Social MEdia Marketing Plan - Web viewAshlee Pitigliano. BUS 134 Winter 2015. New Life Carpet Cleaning. Social MEdia Marketing Plan

New Life Carpet Cleaning

Social MEdia Marketing Plan

Ashlee Pitigliano

BUS 134 Winter 2015

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

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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.

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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

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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

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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

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NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN 7


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.

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Twitter Content Examples9

NEW LIFE CARPET CLEANING SOCIAL MEDIA MARKETING PLAN 10


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

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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

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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!

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Social MEdia Marketing Plan - Web viewAshlee Pitigliano. BUS 134 Winter 2015. New Life Carpet Cleaning. Social MEdia Marketing Plan

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