Product Concept: Paid Social Services
Increase awareness of a new Paid Social service and generate high quality leads that are interested in purchasing Paid Social Services with AZoNetwork.
Service Cost: £50 per month, 3 month contract (minimum)
Costs for client ad spend are separate to Service Cost
Objectives
Campaign will take place over a period of 3 months:
Month 1 – Awareness – To build product exposure by increasing website traffic
Month 2 – Launch – To promote the product over 4 weeks
Month 3 – Retention – To build lead generation through sales
KPIs
Self KPIs
1 – Build market share by 20%
2 – Achieve a conversion rate of 10% through paid media
3 – Conduct 3 Webinars
Audience KIPs
1 – Increase social engagement rate by 5%
2 – Build international network of 3 Science, Engineering & Healthcare influencers
3 – Add 1000 subscribers to email list
Market Research
Buyer Personas
The campaign will be targeting marketing managers of science, engineering and healthcare companies. The following buyer personas would ideally be based on customer profiles collected via email list & uploaded to facebook or based on data from google analytics
Science
Name: Kate
Position: Marketing Manager
Location: Birmingham
Gender: Female
Age: 27
Bio: Kate is university educated & Marketing Manger for Infrared Sensor manufacturers
Engineering
Name: Raj
Position: Marketing Manager
Location: London
Gender: Male
Age: 40
Bio: Raj is post graduate educated & Marketing Manger for 3D Printing services
Healthcare
Name: Danny
Position: Marketing Manager
Location: Manchester
Gender: Non-Binary
Age: 22
Bio: Danny is the Marketing Manger for Infrared Sensor manufacturers
The Data
One key aspect of all marketing campaigns is to cut through the hearsay and let the data do the talking. Thanks to big data from the likes of Facebook & Google, the size of the target market can be measured in near real-time with detailed targeting & search term volume.
Facebook / Instagram Audience Size
Keyword | Audience Size |
|---|---|
Healthcare and medical services
| 10,742,625 |
Science | 705,993,360 |
Engineering | 6,807,170 |
Healthcare | 447,066,990 |
Marketing Manager | 271,490 |
Marketing Director | 432,467 |
Digital Marketing | 175,747,249 |
Social Media Marketing | 99,236,446 |
Paid Media Strategy - Social Media - Pre
Adset 01 – Science
Audience Size: 350K
Female, 25-34
Careers: Marketing Manager, Marketing Director
Interests: Digital Marketing, Social Media Marketing, Science
Daily Reach: 372-1.1K
Budget: £7 per week
Duration: 4 Weeks
Goal: Awareness
Method: Reach
Adset 02 – Engineering
Audience Size: 170K
All, 35-44
Careers: Marketing Manager, Marketing Director
Interests: Digital Marketing, Social Media Marketing, Engineering
Daily Reach: 349-1K
Budget: £7 per week
Duration: 4 Weeks
Goal: Awareness
Method: Reach
Adset 03 – Healthcare
Audience Size: 370K
All, 18-24
Careers: Marketing Manager, Marketing Director
Interests: Digital Marketing, Social Media Marketing, Healthcare
Daily Reach: 486 – 1.4K
Budget: £7 per week
Duration: 4 Weeks
Goal: Awareness
Method: Reach
Paid Media Strategy - Social Media - Launch
Adset 01 – Science
Duration: 4 Weeks
Goal: Engagement
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Traffic
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Sales
Method: Impressions
Budget: £7 per week
Adset 02 – Engineering
Duration: 4 Weeks
Goal: Engagement
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Traffic
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Sales
Method: Impressions
Budget: £7 per week
Adset 03 – Healthcare
Duration: 4 Weeks
Goal: Engagement
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Traffic
Method: Reach
Budget: £7 per week
Duration: 4 Weeks
Goal: Sales
Method: Impressions
Budget: £7 per week
Paid Media Strategy - Social Media - Post
Adset 01 – Retarget
Duration: 4 Weeks
Goal: Traffic
Method: Reach
Budget: £7 per week
Adset 02 – Sales
Duration: 4 Weeks
Goal: Catalogue Sales
Method: Impressions
Budget: £7 per week
Adset 03 – Lead Generation
Duration: 4 Weeks
Goal: Engagement
Method: Reach
Budget: £7 per week
Paid Media Strategy - Social Media - FB/IG
Daily Budget | Audience size | Est reach | Duration | |
|---|---|---|---|---|
Acquisition Ads (PRE During) | £3 | 890,000 | 1.2K – 3.5K | 4 weeks |
Consideration (Launch During) | £6 | 890,000 | 1.2K – 3.5K | 4 weeks |
Conversion Ads (Launch During) | £3 | 890,000 | 1.2K – 3.5K | 4 weeks |
Retention (Post) | £3 | 890,000 | 1.2K – 3.5K | 4 weeks |
Based on data, audience can be adjusted to target more niche audience. I estimate that audience size will lower as we go down the funnel, keeping budget high will help better convert engaged audience. Based on real time data during campaign, budget can be adjusted and ad sets can be turned off.
Data Planning
- Establish Marketing Platforms: Web, Social, Email
- Outline Objectives: Phase 1 Awareness, Phase 2 Launch, Phase 3: Retention
- Get Baseline & Set Goals: Highlight Trends & set SMART goals based on KPIs
- Collect Data at touchpoints: Customer Reviews & Heatmaps
- Use Data to build on customer personas: Highlight specific characteristics
- Run Test and improve campaigns: via Split tests etc
- Report changes and findings for future campaigns
Analytics Planning
- Collect and prepare data
- Analyse data
- Deliver analytics
- Adjust models
Data Tracking
Track Data, Events & Conversions via:
- Google Analytics
- Bing Analytics
- Facebook Business Manager
- Instagram Insights
- Email Marketing Analytics
- CRM Insights
Resources
Logistics (in house):
Content Writer – Blogs, Email, Descriptions
SEO/PPC – google ads, organic SEO
Social Media – Engagement, PR with Influencers, paid social
Graphic Design – Video & graphics for site, blogs, email, social
Budgets (per month)
Social Ad Spend: £90 – £180
ROI
Total Spend: £450
Clients to break even (£50 service charge): 3 Clients on 3 month contract
Full Campaign Timeline
