Digital Marketing Plan for Interior Design Company A 6-Month Campaign Developed by: Dan Christensen...

Digital Marketing Plan forInterior Design Company

A 6-Month Campaign

Developed by: Dan Christensen of Dan Christensen Marketing


BackgroundAn interior design company (whose name has been removed, 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 was a business with a new website, and a few social media accounts. The company had no advertising budget, and a limited marketing budget; only looking for 20 hours of marketing work/month.

The company wanted a digital marketing plan that focused on driving traffic to the website, improving search rankings, and growing social media pages.

The only direction provided by the client was to assure the proposed hours were not exceeded, and any proposed plan must be performed independently, by me, with the possibility for minimal assistance.

The following is what I put together for this client (which was eventually approved).


Digital Marketing Plan


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.


Objective

• Increase brand awareness, through social media marketing, posting and engagement.

•Develop brand messaging through increased, and improved, web copy and content.


BackgroundInterior Design Company currently has 3 digital assets:1. Website2. Facebook3. Twitter

All three have minimal published content. 4. Much of the web copy duplicates phrases and keywords from other

pages. None of the gallery images include descriptions.5. The last Facebook post was 18 May 2015. Since 2012, only 7 home

designs photos have been uploaded.6. 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.


Competitive S.W.O.T. Analysis


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.


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.


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.


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.


Plan


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.


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.


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.


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?”


Strategy


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.



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.



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.



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.


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.



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).



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.



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.



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.



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).


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.



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.



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.


Content


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.


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.


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.


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.


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.


Social Media


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.


Facebook


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.


FacebookContent

• 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.


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.


Twitter


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.


TwitterContent

• 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.


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.


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.


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.


Pinterest

Engagement

• Engagement on Pinterest is based more on Likes and Repins, than

comments. To best engage, quality images will be added.

• Pinterest Boards/users from relevant industries, will be followed.


Google+


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.


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.


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.


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.


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.


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.


Blog


BlogBlogging 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.


BlogThe 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.


Measurement


MeasurementEvery 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.


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.

Digital Marketing Plan for Interior Design Company A 6-Month Campaign Developed by: Dan Christensen...

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