Transcript Digital Marketing Plan for Interior Design Company

Digital Marketing Plan for
Interior Design Company
A 6-Month Campaign
Developed by:
Dan Christensen Marketing
Background
An interior design company (whose name has been redacted, and will be
referred to as Interior Design Company), hired me to develop a 6-month
marketing plan for their business.
The Interior Design Company recently developed a new website and owned
few social media accounts. The company had no advertising budget, and a
limited marketing budget; only looking for 10 hours of marketing work/month.
The company wanted a digital marketing plan that focused on driving traffic to
the website, improving search rankings, and social media growth.
All marketing efforts were managed independently, by Dan Christensen. Client
direction was limited to: stay below the budget, grow social media pages and
gain more website traffic.
The following is what Dan put together for this client (which was eventually
approved).
Developed by: Dan Christensen Marketing
Digital Marketing Plan
Developed by: Dan Christensen Marketing
Overview
Interior Design Company’s website and social media pages will be improved
through the addition of content, copy and images. Web copy will be added to
all gallery images, which describe each picture. Duplicate copy will be
updated, to avoid search engine penalization. Additional social media pages
will be created, which include Pinterest, Google+, and LinkedIn. Along with
Facebook and Twitter, all social media pages will receive regular posts. For
some accounts, this will be daily; while others are updated weekly. A blog will
be created, which will be updated with new content twice a month. All of these
efforts will expand the online reach of Universal Interiors, create additional
points-of-entry, and develop a consistent brand image.
Developed by: Dan Christensen Marketing
Objective
• Increase brand awareness, through social media marketing, posting and
engagement.
•
Develop brand messaging through increased, and improved, web copy and
content.
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Background
Interior Design Company currently has 3 digital assets:
1. Website
2. Facebook
3. Twitter
All three have minimal published content.
1. Much of the web copy duplicates phrases and keywords from other pages.
None of the gallery images include descriptions.
2. The last Facebook post was 18 May 2015. Since 2012, only 7 home designs
photos have been uploaded.
3. The last Tweet was 3 December, 2012. Only 3 total Tweets have been
posted.
Without additional web copy and images, Interior Design Company will have
poor search engine discovery (SEO). Interior Design Company will also be
unable to define its brand without more messaging, images and content.
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Competitive S.W.O.T. Analysis
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Strengths:
Competitor websites are optimized, and contain a lot of content; in the form of
web copy and images. Their websites are more visually pleasing, and their
quality represents quality and trust, in the minds of consumers.
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Weaknesses:
Social media marketing are not areas of focus for most competitors. Some
have a social media account, or two, but most are not actively engaged.
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Opportunities:
Consumers searching for, or interested in, home remodeling, home
improvement and/or interior design businesses, can find Interior Design
Company on multiple social media platforms. This requires active posting and
engagement across Facebook, Twitter, Pinterest, Google+ and LinkedIn.
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Threats:
Some competitor website’s have better designs. Most provide more
information to the consumer, and position themselves as a better quality
service than Interior Design Company.
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Plan
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1. Develop more web copy and content.
A. Write descriptions for each image in the gallery.
B. Update site copy to remove all duplications.
C. Write a monthly blog.
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2.
Actively post and engage on social
media accounts.
A. Pictures should be taken at all future projects and fittings. Pictures
should be taken before, during and after project.
B. These pictures will be shared across social media, and on the blog.
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3.
Take, and share, more pictures.
A. Write descriptions for each image in the gallery.
B. Update site copy to remove all duplications.
C. Write a monthly blog.
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Requirements
1. Access to all images on the website.
2. Access to Google Analytics for the website.
3. Admin access to all social media accounts.
4. Access to the website’s CMS.
5. For each image in the website's gallery, a one sentence answer to the
question, “How would you describe this image in one sentence?”
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Strategy
Developed by: Dan Christensen Marketing
Develop more web copy and content.
Through the help of the Interior Design Company team, additional web copy
can be developed, which can be used across digital assets, web pages and
social media pages. Interior Design Company can help by simply answering
the question, “How would you describe this image in one sentence?” This
question should be answered for all images on the website's gallery.
Developed by: Dan Christensen Marketing
Develop more web copy and content.
Write descriptions for each image in the gallery.
For each image in the Interior Design Company gallery, and across the entire
site, Interior Design Company will be prompted to answer the question above.
