BREAKTHROUGH M2 WEIGHT LOSS
Ongoing Digital Marketing
Breakthrough M2 is a weight loss and wellness program focused on redefining your eating habits. They had grown so fast within the local area that the client base was exhausted. We needed to begin expanding the brands reach into new demographics in more locations.
MY ROLE
Social Media Manager
Content Creator
Ad Campaign Strategist
Data/Reporting Analyst
TEAM
Client P.O.C
Content Manager
CLIENT
Breakthrough M2
TIMELINE
2 Years (2019 - 2021)
INITIAL CHALLENGES
Breakthrough M2 had a decent social presence with the main page, private pages for customer support and engagements, and locational pages for the few New York locations. The issue was translating information about the program to users over the internet. Previously, the company found success through word of mouth and in-person seminars. Their success till now was entirely dependant upon the owners' ability to connect with people in person through storytelling. People were able to relate to her emotions and therefore believed in the program. Now we needed to leverage this into social content that resonated and converted.
FACEBOOK RESTRICTIONS
Weight loss content is flagged for violating Facebook policy.
INDUSTRY TRUST
Many people are wary of weight loss companies. "Nothing works"
PROOF
Current clients are self-conscious about sharing their before images.
We need before & afters.
MAINTAINING ENGAGEMENT
Clients gain access to private pages and leave engagements there.
Not the main page.
STRATEGY & IMPLEMENTATION
First and foremost, the goal was reaching new users to increase program sign-ups. But we needed to build trust with them before they would consider joining the program. To do this, we began introducing strategic posting styles such as free to download recipes, FAQ Blog topics, and recycling private page content.
KEY FINDINGS
RECIPES
By creating a hashtag to attach to recipes and posting more direct links, we encouraged users to visit the website and post about the recipes in our private groups.
BLOG TOPICS
We used blog topics to bring more users to the website. We found that new users wanted to read certain things compared to program members. So, we targetted accordingly.
BEFORE & AFTERS
Current clients are self-conscious about sharing a before image. That makes it a challenge to create before and after photos and build credibility.
SIGN UPS
People would hit the landing page and get scared before signing up. We needed them to have already decided to join before going to the site.
RESULTS
Over 2 years of hard work and continued optimizing, Breakthrough M2 saw revenue up 20% compared to when we started. Social media engagements were up as much as 300% in some cases! Every month we reviewed website data and saw increased numbers for social media directed traffic to the website and almost 50% more qualified new leads clicking through the signup page. Not only did we increase website traffic overall, more importantly, we generated considerable spikes in the pages we wanted to get more traffic, such as the free recipes, blog posts, and additional program information.