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Using heaters and clamping pliers to generate attention in the shortest possible time sounds funny? Not for us. Because in the heating operation “FAT Sestak” exactly this was the case. You can find out how we tackled the well-known problem of the shortage of skilled workers and how to increase its reach by up to 200% through growth hacking on social media.
Advertising for restaurants and retail is nothing unusual. However, especially artisanal companies often assume that they cannot address the broad masses with their topic. Our use case with one of our first customers, FAT Sestak, confirms that this is not the case. Since 2007, the family business has been specialized in heating and sanitary systems in the Greater Weißenburg and Gunzenhausen area.
What was the starting point of the use case?
Franjo Sestak - craftsman entrepreneur for over 12 years
As with most craft businesses, Franjo Sestak did not lack the order situation. Instead, the search for qualified personnel posed a major challenge. Specifically, this means that he received almost 30 applications for the job of the office clerk, but only one for the profession of the installer. The problem can be attributed above all to the poor image of the craft professions (keyword: gas-water crap à la installer Röhrich von Werner;)).
“Everyone in the craft profession speaks of the shortage of skilled workers. That is why it is all the more important that I present my company attractively to young staff,” explains Franjo. Instead of hoping for a miracle, he wanted to proactively score with a user-friendly and modern design of the homepage and its social media channels among potential employers.
Why rely on experts?
“I already had a homepage and a social media appearance, but that was more incidentally,” Franjo said. This was evident, for example, in the search for new installers for its operation. His homepage did not have a career page where the vacancies could be found for users. The social media channels were also only filled at irregular intervals. “I felt that success was stagnating on Facebook and Co. That's why I wanted to professionalize the whole thing in order to use the platforms really meaningfully and with a uniform strategy,” said the experienced heating engineer.
In that case, we have advised growth hacking. Why? Because advertising materials based on online user data can be used purposefully and intelligently. Instead of running advertising campaigns and evaluating success after completion, it can be “bumped” at any time during the process in order to optimize continuously. The big advantage is that we were able to use existing resources effectively without loss of scattering.
Example of our A/B testing at a Facebook advertising campaign for craftsmen
In the use case of “FAT Sestak “, we decided to use A/B testing in the social media campaign to increase the reach, i.e. two almost identical posts for the targeted generation of relevant likes for the company page were advertised on Facebook. In the ad, the user was specifically asked to like the fanpage. These ad's were played out to a previously limited target group.
After a short time, we realized that the post office generated much more attention with the clear call for action, the above liking call (picture left). In the B-version, the success stagnated strikingly. Therefore, we stopped the second post and continued to advertise the successful version.
Within two days, more than 70 people have geliked the Facebook page. Through regular postings with informative and entertaining content, we gradually build the reach through organic, i.e. free postings. The use of a sweepstakes also had great success. The interaction rate increased by weekly posts to 5000 (!) %. Yeah, read right. Today, four months after our first growth hacking measure, FAT Sestak GmbH has fanpage instead of the initial 170 likes, almost 500.
Excerpt from the Facebook insights of “FAT Sestak” - a craft company
Use social media as an important recruiting channel
Our use case proves that this rich image care is also noticeable in the quality of the applications. Several of his current employees became aware of him via Facebook. But the optimisation of the homepage also influenced this significantly. The focus was on the integration of an application page and the chat function “WhatsApp” (GDPR compliant of course). This allows interested parties to get in direct and uncomplicated contact with the company. The 1:1 communication does not require a log-in or the use of an external email provider. This is also noticeable in the applicant process. According to the study “Recruiting Trends 2017” of the Staufenbiel Institute, the channel is one of the top 10 social recruiting channels.
Marketing is there for everyone!
The use case of “FAT Sestak” clearly shows that craftsmen also have potential for an exciting and contemporary social media appearance. This not only has a positive impact on awareness and image maintenance, but also on the recruitment process. In the long term, the heating engineer wants to continue to expand and use its social media channels.
Better branding, more likes and higher range are your goals? Want to optimize your online marketing and achieve measurable success without large scattering losses?
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Hacks to go:
3 simple tips for social media marketing of craft companies
Social media is a must! Focus on a few channels, which you maintain professionally. Make sure that the uploaded images are of good quality and you collect potential workers and customers through entertaining content.
Share your knowledge! Do you have tips or tricks that can inspire your users? Then show them in the form of a little Do it Yourself. For example, you can work on this through a short video on Facebook and Instagram or a post with photos.
Let your customers speak! Give your customers a voice and let them talk about the collaboration and the end result in a small interview with photos. The direct response of a satisfied customer is still the best marketing.