Dr. Paula Terifaj
Previous Veterinarian turned Author and Animal ActivistOverview
Paula is a retired veterinarian, who feels betrayed by the status quo. Her book informs pet owners and future female vets about holistic care practices and the pet food industry. She aimed to raise awareness about the issues that meant the most to her, but no one was listening… We implemented email marketing automation for her blog, a Facebook business page to boost credibility, and an Instagram business profile to share visually engaging, informative, planned content. Authentic engagement and targeted advertisements were also included in her package. At the end of 2021, her social media audited at 3 subscribers. Her blog now has 80+ subscribers and 500+ followers.
My Role
Product Marketing, Social Media Management, Public Relations
Impact
Achievements:
Shared “Let Sleeping Dogs Lie” Documentary to spread awareness for Paula’s cause, which garnered 10,000 Views on YouTube within the first month.
I produced brand-relevant and popular veterinary advice to increase engagement by 200% on social media, resulting in a smooth go-to-market strategy for releasing her book on Amazon and Direct to Consumer (DTC)
I planned a go-to-market strategy for Paula’s memoir book with informative posts, engaging documentaries, and teaser Facebook videos to raise awareness for the animal shelter.
The problem
Dedicated bloggers will write for no one, hoping their words will soon meet a reader’s eyes. She was on the right track by creating a Facebook group for her cause. However, her blog posts were only shared on her personal profile. Although brave, this negated her professional online presence to just another friend who wrote a book.
She wanted her blog to serve as an educational tool to stimulate conversation, point out gaps of information, and ultimately steer you in the right direction – motivating you to ask questions and find your own answers. Instead, it was being perceived as a money-grab book launch so she came to me.
Paula’s goal was to expand her website audience, gain authentic engagement, and create an online community of her own.
Strategy
Email Automations, Lead Generation, Social-first advertisements, Content Calendaring - consistent content, Paid Advertising - boost viewership, Search Engine Marketing, SEO Keyword Planning,
Content Creation
Choice of platform based on demographics
Content Calendar - SEO Keyword Planning, Trends, Pillars,
Email Automations
Did you know Email generates $42 for every $1 spent?
Blog Post updates
Welcome email
Book teasers to buy
Blog Posts
Social-first advertisements
Search Engine Marketing
The key is asking your clients questions. Picking their brain and understanding how they think about the world. Paula is the complete opposite of my personality but we have the same mission in mind. Expression of tone and voice must be harnessed to express brand personality. Remember, everyone has their own target audience. No matter what you may believe. Although I agree the food industry AS A WHOLE needs a complete restructure. The science is clear that dogs are omnivores and can thrive on a plant forward diet. In general, vets should be paying more attention to the wholistic perspective even at the cost of time and precious revenue. In the end, your heart and your dollar will grow.
Content Creation
Turning a blog post into bite-sized chunks with teasers to create natural social engagement leading users to the website for more.
Meta: Facebook/Instagram Cross-Posting
Infographics
Documentary Reels
Educational Facts from Book
Blog Post Teaser
Activism: Social Justice
Documentary: Don’t Let Sleeping Dogs Lie
Results.
Leads
20+ New Subscribers each week
4+ Book Purchases each month
100+ New Followers every month
Readers
Her average Facebook post gets 80+ likes within the group along with 30 + comments and 10-20 likes on Instagram. Facebook Lead Generation ads proved most successful with the highest ROI.
Mailing List
Engagement
Bounce rate
Advertising
Conversions
books sold
Documentary
YT Views: 8,589 IG Views: 10,894
Comments: 32