How I Built A Social Media Ad Strategy for Calendly

How I Built a Social Media Ad Strategy for Calendly

Who? Calendly is a scheduling software program that allows you to schedule one-on-one meetings, appointments, etc. without the back and forth of an email

Why? I chose Calendly because of the importance of what they do. Scheduling allows us to take control of our time and maximize what we do with it.

What? I chose a different route on Calendly’s ads for this project. Rather than focusing on ads that are solely Calendly product-focused, I made these ads serve a dual purpose. They can either be an ad itself or an Instagram post. It is clear from the get-go what Calendly is and what they do, so I rerouted these ads to target an area of marketing that Calendly has not yet employed. This area lies in the blog department. These ads specifically target the content on their blog and follow the same theme in regards to the content. There is a wealth of knowledge and information on the blog alone that could help marketers, salespeople, business owners, etc.

Target audience on social media:

I went ahead and scrolled through Calendly’s following on Instagram and these are the demographics that make up their followers base.

• Businesses — Coaching, Hiring Managers, Marketers, Event Planning Professionals, Business Consultants, Digital Marketing Consultants, Web Designers, Small Business Startups, etc.
• Individuals — Mainly young to middle-age professionals.

Instagram Ad Goals for Calendly

• Capture engagement and relevant content

Calendly currently has 2,875 followers. Their content gets around 30 to 100 likes depending on the post. I scrolled through a lot of the content posted recently and the posts that received the most likes were quotes or more recently, Calendly’s posts about the Black Lives Matter Movement. This gives me some important data here that I can work from.

This tells me that, (1.) Calendly’s followers engage most with inspiring and relevant content like quotes, or lifestyle-related content and (2.) Calendly’s followers engage most with current events and things that matter in the here and now.

• Bring attention to the blog posts
• Calendly has a wonderful blog, with posts ranging from marketing topics to the best scheduling platforms. This content, I believe would do well in the spotlight by advertising them on the regular- whether it be an ad or Instagram post. Because their blog posts targets the audience they currently have on their Instagram, I think its wise to start marketing that content right where they have the attention.

Ad 1:

This is an Instagram ad based off of Calendly’s blog content. It is current and timely, and some of us have had to work jobs remotely. This nugget of information can benefit those who need to manage their employees remotely. This ad, when clicked, reroutes to Calendly’s blog post about running a remote team.

Tags: remote, remote work, logistics

“The world has gone remote, learn how to do it right.”

Ad 2:

This is a motion picture ad. The circles and zigzags both move and offer an eye tease. This ad, when clicked, reroutes to Calendly’s blog post on The Best Life Planner Software

This ad could resonate with anyone, from young people wanting to schedule their life better to the CEO who wants to find another way to organize their many tasks.

Tags: tips, guides, scheduling life planning

“The Best Life Planner Softwares that makes life easier for you.”

Ad 3:

This is a flashing ad. The yellow letters actually mimic typing to look as if someone were typing something on the screen. It adds emphasis to what is being advertised, which makes for intentional clickbait that is not misleading. People love free content, and content that makes them better at doing their tasks or even in personal development. This ad reroutes to Calendly’s blog post on The 30 Best Welcome Messages For New Employees.

Tags: hiring, recruiting, onboarding

“Experiencing writer’s block while attempting your new employee’s welcome letter? Fret no more, we’ve got you covered with our 30 Best Welcome Messages for New Employees.”

Summary:

I used Canva to create these ads/posts. It’s always cool when I can get creative and create something eyecatching and modern. The purpose and goal of these ads/posts are to drive more excitement and engagement to Calendly’s blog and social media. In order to drive excitement to capture engagement, you have to start with your audience. Once you find out who your audience is, you can engage them with content that matters to them. When it matters, it drives continual engagement. And continual engagement means happy followers!