Digital Marketing Strategy
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Sinclair Verde Lamp is a furniture retailer in Phoenix, Arizona committed to reducing waste. The company transforms waste into lamps through a recycling process and donates some of its sales to nonprofit organizations supporting the environment.
As the Marketing Specialist from Good Mercury Marketing, the agency hired by Sinclair Verde Lamp, I will be responsible for creating the background for the marketing plan for this project, an internal marketing proposal, doing a keyword adjustment, and creating a presentation with results.
Marketing Plan
Business objective:
Good Mercury Marketing will enhance brand awareness for Sinclair Verde Lamp by running ads and creating social media posts. We will also optimize the company’s product listings on Google Shopping to improve sales.
Customer persona:
Angel Serra is a 37-year-old mother of two living in San Francisco, California. She is an environmental activist and is interested in issues like recycling and reducing waste. In her spare time, she likes to decorate her home and collect creative art, despite her limited budget.
Market Segment:
Sinclair Verde Lamp is a sustainable lighting company that targets adults in the United States and Canada who are interested in home decoration and design. This audience has been more active on social media since the start of the pandemic.
Total Budget:
US $1,000.00 monthly
Tools:
- YouTube
- Email Marketing
- Google Ads
- Google Shopping
- Google Analytics
- Shopify
KPIs:
- Lead conversion rate
- Number of new customers
Metrics to watch:
- Share rate
- Reach of key posts or hashtags
- Click rate
Desired result:
Triple the conversion rate of new online shoppers compared to the conversion rate of new shoppers in physical stores.
Internal Marketing Proposal
Key client information:
- Sinclair Verde Lamp Company is committed to reducing waste by reusing unwanted products into lamps in a process known as “recycling”.
- A portion of each sale made is donated to support non-profit groups dedicated to the environment.
- Recycling reduces pressure on valuable resources such as fuel, forests, and water supplies, and helps preserve wildlife habitats.
- Recycling reduces the amount of waste that will need to be recycled or sent to landfills and incinerators.
Key target audience statistics:
- 95% of the demographic uses at least one social media platform.
- More than 50% of Generation X users interact with brand videos on social networks.
- 54% of Generation X consumers feel that brands and marketers don’t take them into account.
- 93% of global consumers expect the brands they use to support local, social and environmental issues.
Main marketing strategies:
- Marketing en redes sociales
- Video Marketing
Our target audience of customers aged 42-57 is heavily active on social media, with 95% using at least one platform. This audience also prefers to watch video content, making video ads a great way to reach them.
Main content category:
Inspirational content: Showcase the most authentic brand and reinforce the message, values, and vision.
Sinclair Verde Lamp customers are committed to reducing waste and want to make a difference. Therefore, inspiring content would be the most attractive to our target audience.
Ads will be distributed on platforms such as Twitter and Facebook since they are the most used by our target audience. It is also possible to use ads on YouTube and our own video channel.
Most importantly, highlight Sinclair Verde Lamp’s mission and values. This way, we can show the target audience the importance of recycling and how our products contribute to it. Here we can include statistics about recycling and its benefits, raising awareness.
Keyword Adjustment
In this scenario, I strategically selected keywords for the marketing campaign, considering the budget.
Editing keywords is a strategy to improve the results of a failed campaign. You can remove keywords that are not performing well.
Marketing Report
In this scenario, a presentation was created to provide an overview of the campaign, its agenda, and results.
Marketing experts need to be able to give effective presentations to their clients when they receive campaign results. These presentations should include quality images that support the data and analysis acquired during the campaign.
Digital marketing strategy is the process of using online channels to reach your target audience and achieve your marketing goals. It involves a variety of tactics, such as search engine optimization (SEO), social media marketing, and paid advertising.
A successful digital marketing strategy is one that is well-planned, targeted, and measurable. Digital marketing is constantly evolving, and it is important to keep learning from different sources to keep you and your team up to date.