How we Revived a Dormant Social Media Presence for a Local Family-Owned Cabinetry Business

THE CLIENT

David Hanckel Cabinets (DHC)

THE CHALLENGE

DHC's social media activity was inconsistent, which meant they were missing a key component of their marketing strategy.

Their Instagram account had not been active since 2018, and while their Facebook account was a little more active, it didn’t represent the scope and the quality of the work DHC creates for local homes and businesses.

With owners David and Jan stepping down in 2023 after running the business for 39 years, their sons Scott and Brendon took over the reins… and they, in turn, handed the social media reins over to the Linchpin team.

THE STRATEGY

Our strategy began with rebuilding DHC’s presence on social media. While organic social media may not achieve the impressive engagement results of years gone by, it’s still a valuable resource for businesses, particularly local trades. And when you produce impressive work like DHC does, showcasing finished projects is an essential part of marketing the business.

Our goal was to create sleek social media feed, showcasing the team’s skill and versatility with a combination of commercial and residential projects. We utilised high-quality project images, trialling different ways to display them including video format, images spanning multiple posts and graphics with images and text.

As a family-owned and operated business, we wanted to make showcase the heart of the business: the three generations of the Hanckel family.

THE RESULT
November 2023 - February 2024

Like many regional businesses, Facebook was the social media platform where DHC saw the highest engagement. By focusing on consistent, high quality content, we were able to increase their engaged users, page and post engagements and, perhaps most importantly, their post reach.

Over on Instagram, we expected results to be slow going as the account had been dormant since 2018. On this occasion, we were thrilled to be proven wrong! A testament to our Social Media Manager Sarah’s hard work, and to the stellar reputation the team have in the local area, these figures blew us away.

We’ve seen a real drop in Instagram engagement in the past 12 months or so, but results like these restore our faith in the power of a solid strategy (and diligent implementation).