Social Media Strategy
Goals
Social media plays a crucial role in businesses by increasing the web traffics, raising product and brand awareness, and increase sales. However, these intents vary according to the type of business and the intention of the owners. Creating awareness of our brand in the Seed N’ Grow digital properties is the primary purpose of the social media. It is utilized as an advertising strategy and as a way of communicating with the clients effectively. This is based upon the strategy that the more people are reached, the more likely they are to be customers. Moreover, the purpose of social media marketing efforts in this business is to increase the sales and create a good rapport with the customers. As such it acts as a platform to interact with the customers so as to receive the feedback necessary in improving our services. The sales are aimed to increase through increasing the web traffic. As more people reach the social media pages, they will appreciate the good services observed, the fair prices, and the overall satisfaction of other customers. Therefore, this will serve as a strategy of increasing the sales. In addition to this strategy increasing the number of new customers, it is significant in increasing the customers’ retention and loyalty. The pages serve as a platform for interacting with the customers; thus, upon sharing of their experience with the business, it can be easily gauged on what services to improve to keep the customers more satisfied.
Objectives
| Goal | Timeframe | Measure |
| Creating awareness | Two days | Upon posting of the social media content, it is expected within a timespan of two days to have received the maximum possible views and likes. This is ensured through using of Facebook, Instagram, and Twitter where the enterprise pays the social media company to promote the appearance of our ads in most of the pages of people using these social media sites. Creation of attractive adverts and posting of attractive posts with high-quality pictures that have been approved by our sales team serve as a way of increasing the awareness using the social media. |
| Increase sales and Web traffic | One week | Increasing the sales is ensured through aggressive advertising through the social media pages. Our pages also advocate sharing of our posts through urging people to share severally and receive our weekly gifts. Through the use of strategies that place our posts on the tops of most search engines optimization (SEO). Search Engine Optimization is described as the process of utilizing the editorial and free search results so as to achieve and increased traffic. In addition to the payments aimed at promoting our ads, use of SEO is a strategy intended to increase the web traffic. The more our ads are viewed, the more likely it is to increase the sales. |
| Build Customer loyalty and retention | Two weeks | This is ensured through persuading our customers to leave comments and feedback on our social media pages. Upon sharing the experience with our products and services, we are at a better position of understanding what to do so as to improve our services. Similarly, we can realize the preferences of our customers thus upon matching what our customers need; we can increase satisfaction and loyalty. Negative feedback is also warmly welcomed since it is through such feedback that we understand whether our business is meeting our objectives and ambitions |
Competition
Many businesses are utilizing the social media as a way of interacting with their customers and a channel of advertising. Therefore, there is much competition on the social media which serves as one of the challenges experienced. Several enterprises deal with the merchandise that we sell. The SEO thus leads the customers to different pages hence they are torn in between which page to follow. However, we use the SEO as a way of gathering more followers. By typing SEO in BC, the SEO will land you on our pages. The social media is involved in several categories ranging from fashion, entertainment, nature, food and such other categories. As such some of the categories such as entertainment are considered by most people to be the primary aim of the social media. This brings competition to the number of followers because some of the people who would be glad to visit our pages may face diverged attention of visiting other pages hence losing some potential followers. Similarly, this challenge is faced in the types of posts made by our business. Similar fashion design businesses use common words which are essential for SEO thus making the number of posts look the same. Such challenges experienced in the number of followers and types of posts have an overall impact on the engagement rates. However, we tackle these competition challenges through the utilization of the SEO and paying fees to the social media companies to promote our posts.
Gap Analysis
The IT experts and the sales team of the company ensure well-articulated posts thus most of the topics are well covered. However, an adequate description of the products is not well described in our pages. Use of high-quality pictures is considered as the best way of ensuring that the client views and understand the quality of our products and services. Although this is used as a strategy of increasing the need for the customers to explore the products from our stores, its serves as one of the possible challenges. This is the main topic that is not covered comprehensively thus there is an opportunity for establishing a niche foothold in this sector.
Main messages
- Visit our stores or make online orders from our website so as to view a wide variety of top-notch garden products and services.
- Enjoy our fair prices and frequent gifts.
