Steel Horses Social Media Case Study
Steel Horses Company Profile
Steel Horses is an authorized American Land Master and Mahindra dealership serving the Lufkin, Texas area. They are proud to carry a large selection of new and pre-owned inventory. When you are ready to invest in a new tractor or UTV, their friendly and knowledgeable sales, financing, service, and parts departments are prepared to make sure your experience is outstanding, from assisting while you’re making your choice to ongoing maintenance and customization. At Steel Horses, they value the opportunity to create a long-term relationship with their customers, and they do that by giving you the best customer service available.They have 15 years of experience in the dealership sector. Their main aim was to boost awareness regarding their fantastic products and services amongst a selective online audience.
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Challenges:
- A major lack of awareness amongst the target audience due to their lack of social media presence.
- To boost awareness about Steel Horses amongst farmers between the age of 18 to 29.
- To create posts that will positively impact a huge percentage of farmers to think about pre-owned tractors.
- To ensure that there is a 100% growth in the organic awareness of our client’s business.
- Generate traffic to the website through social media marketing and engage Facebook users over two months.
- Instilling confidence amongst the online audience that Steel Horses strives to provide the best dealership services through engaging posts and creative images.
Solutions:
- Steel Horses had used unique approaches and portrayed different messages over the years to achieve varying degrees of success. Therefore, the tone and narrative of the social media campaign had to match their business personality.
- Farmers do not like to be preached at; therefore anything perceived as ‘finger-wagging’ would put them off of our client’s posts.
- Our detailed research revealed that many young farmers have grown up using their ancestral vehicles and do not wish to spend a lot on new ones. So, we used a strategy that would involve ‘real-life’ examples that showcased other farming families who were using these vehicles.
- We also created a suitable social media strategy that combined short, crisp content with eye-catching images, to put forth our client’s expertise in the field and subtly coaxed the young farmers to think about their brilliant products.
- A social media communication was created that consisted of a proper call to action, the campaign promoted their brand heavily across several Facebook groups, with the audience insights illustrating that the majority of young farmers. Aged 18-40, were more active on Facebook as compared to other social media channels.
Results:
- According to the insights received after the operations showed that Steel Horses’ recognition had grown from 8% to 76% amongst young farmers (aged 18-29).
- Within two weeks, the Facebook campaign managed to engage 8,967 users who were involved in farming or agriculture, which was double than what we had initially hoped for. It also generated 81,102 social media impressions.
- We were able to generate quite an impressive number of leads through targeted advertising.
From The Client
A marketing strategy can only be successful when the thought process behind the strategy and its objectives are clear and well planned. I am happy to say that Yashus managed to do this and a lot more when we approached them for our needs with social media marketing for Steel Horses. We really appreciate the proactive support that the Yashus team provided us with and ensured that our brand name was visible and recognised all over the social media platforms. We would like to give them a huge thumbs up for their work ethics, dedication, and knowledge about the current marketing trends.
