Recording Connection Social Media Case Study

Strategy and Approach

Prepping for growth and creating a social media marketing campaign that scales

One of our long-standing clients, Recording Connection, helps aspiring music industry professionals build their skills by learning directly with a professional music mentor. They serve about 1,600 students per year, their alumni have won 116 awards (and counting!), and have more than 250 mentors globally. Recording Connection is helping students amplify their life and changing the way people enter the music industry – all for a fraction of the cost of traditional school.

After working with us on several marketing projects like PPC, content marketing, and website design, they approached us about providing social media marketing services as well. We knew Recording Connection was poised to have a large and engaging social media presence, but the project didn’t come without its challenges.

Setting Realistic Goals

Clients often tell us they just want more leads. When it comes to social media, however, that’s not always an easy 1-to-1 relationship.

Social media marketing can be an important tool for generating leads. However, it’s important to keep in mind that social media is not a direct 1-to-1 relationship. In other words, simply increasing the number of social media leads doesn’t necessarily mean that you’ll see a corresponding increase in sales.

Instead, social media should be thought of as a way to build relationships with potential customers and create interest in your product or service.

By engaging with clients and prospects on social media, you can create a connection that may eventually lead to a sale. But it’s also important to take the time to nurture those relationships and create valuable content that will continue to engage your audience.

Simply put, social media marketing is about more than just generating leads; it’s about building relationships. And for a client such as Recording Connection — where music is more than just a profession; it’s a passion — that social media marketing could very well attract and retain the right type of customer.

Auditing Recording Connection’s Current Social Media Presence

It’s important to understand where clients’ social media presence already stands before providing recommendations to improve their social media performance.

Our team spent hours sifting through all of Recording Connection’s social media profiles, existing blog and website content, and completing comprehensive competitor analysis. We even dove into social platforms where both Recording Connection and their competitors did not yet have a presence as this posed as an opportunity for Recording Connection!

Strategizing For Social Media Success

With our audit in hand, we began compiling a comprehensive social media strategy for Recording Connection.

Our goal was clear: increase conversions through engaging social media strategy. And the strategies we devised, once implemented, led to a noticeable uptick in engagement.

The strategy included increasing brand awareness, followers, engagement rates, and, consequently (and most important of all), enrollments. We shared relatable, engaging content across multiple platforms. We then helped nurture those new audiences through comments and DMs to encourage them to “amplify their life” (a Recording Connection mantra) and enroll.

Here’s how we rolled out this strategy:

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Researched target audience compared to existing social audience
Researched where target audience spends the bulk of their time (YouTube, Instagram, Twitter, Facebook)
Determined messaging
Set platform-specific goals
Created a content calendar aligned with goals
Created and published content
Ran social ads to boost performance

The results were clear.

Consider that year over year (specifically April 1, 2021, to Aug. 31, 2022, compared with Oct. 31, 2019 – March 31, 2021), we saw:

a 173% increase in conversions
a 175% increase in conversion rates

For paid social ads, we saw 74 form submissions from July 2021 to April 2022. (Conversely, from May 1, 2022, to Aug. 31, 2022, when no paid ads were running, we saw 63% fewer form submissions.)

It was obvious that for Recording Connection, paid social ads contributed to significantly more form submissions and a much greater reach.

The Results

This was really just the beginning. From this encouraging start, we were able to extrapolate out additional social media marketing campaigns that continue to inform not just our social media marketing efforts but our content marketing efforts, as well.

Your new path to growth and customer acquisition starts here.

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