AI Web MakerSocial media marketing strategy
Ember and Wick Candle Co
Ember and Wick Candle Co will use pouring videos, scent stories and market dates to turn viewers on Instagram, TikTok and Pinterest into orders on its website, with last order dates before every gift occasion.
More online orders or bookings · Under 100 US dollars a month
Fix these first
Link every profile to the shop page, not the home page, so that someone who likes a candle is one tap from ordering it.
Name each scent in exactly the same way on the label, the website and every post, and use that name in the caption so people can search for it.
Post one real photograph of a lit candle in a room and one pour video each week, instead of plain product shots on a white background.
Your platforms, in order
Instagram 5 posts in 4 weeks · Reels, Carousels, Stories
Pours, labels and lit jars suit the platform, and a link to the shop page puts the order one tap away.
Fix on your profile:
- Choose your logo for the profile picture and a lit candle for the first image in the grid.
- Write a bio that says hand poured candles and wax melts, with the link to the shop page.
- Keep a highlight with your next market dates.
- Add a second highlight for posting dates and care instructions.
TikTok 4 posts in 4 weeks · Pour videos, Packing videos, Stall set-ups
A short pour or a lid being lifted on a new scent can reach people who have never heard of you.
Fix on your profile:
- Put hand poured candles in the bio, under your brand name.
- Link to the shop page.
Pinterest 3 posts in 4 weeks · Product pins, Gift boards
Gift buyers and home stylists plan on boards there, and pins can lead them on to a product page.
Fix on your profile:
- Claim your website so your name appears on every pin.
- Set up boards by occasion, such as hosting and thank-you gifts, and one for each family of scents.
- Describe every pin with the scent name and a plain line on how the candle looks.
Your content pillars
Behind the pour 30%
- A batch poured from start to finish
- How a jar is labelled, checked and packed
Scents and gifts 30%
- The story behind a new scent
- A gift guide by person
- Gift sets ready to give
Markets and shops 20%
- Setting up the stall and where to find us this month
- Our candles on a stockist's shelf, seen from the customer's side
Order now 20%
- Last order dates before gift occasions
- Restock news for a favourite scent
Your 4-week posting calendar
Week 1
A batch from melt to set
From melted wax to a set candle in one minute. Every jar is poured by hand. Order yours through the link in our bio.
Pouring [scent]
Pouring [scent] by hand, one jar at a time. We will be at [market] on [date], and the website is open every day. Tap the link in our bio to order.
A gift for the person who has everything
A candle in a scent they would choose for themselves is a gift that gets used. See our gift sets on the shop page and order before [date] for delivery in time.
Week 2
Meet the scent
Meet [scent]: [notes, such as warm spice and orange peel]. Swipe to see it lit on a mantelpiece. Order it from the link in our bio.
Packing today's orders
Packing today's orders: wrap, label, card, box. Every parcel goes out with burning instructions. Our bio has the link to order.
Market day
Find us at [market] on [date], from [time]. Come and smell every scent before you choose. Not nearby? The link in our bio takes you to the shop.
Week 3
A board of seasonal scents
Our [season] scents, styled on a mantelpiece. Pin it for later, and order from the shop page when you are ready.
How to burn a candle
Let a candle burn long enough to melt right to the edge, and trim the wick before each light. It will burn more evenly. Pick the one you will burn first from the link in our bio.
Our candles on a shop shelf
Our candles on the shelf at [shop], one of the shops that stock us. Not near it? Order from our website, link in bio.
Week 4
Last order dates
A gift deadline is coming up: order by [date] and we will post it in time for [occasion]. Swipe for our gift sets, then order through the link in our bio.
How we choose a scent
How we choose a scent: we smell it, test it and burn a candle before it goes on sale. This one is [scent]. Shop it through the link in our bio.
Gift sets
Gift sets, ready to give: a candle and wax melts wrapped together. Order yours from the shop page, linked here, before [date].
Words in [square brackets] are for you to fill in, like a price or an offer.
Your hashtags
Your advert budget
The numbers to watch
Orders from social media
Ask at checkout where each buyer found you and count the social media answers.
Taps on the shop link
Check the link taps in each profile's insights each week.
Saves and shares
Note which posts are saved or sent to a friend, since gift buyers do both.
Pour videos watched to the end
Check which videos hold viewers longest and film more like them.
Pins that bring visitors
See which pins send people to your site and pin more in that style.
How AI Web Maker runs this strategy
Every post sends people somewhere. On AI Web Maker your website comes with the tools that keep this strategy running every week:
AI Social Media Marketer. Writes and posts to Facebook, Instagram and more on a schedule, sending people to your site.
AI Chatbot. Answers your visitors day and night from your own information, and takes the details of people who want to talk.
AI Blog Writer. Writes and publishes articles about your business on a schedule, so new visitors keep finding you on Google.
Contacts and leads. Every sign-up, contact form and chat lead lands in one place, so no customer slips away.
AI SEO Tool. Scores every page out of 100 and fixes each problem with a click, so the pages your posts link to climb on Google too.