The latest edition in a series of interviews with businesses having great success using social media. Not the huge brands with tons of money to spend, but ordinary businesses on a budget and with limited resources. We call them the Buzz Makers of Social Media.
In this interview Jared Poppert, Social Media Manager for Legendary Whitetails, shares his success with us. Legendary Whitetails offers unique casual apparel, gifts and gear for whitetail hunters and their families through their direct-to-consumer catalog and website.
Buzz Accelerator: Tell us about your company and why you got started.
Jared Poppert: Legendary Whitetails is a family-owned, direct-to-consumer catalog and internet retailer of lifestyle apparel, gifts, and gear for white-tailed deer hunters and their families. The company was founded on one man’s lifelong passion for whitetails. It was founder Larry Huffman’s growing collection of rare storied bucks that created fascination among the whitetail community in the early 1990s. Over the next decade, this assembly of world-class whitetails grew to be the largest collection of authentic white-tailed deer in the world. Fueled by thousands of supporters while traveling across the country with the Legendary Whitetails collection, Larry set out to build a brand that promotes the whitetail community and passion for the hunt.
Buzz Accelerator: How did you develop an interest in Social Media?
Jared Poppert: We saw the potential for Social Media early on and simply established a presence on a couple networks, which has since grown tremendously. With a desire to increase brand awareness, as well as growing our email file, we developed strategies to fulfill our goals. After testing these strategies, we were able to optimize them, and we saw value with continuing our efforts.
Buzz Accelerator: Tell us about how Social Media has helped your business.
Jared Poppert: Social Media not only contributes directly to website traffic and sales, but also assists in customer acquisition, brand awareness, and customer-company interaction. Building a community of like-minded people is very valuable to us and social media allows us to talk with them, not at them.
Buzz Accelerator: Tells us some specific successes you’ve had with Facebook.
Jared Poppert: As we approach 1 Million Likes on our Facebook Page, we have been fortunate enough to have continued success. Over the last 2 years, we have acquired nearly 50,000 new, active emails from Facebook promotions. This Facebook segment now makes up nearly 20% of our house file.
Additionally, Facebook referral traffic has generated up to 10% of all web traffic in certain months, giving our site a nice bump during some slower periods.
Buzz Accelerator: How did you learn about Social Media and what training have you done?
Jared Poppert: Research, Research, Research. Taking educated guesses, testing them, then optimizing based off of results. Seeing what others (and not just our competitors, but any successful pages) are doing. Keeping up with all the changes to several networks is also a challenge but is extremely important. It all seems pretty easy and obvious when giving a “short answer” but can quickly become overwhelming and can lead to “analysis paralysis”. It takes time. This is not something that can be learned in a 101 class and applied universally. Each instance deserves its own solution.
Buzz Accelerator: What are some of the key tools you use to manage your Social Media campaigns.
Jared Poppert: Hootsuite – Social Media Management & Monitoring
ShortStack – 3rd Party App Builder
Jared Poppert: Yes, from time to time. I would imagine I use it for personal use less than the average young adult, though. I prefer to explore the physical world as much as I can.
Buzz Accelerator: What are your hobbies and interests?
Jared Poppert: Sports, cooking, and family take up most of my free time and I wouldn’t have it any other way.
Buzz Accelerator: Future plans for using Social Media?
Jared Poppert: Whatever the Facebook Algorithm says! (Only half kidding…) We will continue setting goals and finding creative ways to achieve them through Social Media. I would be more specific, but I can’t give away all of our secrets… =)
Buzz Accelerator: Thank you so much.
Jared Poppert: It was my pleasure. Thank you for the opportunity.
If you are a business have great success with social media and would like to share your story, contact us! We’d love to hear from you.