Veyor Social Media & Marketing Collateral
After a rapid period of growth, Veyor had advanced from a start-up to an established player in the facilities management and construction software space. As their business matured, align.me ensured that their online social media presence would follow suit.
Like most start-ups, Veyor had been doing most of their social media in-house. With so much else to focus on, they had been operating without a clear strategy or guidelines. Their social media was solution-centric, largely reactive, and no longer geared towards its key audiences.
align.me put together a new strategy that would overhaul the look, feel and sound of their social media content, and set them up with a 12-month content and engagement plan.
The challenge
Veyor’s solution serves two distinct audiences across multiple geographical locations, so their social content needed to cater to these differences.
As a quickly moving and growing business with new additions and opportunities constantly arising, it wasn’t possible to plan 100% of their content in advance – but it also wasn’t viable to create one piece at a time.
Finally, Veyor needed all their content to be on brand and highly aesthetic, without spending lots of time and money on design.
The strategy
The work
We started by looking at Veyor’s existing social content to explore what was working and what wasn’t. This was followed by a discussion with the Veyor team about their expertise, what they wanted to share, and what was happening on a human level at the company.
Lots of consideration went into the types of content Veyor wanted to post and be known for.
All of this – plus research into competitors and guidance from Veyor’s Funnel Plan™ – culminated in align.me creating a content roadmap that had pre-planned posts for each month, covering a range of key topics (including product, customer stories, team updates, thought leadership, event promotion, and topical content).
A social post template library was also created, with a number of designs that could be used for each type of content, enabling Veyor to create highly aesthetic and on-brand social posts without the need to seek graphic design services for each individual post.
The outcome
Veyor is now publishing consistent, rhythmic content across all their social platforms. It is designed to deliver value to all audiences while engaging with followers and showcasing the business’s growth and expansion. Clean, aesthetic designs provide differentiation between posts without going off-brand while also matching branding across the entire business (including sales and marketing collateral, both physical and digital.
