About the business
Meet Paddle Creative: The Webflow wizards making world-class websites a reality for their clients. Considered by many as the ‘marketers’ right-hand man, Paddle Creative blends a depth of Webflow expertise with a unique understanding of goals, frustrations, and challenges facing marketers today. They’ve helped over 100 companies in 17 countries make Webflow a strategic advantage (including The Marketing Plot!), and help teams to create performant and powerful websites that go the distance.
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The problem
Paddle Creative is bursting at the seams with Webflow knowledge, and that expertise has earned them a collection of great clients. However, to expand that client network they needed to take a creative look at how they marketed their services. With a target demographic predominantly of marketers, they knew they needed to up the ante on how they approached their social media marketing.
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The solution
Paddle Creative partnered with The Marketing Plot to develop a comprehensive Social Media Strategy. This included defining a unique tone of voice, identifying audience-focused content topics, and establishing best practices for creation, posting, and repurposing. The strategy also outlined a repeatable process for content creation and distribution, while considering both the company’s operating environment and the broader social media landscape.
“We knew what we wanted to get out of the engagement, but it's fair to say The Marketing Plot delivered and far surpassed expectations.”
Matt Connelly
Founder, Paddle Creative
So, how did we go about creating a fit-for-purpose Social Media Strategy for Paddle Creative?
Step One: Discovery
It was crucial to the Paddle Creative team that their social media approach was authentic. They didn’t want to fall into the trap of posting just for the sake of it, and they also didn’t want to be disingenuous in how they engaged their social channels. Above all, they wanted to connect with their audience in a way that was transparent and true to them.
To achieve this, The Marketing Plot interviewed key Paddle Creative team members to get an understanding of the business, its values and its goals. We drilled down on likes, dislikes, and key competitors, and used this to begin phase two…
Step Two: Up-Close Audit, Research, and Strategy
Armed with Paddle Creative insights, we took a deeper dive and explored the wider ecosystem of the business. This included analysing existing social media channels, the behaviour of their competitors, the strategy of brands they admired, and the metrics of their demographic.
From this, we collated a strategic approach that would speak to their target audience across LinkedIn, Instagram, YouTube, and TikTok, while accurately reflecting the ethos of the Paddle Creative clan (otherwise known as #Paddlers!).
Step three: A Pick-up-and-Go Action Plan
From here, we presented Paddle Creative with a comprehensive social media strategy. This included content topic proposals, demonstrations of how they’d work, example posting plans, and best practices for getting the most out of their posts. This included optimal scheduling times, post formats, and character length, right through to balancing audience appetite with algorithm restrictions.
We also provided guidance on how to source and create content, how to distribute it to maximise its potential, and how to create a repeatable social media plan that could be scaled internally.
“I already had a lot of respect for the Paddle Creative brand, so this project was a particularly enjoyable one. It was great to work with the Paddle Creative team and add value to an already brilliant brand.” Heather Stritch, Outsourced CMO, The Marketing Plot
