KATRINAJRUIZ.COM

SOCIAL

MEDIA

Katrina Ruiz

2024

Katrina Ruiz

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A freelance social media coordinator who works alongside small businesses to grow on social media, attract new leads, and potentially boost sales.

Seeing small businesses, as businesses.

A BRIEF INTRODUCTION FROM KATRINA AND WHAT HER GOALS ARE WHEN MARKETING FOR BUSINESSES.

KATRINA RUIZ’S MESSAGE TO YOU

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Katrina Ruiz

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WHAT IS MARKETING?

Source: Shopify

Katrina Ruiz x MARYS MINKS ONE Month Case Study

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ABOUT MARYSMINKS

MarysMinks is an independent lash artist providing a luxury experience to a high price, high cost premium target market.

MARYSMINKS’S BRANDING

MarysMinks is your go-to lash artist catering custom lash sets for each client.

MarysMinks is a clean and simple aesthetic, where she is concise and clear on meeting your expectations and ensuring you walk out with the lash set you walked in for.

CONSULTATION

When meeting with MarysMinks, I curated a client landscape to identify their markets, competitors, strengths, weaknesses, and characteristics. When I first met with MarysMinks, their account was inconsistent with a lack of structure due to their business plan.

Within this client landscape, we discussed the pain points of their businesses:

Their desired target market or clientele
Effective annual and quarterly goals
Social media performance and expectations.

Throughout this consultation, I gathered a firm understanding of their Q3 goals:

A high engaged, clean, and aesthetic feed.
Redirecting their target audience from affordable clientele to luxury clientele
Repositioning themselves for an easier transition to advance their business to the next goals such as lash training and digital products.

Katrina Ruiz x MARYSMINKS ONE Month Case Study

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INSTAGRAM ANALYTICS | MONTH 0: END OF MARCH 2024 TO END OF APRIL 2024

Instagram analytics from the month before working with me to scale the performance of social media strategies created specifically for MarysMinks.

NOTE TOTAL FOLLOWERS ENDING IN APRIL WAS 1883, the picture was taken in May.

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Katrina Ruiz x MARYSMINKS ONE Month Case Study

INSTAGRAM ANALYTICS | MONTH 0: END OF MARCH 2024 TO END OF APRIL 2024

Instagram analytics from the month before working with me to scale the performance of social media strategies created specifically for MarysMinks.

17% INCREASE

51% INCREASE

5% INCREASE

2% INCREASE

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Katrina Ruiz x Rie Beauty 3 Month Case Study

ABOUT RIEBEAUTY

Rie Beauty is a lash supply business, established 2022, providing lash artists high quality inventory at affordable costs.

RIE BEAUTY’S BRANDING

Rie Beauty is your online lash supplier best friend, created by a lash artist for lash artists.

Rie Beauty wants to be a stepping stone within their customers’ lash career, where they look to be a factor in their success by cutting down their lash time, prolonging their lash retention, and being a consistent reliable resource. With their neutral color palette, they look to provide a warm and welcoming experience for their customers.

CONSULTATION

When meeting with Rie Beauty, I curated a client landscape to identify their markets, competitors, strengths, weaknesses, and characteristics. When I first met with Rie Beauty, their shop account was inactive and did not nurture the Instagram platform.

Within this client landscape, we discussed the pain points of their businesses being the inconsistency in:

Their performance on social media
Their branding across social media platforms
Their goals align with their marketing objectives.

Throughout this consultation, I gathered a firm understanding of their Q2 goals:

Consistent branding across social media platforms.
Creating campaigns that align with their business plans.
Curating content strategies to produce quality content that aligns with their target audience and brand values.
Increasing their reach, engagement, and following on Instagram's social media platform.

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Katrina Ruiz x Rie Beauty 3 Month Case Study

INSTAGRAM ANALYTICS | MONTH 0: JAN TO MID-FEB 2024

Instagram analytics from the month before working with me to scale the performance of social media strategies created specifically for Rie Beauty.

NOT PICTURED: Rie Beauty’s following began at 712 followers

Katrina Ruiz x Rie Beauty 3 Month Case Study

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INSTAGRAM ANALYTICS | MONTH 1: MID-FEB 2024 TO END OF MARCH 2024

Instagram analytics from the first month of working with me to scale the performance of social media strategies created specifically for Rie Beauty.

1221% INCREASE

2616% INCREASE

107% INCREASE

15% INCREASE

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Katrina Ruiz x Rie Beauty 3 Month Case Study

INSTAGRAM ANALYTICS | MONTH 2: APRIL 2024

Instagram analytics from the second month of working with me to scale the performance of social media strategies created specifically for Rie Beauty.

8% INCREASE

32% DECREASE

37% INCREASE

15% INCREASE

“Why the Decrease in Reach?”: Throughout our 3 month period, there’s a process of understanding which content performs well and which content does not perform well for your account and your target audience. Since we are still in our second month, we have been experimenting with different formats and content concepts. From the feedback in analytics, we repositioned their social media content to better perform. However, despite our decrease in reach we still saw an increase in reach in followers meaning more of our community is having the opportunity to interact.

NOTE TOTAL FOLLOWERS ENDING IN APRIL WAS 940, the picture was taken in May.

Katrina Ruiz x Rie Beauty 3 Month Case Study

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INSTAGRAM ANALYTICS | MONTH 3: MAY 2024

Instagram analytics from the third month of working with me to scale the performance of social media strategies created specifically for Rie Beauty.

53% INCREASE

393% INCREASE

27% INCREASE

13% INCREASE

NOTE TOTAL FOLLOWERS ENDING IN MAY WAS 1062, the picture was taken in June.

Katrina Ruiz x Rie Beauty 3 Month Case Study

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SHOPIFY ANALYTICS | MONTH 0: JAN 2024 TO MID-FEB 2024

Shopify analytics from the month before working with me to scale the performance of social media strategies created specifically for Rie Beauty.

Katrina Ruiz x Rie Beauty 3 Month Case Study

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SHOPIFY ANALYTICS | MONTH 1: MID-FEB 2024 TO END OF MARCH 2024

From the middle of February to the end of March we ran two campaigns and one new product launch.

Katrina Ruiz x Rie Beauty 3 Month Case Study

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SHOPIFY ANALYTICS | MONTH 2: APRIL 2024

From the middle of February to the end of March we ran two campaigns and launched one new product.

Abstract geometric shapes futuristic line

Katrina Ruiz x Rie Beauty 3 Month Case Study

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SHOPIFY ANALYTICS | MONTH 3: MAY 2024

In May we focused on our reach and community engagement on Instagram. During this month we also did not run any new campaigns, but prioritized marketing products that need to be consistently repurchased as a lash artist (lash trays and lash adhesive.)

EDUCATIONAL

Using RieBeauty’s product to provide an insightful piece of content to solve one of the main pain points of lash artists.

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PROMOTIONAL