7-2_MKT_355

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Southern New Hampshire University *

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355

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Marketing

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Apr 3, 2024

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Kari Wildey MKT-355-J3291 Social Media Marketing Strategy Southern New Hampshire University Mr. Jensen February 25, 2024

7-2 Final Submission: Social Media Marketing Plan I. SNHU Pet Supply Marketing Strategies A. Current Position The messaging strategy SNHU Pet Supply currently uses to position its products is trying to gain the online attention to their ads by using pictures. By using these pictures, it creates an emotional connection to the target audience. The two recent Facebook ads feature a full-size photo of dogs with a caption underneath. The first post, “What are you feeding your pet?” has an image of a dog of average age and this is to gain an emotional connection that you should consider what you are feeding your dog, which is suggestive to make a change. The second post, “The best for the newest member of your family.” features a full face of a puppy which draws attention to the post and makes a statement for those who have a puppy, to consider starting the puppy off with a good quality food so he will be healthy as he grows. SNHU Pet Supply wants to shift the focus from traditional marketing to social media by redirecting the traditional materials to their social media accounts. B. Different Marketing Platforms The different marketing platforms SNHU Pet Supply currently uses to support the overall brand positioning is advertisements in both SNHU Pet Supply and partnering stores. They also utilize mailings to local customers within 20 miles of the SNHU Pet Supply store. These traditional advertisements utilize the announcements of online expansion and introduces their social media accounts. The mailing also coordinates with the online presence by offering coupons for both in-store and online purchases. This creates a direct connection between both traditional platforms and social media, specifically Facebook and Instagram. By directing

customers to the social media accounts, they can support the brand positioning by allowing consumers to see the in-depth photos, captions, and posts that create the emotional connection. C. Weakness Some weaknesses in SNHU Pet Supply’s current, overall marketing strategy would be focusing on the stronger statistics such as, the pictures of animals, the captioning of the posts that continue the emotional connection to the target audience. They could also build a stronger marketing strategy making their Facebook more engaging and offering incentives to share the posts. This could consist of promotions, coupons, or an online friendly competition for number of times a post is shared. SNHU Pet Supply should make their marketing strategy align with their brand positioning. This would be focusing on the animals’ pictures and captions that continue to connect with the audience that create the image that the animals are family and not just pets. The statistics show that the Facebook ads that focus on the animals and offer discounts have been the most successful. The Instagram account posts seem to align with the company brand by using a post of a cat with a funny caption, which still creates the image the cat is family, and this is his normal routine (hating Mondays). However, Instagram creates posts twice a day and these posts should strategically be placed on their Instagram page when their followers are at the highest peak of being online. By using these techniques, this could increase brand awareness and building larger following. II. Social Media Marketing Analysis A. Identify SNHU Pet Supply has decided to use Facebook and Instagram for their social media platforms for their marketing strategy. These two platforms were selected because they are the top social media platforms used for social media marketing. They also have detailed ways to

track metrics and data which will give insight into what areas of the marketing strategy is working and what isn’t. These two platforms can coincide interchangeably to exchange ads and stories directly between each other to further reach the target audience. Facebook is used primarily by adults with substantial income whereas, Instagram’s users consist of 30-year old’s and under (Jackson, 2021). Using both Facebook and Instagram is a smart choice for social media platforms since these platforms remain the most popular among users and provide the necessary insight for a social media marketing plan. B. Describe The role that each social media platform has within the overall SNHU Pet Supply marketing strategy is measuring data, metrics, and establishing the SNHU Pet Supply brand by posting content that captures the attention of the target market using humor and sentiment. Facebook has primarily been used in reaching more of the target audience and using paid promotions to track the data of the social media marketing plan. SNHU Pet Supply has put more time and money into focusing on this analysis because this is where they applied different marketing techniques as well as the platform with a direct call-of-action to the SNHU Pet Supply website. Facebook was used for specific messaging strategies to see what the audience preferred. These ads focused on 4 different messages such as, providing educational details of what ingredients are in the new pet food, endorsements from veterinarians, coupons, and the pet itself. Instagram was used for unique ways to display pictures with less to read and photos that make the pet the primary focus. This would make Instagram the primary social media platform to draw the attention of the target market in a sentimental way. It uses hashtags as a way for the user to be redirected to what the SNHU Pet Supply website. Both of these social media platforms are a

great way to establish the companies online presence because of the detailed metrics and both organic and paid content. C. Metrics 1. The current social media metrics being used to evaluate Facebook are insights, which consists of page views, page likes, reach, post engagement, and videos based on the last 28 days. The metrics show that page views and video metrics are raising and the page likes, reach, post engagement are declining. SNHU Pet Supply is also using data from 5 recent Facebook posts to show the reach by the number of people who saw the content which has declined by 47%. The metric also show that page likes have gone down by 46% and post engagement is dropped by 73%. Within the last 4 months, Facebook posts with 4 different ads using 4 different message types were also measured to show the click rate and the cost of each ad performance (Southern New Hampshire University, 2024). 2. There are many evaluation metrics that can inform a company’s social media marketing decisions. Social media metrics is what tells companies how they are performing, how they stand up against competition, and if they are meeting the necessary benchmarks set in place (Hill, 2024). Insights are the full dashboard of metrics that determine if the social media marketing strategy SNHU Pet Supply is using has been successful. Reach metrics track to see if the target market has been presented with the SNHU Pet Supply contents and if their viewing the content. If these metrics start to decline, then SNHU Pet Supply can reevaluate the type of content they’re posting and decide where to eliminate what isn’t working. The metrics for engagement rate and likes to determine if the content is engaging enough to interact with and if users like the content being posted. If these metrics were to decline, then the company would have to decide which posts have not been performing well and determine if they

should eliminate or change the post that have the least engagement and likes. For example, the posts with more texts such as, veterinarian interview and ingredient list have the least engagement and likes rates, this means the company knows to eliminate these types of post or shorten the text. The metrics for both Facebook and Instagram show this type of content has not been successful. Tracking paid ad content metrics determines where the company is losing money or making a profit. This would determine which ads have the least reach and clicks and determine the type of content the company should use and focus on. Instagram’s website clicks were only 6, so they need more of a call to action added to their posts so the company can drive traffic to the website. The impressions seem to be working for both social media platforms, so the company knows this is the content and trend the company should focus on to establish the SNHU Pet Supply brand that the pet is an important member of the family (Southern New Hampshire University, 2024). D. Strength and Weakness 1. SNHU Pet Supply has had some successful social media marketing strategies. These strategies consist of using the content in Facebook’s post “Because kittens love Mondays”, with a reach of 3500 and engagement rate of 1500 clicks and 1300 reactions. Another successful post was “Ginger loves her new SNHU Pet Supply All-Natural Pet Food”, with a reach of 5000, 1000 clicks, and 700 reactions. Based on these metrics, SNHU Pet Supply can see that focusing on the pet has been the successful content to post. Facebook metrics for ads that depict that the pet is an important member of the family have also been successful. This metric had 500 link clicks with the highest reach of 76,205 which also creates revenue for the company. The impressions for Instagram have gone up by 346, so the hashtags and pictures are attracting its target market and the data shows that the top posts have contributed to the rise in impressions.

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