Written By Melissa Carrick

Recently we’ve found a new niche in social media marketing for B2B clients, specifically on Twitter and LinkedIn. We’ve discovered that these channels are best for clients looking to reach companies, policy makers and other influential people or brands. So when a client came to us with a goal of reaching millions with their message and positioning themselves as a thought leader in the industry, we knew the message had to be compelling enough for people to not only listen, but to engage with on social media and beyond.

So, here’s the story of how a social media toolkit turned one client into the coolest voice in the frozen food industry!

About our client

The American Frozen Food Association (AFFI) is a member-driven national trade association that advances the interest of all segments of the frozen food and beverage industry. Their members are farmers, fruit and vegetable growers, makers of prepared meals, suppliers and distributors that provide over 670,000 American jobs. Basically, they are the frozen food aisle’s biggest fan.

AFFI’s strategic priorities include:

Advocate - grounded in science, mitigate risks to the the frozen food business
Elevate - elevate frozen’s voice and build champions to promote the benefits of frozen foods
Innovate - drive solutions for innovative category performance

What they needed from us…

March’s National Frozen Food month is a major holiday when it comes to the food and beverage industry. AFFI tasked our team with bringing awareness and sharing the facts on the benefits of frozen food during March and positioning them as a thought leader in the industry by having other members, influencers and the public participate in sharing their message.

AR’s plan of action

We already know social media provides a powerful opportunity to push out your message to a large audience whether paid or organic. But we wanted to take it a step further and make it even easier for our client, their members and the public to get in on the fun too. Strategy sessions revealed that a social media toolkit utilizing imagery, copy and hashtags would allow AFFI’s audience to easily integrate our content into their social channels and amplify the voice of frozen.

Starting with lots of research and a newfound appreciation for frozen foods, our team pulled together the facts and compiled them into a nicely packaged toolkit with a bow on top.

What the toolkit included:

Instructions on how to use the toolkit
Suggested use for the content & hashtags
Social media messaging for Facebook, Twitter and LinkedIn
Pre-designed social images to accompany messaging
Best times to post for organic reach

Once the toolkit was complete with sample messaging and graphics for all social channels, we provided the package to our client to put on their website for easy access and promoted using the toolkit to their audience on LinkedIn and Twitter, as well as sharing the content from their pages.

The results are in…

Together, AFFI’s message reached a broader audience than they could have reached alone. And we mean much broader. As in nearly 4,000 posts across the U.S. for a combined reach of 46.8 million during March’s Frozen Food Month. By utilizing AR Marketing's social media management service, AFFI increased their LinkedIn followers by 86%, Twitter followers by 3,000%, LinkedIn engagements by 139%, and LinkedIn page impressions by 93%.

Some other ways we engaged with AFFI’s influencer audience on social included liking and retweeting policy influencers on Twitter and sharing partner articles on LinkedIn. Our paid and earned media strategy resulted in more than 500 articles for a total reach of 525.4 million in Q1 of 2021.

Not only was the toolkit a success for March’s Frozen Food Month, we were also able to make easy adjustments so that the client had an evergreen toolkit to live on their site. Since then, we’ve made three more toolkits to live on their website indefinitely.

What does this mean for your business?

If you’re looking to elevate your voice in a loud industry, let us help you break through the noise with a custom designed toolkit complete with copy, graphics and best practices. Toolkits can be used to bring awareness to a special event, to educate your industry on the facts or even to get your brand started with some basic social content. Pair the toolkit with our social media management services and see how you can reach your target audience faster.

Our process will begin with some research and understanding your goals, from there we’ll work our magic and in the end you’ll have resources to promote and amplify your voice on social media. Contact us today to get started!