Q: What types of projects do you work on with freelancers?Ī: Projects are all related to marketing and range from photo shoots and menu design to influencer outreach and Amazon seller program optimization. This helped us add 12,000 new Instagram followers in three months, growth that used to take much longer. We also found a wonderful food stylist and photographer who works for us on a monthly basis to shoot photos of our new cake creations as well as our highly-anticipated seasonal favorites.Īdditionally, the newfound creative bandwidth allowed us to try new things such as themed contests, which led to increased and more consistent engagement. Now that we have freelance help, we post daily on Facebook and Instagram. For example, our social media posts used to be sporadic at best because we were all pulled in so many directions. Without those limitations, we can scale, which helps us grow faster. With freelancers, we are not limited by location or internal resources. We needed the agility of having help wherever we need it, when we need it.
We needed help, but a lot of our work had to be done on location at each of the stores. We lacked the resources to support all the business lines. Adding to the pressure, we have seasonal peaks such as Valentine’s Day and Mother’s Day.
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We were managing an online and offline presence, figuring out how to expand acquisition through different channels, and supporting the marketing needs of 38 cake boutiques worldwide. The team was under a lot of pressure because we did everything in-house and by ourselves.Ĭreating social media content was just part of our challenge. How does your team manage it all?Ī: First, it’s important to know that when I joined the company, our entire team only had two full-time marketers to work on a wide range of marketing tasks ranging from boutique menu design, social content creation, website updates, to offline events. Q: Creating that much content to support pop-ups and build your brand story takes a lot of work. We want customers to associate the Lady M brand with fashion, beauty, and things like work-life balance. Lady M is not just a cake brand, it’s a lifestyle brand. We’re also using social media to build our brand with more high quality and creative content. We use that knowledge to build stronger relationships with customers and to test new potential markets. The events help us connect with our audiences and local markets. Once people taste our cakes, they usually ask where they can get more, which drives people to our boutiques, website, and social channels. Before each event, we build up a lot of buzz on social media to draw a huge turnout.
market right now and began doing pop-ups around the country to better serve customers without a boutique nearby. Q: How is Lady M using social media to drive business to your boutiques?Ī: We’re focused on the U.S. Upwork sat down with Kaiyi Chu, Head of Growth at Lady M, to learn how his lean marketing team creates a consistent stream of social media content that is stirring up crowds of new customers worldwide. The company wanted to capitalize on social media by launching pop-up events in cities where they did not have a brick-and-mortar presence. By joining the online and offline worlds, Lady M aimed to build brand loyalty and repeat purchases over time. A strategy that, whether customers are shopping in boutiques or online, makes the Lady M experience feel similar. Most of Lady M’s growth was organic, but the company knew that in the digital age, successful retailers must invest in an omnichannel marketing strategy. The company built a luxury lifestyle brand so popular that it quickly expanded to 38 cake boutiques located worldwide.
Lady M, a bakery famous for its Mille Crêpe cakes, isn’t just another bakery.
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