Startup Founder | Community Builder | Driving Growth Through Creative Content Strategies
The past 12 months the Content Team at Fleet Feet has made some big gains on social media and these results are accelerating in 2024 (wahoo!). In the first quarter alone, we’ve already recorded 90% of the total engagements we got for 2023 and about 70% of total impressions (and 2023 was already our best year ever). I’ve been trying to put to paper what our process has been to get these results (which I’ll share below). Because while we’ve made progress on certain types of content: notably launching and highlighting product and leaning into run culture, humor and “this is me” relatable content, we still have work to do in other areas. From a first principles approach this is what we are trying to do as a team (not necessarily in order): Curiosity - Really diving into not only what is working but what is not working and why. Carving out time to go down rabbit holes and explore. External education and inspiration - Deliberately studying other brand accounts, subscribing to social media newsletters (shout out to Rachel Karten and her LinkInBio newsletter), and creating weekly structured processes for the entire team to discover, share and discuss inspiration from outside sources. Implement some of these findings into future content tests. Note that some of these “outside” sources come directly from local Fleet Feet social media managers operating their store’s accounts. Testing and validation - Launching experiments, closely following results, adjusting our hypothesis and launching again. Note this process co-exists with but is not the same as fulfilling previously agreed upon deliverables for the marketing calendar. Refinement - Further refining and challenging these ideas so they can be shared company wide and built into future brand strategy. Sharing Learnings - Unstructured weekly, and structured monthly and quarterly reporting and discussion so that we can remove what is not working, create space to double down on what is working while continuing to protect our sandbox for further testing and learning. (Because, hey what’s working now isn’t always guaranteed to work 6-12 months from now). Here’s an example of our process: Shout out to Max Coatney for systematically searching, saving and sharing social media trends that Fleet Feet can hop on and to Fleet Feet Montclair (Madeline Fabbro) and Fleet Feet Boulder (Aubrey Curl) for being willing to execute on these ideas in such a strong fashion. (It's hard to choose only two, so check out our page to see how we're further working with folks like Tony DeLuca on shoe reviews and Erin Bailey's team to identify and work with run influencers). https://lnkd.in/gHTKX4Sx (You said wear your expensive outfit!) https://lnkd.in/gw3RUw4i (These shoes are on fire!) And a bonus one: we’ve never done an April Fools post before and we had blast putting something fun together with Fleet Feet Davenport owner Phil Young. https://lnkd.in/gP9R9Yi7
Erin Bailey
6mo
We loved working with you, Max and the team! Have very much admired the intention y'all continue to show behind your content and partnerships. It's clearly working!
“ʜᴏᴡ ʏᴏᴜ ᴅᴏ ᴀɴʏᴛʜɪɴɢ ɪꜱ ʜᴏᴡ ʏᴏᴜ ᴅᴏ ᴇᴠᴇʀʏᴛʜɪɴɢ.” - C.H
6moHonored to be tagged in this! It’s a true privilege to work with the team.