Where does social media success begin? In many cases, it begins well off of an online platform like Facebook or Twitter. It begins with a valuable product.
Cambria Jacobs, Vice President of Marketing, Door to Door Organics, sat down with me to discuss the natural and organic grocery company that sells entirely through ecommerce. She shared how it started with a valuable product that customers loved and built off that base to grow its social media fans more than 600% in less than 18 months.
Start by producing share-worthy products
“We were really proud of getting our hands on the best organic produce. We weren’t necessarily looked at or aspiring to become this strong ecommerce player with a really strong technology savvy. And what has grown, being a pure ecommerce player, is our customers were finding us on social media,” Cambria said.
The product itself had enough appeal that it spurred a passionate base audience organically promoting it to friends, family and connections on social media.
“We had organic visuals that were popping up on Instagram and Facebook before we even had a presence on Instagram — just our customers taking photos of their box and of their delivery,” she said.