During the research phase a prototype was created in order to let Twente Print’s business-to-business clients test what style they would prefer. Besides the 3 designs below they could also chose with out a consistent style or no style at all. From the test is concluded that style 2 was most preferred by the clients. The clients chose this style as it is clear, calm and does not overlap from the image below when posting.
The test results made clear which style the clients prefer, however this does not mean that Twente Print could not use a different style, as long as they chose a consistent style and consider what the clients have mentioned about the styles below.
Why a consistent style?
A consistent style makes it visually easier to see who is posting content, when information is shared in a similar way the followers can easily transfer the information into a new context and learn and understand quicker as the focus goes to the content and the information rather than first finding out who is sharing the information.
Aesthetic consistency refers to the consistency of style and appearance such as a logo or colour, aesthetic consistency such as the images above help improve recognition by followers but also when the content is shared, it is still in Twente Print’s style and new followers could easily recognize who is sharing the information.
Using the flywheel model from the inbound marketing strategy is quite relevant for Twente Print as it is focused on the target group with the end goal of making sales. The key is to raise interest among the target group by sharing information that is relevant and interesting for the target group. This content will be shared among Facebook and Instagram.
Attract: drawing in the right people with the right content and conversations which will help Twente Print establish as a trusted advisor with who the followers and clients want to engage.
Engage: presenting your insights and solutions which align with the clients wants and needs, which shows your followers and potential new clients what Twente Print is capable of, which means they are more likely to come to you.
Delight: providing help and support to empower your clients to find succes with their purchase.
Currently it is important for Twente Print to focus on their business-to-business clients, as at the beginning of the research phase was made clear that many of these clients are not aware of the fact that Twente Print does graphic design as well besides printing.
Social media usage
Currently Twente Print’s social media channels have not been used to share any information about their company or their products. That MUST change. During the research it became clear that the clients and followers want to see examples of the works Twente Print creates for other clients. These examples could help other clients or new clients get inspired or wanting the same product in their own style. So the content that should be shared mostly are examples, this could be any examples of products that are created for business-to-business clients. The private customers for printing cards and passport photographs will come anyways. However from time to time some examples of banners or cards could be shared as well.
What to post: examples of products and design.
How often to post: at least once or twice in a week. Maximum of 4 posts a week.
Why? Posting regularly allows you to get more exposure which allows you to transfer your information more effectively to your followers and clients.
The amount of followers Twente Print currently has, when posting regularly the amount of followers will raise. Date: 14/06/2021
Below are four example posts that can be shared on Facebook and Instagram, the logo in the white rectangle at the bottom of the image is the consistent style. The images are square so they easily fit on both social media channels without adjusting. The text will be dependent on the image and will change with each post, however the way it is written should be similar each time to keep it simple for the followers to read.