Each one sentence answer will be expanded, optimized and branded, by the
marketing team. Each one sentence answer will be expanded, to become a
one paragraph description. These descriptions can be placed next to each
image on the site, and can be used to craft social media and blog content.
Developed by: Dan Christensen Marketing
Develop more web copy and content.
Update site copy to remove all duplications.
Some phrases and wording are duplicated across the website. Content
duplication can be penalized by search engines, and does not help expand
keyword sets. Content duplication limits site visitor’s ability to learn more
about the business. This limits Interior Design Company’s ability to convert
visitors into leads.
Developed by: Dan Christensen Marketing
Develop more web copy and content.
Write a monthly blog.
Adding a blog to the website will increase the potential for organic search
discovery. Blogs also expand keywords, which can trigger placement on
search engine result pages. Posting regular blog updates to the website will
provide Interior Design Company the opportunity to build a brand voice.
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Actively post and engage on social
media accounts.
Social media marketing will expand Interior Design Company’s reach. New
consumers can find Interior Design Company by posting valuable content,
and engaging with relevant communities.
Developed by: Dan Christensen Marketing
Actively post and engage on social
media accounts.
Create a Interior Design Company account for Pinterest,
Google+ and LinkedIn.
The more platforms consumers can use to discover and research Interior
Design Company, the better. Creating a Pinterest, Google+ and LinkedIn
account for Interior Design Company, will create multiple points-of-entry.
These additional platforms will attract consumers interested in design images
(Pinterest), communities (Google+), and professional networking (LinkedIn).
Developed by: Dan Christensen Marketing
Actively post and engage on social
media accounts.
Post gallery images w/ descriptions.
Interior Design Company has several images published to the website. These
images will be used to create posts. Descriptions will accompany images, and
explain the work performed, service/product offerings, and the quality of the
brand.
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Actively post and engage on social
media accounts.
Create photo albums on Facebook, Google+ and Pinterest.
Potential customers are interested in performing research online. One way
this is done is by evaluating social media accounts. Not all social media users
will immediately click to the Interior Design Company website to learn more;
some will prefer viewing design images via social media. Creating photo
albums will provide additional content, which can convert an interested
consumer into a lead.
Developed by: Dan Christensen Marketing
Actively post and engage on social
media accounts.
Engage w/ communities interested in interior design,
home improvement, home remodeling, home decor, and
more.
Specialized communities exist, on all social media platforms. Interior Design
Company can find, follow, and engage with communities interested in interior
design, home remodeling, home improvement, home decor and more.
Engaging with these communities can lead to social media growth and
website visits.
Developed by: Dan Christensen Marketing
Actively post and engage on social
media accounts.
Share content from industry blogs and thought leaders.
Reading industry blogs is an excellent way to follow trending topics, news
and find new communities. Industry blogs also provide shareable content that
target audiences will want to view. A list of the top blogs within industry
categories related to Interior Design Company can be found in the Top
Industry Blogs document (accompanying this plan).
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Take, and share, more pictures.
Successful social media marketing requires the constant development of
content. The best content Interior Design Company can produce are images
of the work it performs. These pictures can be used to update followers,
develop blogs and case studies, and create portfolios of experience.
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Take, and share, more pictures.
Pictures should be taken at all future projects and fittings.
Pictures should be taken before, during and after project.
The ability to take pictures prior to, during and after the completion of fittings
may be difficult to execute; but doing so will help develop marketing content,
which can be used across digital assets. These images will help explain the
process to consumers, and promote transparency; both of which are
consumer’s concerns.
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Take, and share, more pictures.
These pictures will be shared across social media, and on
the blog.
Project images can be used to create single posts, photo albums, and blogs.
Sharing these images will attract more impressions, increase the chance for
engagement, and promote the brand.
Developed by: Dan Christensen Marketing
Take, and share, more pictures.
These pictures will be shared across social media, and on
the blog.
Project images can be used to create single posts, photo albums, and blogs.
Sharing these images will attract more impressions, increase the chance for
engagement, and promote the brand.
Developed by: Dan Christensen Marketing
Content
Developed by: Dan Christensen Marketing
Content
Digital marketing, which includes social media, blogging, web design and
SEO, requires the constant development of content. Content comes in many
forms, and can be used across multiple online marketing channels. Content is
what people consume online; from the words they read, to the images they
see, and videos they watch. To attract customers online, your content must
be better, and more relevant, than the competition. This is especially
important on social media, where your content is not only competing with
similar businesses, but with user’s friends, family and favorite brands. Social
media news feeds are where all content comes together, and only the best
gets noticed.
