Atamian Boutique Electric

Social media management for Atamian Boutique Electric store

A few words about Atamian Boutique Electric

Atamian Boutique Electric is a family business operating in Thessaloniki since 1970. It sells small electrical appliances, household appliances, and personal care products.

It has two boutique electric stores, one in the center of Thessaloniki (Egnatia Street) and one in the city’s eastern part (25th March Street).

Currently, the company does not have an online store, so it can only serve its customers in person and through telephone or social media sales. However, creating an e-shop is in the company’s immediate plans.

Digital marketing goals

Before the start of our cooperation, Atamian Boutique Electric had presence on Facebook and Instagram.

However, the client did not post content on a regular basis, while engagement with social media users was low.

In March 2021, Atamian Boutique Electric entrusted the management of its social media accounts to the W3Vitals team.

The following digital marketing goals were set:

• enhancing brand awareness
• increasing customer base
• increasing sales

Read below the results of the strategy we implemented.

Challenge: How we create a successful social media strategy for Atamian Boutique Electric store

The retail sale of electrical household appliances is an industry with high competition.

On the one hand, large chains dominate the market thanks to high brand awareness and mass visibility through traditional media.

On the other hand, the widespread development of e-commerce, which took off amid quarantine and closed shops, means that small and medium-sized businesses from all over Greece are “bumping” for the attention of the consumer public, both on price comparison platforms and on Google or social networks.

In this context, the absence of an online store, combined with the customer’s limited digital presence, was a key disadvantage, especially during the period when Thessaloniki was in lockdown and in-store purchases were not allowed.

The utilization of social media and online advertising was critical in order for the client to be able to meet those challenges.

Market and competition research

Knowledge of the market and competition is essential to creating an effective social media strategy.

For this reason, we carried out an extensive market and competition research upon starting our partnership with Atamian Boutique Electric.

Through that research, we collected data on:

• the company’s comparative advantages and weak points
• its main competitors and the digital marketing strategy they follow
• its product categories and brands with higher demand
• the keywords with the highest search volume and lowest competition
• the content that appeals more to the company’s audience

Having a full picture of the company, its competitors and the household appliances sector, we moved forward with drawing up our social media strategy.

Optimizing social media accounts

Upon completing our research, we optimized the existing Facebook and Instagram accounts.

In particular, our copywriter prepared the text changes using the best SEO and storytelling practices.

On their side, our designers prepared branded graphic templates and other elements that better highlighted the company’s brand image.

The account manager applied those changes and proceeded with the technical optimization of the accounts.

Aiming to improve customer experience, we prepared automatic responses to user messages on Facebook and Instagram. Furthermore, we prepared some frequently asked questions and answers for Facebook Messenger.

Creating a social media content plan

According to the client’s goals, we created a content strategy to increase brand awareness and sales.

Our content strategy included:

• product promotion posts with offers and presentations of various product categories
• posts and stories with tips on how to best use various products
• educational posts and stories on how to choose the right device
• interactive posts and stories that invited the public to give their opinion
• branding content
• giveaways

Each month, the account manager drafted a calendar, based on which the copywriting and graphic design team prepared the creatives.

• 

• 

• 

• 

• 

• 

• 

• 

• 

Optimization and management of Google My Business

We optimized the company’s accounts on Google My Business.

Specifically, the copywriter prepared the texts, targeting specific keywords. On her part, the account manager proceeded with the rest optimizations to ensure that the profiles of the two stores were as complete as possible.

Finally, we undertook the management of the reviews the business received on Google My Business.

Aiming to enhance the company’s online reputation and increase its chances of acquiring new customers, we provided personalized responses to each review.

Organizing giveaways

Wanting to increase the client’s followers and brand awareness, we organized six giveaways over a year.

The giveaways were identical on Facebook and Instagram. Furthermore, we chose to sponsor them with a small budget.

In total, the six giveaways achieved the following results:

• Reach increase: They reached 24,428 people on Facebook and 20,422 on Instagram.
• Engagement increase: They caused 11,296 interactions on Facebook and 15,298 on Instagram.
• Follower increase: They brought 955 new likes on the Facebook page and 1,205 followers on Instagram.

A social media marketing strategy that brings results

In the context of our partnership with Atamian Boutique Electric, we developed a strategy to increase brand awareness and sales.

That strategy involved creating original content that targeted specific buyer personas.

Indicatively, we achieved the following:

Facebook Page of Atamian Boutique Electric

Instagram of Atamian Boutique Electric

Google My Business of Atamian Boutique Electric in Egnatia

Google My Business of Atamian Boutique Electric in Martiou

Check our work on Facebook, Instagram and Google My Business.