Executive Summary
The report is a social media marketing plan that incorporates strategies for Nadia Mobil Grooming Services. It provides details of the current social media marketing strategies used by the company. It further incorporates additional social media strategies for the company’s website in order to improve the marketing effort. Nadia Mobil Grooming Services is a privately held company in Florida. It offers grooming and washing services for pets. Nadia Mobil Grooming Services was established in 2006 and incorporated as a company in Florida. It is a small company with estimated annual revenue of 63000 US Dollars. The size of staff members is also small with less than 20 employees. The specific services and products offered by the company include school of dog grooming, dog grooming anal, dog grooming tools, best dog grooming, and dog grooming techniques. Surviving competition in the market, especially from the large retailers, requires a lot of focus. One needs to ensure that their operations remain relevant to what pet groomers do. The main factor to take into consideration is taking good care of existing customer. The business relies mainly on referrals to build customer base. Therefore, having a long term relationship with existing customers is of utmost importance. The use of social media in marketing should be structured to take into account keeping existing clients over the long haul. One of the critical areas of focus for the social media marketing plan is to combine information about the services, strengths, and weaknesses of rival companies with the expectation of customers. The analysis can then be used to ensure that the company provides the highest quality of service that covers every aspect of client expectation at an affordable price.
The report, therefore, provides comprehensive information on social media marketing plan for the company. It begins by a brief overview of Nadia Mobil Grooming Service, an overview of the need for social media marketing strategy at the company, an analysis of the competitive nature of pet grooming industry, and goals of the social media marketing campaign.
Social media marketing is currently one of the best opportunities for marketing. It is by far the biggest marketing opportunity seen for many years and, therefore, the company cannot choose to ignore it. It warrants a strategy in order to ensure its effectiveness. It is easy to simply use social media platforms for sharing and posting items, but with a strategy the company is able to get the most out of social media marketing. The most significant benefit of social media marketing is the low cost associated with it. It offers free marketing platform in some instances, which any business can use for its outbound campaigns irrespective of its size or value.
Social media platforms available for use by the company are diverse. Each of these platforms has their individual benefits and usage. The platforms include blogs, social networks, micro blogging, social PR, widgets, bookmarking and tagging, social apps and voting, blog comments, Q&A sites, online videos, photo sharing, podcasting, and presentation sharing. The common social networks include Facebook, LinkedIn, Google Plus, and Pinterest. Twitter is the main platform for micro blogging and is good at promoting content
The sales team needs to be encouraged to use social media platforms in a better way so as to improve on their activities for the company. Even though the company has few employees, it is important to encourage all the employees to be active participants. They need to support the activities of the company online by sharing posts, retreating tweets, sharing videos and photos posted by the company.
The strategy for social media marketing is, therefore, to diversify the company’s presence in social media. The above mentioned platforms will be incorporated into the social media marketing campaign. Currently, Facebook and Twitter still dominate the scene; however, there is a diverse range of social media platforms that have emerged over the recent past. Instagram has revolutionized video sharing over mobile phones.
The strategy, therefore, will includeidentification of the target audience, an analysis of competition, identification of core topics and creation of value, definition of tone and frequency, and lastly, engagement of the target audience.
Competitive Analysis
Analysis of competition is a critical component of any marketing strategy plan. Competitive analysis helps in identifying both the strengths and weaknesses of the competition. As a result, the company will be at a better position of coming up with strategies for outdoing competition. In social media marketing, the weaknesses of a rival company can offer topics for professional discussions
The pet grooming market forms part of the larger pet serve industry that includes a wide range of pet services. Majority pet grooming companies are small with less than ten employees. Their operations are mobile which means that they go to the customer and not vice versa. The industry is also characterized by self employed pet groomers. These are individuals working in veterinary offices and offer their services as private consultants. They travel to the home of the clients to clean and groom their pets.
The biggest threat to the company at the moment is the existence of two large retail chains in the pet service industry. PetMart and Petco are the two main retail chains in the industry with both pet stores and pet grooming shops spread across the country. The operations of these two companies draw revenues away from small businesses offering mobile pet grooming services. Mobile groomers only occupy a total of 21 percent of the market share in the US. 64 percent of the market is dominated by commercial grooming shops and salons.
The two companies are the currently the biggest threat. They have an automatic advantage due to their dominance and long period of existence. The name of the Nadia is still not known owing to its size and scope of operation. Another source of competition for Nadia is the individual pet owners who decide to groom by themselves. Such individuals need to be reached through social media platforms so that they can know and begin to use the services of the company. Competition is diverse and not only includes the existing small businesses and the large retail chains. The threat of new entrant is high owing to the fact that there are few limitations that would block anyone interested venture in the industry. It is high especially for the small and mobile pet grooming business owners. Therefore, this requires that the company develops and adopts strategies for consolidating its customer base to ensure sustainability of its operations.
Goals
The company, therefore, intends to accomplish the following goals in its social media marketing effort.
- Improving engagement with existing and potential customers
The idea behind social media is engagement which creates the need for continuous input from the company. Social media involves more than posting and sharing. It involves answering questions, giving feedback, and participating in discussions. In order to achieve this goal, the company will have to constantly monitor all its social media presence to engage with existing and potential customers. The target audiences are pet owners and individuals living in homes with pets. These two groups are the ideal customers for the company. The data on target customer is critical for identifying and matching up the social networks where this group of customers spends their time. It is also important for defining the tone and frequency of marketing messages shared through the various social media platforms. The audiences have diverse ways of responding to the social media messages. It is essential to understand their responses ad reactions in order to strategize frequency and tone of the messages. For instance, social media audiences do not appreciate high sales pitches. They appreciate when they are engaged but not to the point of saturation. The company will focus on finding the right balance so that the audience is engaged effectively. In order to define the frequency and tone, an editorial calendar will be used as a tool. It will help identify who, what, where, and when necessary for structuring the campaign.
- Improving customer satisfaction and customer service
Improving customer satisfaction and service will be achieved through engagement. The company will focus on building relationship with important people including the target customers as well as key influencers. Essentially, it is possible to gage what the interests of target customers are through social media. It also offers the perfect opportunity to identify responses to customers’ expectations, issues, and problems.
- Enhance the effectiveness of outbound marketing campaign
The company’s marketing campaign will be enhanced by the use of social media marketing. Currently, it relies mainly on word of mouth referrals, but with the use of social media, the marketing effort will be enhanced effectively.
- Improve our understanding and identification of potential customers
The company intends to further understand its customers. It needs to know what their interests and expectations are so that it can structure its services to meet these expectations. Social media platforms will offer the perfect opportunity to reach customers and understand them.
- Increase leads at a low cost
Social media offers a low cost marketing opportunity for the company. It is free to use the various platforms available in the market. It is possible to know and increase market leads at a low cost.
References
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Meerman, S. D., & Nalty, K. (2010). Beyond Viral (The New Rules of Social Media). J Wiley & Sons.
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