I’ve never been particularly fond of moccasins, and I’ve always thought baby shoes were a waste of money. But I’m currently obsessed with Freshly Picked baby moccasins. This, dear reader, is a story about storytelling and how one shoe company has used it to to build an incredibly successful business.
I was introduced to Freshly Picked at a friend’s baby shower, when my son was two and my daughter was simply a twinkle in my eye. While I wasn’t super impressed with the look of moccasins, the idea of soft soled shoes appealed to me. I quickly followed them on Instagram while I munched on cake. When I got home, I looked at the website and saw that the cost averaged $60. Sixty bucks for baby shoes? No thanks.
But I never unfollowed them. I watched as they released new designs and I started to actually like the look of the shoes. I saw pictures of chunky legged babies and energetic toddlers living fantastic lives, so it seemed, because of the moccs. I read testimonials from other moms claiming these were the best shoes ever. And now, as we approach my daughter’s first birthday, I am saving up to give her a pair of Freshly Picked moccs. I’ve caught the bug, and I’m not even sorry about it.
Surely, a company hasn’t turned me into a believer simply through their Instagram feed? They have. Honestly, it’s the only interaction I have had with them. Here’s how they did it:
Powerful visual storytelling
They’ve dubbed their shoes “memory keepers.” After a while, the baby’s footprint will appear at the bottom of the shoe. Their instagram feed is full of mom’s sharing old pairs of moccs that they hang onto because they love the footprint. It reminds them of park days, birthdays, first steps, first vacations, games of tag with siblings. Other FP posts show pictures of these events, smiling babies on a swing, sleeping newborns, big kids walking off to kindergarten. Scrolling through their feed is like looking at photo albums of a million happy, healthy, mocc wearing babies. Who doesn’t want that story for their kids? And while I know my kids can be perfectly happy without these shoes, cute shoes certainly don’t hurt.
About 90% of Freshly Picked posts are about their moccasins. Whether it’s introducing a new design or showcasing a babe wearing their shoes, it’s mocc talk most of the time. When they do sway from the messaging, they still remain in the same sphere of family and baby products. This is important because it builds brand consistency, reinforces the message, and reduces risk of conflict or offense. As the old adage goes, do one thing and do it well. They do moccs and they don’t pretend to do anything else.
Lots of engagement
I think they average one contest a week. And generally they are the same…in order to enter, you have to like their post and tag a friend. My friend and I tagged each other in every contest for a year before one of us won (she did, not me. Sad day) And we could tag multiple friends for multiple entries, so I introduced a few friends to the brand through tagging. Those are simple actions for followers with a big impact for the brand. They have 724,000 followers. If even just 10% of those followers tagged one friend every contest, that’s exposure to 72,400 new followers every contest.
Freshly Picked not only encourages engagement from their followers, they do their part to engage as well. They respond to comments and questions on their posts, they like comments, and they repost photos of their customers sporting the moccs.
Through this engagement, they have created a community. While their Instagram feed is definitely a place where they introduce new product, advertise sales and encourage people to buy, it doesn’t FEEL like one big advertisement. It feels like a community, like a series of small stories. That’s why I keep following.
As someone who works in marketing, I like to consider myself immune to the “tricks of the trade.” But the truth is, the tricks work. Which is why baby girl will be getting a pair of ridiculously priced moccs on her first birthday. Sometimes, you just gotta give into the emotional marketing, even if you know better.
As a real estate marketing agency, we are dedicated to providing real estate agents with a variety of tools to make marketing easier. In addition to graphic design, print and mailing services, we also provide content for marketing materials. Every month we write a generic real estate information pieces that agents can send on their direct mailing postcards.
We’ve decided to take our content services a step further and provide agents with informative real estate articles that they can easily retweet to their audience. Unlike most articles we share over social media, which are written to give advice to real estate agents, these articles are written for homeowners, investors and renters. We tweet them every morning at 6:00am so they are ready for when you start your work day. After quickly reading the article, simply hit the retweet button, or put the article link in a new tweet with your own commentary. If you miss any of our real estate retweetables, simply check the blog every Monday and we’ll have the previous week’s retweetables ready and waiting for you.
Tips for using One Step’s Real Estate Retweetables
- Read before you publish. We read all the articles before we publish them to make sure there isn’t anything glaringly wrong with the article, i.e. inappropriate content, cursing, incoherent writing, or obvious lies. However, we are marketing experts, not real estate experts. So we highly recommend that you read the articles before publishing to ensure your publishing content that is true to your knowledge.
