All American Mobile Detailing
While content was only a facet of my work at AAMD, it played a critical role in improving the quality of our social media presence, as well as in our customer and detailer retention efforts.
Building Customer Confidence
When I joined AAMD, establishing a strong reputation for our startup was a high priority. In addition to driving happy customers to leave reviews, I also introduced a rotating categorical content calendar, with a heavy focus on brand-building posts.
Regular social media posts, tailored to convey authenticity and expertise, would show alongside CTA-oriented copy I'd write. These posts consistently had higher engagement rates, and funneled potential customers towards sales.
Flash Promotional Graphics
Through analyzing job booking data and consulting our sales team, I found our most effective way to sell to previous customers was through limited offer promotions. I then coordinated lead-up and flash promotions for most holidays, generating additional sales that didn't compete with existing email and search ad sales funnels.
Generic Content Templating
I often couldn't spend much time on content generation. This lead me to identify and test content patterns and concepts to see how they performed, measuring engagement and link clicks. I built a content and brand style guide based on what got results and was easily repeatable. I was then able to make successful graphics rapidly when my focus was needed elsewhere.
Automated QA Email Flows
As we needed more data on detailer performance yet lacked the resources to follow up on each job over phone, I introduced automated follow-up emails through Mailchimp that collected quantitative and qualitative customer insights.
Their sentiments either flagged them for a support member to reach out and address concerns, or asked them to leave a review and placed them into a personalized marketing email flow. These sales to preexisting customers via email cost us less than a tenth of what new customers did on average.
Internal Onboarding Materials
A key challenge for us was poor detailer retention, especially with new hires. I learned a popular reason new detailers would leave would be disputes over pay, especially regarding when they would receive their first check and what jobs it would include. After discussing with our detailer support team, I made this graphic breaking down the admittedly complex detailer pay periods. I then filmed and edited it into an onboarding video along with a brief narrated explanation from our company founder.
We immediately saw a decrease in conflicts regarding detailer payment, and with the help of other measures, a significant increase in detailer retention rates overall.