Salt & Ash Market
Strategy Development, Content Planning & Video Production
The squeeze
Salt & Ash Market is a boutique apothecary selling hand-crafted bath, body, home, and gift products from small businesses and local artisans. Owner Ashton Boehman was feeling the pressure of running her small business, which opened in 2022, and trying to promote her efforts on social media. As she began planning to relocate her storefront and expand, she knew she needed to bring in someone else to help lighten her load. Enter Citrus Social Media.
The zest
Citrus created an inclusive Instagram strategy that promoted the Salt & Ash Soap Co. and artisanal products featured in the storefront while also tapping into trends to position Salt & Ash Market as a top shopping destination in Indy.
Citrus generated monthly content calendars that pulled from the content pillars outlined in the strategy and researched ongoing trends that aligned with Salt & Ash Market’s mission, values and overall vibe. Citrus then filmed and edited short-form video content (Reels) for Ashton to publish throughout the month that would engage and entertain followers, while also educating them on new products, upcoming events and other exciting shop announcements.
Additionally, Citrus provided an expansive list of Instagram Story ideas, ranging from product-specific and behind the scenes looks to micro-holidays and making use of engagement features to connect with followers in a more intimate way.
Services Provided Included:
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Strategic Development
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Content Planning
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Video Production
The juice
Before partnering in August 2024, Salt & Ash Market was posting an average of 3 times per week on Instagram and earned an average of 625 views per video.
After a year of collaboration, Ashton now shares an average of 5 feed posts each week, along with near-daily Instagram Story content, and has more than doubled her average Reels views on Instagram. Her Instagram following has also grown by more than 25% since moving into her new location in January 2025.
“From our first call, I knew I would be comfortable with Skylar. She comes up with fantastic ideas for connecting my business with Instagram trends, in a way that doesn't feel forced and she's always flexible if I have a modification. She has pushed me to be on camera more which has helped our visibility; my customers feel like they know me better. I could not recommend Citrus Social enough! The content calendar is worth its weight in gold and having someone else film and edit takes so much off my plate as a busy shop owner.”
— Salt & Ash Market: Ashton Boehman, Owner
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