Social Chats Episode 13 with Kara McMaster ~ Caveman Grocer
Kara & Travis McMaster won the 2017 Chamber of Commerce “Rising Star”
Kara and Travis call themselves a mom & pop shop, Caveman Grocer is a locally run business located in beautiful Whistler, BC.
They prepare and create ready-made paleo meals. How do they do it? By cooking in small batches and delivering all over the lower mainland of BC. Their paleo dedicated kitchen has been at it for over 4 years.
Kara, however, has another secret… she is a marketing genius!
Kara and Travis believe part of their success comes from the emphasis and focus they have put on their digital marketing strategy. (Key word here is STRATEGY!)
A quick note about Social Chats.
✨ A quick note about Social Chats. Social Chats is a weekly LIVE Facebook show that we put together to help small businesses learn from great people who stand out in their industry. What they do works well with social media and we hope this will keep you educated and inspired!
View all social chats here: YouTube ~ All Social Chats
Kara loves to nerd out…
Heather asked Kara how they are finding clients when they are located in Whistler… KARA…
- Geographical targeting through Facebook
- Kara selects a specific area for where she believes her customers are located in the “Ads Manager”
- Then the landing page those customers are sent to when they click the link in the ad speaks to them directly.
- Kara always tries to re-engage the customer starting with the reason they click the link. It’s called speaking back. E-mail or through social media
- Because their Facebook ads have worked so well, they have not spent advertising dollars any place else.
- Facebook ads can be time-consuming, Kara does not like the frequency of an ad to run through anyone’s news feed more than once.
- Kara switches out the creative to keep it fresh.
- Facebook video ads have been very successful for Caveman Grocer
- Kara attended a conference last year Smart Marketers
- Celebrating another awesome E-commerce All-Stars
VIDEOS Caveman Grocers has invested in
- Thank you videos for after a purchase is made
- About Caveman Grocer and the food videos
- How to order videos
- Frequently asked questions video
- On your website, you need the three mediums TEXT IMAGE VIDEO
- Assets that live forever and you can use them in all your marketing.
- Kara and Travis decided it was time to produce videos and reached out locally to REACTIVE DESIGN
- Make sure you have a clear vision and a storyboard before you get started.
- Keep your costs down by being prepared and quick with communication.
- Editing can cost a lot of money – be specific!
- Interview people and companies before you hire them
- When shooting your video give the consumer as much information up front to keep them listening, Facebook counts video views in a 3-second increment. Kara’s goal is 10 seconds.
- Video is becoming the number one type of content the consumer wants to view.
How does Caveman Grocer continue to come up with original content to post every day?
STOP ~ Standard Operating Procedure
- Amazing people who work at Caveman Grocer ~ They always are taking photos and videos of the product
- Hootsuite to pre-schedule all postings for the week
- Marketing Monday – Ideas flow
- CANVA.com Photo editing site ~ Canva will populate a template for you branded.
- Pay attention their brand – fonts – colours
- HTML coded colours ~ Image Color Picker
- Save the colors so you can pull in your brand colors
- Adobe Spark for Instagram Stories from iPhone
- Caveman Grocer has a Facebook Pixel on their website so they can follow people that come to their website.
- Facebook Pixel Code will track your audience until you are ready to target them back in an ad. PLUS you’ll be able to create Lookalike audiences from this pixel. It’s the GRAVY!!!
- Things constantly change on social media and at the time of shooting this video Instagram ads were very expensive and Caveman Grocer runs ads on Facebook and allows them to run through Instagram.
- Also right now only accounts with 10,000 or more followers can add a link to a website by swiping up. The only other way to direct people to your website is to direct them back to your bio, where your website link is.
- Caveman Grocers customers are on all different platforms and even e-mail… Kara recommends spreading your message and media around… repurpose… repost and refine!
