely social media managers so that they could quickly create shareable posts on social media.