Nurturing a Network of Followers
In 2016 NewComLink rebranded to Vyze. One of the pillars that the Vyze brand was built on was thought leadership and serving as an advisor to retailers and lenders. Vyze wanted its new social media presence to embody this persona and serve as a way of not only gaining new followers but nurturing the network of followers familiar with it's previous brand across LinkedIn and Twitter.
Establishing a regular posting cadence
Pre-Vyze, NewComLink had an irregular posting cadence, and its social engagement reflected this. Vyze needed to have a regular posting schedule established, to look like a healthy and thriving brand and to get more of its content in front of more of its audience. The cadence went from postings once or twice a week on each channel, to being daily. This greatly increased engagement, impressions, and grew the follower base almost immediately.
Taking on the Persona of an influencer
One of the key pillars of Vyze's value prop is that it serves as a retail credit advisor to retailers and lenders. To support this value, it needed to be reflected across all of its external facing messaging, including social media. Instead of taking a sellers approach and only posting content with Vyze as a focal point, content shared were thought pieces, industry news, and emerging trends that would be of interest and relevant to Vyze's target audience. This worked to establish Vyze as a credible news sharing source and a true influencer and advisor to potential prospects and partners.
Content Targeted for Specific Audiences
When it comes to getting followers to engage with content, one size does not fit all as there are typically unique segments within a follower base. Vyze was no exception as its followers were made up of different types of retailers (from department stores to auto and everything in between), and lenders. Creating highly targeted sponsored content campaigns for each segment, led to higher engagement rates and a means of tracking which prospects were engaging with the Vyze brand on social.
Results
Follower Growth on LinkedIn
After kicking off a new social media strategy in 2016, Vyze's LinkedIn following grew every year. 2016 to 2017 saw 167% growth, and 2018 was on track to do 100% growth.
