Roylances Tractor Replacements (Roylances), established in 1955, has grown into a thriving enterprise serving New South Wales, the Australian Capital Territory, South Australia, and Victoria. Their mission is to supply high-quality farm machinery, earth-moving equipment, parts, and maintenance services, with a focus on customer satisfaction.
By partnering with leading suppliers like Kubota, JCB, SPITWATER, and Penrite, and understanding their customers’ needs, Roylances has established itself as a leader in the agricultural and industrial sectors.
Prior to partnering with BKC Media, Roylances recognised the potential of social media but hadn’t fully harnessed its power as a marketing tool. Their social media presence was primarily on Facebook, and they were eager to expand their brand across other platforms. The posting schedule was sporadic, with bursts of activity followed by long periods of inactivity, which limited their online visibility.
While the content itself was relevant to their industry and audience, the lack of consistency hindered their ability to build a strong and engaged online community. Additionally, there was room for improvement in terms of brand consistency and design cohesion across their social media presence.
To address Roylances’ concerns, we developed a process document and conducted an analysis of their current social media platforms. BKC Media then devised strategic ways for Roylances to grow their social media channels and shift from posting as a novelty to using it as a key marketing channel.
At BKC, our mantra is ‘post with a purpose’. To achieve this, we developed a social media strategy, including branded social media tile templates, to provide structure and a plan for Roylances to use as a guideline.
As part of the strategy, we recommended implementing BKC’s five ‘pillars’ of content creation to ensure a diverse range of social media content is consistently shared across Roylances’ channels, helping to maintain a cohesive brand narrative. The primary goal of this varied content approach is to keep Roylances’ current followers engaged while also attracting new ones.
The 5 content pillars included:
Our approach included monthly BAU (business as usual) content plans that considered the month, season, and ongoing campaigns, which includes 15-20 posts, falling under the 5 content creation pillars. These plans were designed to align with campaign periods, strategically promoting products organically in conjunction with paid efforts.
Our strategic initiatives to enhance Roylances’ organic social media presence delivered outstanding results. Over the past year, Roylances experienced remarkable growth across several key metrics.
We observed a staggering 980% increase in media reach, demonstrating a significantly expanded audience and brand exposure. Additionally, media impressions saw a substantial 680% rise, indicating greater visibility and engagement with Roylances’ content. The implementation of branded content and social media templates ensured a cohesive brand identity across all platforms, reinforcing recognition and trust.
A consistent flow of engaging content kept the audience informed and interested, fostering a sense of community and loyalty. A diverse content mix, including videos, product spotlights, community highlights, and educational materials, sparked conversations and interactions, further amplifying Roylances’ social media presence.
These impressive gains are a testament to the effectiveness of our collaborative approach, aligning the social media efforts with Roylances’ broader marketing strategy and delivering tangible results.
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