social media marketing plan - web viewashlee pitigliano. bus 134 winter 2015. new life carpet...
TRANSCRIPT
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
IntroductionMy name is Ashlee Pitigliano, and I am the Social Media Coordinator for New Life Carpet
Cleaning. New Life Carpet Cleaning is a company with twenty-five years’ experience in carpet,
upholstery, and tile cleaning. Enclosed is a comprehensive marketing plan for my company,
with specifics on content, audience, and guidelines for activity responsibilities. The main areas I
will be covering are Facebook, LinkedIn, Twitter, YouTube, and Pinterest. The three types of
target customers we plan to go after are property management companies, tenants of property
management companies, and home owners. The research in this paper will outline what we
believe to be the most viable sources of social media marketing.
Our plan is to leverage each different social media platform to market to our customers
in very specific ways. We will use a combination of articles, photographs, updates, videos, and
posts with company information to grow our customer base and build relationships. We will
closely monitor all review based websites that we are a part of, and ensure fast responses to
our customers whenever needed. There are multiple discovery paths people will use to discover
our company. We believe that the people search for us using the keywords “carpet cleaning”
“carpet” “rug cleaning”, as well as using local keywords like “Lakewood”, “Tacoma”, “Puyallup”,
“Seattle”, and “Gig Harbor”. They will also find us looking for reviews of our company on
Google+, Yelp, and other trust indicators like Facebook fans and our LinkedIn profile. Search
engine optimization is extremely important on search engines like Google and Bing, as well as
other searches like Yelp and other local sources. Facebook, LinkedIn, Google+, Yelp, Twitter,
and YouTube will be the focus of the marketing efforts, however, there will be posts to
2
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
Pinterest as well. We will also use Instagram, Pinterest, and YouTube for before and after
pictures.
FacebookWe have determined that a large majority of our customers are on Facebook. Facebook
provides my company exposure in that current customers use Facebook daily, and typically
leave us a review or become a fan of our page after using our services. Our Facebook customers
may share or comment on our posts and spread visibility to their friends and families for our
services. It also leads them to our website for more information on specific services offered for
each type of customer. We believe that people will like our page because the posts will be
relevant to their lives, or may be relevant to their friends or families’ lives. They will like our
page because they have used our services and were satisfied with the customer service given in
addition to the quality of service they received, so they will want to stay updated on what we
offer. Our posts on Facebook will consist of entertaining posts that our customers will want to
share with their friends and family, calls to action using special Facebook deals that are for our
fans only, and socially relevant information that we believe our customers will want to know,
including links to articles they may want to read, information about what we do as a company,
or other information that is viral in the world. The success of our Facebook posts will be
measured by monitoring our Facebook Insights, tracking our ad posts reach, and tracking the
number of clicks we have on both our posts and our ads. All management of the Facebook page
will be done by me, and I plan to post to Facebook three times per day. Included are examples
of the types of posts we will be making on Facebook.
3
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
Facebook Content Examples
LinkedInWe have found that many of our customers are also using the LinkedIn platform. New
Life Carpet Cleaning will position itself as a skilled expert in the field of all types of carpet
cleaning, from commercial to residential, and invite other cleaning companies to partner up to
4
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
provide customers more value for their dollar. The company LinkedIn site will be used to
promote these ideas. We will be searching for other companies who can provide services on
top of carpet cleaning, such as drapery cleaning, housekeeping, and window washing. We will
also look to link up with real estate agents who are likely to recommend a company that their
home buyers can use to get their carpets cleaned prior to moving in, and upon moving out. The
marketing value we see in LinkedIn is to network with other individuals and companies who we
could potentially partner up with. We will seek to find other small businesses who are local that
have the same core values we do, honesty and integrity. We will bring them exposure as we
have a monopoly on the local market, and they will help us expand the services we offer and
streamline household cleaning for property management companies as well as home owners.
People will connect with our page because we are looking to grow and expand, which
would involve not only other companies who are looking to partner up, but also reliable
potential employees as well. They will like our posts because they will help them understand
what we do and why we do it, as well as ease the tension that comes with hiring a cleaning
company because we are verified and post true educational content. I will be in charge of all
posting related to LinkedIn, and I will be posting to LinkedIn once a week. The content will be
mostly educational, with a majority of the posts being links to articles that will help educate our
customers, in addition to some posts that are directly related to the company, like articles on
updates for New Life Carpet Cleaning and videos showing our processes, before and after
photos, and customer testimonials. While we do not see an overwhelming amount of potential
for finding new customers on LinkedIn, we do see potential for continuing relationships with
current customers, as well as potential for finding other small businesses and real estate agents
5
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
to partner up with. Our success on LinkedIn will be measures by the number of connections we
have, the engagement with our posts, how many employees we hire from LinkedIn, and the
number of partnerships we gain from using LinkedIn.
