Introduction
Online marketing has proved to be instrumental to most companies around the globe and has been embraced by many organizations. However, for Lee’s Artificial Flowers to succeed in its digital marketing strategy, it needs to choose the most appropriate online platforms and channels. Considering blogging and photo sharing as the digital marketing platforms and Facebook and Instagram as the channels may prove highly effective for the firm.
Digital Marketing Platforms
Blogs are important digital marketing platforms where entries in blog posts are displayed from time to time to enable readers to get information regarding a given subject. On the other hand, photo sharing is quite simple as it entails sharing digital photos on specified websites. The two platforms can be effective in promoting the products if properly adopted by Lee’s Artificial Flowers in the target market.
Reason for the Selection of the Digital Marketing Platforms
Blogging has gained popularity over the recent years, and many organizations aiming to market their products use it as a preferred platform. It is considered a perfect way of making critical communication with different stakeholders (Charlesworth, 2018). Blogging is an essential option for Lee’s Artificial Flowers because it can help the company to build a community around its brand and create the ability to collect timely feedback (Stokes, 2018). Similar to blogging, photo sharing is a contemporary digital marketing platform likely to help the organization meet its marketing objectives.
Benefits and Obstacles of the Platforms
Both blogging and photo sharing have myriad benefits, making them appropriate platforms for the company. The former enables its users to build a community, create a solid online identity and voice, and promote engagement with the potential and existing customers (Stokes, 2018). The benefits of the latter platform include enabling the company to improve its ranking in the search engines, promote the name of the business, strengthen the relationship with the clients, and increase traffic to the website (Stokes, 2018). The obstacles of blogging include doubts of their credibility by some audience and long the time taken to prepare company blogs. On the other hand, the company’s main challenge for photo sharing may; alteration of the photos posted and their use by third parties without permission (Stokes, 2018). The benefits show the two platforms are viable options for Lee’s Artificial Flowers.
Step-by-step Plan for the Implementation of Blogging
Mission
Understanding the uniqueness behind Lee’s Artificial Flowers
SMART goals
To enhance the popularity of Lee’s Artificial Flowers products within the following year.
To increase the traffic on the company’s website within the next year.
Segmentation and Targeting
The company segments include the youthful and the old population. However, more focus will be on the young people.
Implementation
The company will write blogs daily to ensure the audience has captivating information regarding its products.
Evaluation
The company will evaluate the blogs directly, analyzing the traffic on the websites where they are posted and on its main website.
Control
Feedback from the blogs will be highly instrumental in determining the changes to be made to the platform.
Step-by-step Plan for the Implementation of Photo sharing
Mission
Enhancing the visual aesthetics of Lee’s Artificial Flowers products.
SMART Goals
To visually show the audience the products they should expect from the company in the next year.
To significantly enhance brand awareness for the company in the next year.
Segmentation and Targeting
The company has two segments; the youthful and the old population. Main focus will be on the youthful population; expected to be the main target customers.
Implementation
The company will ensure it shares numerous photos of its products daily with the target audience.
Evaluation
The company will evaluate and assess the photos’ likes and dislikes and the sales on the websites.
Control
The firm will share photo content and make changes from time to time based on likes, dislikes, and other audience feedback.
Social Media Channels for Distributing the Content
There are several social media channels appropriate for distributing content for Lee’s Artificial Flowers. However, Facebook and Instagram may be the most appropriate channels to consider at the current time. The reasons for selecting the two channels include the fact that they are in line with the platforms chosen. Additionally, Facebook and Instagram are among the most popular social media platforms in contemporary times, implying they can help pass the organization’s message to many people in the target market (Charlesworth, 2018). Both channels are also appropriate because they will greatly enhance the organization’s interaction with the customer base.
Benefits of Using the Channels
The two social media channels have numerous benefits which have contributed to their popularity in recent years. For instance, Facebook provides the biggest audience compared to other social media. By the third quarter of 2016, Facebook had approximately 1.79 billion users; the numbers have increased over the years, making it a perfect channel for the business (Stokes, 2018). Additionally, Facebook provides customer support which helps to optimize social media performance and raise brand awareness. On the other hand, Instagram can enable the business to efficiently target its intended audience and reveal in-depth insight regarding the customers in different markets. However, both the channels have good targeting options and analytics, which aid in gauging performance (Stokes, 2018). The benefits of the channels are essential critical in the success of the digital marketing plan.
Step-by-step Plan for Implanting Facebook Channel
Mission
Enhancing interaction with the customers while strengthening the brand identity.
Smart goals
To increase the traffic in the company website within the next year in the market.
Segmentation and targeting
The company will segment the market by age group; the youthful and old population. However, more focus will be on the youthful population in the market.
Implementation
As a social media channel, the company will be highly active on Facebook to respond to clients and provide updated information regarding the company and its products.
Evaluation
The channel’s performance will be based on the sales made within the period and the traffic on the company’s website.
Control
The evaluation is made monthly will determine if the company makes any changes on the channel.
Step-by-step Plan for Implanting Instagram Channel
Mission
Maintaining interaction with the customers while showing what the company offers.
Smart Goals
To visually enhance the popularity of Lee’s Artificial Flowers products within the next year.
To increase the traffic on the company’s website over the next financial year.
Segmentation and Targeting
The company will segment its market into two groups including the youthful and old population. Instagram will mainly target the youthful population since they comprise the bulk of the users.
Implementation
The company’s Instagram will be active daily and operated by more than one expert to optimize performance.
Evaluation
The channel’s performance will be based on the sales made within the period and the traffic on the company’s website.
Control
The evaluation made monthly will determine if the company makes any changes to the channel.
Conclusion
In summary, by adopting the most appropriate social media platform and channel, Lee’s Artificial Flowers can maximize its performance in terms of sales in the target market. Photo sharing and blogging will most probably work for the company if appropriately embraced. Facebook and Instagram will be the most appropriate channels and will significantly aid in ensuring the company succeeds in its digital marketing plan.
References
Charlesworth, A. (2018). Digital marketing: A practical approach (3rd ed.). Routledge.
Stokes, R. (2018). eMarketing: The essential guide to marketing in a digital world (6th ed.). The Red & Yellow Creative School of Business.