Channel
| Channel | Rationale | Type of messages/ Content |
| This is because it is one of the renowned interactive sites and has many users. | Urging the customers to peruse our pages so as to enjoy the fairest prices and experience a range of the best quality products and professional services. |
Platform Name: Facebook
- We will publish original content.
- We will publish three posts every week.
- We will distinguish ourselves from competition by being unique in the posts and the pictures we post.
- We will provide the following assets: photos, links, and texts.
- In this platform, we will always place our customers’ demands and preferences as our priority.
- Only the sales team members are authorized to publish to this platform without prior message approval.
- Only the sales team will be provided with logins to this platform.
- Tech issues should be refereed to either of our two IT experts and technologists.
- Customer issues should be referred to the marketing manager and the sales team.
| Content Item | Platform | Format | Call to Action | Voice | Velocity | Measure of Success |
| Garden Services | Photos, little description, and price | Visit our site and share | Friendly tone | Publish once a week | Achieving more than one hundred orders a day | |
| Cauliflowers | Photos, little description, and price | Visit our site and share | Friendly tone | Publish once a week | Achieving more than a hundred orders a day | |
| Broccoli | Photos, little description, and price | Share, comment and visit our site for orders | Fun approach tone | Publish multiple times a week | Achieving more than a hundred orders a day | |
| Rose Flowers | Facebook and Instagram | Photos, little description, and price | Share, comment and visit our site for orders | Fun approach tone | Publish multiple times a week | Achieving more than five hundred orders a day |
Active Accounts and Contacts
- Instagram: Seed N’ Grow
- Facebook: Seed N’ Grow
- Pinterest: Seed N’ Grow
- Website: www.Seed N’ Grow.com
Audience Breakdown: Corporate chains, independent garden owners, and garden managers.
- These audiences behave in almost the same manner in that they are interested in knowing the operations of the company, the prices, the delivery schedules, the product pictures, sample products, availability and order details.
- The content consumption varies among this audience in that the corporate chains have greater demand for the products and services as compared to the garden owners and managers.
Tone of Voice
- The brand speaks to the social media in a persuasive, informing and a validating manner.
Terminology
- The seed N’ Grow which is the company’s name is one of the common terminologies to be used in social media pages. Not only does this serve as a brand name but a description of what the company does in that it is a greenhouse company rearing several plants and selling.
- Clients can be referenced into the company’s pages by checking for the key words such as greenhouse companies in BC.
- The acronyms S.N.G can be used to represent the brand name of the company.
Publishing
- Every post put in the social media pages appears to come from the company rather than individuals. This is necessary for the clients to gain the loyalty of the company through the posts in the social media pages because they reveal legit content.
- Specific posts are created for the specific platform because the audience aimed by each page may vary. Whatsoever, the terminologies used for one platform such as the tags may not apply to another platform such as the tags thus the purpose of posting different posts in different pages.
Where to source content
- The social media share the links that lead to the blogs which have the texts and pictures.
Punctuation Guidelines
- The acronyms of the company’s brand name which is the S.N.G to signify that each of the letters represents a distinct word such as S- seed N’ G-Grow.
Hashtags
- All the hashtags are written in the small letters. Examples of the hashtags used include; #flowers #vegetables #plants #greenhouses #veggiesforgoodhealthy #gogreen
Emoji
- For official purposes, many emojis are not used in the Company’s social media pages. However, the smile emoji can be used to signify the friendly tone of the Company to its clients.
- The credit of information shared on the social media pages such as Twitter and Facebook as h/t @username or Instagram as, camera emoji: @username.
Using links
- Links to the blogs will be created using the shortening of the key words that are made of the topics are addressed in the blogs. Eg; https://www.S.N.G/?/?gws_rd=ssl#S=website+roseflowers+lillies
Image and design guidelines
- All the photos used in the pages are of high quality captured through professional photography. For legal purposes, the photographers are referenced and the date and time of the photography cited.
Measures
- Building the customers loyalty and retention- creating a good rapport with the clients and interacting with them through the social pages while receiving feedback and responding effectively.
- Creating awareness- the sales team to be more active and effective in using the social media strategy to market while the marketing manager keeps track of the sales team activities.
- Increase sales and web traffic- the sales team should frequently be trained hence sharpening their marketing skills, and continuous research will be of the essence in utilizing the SEO among other techniques of increasing the web traffic.