LinkedIn Content Examples
6
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
TwitterTwitter will be the place where the “New Life Parties” happen. This will be where a
majority of the fun, entertaining posts will happen. Because Twitter has a generally younger
user base, we will be gearing out content towards those who are looking to be entertained and
find posts that they want to retweet or share with friends and family. This will be the platform
where we connect and socialize with our customers to gain a rapport with them. People will
want to follow us on Twitter because we will be posting deals for cleaning, and many younger
people who are first time homeowners or who rent an apartment usually are looking to save
money. They will be able to verify that we are a trustworthy company, while still getting a great
deal. We will then manage our relationships with them by mentioning them, replying to
mentions, and retweeting their content to maintain the relationship.
We see potential in Twitter because it gives us an opportunity to connect with our
target customers in a fresh new way that many other companies in our field do not utilize. We
can also connect with our commercial customers, like property management companies and
apartment complexes. By retweeting and engaging with their content, they are more likely to
engage with and retweet ours, which helps both of us in the grand scheme of things. Many of
our apartment complex customers are on Twitter and will be able to benefit from the
discounts. People will want to engage with our posts because they will be entertaining, and be
relevant to social hot topics. We will use hash tags to make our tweets searchable, and will look
for ways to continually stay ahead of the game by creating our own hashtags and creating viral
content. Our success on Twitter will be measured by followers, retweets, mentions, and likes.
8
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
YouTubeOur YouTube page is going to be mostly focused on how-to videos, before and after
picture slideshows, testimonials, and examples of our work. We believe that our customers are
on YouTube, and even if they are not searching for our company directly, they will come across
our content incidentally when searching for things because we will make great use of tags. We
will be reaching residential customers looking for quality cleaning, companies looking to copy
our cleaning style, and people looking into different types of cleaning. Although we do not see a
huge marketing benefit in YouTube, we do believe it is a great place to link our website to, as
well as a place to host videos that may be shown to potential customers during a sales pitch
and future employees for training purposes. There is a great deal of hot-to videos we can post
to help our customers with day to day stain removal. We will measure our success on YouTube
by monitoring shares, views, and clicks.
YouTube Content Examples
11
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
PinterestPinterest is a platform we intend to use mainly for a place to pot tips and tricks to carpet
cleaning in home. We also will be posting information about our equipment, and links to
articles that are helpful for understanding what it is we do. We will post other types of cleaning
pins, such as bathroom cleaning tips, kitchen cleaning tips, and organizational tools. These pins
will be directed towards stay at home moms, or people who browse Pinterest looking for the
newest up and coming trends when it comes to cleaning hacks. Although we may not see a
large increase in business by using Pinterest, we believe it will help raise awareness of our
company, as well as build on relationships we create using other social media platforms. We
can also pin do-it-yourself projects for the home or tips for curb appeal. Our Pinterest will not
specifically focus on carpet cleaning, rather home cleaning in general. We will also post ads on
Pinterest for our products, once we begin our chemical supply business.
Pinterest Content Examples
Conclusion
12
NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN
We at New Life Carpet Cleaning feel that with a combination of Facebook, LinkedIn,
Twitter, YouTube, and Pinterest marketing we will be able to capture a large portion of our
target market, especially locally. We will be using all of our resources, and posting content
relevant to each individual social media site that will lure in our customers and create long
lasting relationships with each. I will personally manage each site, and will dedicate eight to ten
hours per day creating and posting content to all of them. I recommend highly that we use a
combination of each platform, as each caters to a different market and each accomplishes a
different goal for the company. Facebook and LinkedIn will help build our credibility, while
YouTube, Pinterest and Twitter will help us maintain and build our relationships, both with
existing customer and potential customers. While each platform caters to a different group, we
believe that targeting each platform will allow us to be the most user friendly and socially
acceptable brand in the area, and help our business to grow from small business to franchise
based and beyond.
We as a company will focus on local events, such as Facebook ads and Twitter ads. We
will have Facebook events, where our fans will get exclusive access to deals that others do not.
We will also have local events sponsored by New Life Carpet Cleaning where people can gain
knowledge and collect information on what we do. We will network with local property
management companies, home owners, and real estate agents to create events that would be
mutually beneficial, as well as use LinkedIn to find potential employees who can help us grow
the company from small business to worldwide. Overall, we believe that the future for New Life
Carpet Cleaning is bright, and I for one cannot wait to see how this company blossoms!
13