Business marketing is in a digital era, and the main form is using social media platforms to market one’s products and services. Social media marketing is vital because it is cost-effective, increases brand awareness, improves customers’ loyalty, and provides room for engagement. Besides, it increases product awareness and increases website traffic. Therefore, any business to employ social media marketing. My business is a business-to-consumer Company called L.M, and it deals with making and selling yogurts and ice-creams. This paper will look at the company’s campaign objectives, target audience, message concept, and social media product activities.
Developing brand awareness is one of the objectives. It would involve creating a communication strategy on social media to make the products known to widespread leads. It can be done by; posting what products the company is offering, the prices, and how unique they are- also, the company’s location.
Another objective is to increase the size of the target audience and social communities. The actual performances here are to increase the number of followers and subscribers on social media channels. The number of likes, comments can gauge this, and shares per post, visits to the official company’s website, and new subscribers daily.
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The third objective is to strengthen engagement with customers. The most important aspect is to increase customers’ loyalty and develop a robust business-customer relationship. It is vital to engage with social media influencers with high credibility to act as brand ambassadors. Customer interactions, including sending and receiving messages on social media platforms, are also crucial in strengthening the bond between the business and customers (Mandabach, 2017).
The fourth one is to monitor customers’ feedback. Customers’ feedback acts as an opportunity to improve on their weaknesses (Gurel, 2017). The main focus would be what customers say about the taste of the yogurt and ice-creams, their quality, and how they would love them. This information would be vital as it will help the company rectify its weaknesses to suit its needs.
The fifth and last objective is to increase sales of the products. Simultaneously, building brand awareness, expanding the target audience’s size, strengthening customers’ relationships, and monitoring their feedback will increase sales. Many people buy the products, and the profit margin of the company also increases.
Identification of the Target Audience
When identifying the target audience, the company could consider three key factors that come into play.
The first factor is knowing the customer. Social media has a vast range of people starting from children, women, men, aged, people with medium income, high income, people from different ethnic groups, and all that. The company needs to know the audience in terms of age. In this case, age does not matter because everybody can take yogurt or ice-cream. In most cases, women and children are likely to take the products more than men. Putting into consideration such demographic factors would be crucial.
The second factor is to determine the target audience size. Somebody can do this by researching what percentage of people are children, women, and those who can afford to buy the products in terms of income. Then, somebody can estimate all the audiences’ percentage. Knowing the target size is essential for the company because it will give insight into what quantity of yogurts and ice-cream to make per day.
The third factor is surveying the customers in terms of their likes on social media. Some factors to consider are; their most preferred social site, the kind of people they follow, the time they are mostly online, among other such factors. It would help the company carry out the campaigns to not drain its efforts in the wrong platforms or time.
The Concept for the Message
The receiver of the communication (target audience) is responsible for judging the marketing message; therefore, defining a message that suits her is imperative. A message description should put into consideration the following three factors;
Getting straight to the point. Social media is one place where people do not like a meandering message. Social media users are likely to opt not to read but to see. Thus, the statement should be very brief and to the point also to avoid boredom.
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The message is to take the customer’s viewpoint. After analyzing and interacting with customers on social media, they air their views on the yogurts and ice-creams. Somebody can construct the message based on feedback. For example, if one customer complains that the ice-cream as excess sugar, the following marketing message should be the ice-creams now come in different sugar levels to allow customers to choose.
The company should use a familiar language for the target audience. Using jargon would only deviate the audiences from following the company on social media. After analyzing the audience, the company should know the preferred language to reach as many people as possible. Therefore, the language used in a message is vital for the target audience.
Description of the Social Media Marketing Activities
One of the activities is developing a marketing strategy. It involves defining goals for marketing and perhaps what social media platforms to use. L.M may have a plan such as to maximize sales to increase brand awareness, among other purposes. The company’s best platforms would be FaceBook, Instagram, Linkedin, and any other site with a target audience.
Another activity is planning and publishing. Planning would involve what to publish, what time, and which social media platforms. After accomplishing these items, the company can then issue a post. Several social media tools such as Buffer Publish help one automatically publish a message at a scheduled time to aid in this. This activity is crucial as it enables the company to have a consistent presence on social media (Buffer, n.d).
The third activity is listening and engagement. Social media users will comment, share, or send messages about the product. As a company, the main activity will be looking into the feedback and engage where necessary. For example, for L.M, it ought to listen to its customers who may complain about the taste of ice-cream, engage with them by telling them it will rectify. Also, it may be a positive comment, and the company should reply with a positive word.
The last activity is analytics. It involves an analysis of whether social media marketing is performing well. Examples; the number of comments increase and positive mentions on social sites. L.M can do this across several social media platforms, and through this, it will know which platforms are the best.
Buffer. (n.d.). What is social media marketing? Retrieved from https://buffer.com/social-media-marketing
GÜREL, E. (2017). Swot analysis: A theoretical review. Journal of International Social Research, 10(51), 994-1006. DOI:10.17719/jisr.2017.1832
Mandabach, K. H. (2017). Customer engagement in building consumer loyalty. The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism, 286-296. DOI: 10.4324/9781315659657-32