The social media expert hired from VE was tasked with managing TSG's social media handle. The instructions were simple: generate new leads.
The social media expert knew that the task was more complex than it seemed, given the current trends in the industry. He knew he could only succeed if he took a pragmatic step-by-step approach. Therefore, the social media expert used the SMART goals strategy. For the uninitiated, SMART stands for Specific, Measurable, Achievable, Realistic and Time-Bound. To achieve the SMART goals, Crystal’s new recruitment started his work by changing the type of posts TSG posted on social media. He saw that the previous posts were not attention-grabbing at all, which is why people were not interacting.
So, for the first 15-30 days, the social media expert experimented with different types of posts. He used static images, infographics, small videos and GIFs.
After carefully monitoring each post, he realized that the GIFs were the most popular amongst the relevant audience (employers). Buoyed by his latest findings, the social media expert gained the confidence to experiment with other tactics.
He started with polls and Q&As, which were again a success in terms of increasing user interactions. His other endeavors like Hashtag analysis and mentions also started bringing in positive results, and the interactions on social media increased considerably. (Results in Numbers)

After achieving moderate success during the first two months through his new initiatives, the social media expert wanted to explore new avenues. He tried to bring influencers into the mix and maximize TSG's outreach. However, TSG simply lacked the funds to make influencer-based promotions possible.
Looking at the financial challenge, the social media expert employed a new creative strategy. Instead of chasing influencers, he started using Crystal McCullough's account for social media promotions as an influencer. He realized that Crystal was considered a thought leader within the community, and her social media handle could be used strategically to open up new conversations with the African American community.
As expected, his strategy worked. Crystal’s social media posts became an instant hit and the interactions increased.

The social media expert quickly realized the potential of Diversion and Inclusion when it came to maximizing the number of conversations on social media. He started using job promotions aimed at LGBTQ+ via LinkedIn, Facebook and Twitter. The results were extremely promising.
Most of the social media posts were now going ‘viral’. Not only that, the posts were garnering interest from a new section of job applicants (that was unreachable before) and, even more importantly, eminent recruiters were now taking notice.
The Result: TSG started getting leads from technology behemoths like Amazon, Tesla and GE. Eventually, the leads from Tesla and GE were converted, giving a new boost to the credibility of TSG among recruiters and job seekers.

TSG was breaking new ground after adding the social media expert to their roster. They eventually started using their new recruitment for roles other than social media. It was only a short time before their social media expert started performing the role of a full-fledged digital marketer. Their new recruitment was doing things they never imagined could be done by a single resource.
The social media expert/digital marketer started managing TSGs digital marketing campaign and made notable contributions to the following tasks:

• Updated an obsolete 5-year-old website theme to a new and attractive website theme
• Optimized meta descriptions
• Started using lead automation software like Seamless.AI, LinkedIn Ads, LinkedIn Sales Navigator and Facebook Business Suite

Such was the quality of the work done by their new recruitment that when TSG lost its operations manager during the recession, he became the de facto SPOC for all things related to the website.

Everything done by TSG's digital marketer was bringing in better results. But despite the satisfaction of his employer, the resource knew that there was still room for improvement.
The digital marketer now switched his attention to content marketing and started using innovative tactics to bring in relevant leads for TSG.
Typically, digital marketers use Facebook ads for lead generation. However, the digital marketer could see that TSG's Facebook lead generation was bringing in irrelevant leads (including bot traffic and job applicants instead of employers).
Therefore, he started using Facebook ads for landing page views.
Now, the Facebook ads were sending traffic to the landing page. On the landing page, he used new tactics to incentivize visitors to leave their contact information by providing them with an informative eBook, 'How to attract top talent in 2022?'. It was a far cry from generic fliers that were previously there on the landing page. As a result, the recruiters (struggling to recruit the best talent) were downloading the eBook in large numbers and sending their information to TSG.
The innovative efforts of TSG's virtual digital marketer were very focused and result-oriented. Therefore, TSG reaped great rewards and the number of leads coming in shot up in a short amount of time.

The social media expert used various tools for setting up, tracking and monitoring campaigns, running email campaigns, and gathering insights such as page views, post reach and engagement, number of visitors and followers, user acquisition, etc.
Some of the tools used in the campaigns for TSG included Seamless.AI, LinkedIn ads, LinkedIn Sales Navigator, LinkedIn Analytics, Google Ads, Google Analytics, Google Search Console tools, Facebook Ads, Facebook Business Suite, Facebook Insights, Twitter analytics, MailChimp, SendInBlue, and SEM Rush.

Results started showing up within a month. Engagement and reach on social media channels began to swell, and by the end of three months, they grew between 150%-200%. By that time, looking at the encouraging results, the client asked the social media expert to manage their entire digital marketing program.

The social media posts and banners developed by him stood out. This was reflected in the fact that the three successful campaigns ran on LinkedIn generated 94 engagements and 15 business leads in six months (eventually leading to 21 leads). LinkedIn page views increased by 206%, unique visitors increased by 200% to 567, and custom button clicks grew by over 154% to 45.

The follower community on LinkedIn grew by 200% to touch a figure of 299 in eight months.

LinkedIn paid campaign received 94 engagements, and the cost per result was low compared to LinkedIn's own forecast (Forecast was 10-12 USD / Engagement).

New activities on social media channels also stimulated traffic on the client's website. TSG achieved a cost per result of $6.63 against an estimated value of $ 10-12.

The Google Call Campaign generated 93 calls and helped TSG achieve a low CPC of $1.77

The Facebook conversation campaign kickstarted by the social media expert for certain job roles spurred interest and generated 53 new applications, and since the client had set a target of 10-12 applications; this was an over-performance of sorts.

Our talent pool consists of expert professionals like Tanmoy, who dedicate their careers to helping businesses succeed.

It was Tanmoy who developed the client's value proposition and gave the brand its new voice and identity. He created a new digital marketing strategy and optimized the client's social media channels and website. He developed the marketing collaterals, and his expertise helped drive the social media, email and Google campaigns.