Developed by: Dan Christensen of Dan Christensen Marketing
Content
Multiple types of content will be created for Interior Design Company These
will include, but are not limited to:
• Repurposing images on the website. Descriptions will be crafted, which
detail the project, fitting, quality and/or design. These images will be
optimized for web, through size and metatag updates..
• New images will be taken by Interior Design Company and submitted to the
marketing team. These images will capture the project lifecycle; before the
start, during fitting, and after completion. These images will be used to
create photo albums, blog entries, and social media posts.
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Content
• Sharing and commenting on industry blogs. Thoughts on blog topics will
be included. These shares will include relevant engagement identifiers, to
increase discovery.
• Blog entries will be written which detail current projects, Interior Design
Company offerings, and thoughts on the industry. Blog entries can include
tips for home improvement, lists of top designs and resources, and stories
about current, or past, projects.
Developed by: Dan Christensen Marketing
Content
• Graphics will be created which position Interior Design Company as an
industry participant. These can include bedroom, bathroom and kitchen
designs made by others, or performed by Interior Design Company, quotes
about interior design and home improvement, and other creative designs.
•
Off-topic and trending content will be created and/or shared. This content
can discuss current events, industry updates, holidays, and local stories.
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Content
• Promotions, special events and corporate announcements will be
repurposed into content. Sales and discounts can be turned into graphics.
Special events and announcements can be shared, through images or
copy, to followers and community members.
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Social Media
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Social media is a place to share information about your business, and engage
with people and brands. For some, social media may be their first introduction
to your business, so it’s important to maintain consistent messaging and
branding across channels. To be discovered on social media, the creation, and
sharing, of interesting content is key.
Interior Design Company already has a Facebook and Twitter account. During
this campaign, a Pinterest, Google+, and LinkedIn page will be created for
Interior Design Company Profile images will be consistent, across platforms;
as will descriptions and contact information.
Strategies, content and engagement will differ, across social media platforms;
but all of them will maintain consistent messaging and branding, engage with
followers and communities, and share interesting content.
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Facebook
Developed by: Dan Christensen Marketing
Facebook
Strategy
Facebook will be Interior Design Company’s primary social media asset.
When people want to learn about a company, the top two places they visit, are
the website, and the Facebook page. Interior Design Company’s Facebook
page will be where all content, updates and branding are shared.
Developed by: Dan Christensen of Dan Christensen Marketing
Facebook
Content
• All images, with descriptions, from the Interior Design Company website
gallery, will be posted to the Facebook page. These images will also be
used to create photo albums.
• Promotions, special events and business announcements will be shared.
• Industry blogs (found in the Top Industry Blogs document) will be
commented on, and shared.
• Off-topic and trending stories will be discussed, and/or graphics will be
created that relate to these trending topics.
• Content created for all other platforms, efforts and purposes, will be
repurposed and shared on Facebook.
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Facebook
Engagement
• All comments and questions will be responded to.
• Customers will be encouraged to leave reviews.
• Interior Design Company will follow other industry brands, people and
blogs, and engage with their content.
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Twitter
Developed by: Dan Christensen Marketing
Twitter
Strategy
Unlike other social media platforms, it’s difficult to post too often on Twitter.
Twitter is also more informal than many other platforms. As content is
created, it can immediately be shared on Twitter, with an image or link.
Thoughts, insights and quotes can also be shared, as they occur. The goal of
Twitter will be to start, and respond to, conversations, in real-time.
Developed by: Dan Christensen Marketing
Twitter
Content
• Content created for all other platforms, efforts and purposes, will be
repurposed and shared on Twitter.
• Interior Design Company will follow users from within the industry, and
retweet their content, when relevant and appropriate.
• Interior Design Company. will @mention users from within the industry, to
gain impressions, and increase the chance for discovery.
• Industry blogs (found in the Top Industry Blogs document) will be shared.
• Quotes about the industry will be Tweeted.
• Any updates, promotions, events or news from Interior Design Company,
will be shared.
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Twitter
Engagement
• Users will large followings, will be targeted for engagement. @Mentions
will be used to start conversations.
