Social Media Marketing Strategy for Boundary Mill

Stores
Table of Contents

1. Introduction.......................................................................................................................3

2. Strategy evaluation...........................................................................................................3

2.1. SMART objectives.....................................................................................................3

2.2. Recommendations......................................................................................................4

3. Evaluation methods..........................................................................................................7

4. Conclusion.........................................................................................................................7

5. References..........................................................................................................................9
1. Introduction

A social media marketing strategy requires significant investigation, forecasting and pursuing

as to ensure tangible profit in the investments (Tuten and Solomon, 2017). The investment

includes both the monetary value as well as the time spent. Social media marketing is most

appropriate for the company based on the size of the company in addition to the stiffness of

the industry. More so, the company has established rigid and robust base on social media.

According to Skeels and Grudin (2009), social media platform is more extensive, informative

and personalise as compared to other options, which forms the basis of this e-marketing

strategy for firm.

2. Strategy evaluation

2.1. SMART objectives

 To increase customer engagement between the business and the customers on the website

by ten percent by the end of the year: Mass media creates platform where the business

invites consumers, thus helps in the improvement of the customer’s awareness of the

engagement website and shapes a better customer engagement (Watson et al., 2013).

 To maximise on social networking of the firm by enhancing brand exposure and

awareness by ten percent by the end of the year: Among the many benefits that are

attained from the social media networking, brand exposure is crucial (Sara-Carter and

Jones-Evans, 2009). According to Tuten and Solomon (2017), brand exposure takes place

when the consumers become aware of the existence of the product, service or

advertisement via at least one of their senses whether or not pay attention to it.

 To exploit the firm’s web experience and enhance acquisition of market insight and data

analysis in the decision making for the next two years: Currently, the target customer web

experience is unpredictable (Stelzner, 2014). Social media has revolutionised the research
 on market and has aided the monitoring of the competitors (Lovelock et al., 2009). The

data that accumulates in the databases by the social media channels aids in the speculation

about the target market and the entrant’s information and it is easily accessible.

Therefore, social media highly enables more specific market intuitions (Saravanakumar

and SuganthaLakshmi, 2012).

 To reduce the investment capitalised in the assessing of the online quality service for six

months by advertising on mass media, which reduces the expenditure by sixty percent:

Social media is an effective promotion tool that does not require a lot of accessioning of

the quality service (Pan and Li, 2011). This is a strategy of doing an improved and

costless commercial marketing. Little investment is sufficient enhance a social media

strategy to commence with significant results (Tuten and Solomon, 2017). 

2.2. Recommendations

To increase customer engagement between the business and the customers on the website by

ten percent by the end of the year

A key objective for this strategy is to enhance customer engagement between the business

and the customers. Social media is a platform that encourages a wide range of interactions

hence the company should focus on increasing its interactions with customers and potential

customer on its social media platforms. During the engagements on the website, the company

should include forums where by the company gives professional guidelines on the goods not

customers opinion only. Boundary Mill Stores relies on the enthusiasm of the followers on

the social media (Watson et al., 2013). They create the enthusiasm by posting the content that

triggers reaction and has a platform where there is debate on the contentious issues in the

industry (Sara-Carter and Jones-Evans, 2009). Notably, as a way to trigger this, the company

should not only use the Privilege Club, but rather, make all the trends public not just to
particular group (Lovelock et al., 2009). If the firm capitalises on social media, it will help

search for new entrants, thus attaining contact and maybe retain them as customers. Also, this

will aid the company to maintain the professionalism of the relations as it is easy to monitor

(Saravanakumar and SuganthaLakshmi, 2012).

To maximise on social networking of the firm by enhancing brand Exposure and Awareness

by ten percent by the end of the year

Brand exposure and awareness using the social media networks is also an important objective

whereby Boundary Mill Store has utilised LinkedIn, Facebook and Twitter as the main social

media networking channels through which followers are likely to by its products (Watson et

al., 2013). Instead, the firm should utilise social media networking in expanding the circles of

the user and expound on the uniqueness of the brand and reinforce the brand profile

(Lovelock et al., 2009). Moreover, when the firm intensively utilise social media networks, it

can speculate the rate of exposure this is possible with the use of social media metrics (Sara-
Carter and Jones-Evans, 2009).

To exploit the firm’s web experience and enhance acquisition of market insight and data

analysis in the decision making for the next two years

Considering the marketing insights objective, the firm should use the web experience about

the consumers to mark the trends in the market (Lovelock et al., 2009). Over the years the

company has developed knowledge and experience, which should be used in speculation of

the consumer’s behaviour (Khan, 2011). Instead of just leaving the consumer with

impression, the company should apply follow up tactics whereby the customer’s feedback is

acquired (Sara-Carter and Jones-Evans, 2009). Moreover, the tactic will make it possible for

the company to evaluate the competitor’s goods and service provision (Sara-Carter and

Jones-Evans, 2009). The company can also apply the features on the website where

suggestions are made about the retrenchment process. If Boundary Mills Stores exploits on

this, it will be in a position to make informed decisions, hence attain a sustainable

competitive advantage. Furthermore, this technique is a perfect avenue for the company to

establish who the audience is. Thus, when Boundary Mill Store exploits on this, it will have
the capacity to easily analyse the market and find out the rationale of customers toward their

brand as compared to the competitors in the industry.