- Keep your audience in mind. We tweet a variety of different articles and not every article is going to be of interest to everyone. You know your followers and what they’re interests are, so only retweet the articles you think they’ll find useful.
- Add your own commentary. When you’re in a rush, it’s tempting to simply hit the retweet button. This is perfectly acceptable for some tweets, but whenever possible, you should try and add your own commentary to the tweet. You can ask a question, share additional information or share an example from your own business that illustrates what the article is talking about. Adding your own commentary will increase the value of your tweets as your no longer simply sharing a link but also sharing your own expertise.
- Spread the word. We’d love to provide valuable content for hundreds, even thousands, of real estate agents. So the next time you’re on Twitter, maybe you could encourage your colleagues to follow us and/or read our blog? We’d be eternally grateful 🙂
And now, without further ado, this week’s Real Estate Retweetables
3. Homeowners Face Soaring Homeowners Insurance Costs via Realtor Mag
4. Huntington Beach June Calendar of Events via HuntingtonBeachEvents.com
Marketing is all about consistency. If you’re going to use direct mail marketing, you must mail 2-4 times a month. If you’re going to use email marketing, you best be ready to send out a minimum of one email a week. And if you’re going to use social media, you should be able to post to your sites daily.
The thought of generating enough content to keep up with all of these marketing strategies is overwhelming, to say the least. Let me put your mind at ease with this one helpful hint: you don’t have to create all of your own content. Not every blog post has to be based on personal experience or knowledge, not every Twitter post has to link to your blog and not every Facebook post has to be a question or fact you pull out of your own brain. Yes, you need to create a lot of your own content but it’s perfectly okay to supplement it with content you curate from other sources. Didn’t have a chance to write a blog this week? Share some links to interesting articles from other blogs. Don’t know what to say on your Twitter? Retweet something one of your followers posted.
Just like content creation, content curation should benefit your readers and followers. Pay attention to the needs and questions of your audience, as well as topics they are already discussing, and share information that they will find helpful and relevant.
To show you how content curation works, I’ve curated a list of various blogs and websites that provide viral information. All of these are geared towards real estate agents and real estate marketers, since that is our primary audience, but non real estate agents can use this list to get an idea of what types of sites they should be looking for. I recommend adding these sites to your RSS feed, subscribing to daily emails or following them on Twitter, whatever makes it easy for you to frequently visit these sites and share their content.
Real Estate News–
- The KCM Blog– This blog has lots of good information for agents, buyers and sellers. It’s presented in a way that’s easy to understand, which means it’s easy for you to share with your readers.
- The Bigger Pockets Blog– This extensive online magazine covers a variety of topics including general real estate, real estate news, real estate investing, retirement, and business management. You’ll find a lot of information that will help you run a better business as well as great info to share with your clients.
- Newspaper- Despite technological advances and an overwhelming amount of information sources, the local newspaper remains an excellent source of real estate information. And since they are all online, it’s easy to share articles with your Facebook, Twitter and Google+ followers. Check out the OC Register, LA Times, and UT San Diego.
- HousingWire– A regularly updated online magazine covering a variety of real estate and financial topics. Includes housing information from around the nation.
- Visually– This site is dedicated to providing you with infographs, which are visual representations of data. Go to the site and search “real estate” and you’ll find lots of interesting infographs to share.
- City websites- Regularly visit the websites of cities where you do business for information on upcoming events, local politics, land developments, city services, etc. I also recommend following cities on Twitter for up to date information on things like road closures.
- Community Organizations- Organizations like the Chamber of Commerce, YMCA, Rotary Club and public library often host community events that you’re clients would probably love to know about. Visit their sites regularly and sign up for their newsletters to stay up to date.
- Tourism sites- Sometimes residents are oblivious to the amenities in their own home town. Tourism websites give great ideas for exploring the local community, something you’re readers and followers are sure to appreciate.
- Special interest sites- Is there a particular club or organization that is unique to your city? Perhaps a theme park, museum, or knitting club? Stay connected with those and share thier info. They’ll appreciate the free promotion your followers will appreciate the information.
- This Old House– Great tips for renovation and restoration of everything from furniture to entire houses.
- Houselogic– In addition to home improvement articles, this blog gives great info about homeowners insurance, taxes, financing, emergency preparedness and green living. Plus it’s published by the National Association of Realtors, so you know the info is reliable.
- Young House Love– This super fun, personable blog is a DIY diary written by a young couple renovating an older house in Virginia. Your followers will love all of the inexpensive, DIY projects you share from this blog.