• #Hashtags will be added to all posts. These include, but are not limited to:
#home, #kitchen, #bedroom, #bathroom, #interiordesign, #homedecor, #diy,
#design, #bespoke.
Developed by: Dan Christensen Marketing
Pinterest
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Pinterest
Strategy
Businesses in the design industry, often perform well on Pinterest. The visual
elements that design-based businesses generate, align with the expectations
of Pinterest users. Images can be used to create boards, which can showcase
offerings, experience, and the quality of work.
Developed by: Dan Christensen Marketing
Pinterest
Content
• All images, with descriptions, from the website and gallery, will be used to
create Pinterest Boards.
• Images from industry blogs (found in the Top Industry Blogs document)
will be pinned to relevant Pinterest Boards.
• Interior designs, home decor, DIY home improvements, and other related
topics, will be discovered, and pinned to relevant Pinterest Boards.
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Pinterest
Engagement
• Engagement on Pinterest is based more on Likes and Re-pins, than
comments. To best engage, quality images will be added.
• Pinterest Boards/users from relevant industries, will be followed.
Developed by: Dan Christensen Marketing
Google+
Developed by: Dan Christensen of Dan Christensen Marketing
Google+
Strategy
Google+ is about building, and engaging with, communities. Following,
engaging with, and sharing content to these communities will help Interior
Design Company. get discovered. It’s important to find relevant, and popular
communities, and then understand how to best communicate with the people
that are involved.
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Google+
Content
• All of the content created for other platforms and efforts, will be
repurposed and shared to relevant Google+ communities.
• If there are no relevant communities, content will be directly posted to the
Interior Design Company Google+ page.
• Photo albums will be created, to showcase all images from the
website/gallery.
• Content from relevant users and communities, will be shared.
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Google+
Engagement
• Interior Design Company will follow, and engage with relevant
communities.
• Content will be posted within these communities.
• Conversations will be started, and/or joined, within these communities.
• Relevant communities include, but are not limited to: Interior Design, Home
Improvement, Home Remodeling, Kitchen & Bathroom Remodeling Ideas,
Kitchen Products + Design, Bedroom Design, and Bathroom Design.
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LinkedIn
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LinkedIn
Strategy
LinkedIn is the professional’s social network. Content posted to LinkedIn is
more professional in nature. For a business page, posts should be focused
on corporate announcements and industry-relevant topics, thoughts and
insights.
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LinkedIn
Content
• Blogs posted to the Interior Design Company website, will be shared.
• Industry blogs (found in the Top Industry Blogs document) will be shared.
• Promotions, special events and corporate announcements will be posted.
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LinkedIn
Engagement
• At least one representative for U.I, (either an internal team member, or from
the marketing team), will be responsible for sharing content within LinkedIn
groups.
• Representative will also spend time engaging with members of LinkedIn
Groups.
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Blog
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Blog
Blogging is a vital part of online marketing success. Content from blogs can
increase backlinks, expand sets of SEO keywords, and provide additional
opportunities for discovery.
A blog page will be added to the Interior Design Company website. This blog
can be hosted on the website, or via WordPress.
A blog entry will be posted twice a month. Each entry will be optimized for
web, and shared across social media channels.
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Blog
The content for the blog will include, but is not be limited to:
• Stories and descriptions, with images, from current projects.
• Detailed descriptions of past projects, with images from the website
gallery.
• Tips for DIY home remodeling, interior design and home improvements.
• Lists of resources, places to shop, design inspirations, etc.
• Thoughts on the industry, based on content from other industry blogs, or
provided by the Interior Design Company team.
• Promotions, special events and corporate announcements.
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Measurement
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Measurement
Every month, a report will be presented, which evaluates the current, and
previous performance, of all social media channels, along with the website.
This report will provide key metrics, information on growth and engagement,
an audience overview, and provide recommendations for improvement.
As web content is currently minimal, social media activity is limited, and
some social media accounts have yet to be created, the initial measurement
will assure messaging and branding are consistent. As each new month
passes, measurement will check for growth, across all channels and
platforms. Any areas where growth and engagement are under-performing,
will be receive an updated strategy.
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Measurement
By the end of this campaign:
• The website will have a blog page, with at least 10 entries.
• The website gallery will have descriptions for each image.
• Pinterest, Google+ and LinkedIn pages will be created.
• All social media pages will have grown, and will show a continuing growth
trend.
• Duplicate copy on the website, will be updated, with an expanded set of
keywords.
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