To reduce the investment capitalised in the assessing of the online quality service for six

months by advertising on mass media, which reduces the expenditure by sixty percent

Cost-effective online service quality assessing can be realised with the use of social. Watson

et al. (2013) explains that sixty-three percent of the firms that maximise on the use of Social

Media are attaining higher effectiveness in marketing. Social media assures relatively

inexpensive, more effective and measurability. Rather than the company using the random

questionnaire that are used to get the speculate the level of satisfaction and identify the needs,

the use of social media makes it cheap and faster (Armstrong et al., 2015). As such, Boundary

Mill Stores should focus on needs of the consumer when it launches products that need fast

consumption by the audience since the approach requires much less capital as compared to

paid marketing and the conventional methods of questionnaire. Furthermore, optimisation of

the platforms on social media will offer long term results of customer satisfaction for it offers

inexpensive infrastructure that is sustainable. Should Boundary Mill Stores capitalise on the

e-marketing, the company will attain a resilient base on which an undisputed customer

satisfaction and both parties will be able to sustain for it is cheap (Lovelock et al., 2009).

Ideally, all the channels of the Social Media are cost effective and easy to work with, but they

are evaluated to be the most aggressive marketing strategy in attaining the range of the

consumers (Armstrong et al., 2015).

3. Evaluation methods

Customer engagement effects can be evaluated with an array of tools and approaches. For

instance, Boundary Mill Stores can evaluate this with determining the rate of consumer

growth, the rate of traffic on the site and the positive comments by the consumers regards

their satisfaction.
Brand exposure and awareness implications, this is attained by examining the rate of sales for

a particular period of time, such as from the commencing of the intensive implementation of

the e-marketing plan until the target day (Lovelock et al., 2009). Furthermore, the company

can attain the actual return on investment with the analysis of the company’s financial returns

since the inception of the marketing strategy to the speculated date (Hoffman and Feodor,

2010).

Cost-effective online service quality assessing, also the company can also validate the returns

by acquiring the consumers’ point of view regarding the company’s products. The strategy

essentially creates a feedback platform, thus the customer’s feedback can validate the

effectiveness of the campaign (Watson et al., 2013).

Marketing insights utilisation consequences, the company can validate the effectiveness from

the competitor’s data as compared to the company. More so, the use of website metrics such

as those obtained from Google will assist in data analysis of the market. If the company is

making higher sales as compared to the rest if the competitors, then the approach is more

efficient especially when the company attains a higher number of consumer base as compared

to the competitor (Russell, 2013).

4. Conclusion

Social media marketing domain has significant benefits encountered by the company.

Although Boundary Mill Stores has commenced on the social media marketing, it needs to

put more emphasis on the strategy as to attain the set marketing objectives. However, the

main benefit attained by the strategy is the increased market exposure and market share.

Additionally-marketing is also a cost effective option and it depends on the channel the

company opts to utilise, for the channels bring along different types of consumers.

Concerning the ultimate possibility, the company will attain the targeted results since due to
globalisation, the internet is linking the globe into global village, which increases access to

consumers.

5. References

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.

Pearson Education.

Hoffman, D.L. and Feodor, M., 2010. Can you measure the ROI of your social media

marketing?. MIT Sloan Management Review, 52(1), p.41.

Lovelock, C.H., Wirtz, J. and Chew, P., 2009. Essentials of services marketing.
Khan, J., 2011. Validation in marketing experiments revisited. Journal of Business

Research, 64(7), pp.687-692

Pan, B. and Li, X.R., 2011. The long tail of destination image and online marketing. Annals

of Tourism Research, 38(1), pp.132-152.

Russell, M.A., 2013. Mining the Social Web: Data Mining Facebook, Twitter, LinkedIn,

Google+, GitHub, and More. " O'Reilly Media, Inc.".

Sara Carter, E. and Jones-Evans, D., 2009. Enterprise and small business: Principles, practice

and policy. Strategic Direction, 25(5).

Saravanakumar, M. and SuganthaLakshmi, T., 2012. Social media marketing. Life Science

Journal, 9(4), pp.4444-4451.

Skeels, M.M. and Grudin, J., 2009, May. When social networks cross boundaries: a case

study of workplace use of facebook and linkedin. In Proceedings of the ACM 2009

international conference on Supporting group work (pp. 95-104). ACM.

Stelzner, M., 2014. 2014 Social Media Marketing Industry Report. Social media examiner,

pp.1-52.

Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.

Watson, C., McCarthy, J. and Rowley, J., 2013. Consumer attitudes towards mobile

marketing in the smart phone era. International Journal of Information Management, 33(5),

pp.840-849.