SHARING THE CLEAN BEE STORY
Content Strategy
As part of our marketing strategy, we utilized A/B testing on Instagram and Facebook to reach our two persona types; Torrie and Michael. We used two different landing pages to track and register hits from either user platform; the test results would indicate what channel to focus Clean Bee's initial marketing efforts.
Two media kits were developed to help facilitate A/B testing
Facebook Media
This kit contained family-focused cleaning tips, backyard shots, educational information, product shots, and pet safety. It generally encouraged people to follow and join the conversations generated by the posts. https://www.facebook.com/becleanbee
Instagram Media
This kit contained cleaning memes, pet safety, millennial cleaning tips, bee and flower illustrations, product shots, and in general more casual and fun.
Facebook Posts
Instagram Posts
Facebook Touchpoints
Instagram Touchpoints
What And When To Post
We analyzed competitors posting content and patterns to get an idea of what type of information and post timing received the most attention. Using Miro, we sorted and analyzed this information.
Coming Soon Landing Pages
While the landing site was in development, two "coming soon" landing pages were created. One for Facebook visitors and the other for Instagram visitors.
Full Launch Landing Page
The full landing includes two major sections. The first introduces the visitor to Clean Bee products with an opportunity to purchase. The second section is all about native bees and their at-risk habitats with an invitation to make a difference by helping grow and maintain native bee spaces in the customer's region.
About Clean Bee section
Clean bee product selection
Bees are essential section
Experts weight in section (testimonials)
Measuring And Learning From The Analytics
Using Google Analytics, we kept track of the number of hits each landing page received. Between October 25th to Nov 23, we posted 14 times (every other day), and we measured the number of page views, post engagements, likes, and organic followers. We were most interested in how many site click-throughs happened that month.
Facebook A/B testing summary:
13 posts by Clean Bee
7 clicks to the website
3 organic followers
42 Facebook Page views
4 post engagements
7 clicks to the website
3 organic followers
42 Facebook Page views
4 post engagements
Instagram A/B testing summary:
14 posts by Clean Bee
11 clicks to the website
13 followers
1 organic follower
74 likes
8 organic followers
11 clicks to the website
13 followers
1 organic follower
74 likes
8 organic followers
Our Recommendation:
Based on our test results we recommend that Clean Bee use Instagram for initial marketing efforts.
Higher organic reach and engagements with posts
More click-throughs to the website landing page
More click-throughs to the website landing page