Float

"GIVE US A STRATEGY FULL OF QUICK WINS THAT WILL ALLOW US TO EXTEND OUR SALES REACH"

Ewan McCowen, Head of Marketing at Float approached me with a clear aim of helping the cashflow forecasting app to extend their digital marketing activity via social media advertising – an area I have a great passion for, so of course, I said “yes please Ewan!”. I termed this piece of work as a ‘quick hit’ strategy as Float were looking for something immediately implementable.

The process

As with all new clients, I carried out a number of consultations with the Float team that allowed me to really understand the business, its aims, its customer base, way of thinking and a stack of other information that allows me to build the basis for my recommendations. From there, I undertook a tonne of desk research before starting to craft the strategy.

The output

The first set of recommendations delivered advice on augmenting Float’s organic use of social media in order to deliver a rounded experience to the required audience. I then moved onto creating actual campaigns and creative for use across Facebook and Twitter. I ruled out LinkedIn at this stage due to the likelihood of increased costs and wastage.

Each of these campaigns was based around key themes that matched the needs of their target users, the product features and some clever areas that quite frankly I won’t be sharing here! Advice on spend for testing and on-going campaigns was included, alongside pointers for campaign analysis.

A key part of my recommendations was around the creation of content for use in some campaigns, which is of course essential for the success of awareness and utility based campaigns.

All in all, I feel that the brief was fulfilled with aplomb, even if I do say so myself. If you want to hear what Ewan thought, then scroll down a touch. It was most excellent working with the Float team!

If you’d like me to create a social media advertising strategy for you, please feel free to email me or call 0131 322 5295.